A Journey into Sporting Greatness
Haere mai. Welcome to the All Blacks Experience, the only interactive attraction in the world dedicated to New Zealand rugby.
Defying traditional ideas of what a museum can be, this immersive and playful experience is designed to stir the soul, ignite movement, and bring people closer to the game. A powerful journey into the spirit of Aotearoa New Zealand, told through the stories of the All Blacks, the Black Ferns, and every national team that wears the black jersey with pride.
Born from a unique partnership and built with deep respect for our sporting and cultural heritage, this world-class experience invites you to stand where legends have stood, feel the passion that unites a nation, and discover the powerful role rugby plays in New Zealand life.
A must-do experience for every proud Kiwi and for international visitors who want to understand what makes this country, and the All Blacks, truly special.
Ready to step beyond the sidelines and learn about the All Blacks Experience?
Power in Partnership
Together, we are stronger; and that is certainly true of the powerful partnership forged between New Zealand Rugby and Ngāi Tahu Tourism (a subsidiary of Ngāi Tahu Holdings, governed by Te Rūnanga o Ngāi Tahu) to bring the All Blacks experience to life.
Sporting history and rich storytelling collide in this authentic and deeply respectful portrayal of New Zealand’s rugby heritage.
More Than a Game
In Aotearoa New Zealand, rugby is more than a sport. It’s part of who we are.
It runs through our whakapapa (our genealogy and sense of belonging) connecting communities and people from all walks of life.
More than scores and silverware, rugby reflects the values we hold close: humility, teamwork, and respect in every contest. These values have shaped our greatest players and echo across generations of New Zealanders who see themselves in the black jersey.
The All Blacks Experience honours that spirit. It’s not just a tribute to the players, but to the fans, the legacy, and the heartbeat of a nation shaped by the game we love.
Experience Highlights
What awaits you at the All Blacks Experience? Cutting-edge technology, powerful storytelling, and a chance to test your skills on the “training field.” Highlights include:
- A guided tour through the history, triumphs, and defining moments of New Zealand rugby, bringing legends to life.
- A spine-tingling haka experience, where the All Blacks and Black Ferns perform their iconic challenge in a multi-sensory digital theatre.
- A hands-on interactive zone where you can kick, pass, and test your reflexes. Think you've got what it takes to match an All Black or Black Fern?
- Stories of strategy, values, and personal drive, told in the words of the players who’ve worn the black jersey with pride.
Whether you're a lifelong rugby fan or discovering the sport for the first time, the All Blacks Experience will leave you feeling inspired, connected, and proud to be part of something truly special.
Plan Your Visit
Located in the heart of Auckland's SkyCity Precinct, the All Blacks Experience is a must-visit attraction for everyone seeking to connect with the passion and pride of New Zealand rugby.
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