Where the Spirit of a Game Meets the Soul of a Country

Whether you're new to our shores, a proud local, or simply curious about what makes New Zealand unique, prepare to be moved, inspired, and perhaps even transformed. Your Ultimate All Blacks Experience starts here.

Haere mai.

This is more than a rugby attraction; it's an immersive cultural masterclass, a story 120 years in the making. At the All Blacks Experience, you will:

• Uncover rich heritage: Explore the Māori heritage that powers our national teams in black, feeling the immense pride of a nation.
• Face the haka: Stand spellbound by the power of the Haka – a spine-tingling, multi-sensory performance. Prepared for kick off?
• Test your skills: Step onto our interactive training field. Can you kick, pass, and think fast like a pro?
• Discover untold stories: Gain unique insights into the discipline, unity, and identity that define our All Blacks and Black Ferns, told by the legends who pushed the limits of performance.
• Find a keepsake: Shop souvenirs, gifts, and supporters gear in New Zealand’s largest retail stockist of official All Blacks merchandise.

In Aotearoa New Zealand, rugby is intrinsically woven into our whakapapa (genealogy and sense of belonging). It's a game that unites communities, builds resilience, and reflects the values we hold close: humility, teamwork, and respect.

The All Blacks Experience honours this spirit - a tribute to the players, the fans, and the enduring legacy that shapes who we are.