In a sign of how tough things have got in the sponsor market, even our premium sports brand, the All Blacks, is struggling to attract new backers. There is good news, and bad.

Rugby Union chief executive Steve Tew says his organisation is in advanced talks with a company that will replace Philips as sponsor of the TriNations: “While we don’t have any ink on paper yet, I’m very confident a new agreement will be signed.”

Half a year after Philips announced it was pulling its support for our national team, a replacement has yet to be signed.

One of Philips’ rivals tells NBR the Rugby Union is still shopping the sponsorship around but finding no takers.

A well-placed insider at one of Philips’ consumer electronics rivals says his company was approached to fill the national team’s sponsor void. But with the recession, it simply did not have the necessary funds on hand: “They [The Rugby Union] are asking everyone but nobody’s interested.”

The All Blacks might be on a roll but potential sponsors are not knocking down the New Zealand Rugby Union’s door to replace Philips following its shock withdrawl yesterday. According to one advertising industry insider, the bench looks weak.

New Zealand Rugby Union commercial manager Paul Dalton confirms his organisation got an early heads-up about Philips' decision not to renew its deal beyond January 31, 2009.

Philips is to stop selling its flat screen televisions in New Zealand and Australia at the end of the year.

At the same time, the company’s sponsorship of the All Blacks is also due to be reviewed by both parties.

It’ll be a short discussion. Philips ANZ Corporate Communications rep Sarah Campbell says the decision has already been made to drop the sponsorship, which centred around her company’s TV products.

Philips has been a primary All Blacks sponsor for 15 years. The NZRFU has been informed the sponsorship will terminate January 31.