Just one month out from the start of the Rugby World Cup, the All Blacks have reached one million Facebook fans, making them the first New Zealand brand to do so.
The team enjoys the largest Facebook fan base of any New Zealand-based page, and dominates its on-field competition, with the Springboks next-best at 395,743, followed by England with 273,607 and the Wallabies with a paltry 98,937.
New Zealand Rugby Union general manager public affairs, Nick Brown, says the site experienced a 52% growth in ‘likes’ during the six months to July, adding 20,000 fans in the last week alone.
"Digital media... has become a key tool for us to ensure fans around the world are able to follow the team, interact with the NZRU and connect with other members of the online fan community,” Brown says.
800,000 of the All Blacks’ fans are based overseas; while Auckland boasts the most fans, Argentinian capital Buenos Aires is second, with nearly 44,000.