Global headphones brand Nura becomes Official Headphones of the All Blacks

Damian Alexander Likeminds 392A6080

Innovative global headphones brand Nura and the All Blacks have announced a joint partnership which will see Nura become the Official Headphones of the All Blacks - and in a unique arrangement, New Zealand Rugby will take an investor equity stake in the company.


The Melbourne-based consumer electronics company designs and manufactures headphones with an innovative personalised sound technology. Nura’s debut product the nuraphone launched in October 2017 and in July 2019, Nura became the first and only company to add active noise cancellation to a headphone via a software update.


Nura CEO Dragan Petrovic said: “Despite being a small nation, New Zealand Rugby dominates a global sport through passion and a relentless pursuit of perfection. This inspires us at Nura like so many others around the world. We are a young company on a mission to revolutionise how humanity experiences music and disrupt an industry dominated by global giants. We’re proud to support the All Blacks and bring them closer to the music that moves them on and off the field.”


NZR CEO Mark Robinson said: “This is an incredibly exciting and unique partnership between NZR and Nura. The partnership was formed with the vision of bringing music and rugby together and having two high-performing organizations collaborating together to achieve success.


“This is a three-year global partnership and we’re excited to be working together.  As well as sponsoring the All Blacks, Nura will also be the Official Headphones of the Black Ferns, All Blacks Sevens, Black Ferns Sevens, Maori All Blacks and All Blacks XV.”


Rob Nichol, CEO of the New Zealand Rugby Players’ Association said “The Players really enjoy their music and they are seriously impressed by their Nura headphones. It’s great that a progressive brand like Nura, who are pushing boundaries with their innovation, have partnered up with New Zealand Rugby to help them achieve their goals. The Players are looking forward to helping this partnership succeed, for Nura and the game.” 

About Nura and New Zealand Rugby


Nura’s belief in the transformative power of music led them to create something totally unmatched in the world of sound. Everyone’s hearing is unique, so Nura headphones automatically learn how people hear and adapt their sound profile to match the listener’s hearing.


Now, by aligning the world’s highest performing earphones with the world’s highest performing team, Nura and New Zealand Rugby are poised to go to the next level.


Music has always been an integral element of the All Blacks’ preparations. With Nura’s patented personalised sound technology, players, and their fans around the world can hear more, feel more and go further.


Nura is bringing fans around the world closer to the purest sound and closer to the incredible performance of the All Blacks.



Nura has reinvented headphones from the inside out, starting with patented personalised sound technology. For decades, headphones have not accounted for the drastic differences in our hearing, until now.


Nura devices are made to deliver the most immersive experience of the music you love, via a self-learning engine that automatically measures your hearing through otoacoustic emissions. No need to take a ‘can you hear this?’ test. Nura devices sonically shape sound to your unique hearing and bring your music into sharp focus.


Nura has received multiple awards including Winner of CES Best of Innovation Award, Red Dot's Best of the Best Award, Good Design Award and SXSW’s Music and Audio Innovation Award.


Visit HERE.


View all