NZ Rugby may need to find a new lucrative sponsorship that aligns with their values.
NZ Rugby is reconsidering their sponsorship with French construction company Altrad following owner Mohed Altrad receiving an 18-month suspended jail term after being found guilty of corruption.
This has put NZ Rugby in a difficult position and they are seeking urgent meeting with Altrad about the state of their sponsorship deal.
Dr Mike Lee, an associate professor of marketing at Auckland University, says NZ Rugby have to walk away from their sponsorship because taking Altrad's money will only look worse the longer they stay.
Dr Mike Lee says that NZ Rugby will have a better chance of maintaining brand equity if they find another sponsor.
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