Music and sport are universal languages that bring people together – now two leading brands across both spheres have come together in a unique partnership.
Innovative global headphones brand Nura and the All Blacks have announced a joint partnership which will see Nura become the Official Headphones of the All Blacks – and in a unique arrangement, New Zealand Rugby will take an investor equity stake in the company.
The Melbourne-based consumer electronics company designs and manufactures headphones with a unique personalised sound technology. Nura’s debut product the nuraphone launched in October 2017 and in July 2019, Nura became the first and only company to add active noise cancellation to a headphone via a software update.
Nura CEO Dragan Petrovic said: “Despite being a small nation, New Zealand Rugby dominates a global sport through passion and a relentless pursuit of perfection. This inspires us at Nura like so many others around the world. We are a young company on a mission to revolutionise how humanity experiences music and disrupt an industry dominated by global giants. We’re proud to support the All Blacks and bring them closer to the music that moves them on and off the field.”
NZR Chief Commercial Officer Richard Thomas said: “This is an incredibly exciting and unique partnership between NZR and Nura. The partnership was formed with the vision of bringing music and rugby together and having two high-performing organizations collaborating together to achieve success.
“This is a three-year global partnership and we’re excited to be working together. As well as sponsoring the All Blacks, Nura will also be the Official Headphones of the Black Ferns, All Blacks Sevens, Black Ferns Sevens, Maori All Blacks and All Blacks XV.”
Rob Nichol, CEO of the New Zealand Rugby Players’ Association said “The Players really enjoy their music and they are seriously impressed by their Nura headphones. It’s great that a progressive brand like Nura, who is pushing boundaries with their innovation, has partnered up with New Zealand Rugby to help them achieve their goals. The Players are looking forward to helping this partnership succeed, for Nura and the game.”