World-first All Blacks Experience opens in Auckland

New Zealand’s great sports heroes, culture and passions are under the lights in a new arena with the opening of the highly-anticipated All Blacks Experience in Auckland.

All Blacks Experience Auckland
The new guided visitor experience – a first for Auckland, New Zealand and the world – has been seven years in the making and is the only permanent year-round ‘All Blacks’ attraction in the world.

Rugby and the teams that proudly wear the black jersey are at the heart of Aotearoa New Zealand’s sport and sporting history. The All Blacks Experience is about this passion, from both a cultural and sporting perspective.

Visitors can now thrill to the roar of the haka, come face-to-face on the rugby field with the greatest sports team in the world and even test their ball skills against the best. 

The showcase tells an immersive story of what it takes to make, shape and be an All Black, using graphic, interactive technology that will have visitors feeling the pride, fear and anticipation that has made the All Blacks such an international sporting phenomenon. 

Visitors learn about why the haka performs such an integral role in preparing the All Blacks for the game and find themselves face-to-face with the team performing their larger-than-life haka on a giant 14-metre by 4-metre screen.

This ‘inside view’ of team life will include the opportunity to sit inside the changing room and watch as the team runs down the tunnel out on to the test match pitch.

They will hear directly from past and present legends of the game, discovering the stories behind some of world rugby’s most well-known players, moments and matches – along with the humility, humour and connection that exists between those who wear the black jersey.

The experience encompasses four interactive hands-on zones where visitors can learn about what it takes to be an All Black and test their own ball skills – kicking, passing and converting – against the rugby legends. It will appeal to a wide audience, both rugby fans and those new to the game.

The All Blacks Experience also features the largest All Blacks retail store in the country and the only official store where rugby fans can purchase personalised jerseys.

The first major tourism attraction to launch in New Zealand since the outbreak of Covid-19, the All Blacks Experience is a joint venture partnership between New Zealand Rugby and leading tourism operators Ngāi Tahu Tourism. 

The All Blacks Experience opened in the SkyCity precinct in central Auckland on 2 December 2020. It is open seven days a week from 9.30am to 6.00pm. 

About The All Blacks Experience

Learn the story, feel the passion, and experience the All Blacks story close and personal. The All Black Experience is a state-of-the-art guided encounter that showcases the All Blacks, Black Ferns, and other national rugby teams in black through exceptional innovation and technology. This full sensory and interactive experience allows manuhiri (visitors) to celebrate New Zealand’s rugby heritage, achievements, and culture. Understand and appreciate why the haka plays an integral role in physically and mentally preparing All Black teams for battle. You can then test your own rugby skills against All Blacks and Black Ferns in the hands-on, interactive zone. For more information, visit


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