Rugby Union - All Blacks ethos holds up sponsorship riches

New Zealand fans in Wellington celebrate as they watch the All Blacks win the 2015 Rugby World Cup, November 01, 2015. New Zealand defeated Australia in the final. AFP PHOTO / MARTY MELVILLE (AFP Photo/Marty Melville)

- Richie McCaw and his All Black stars clear up the dressing room after each game in a gesture that might horrify multi-millionaire footballers. It is part of the team-comes-first ethos that has made New Zealand -- who won an unprecedented third World Cup title on Saturday -- the most respected rugby force of the past half century. "Everyone tidies up," Joe Locke, All Blacks team spokesman, told AFP. Rugby traditions die hard in New Zealand. And resistance to change also partly explains why the All Black brand was valued this year at just $132 million while Manchester United's name weighs in at more than $1 billion, analysts said.