2019 Finalists for commercial partnership award
21 June 2019
In its 12th year, the 2019 New Zealand Sport and Recreation Awards will be held in Auckland on Monday 24 June 2019.
In the lead up to the event, we are profiling each of our award category finalists.
The Commercial Partnership Award category is an opportunity to identify, celebrate, promote and encourage exceptional partnering with a commercial for the benefit of sport and recreation.
We’d like to congratulate our finalists:
Auckland Council and Downer
Downer and Auckland Council partnered in 2015 to develop “a connected Auckland for walking and cycling” through the development of the AKL Paths project.
AKL Paths is a digital platform that allows its users to discover walking and cycle paths across the Auckland region, allowing users to pick and choose what path best matches the activity they want to do.
Users can select the type of path (either walking or cycling) and the features and activities they are interested in, and the channel will then show the paths that are best suited for their needs. Users will see a detailed map, a description about the path duration, location of facilities and destinations along the way.
Downer provided financial investment, as well as access to key areas of their inhouse talent and expertise including in geospatial systems (maps), digital development and parks and recreation management.
The AKL Paths initiative has encouraged more Aucklanders to get active, with easier access to the range of informal recreation opportunities across Auckland, as well as building a brand for recreational walking and cycling that didn’t previously exist.
AKL Paths was the project behind the much talked about fan trail experiences for the likes of the NRL Nines, Guns and Roses and Lions rugby tour.
New Zealand Football and McDonald’s
McDonald’s partnership with New Zealand Football first started in 1999 with the launch of the Small Whites programme. 2019 marks 20 years of the partnership – one of the longest commercial partnerships in the history of sport in New Zealand.
In 2013 McDonald’s increased its involvement with junior football with the launch of the McDonald’s Skills Zone. In 2015 McDonald’s then became New Zealand Football’s principal junior football commercial partner. In addition, McDonald’s franchisees nationwide sponsor regional federations and clubs.
In 2019, McDonalds re-signed for a further three-years to support New Zealand Football as the official partner of the Junior Framework, co-partner of the Small Whites, and exclusive and official restaurant partner of New Zealand Football.
McDonald’s investment is focused on two key areas; to encourage and reward participation for players, and to provide resources and assets to help coaches.
The partnership allows New Zealand Football to deliver value to its key junior market and provide resources such as training and technique videos to help drive participation and enable New Zealand Football to provide technical football expertise to New Zealand children, providing a solid platform for their Football education from a young age.
The partnership has led to an increase in the number of juniors playing football, better satisfaction in the club experience nationwide, and the nationwide distribution of playing and coaching equipment.
New Zealand Rugby and AIG
AIG has maintained a sponsorship agreement with New Zealand Rugby (NZR) since 2012. Since then the two partners have carried out joint rugby events capturing international attention.
The successful partnership was renewed in November 2016 and extended AIG’s position as the Major Global Sponsor and Official Insurance Partner of New Zealand Rugby and the All Blacks until 2022.
The partnership has delivered several key results including:
- The Haka 360 Degree Experience which used virtual reality technology to take fans closer to the haka than ever before
- The Diversity is Strength campaign
- Extension of the All Blacks brand into international markets such as China and the US, extending the reach of the brand and impact New Zealand Rugby has globally.
- Each year, a portion of the sponsorship fee is dedicated to charitable initiatives in New Zealand.
AIG continues to directly sponsor the All Blacks, the All Blacks Sevens, the Māori All Blacks, the Black Ferns, the Black Ferns Sevens and New Zealand Under 20 team.