Rugby bosses are looking to boost the value of the All Blacks brand and jump up the list of the world's most valuable sports teams.
The New Zealand Rugby Union is working with staff from US insurance giant AIG to explore ways to boost the All Blacks brand overseas.
Global specialist Brand Finance in 2011 put the value of the World Champion All Blacks side at $108 million.
That estimate is around the value of some of Europe's top soccer sides - although dwarfed by Manchester United, with a value of $720 million.
NZRU boss Steve Tew said the organisation's annual revenue of around $100-$110 million plus was made up almost equally by broadcasting, sponsorship and licensing and gate revenue and match fees.