New Zealand Rugby says its new sponsor, petro-chemical company INEOS, is committed to becoming more sustainable and on balance it is worth the possible backlash to work with them.
A six-year sponsorship deal will see the company's logos on the back of All Black shorts and the front of training gear.
The deal is reportedly worth about $8 million a year to NZR. INEOS has been fined millions for violating environmental laws.
Greenpeace says the company is one of only 20 companies responsible for half of single-use plastic items thrown away globally.
More than 13,000 people have signed a petition asking the All Blacks to walk away from the deal.
NZR Chief Executive Mark Robinson says he has weighed up all the factors and is happy with the decision.
