The All Blacks Experience is where the spirit of rugby meets the soul of Aotearoa.
Located in the heart of Auckland, this immersive experience invites visitors to step inside the story of our Teams in Black - past, present and future. More than an attraction, it is a place of connection: to whakapapa, to culture, and to what it truly means to wear the black jersey.
A joint venture between New Zealand Rugby and Ngāi Tahu Tourism, the All Blacks Experience brings together rugby excellence and cultural storytelling. Built with authenticity at its core, the experience was shaped in close collaboration with the New Zealand Rugby Players’ Association and a Players’ Advisory Group including Ian Jones, Ian Kirkpatrick, Sarah Hirini, Richie McCaw and Tana Umaga - ensuring the stories told honour those who came before, and inspire those yet to come.
Through guided storytelling, powerful cultural moments and interactive challenges, visitors are taken on a journey through the values, discipline and unity that define our national teams. It is a celebration of legacy, pride and belonging - and a chance to feel, not just see, what makes the black jersey matter.
The All Blacks Experience proudly welcomes current and former black jersey players, offering complimentary visits and the opportunity to share the experience with whānau and friends. It is our way of acknowledging the people at the heart of the story - and ensuring their mana is honoured.
To find out more or to book, please contact reservations@experienceallblacks.com
