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TBWA\ New Zealand event provides insights into the future of sport
In February, TBWA\New Zealand brought together some of Aotearoa’s leading voices in sport, media, and technology for a discussion on the evolving landscape of sport.
Panel members talked about sport and its impact on culture, fandom, and its impact for brands.
The event marked the local launch of TBWA’s global Future of Sport report, which explores key forces shaping the industry, including technology, climate change, economics, and geopolitics. Attended by client partners and industry leaders, the discussion provided insight to how brands can navigate this changing landscape.
Future of sporting culture
The panel featured key industry voices:
- Nick Becker, CEO, Auckland FC
- Liz Green, Head of High Performance Women’s Sport, New Zealand Cricket
- Reuben Halper, Head of YouTube, Google New Zealand
- Mark Lloyd, Strategy Director, TBWA\New Zealand
These experts shared their perspectives on the future of sporting culture with marketers, covering topics such as the rise of digital-first sports consumption, the growth in women’s sports, and the changing expectations of physical fan experiences.
Significant shifts
Catherine Harris, Group CEO of TBWA\New Zealand, emphasised the significance of these shifts for brands.
“Live events, fandoms, content and communities are playing bigger and bigger roles for brands, so partnering in the right ways around sport can deliver outstanding outcomes. We’ve seen firsthand with brands like ANZ, 2degrees and Anchor, where sport has helped them achieve greater cultural relevance than ever before.
“The event was packed, reflecting the significant interest from marketers around the power of sport. The panelists were exceptional and 2025 is shaping up to be an exciting year for brands in this space. Be sure to download the report.”
The Future of Sport report can be found on the TBWA\ New Zealand website.
