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National Poetry Day seeks new sponsor as Phantom Billstickers partnership ends
Poet Emma Neale with her poem on a Phantom Billstickers poster.
National Poetry Day is looking for a new principal sponsor as outdoor poster company Phantom Billstickers transitions into a new role.
National Poetry Day is an initiative by the New Zealand Book Awards Trust Te Ohu Tiaki i Te Rau Hiringa and has run every year in August since 1997. A celebration of poetry, it features more than 100 events across the motu.
Phantom Billstickers has been the principal sponsor since 2016, a role inspired by the passion of the company’s founder, the late Jim Wilson. As the principal sponsorship concludes, the New Zealand Book Awards Trust confirms the event will take place in 2026 as it works to secure new funding.
Scheduled for August 28, National Poetry Day 2026 will proceed in a streamlined format, powered by the robust foundation built over the last decade. Events will be promoted nationally through the National Poetry Day website and social media. While seed funding will not be available in 2026, organisers are encouraged to plan self-funded events and share details of these for inclusion in the national listings and promotion.
Poetry belongs on the streets
Meanwhile, Phantom says it will focus on bringing poetry directly to the streets, so it can be experienced by everyone.
The poster company will continue to champion New Zealand’s poets by featuring the annual Ockham New Zealand Book Awards poetry finalists on its posters. It will also use its extensive network to provide a platform for the next generation of up-and-coming voices.
“Our association grew from Jim’s belief that poetry belongs on the streets,” says Phantom CEO Robin McDonnell. “As we look to the future, we want to return to that purest form of support. For us, the street remains the ultimate stage. Placing poems on posters is where we create the most visceral impact, and that is a commitment we will keep forever.”
Cultural moments
The New Zealand Book Awards Trust’s poetry spokesperson Richard Pamatatau says Phantom’s contribution has been transformative.
“Phantom’s commitment has helped National Poetry Day become a truly nationwide cultural moment every late August. Their support brought poetry not only into venues and across social media, but also onto streets and walls of our cities. We acknowledge their partnership with deep gratitude and are delighted that Phantom will continue to lend their ‘street voice’ to ensure poetry remains unstoppable and accessible to all New Zealanders.
“National Poetry Day has always been powered by the energy and support of the poetry community itself. That spirit remains unchanged.”
National Poetry Day offers a unique opportunity to align with a nationwide cultural moment – one in which grassroots writers share the stage with award-winning authors, emerging voices appear alongside the Poet Laureate and communities across Aotearoa gather to listen, speak and connect.
