Crusaders and Sony join forces to lift rugby content to new heights
The Crusaders are thrilled to welcome global technology powerhouse Sony into the whānau, forming an innovative new partnership built on world class performance, relentless innovation, and a passion for capturing moments that matter.
Sony is renowned for pushing the boundaries of imaging and creative technology. The Crusaders are known for doing the same on the rugby field. Together, we’re building a collaboration that brings the best of both worlds together and sets a new benchmark for how rugby content is created and experienced.
A major focus of the partnership is bringing fans closer than ever to the heart of Crusaders rugby.
Using Sony’s professional cameras, lenses, and creative platforms, the Crusaders’ content team will work alongside Sony’s own ambassadors here in Aotearoa to produce immersive, high‑impact storytelling that captures the intensity, emotion, and precision of our game.
Richie Moore, Brand Manager at Sony Australia & New Zealand, says the creative alignment between the two organisations is already clear.
"Sony and the Crusaders are both leaders in our fields; we push boundaries, innovate, and strive for excellence every day. This partnership provides a unique opportunity to showcase the capabilities of our world‑class camera products while telling the story of one of the world’s most respected rugby teams.
“Working alongside the Crusaders’ content team allows us to create content that truly reflects the passion, precision, and performance both brands are known for," says Moore.
From the Crusaders perspective, Partnerships & Retail Manager Ruby Whiten says the relationship feels natural and the partnership is exciting for the club.
"The relationship we’ve already built with the Sony team has been fantastic. Having a global powerhouse like Sony partner with the Crusaders is incredibly exciting. Their technology, creativity, and professionalism align perfectly with our values, and this partnership opens up so many possibilities for innovative and engaging content for our fans."
Crusaders Lead Content Creator, Cam McBride, has already seen the impact during pre‑season.
"Using Sony’s cameras and lenses has been incredible. The quality of the equipment allows us to capture every moment in stunning detail and push our creative boundaries. I’m really excited to explore what this partnership can achieve, it’s an amazing opportunity to create content at a world‑class level."
This partnership marks a new era in Crusaders storytelling. With Sony’s technical excellence and the Crusaders’ drive for performance, fans can expect content that’s richer, sharper, and more immersive – capturing the spirit, skill, and energy of Crusaders rugby in a way that feels closer than ever.