Fabian Holland: The Dutch All Black and a Blueprint for Global Rugby Expansion
New Zealand Rugby (NZR) may have stumbled upon a lucrative marketing strategy – and a potential talent pipeline – through the remarkable journey of Fabian Holland, the 22-year-old All Black whose story transcends the sport itself. Holland’s rapid assimilation into the All Blacks’ culture, coupled with his unique background, presents an opportunity for NZR to expand its global reach in a cost-effective manner, moving beyond expensive international matches with limited brand-building impact.
Holland’s impact extends beyond his on-field performance. Following a recent victory in Dunedin, he proactively sought a broom to sweep the sheds, demonstrating an understanding of the All Blacks’ ethos – a connection with the people – that even impresses those raised within New Zealand rugby culture. As one observer noted, “He just gets that for the All Blacks to be loved by the people, they have to connect with the people.”
His story is, as described in recent coverage, “almost too ridiculous to comprehend.” Holland’s path from a teenager in Alkmaar, Netherlands – a town famed for its cheese market – to representing New Zealand’s national rugby team is nothing short of extraordinary. The contrast with the experiences of many New Zealand families is stark. While relocating 18-year-olds to university within the country can be a fraught experience, Holland independently moved to New Zealand at just 16, navigating a new language and culture before establishing himself on the nation’s elite rugby pathway.
The parallel, as highlighted by commentators, is a Kiwi teenager moving to Brazil, mastering Portuguese, and then earning a spot on the national football team. This improbable journey has captivated the Dutch rugby community, and NZR recognizes the potential to leverage Holland’s popularity. There are 18 million people in the Netherlands, and developing Holland as a brand in his homeland could yield significant returns.
The commercial possibilities are vast. A personalized merchandise line, media appearances, and consistent storytelling centered around the “All Blacks story” could generate substantial revenue. According to analysis, this approach could prove more effective – and profitable – than NZR’s current strategy of playing test matches abroad.
Recent efforts to grow the All Blacks’ brand in the United States have yielded limited results. Despite playing matches in Chicago, including a 2016 encounter with Ireland at Soldier Field, rugby’s popularity hasn’t significantly increased, nor has the All Blacks’ brand profile been substantially enhanced. Similarly, Bledisloe Cup games in Hong Kong in 2008 and 2010 failed to cultivate a significant fan base in Asia.
This is where Holland’s story offers a compelling alternative. The success of Yao Ming in the NBA, which ignited basketball’s popularity in China, and Park Ji-sung’s impact on Manchester United’s following in South Korea, demonstrate the power of leveraging foreign players to expand a team’s global reach. NZR acknowledges the importance of nurturing homegrown talent and preserving the “Kiwi essence” of the All Blacks, but the potential of Holland’s story cannot be ignored.
Recent reports indicate that NZR has invested approximately $20 million in digital content over the past two years with limited offshore brand growth. This expenditure underscores the need to explore alternative strategies, such as actively recruiting foreign talent. One analyst suggested, “Why not ditch making in-house fluff that reveals nothing to prospective fans, and instead invest in global musters where New Zealand’s high-performance teams trawl through the USA, Japan, the rest of Asia, Africa and Eastern Europe looking for future All Blacks?”
The idea of the All Blacks proactively seeking talent globally – rather than waiting for players like Holland to find their way to New Zealand – could unlock a richer pipeline of players and attract millions of new fans. While New Zealand has long recruited players from the Pacific Islands, the commercial benefits have been limited due to the smaller market size of Fiji, Samoa, and Tonga.
This strategy isn’t entirely new territory for New Zealand. However, the potential for commercial gain with a player like Holland, representing a significant European market, is substantial. It could make the All Blacks both better and richer. While the concept may seem ambitious, the story of Fabian Holland demonstrates that sometimes, the most unexpected paths lead to the greatest rewards.
