Rowan Worner, Director of Marketing and Engagement at Red Cross, recaps the For Purpose Monthly Marketing Meetup in August, where Sharon van Gulik of the NZOC and Sharon Lyndon from PlaceMakers discussed how to build successful value-driven partnerships and enhance commercial partnership success, emphasising cultural alignment and mutual benefit. Keep reading below to find out more:

At the recent For Purpose Marketing Meetup, Sharon van Gulik, the Commercial Director of the New Zealand Olympic Committee (NZOC) delivered an absolute masterclass in how For Purpose organisation’s should approach securing long-standing partnerships with commercial partners.

Sharon shared valuable insights about the NZOC’s approach to partnerships and the impact of their work on New Zealand’s sporting community and beyond. This was followed by Sharon Lyndon (General Manager Marketing, PlaceMakers) who provided insights on how PlaceMakers interpreted this for their high-performance strategic partnership.

Building Authentic, Long-Term Partnerships

Both our speakers believed that in today's rapidly changing landscape, cultural alignment is more important than ever for corporate partnership, especially for organisations like the New Zealand Olympic Committee (NZOC) and PlaceMakers. The NZOC emphasised starting conversations with potential partners by discussing shared values, recognising that partnerships should extend far beyond mere transactions.

In the past, van Gulik said partnerships were often transactional, but the NZOC has shifted focus towards creating long-term brand partnerships that resonate on a deeper level. They see themselves as more than just a logo on a jersey; they are committed to commercial objectives while also doing something for the greater good.

The NZOC is reimagining partnerships by ensuring a value exchange that benefits both parties, finding ways to add value beyond just financial terms. They are aiming for collaborations that deliver meaningful impact and amplify both brands. In a world where short-term plays deliver short-term results, the NZOC is committed to authentic partnerships that are evident to their athletes and supporters.

Empowering Brands Through Sport

What value does the NZOC deliver? van Gulik outlined that it was the unparalleled opportunity to be part of some of the greatest stages in the world of sports. Beyond the medals and podiums, these events create powerful moments that shape New Zealand’s national identity and connect deeply with the public. By partnering with the NZOC, brands gain access to a passionate audience that transcends age, gender, and cultural boundaries. The NZOC isn’t just about sporting success; it’s about being an organisation that represents the best of New Zealand, both on and off the field.

A Unique Global Influence

What sets the NZOC apart on the world stage is its impact and influence. The New Zealand team is the most followed team globally, often becoming audience’s second favourite after their own home team. This following is not just a testament to the sporting achievements but also to the values they uphold: whakakoha (respect), ngakaupono (integrity), kairangatira (excellence), haututanga (leadership), and pohonui (pride). These values, guided by the fern, resonate with Kiwis and a global audience and make the NZOC a distinctive brand in the sports world.
Diversity and Legacy: Core to the NZOC’s Mission.

The NZOC is deeply committed to diversity, reflecting New Zealand’s rich and varied cultural landscape. The team represents over 30 sports and includes athletes of diverse cultural backgrounds, with over 50% female representation and 20% of Māori descent. Their inclusivity efforts are further highlighted by the presence of the first openly transgender woman athlete in Tokyo.

Legacy is another pillar of the NZOC’s mission. To ensure the values and culture of the team are preserved and passed on, the NZOC conducts workshops for athletes, emphasising the importance of understanding the legacy they are part of and the footsteps they are following. This approach helps embed a strong team culture and ensures the NZOC remains a symbol of pride for all New Zealanders.

Sustaining Excellence Through Strategic Partnerships

Funding remains a significant challenge for the NZOC, with the upcoming “quad” period expected to cost $60 million. Commercial partnerships and philanthropic support are crucial, as they make up 55% of the funding. This reliance underscores the importance of developing partnerships that are not merely transactional but are built on shared values and mutual benefits.

PlaceMakers: A Partnership Beyond Sponsorship

Sharon Lyndon from PlaceMakers provided insights into how their partnership with the NZOC went beyond traditional sponsorship. As a company deeply rooted in New Zealand’s community, PlaceMakers saw the partnership as an opportunity to inspire pride among employees and engage with local communities.

Inspiring Pride and Celebrating Success

PlaceMakers utilised their network of branches to bring the partnership to life. Initiatives like athlete visits, tradie breakfasts, and local activations helped connect customers and employees with the Olympic spirit. Events such as the Tour de Fern, where participants cycled down the Champs Elysees, brought communities together and reinforced the connection between PlaceMakers and the NZOC.

Promoting Inclusivity and Engaging Community

Recognising the need for greater diversity in leadership roles, PlaceMakers worked with the NZOC to identify pathways for athletes to transition into new careers. Their “Where Dreams Are Made” programme. which supports local clubs and communities, demonstrate PlaceMakers’ commitment to giving back and fostering a more inclusive environment.

Looking Ahead: Building a Legacy Together

As the NZOC and its partners look towards future events like Los Angeles 2028, the focus remains on building partnerships that go beyond financial gains and contribute to a lasting legacy. By embracing shared values and working towards common goals, the NZOC and its partners like PlaceMakers are setting a gold standard for how organisations can collaborate to achieve meaningful impact.

This event highlighted the power of partnerships that are built on authenticity, shared values, and a commitment to making a difference. As the NZOC continues to push boundaries and defy expectations, they remain a source of inspiration and pride for all New Zealanders.

Source: Rowan Worner, 6 September 2024