All Blacks' Booming Rugby Brand Means Players Change on Team Bus

The All Blacks will use the team bus to change out of their training gear during the Rugby World Cup, an inconvenience the New Zealand superstars must endure to give sponsors their cut of the sport’s most recognized brand.

Under the rules of the four-yearly tournament, which kicks off Friday in London, the logos of team sponsors can only be seen at training and mustn’t be visible anywhere else associated with the Cup, such as in hotels or at matches. With players filmed arriving at and leaving training venues, changing on the bus will maximize exposure for companies like insurer American International Group Inc., which sponsors the champion All Blacks.