BLUES AND LEGO BUILD NEW PARTNERSHIP

The Blues are excited to announce a new one-year partnership with LEGO New Zealand, marking the iconic brand’s first ever sports partnership in Aotearoa.

The collaboration brings together two organisations united by creativity, connection, and community, merging the imaginative world of LEGO® bricks with the Blues inspirational and purpose-led legacy to inspire kids and whānau to play both on and off the field.

As part of the partnership, LEGO New Zealand will proudly support a range of initiatives including LEGO Little Blues, LEGO Fill the Bus, and other community-based programmes designed to inspire Tamariki and whānau to play, learn, and build together.

“Play has the incredible ability to inspire and spark creativity in every child and we are excited to partner with the Blues for the first time ever, to help reimagine how creative play and sport can unite,” VP, General Manager, LEGO Australia & New Zealand at the LEGO Group Troy Taylor said.

“We have a shared mission to champion play and sport and are excited to create unique experiences that will engage and excite kids and families across Aotearoa.”

Blues interim CEO Andy Roberts said the partnership represents an exciting step in connecting sport, play, and purpose.

“We’re proud to be LEGO New Zealand’s first sports partner,” Roberts said.

“This relationship is all about building experiences that bring people together, spark imagination, and celebrate community.”

Fans can look forward to a range of fun, playful and unforgettable activations across the Blues’ 2026 season, where creativity and rugby come together brick by brick.