Industry leaders gather at TBWA\New Zealand’s Future of Sport speaker series + panel discussion
Last week TBWA\New Zealand brought together some of Aotearoa’s leading voices in sport, media, and technology for an insightful discussion on the evolving landscape of 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 valuable insights on how brands can navigate this changing landscape.
Sport is both deeply rooted in tradition and a powerful catalyst for change. Over the past decade, it has become one of the most dominant cultural forces, influencing conversations around equality, mental health, and even commercial trends. As its foundations shift, old assumptions around governance, gender influence, and the definition of sport itself are being redefined, presenting new opportunities for brands to engage.
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 a room full of New Zealand 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.
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.
“It 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 speaker series underscores TBWA\New Zealand’s commitment to driving conversations at the intersection of sport, culture, and commerce.
For more information or to access TBWA’s Future of Sport report, visit: https://tbwa.co.nz/news/future-of-sport/.