Top level rugby these days is a billion dollar industry. In this country, the US fund manager Silver Lake has invested $200 million in the All Blacks.
New Zealand Rugby also has investors like Britain's richest man, Sir Jim Ratcliffe, and multi-national corporations such as technology group SAP, and Japanese pharmaceutical giant Taisho.
But as the All Blacks have become commercialised, the tug-of-war between performance and making money has intensified.
Gregor Paul is the New Zealand Herald's rugby columnist, who's just published a new book in which he asserts that the lure of monetising the All Black brand has impacted the performance of the players and the coaches. He speaks with Susie Ferguson.