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In this paper, we use commodity chain ideas to compare the All Blacks rugby tour of Great Britain and Ireland in 2005 with the formative 1905 tour, and to relate their cultural economy to their political economy. We argue that ‘globalization’ has become imagined and institutionalized in new ways that more thoroughly exploit rugby's production values. We highlight the value-adding potential of a 100-year-old tension between a colonial/imperial and a national identity. Our point is that fresh insights can be drawn from bringing cultural economy sensitivities to political economy approaches and concerns with identity and consumption to those of value and production. [ABSTRACT FROM AUTHOR]