NZ Cricket's sponsor suits change of image (12 Nov 1997)

November 12, 1997

NZ Cricket's sponsor suits change of image

From The Press

New Zealand Cricket's recent link with Clear Communications as the new men's team sponsor in place of long-time backer DB represents a significant change of positioning in the market.

It heralds a shift in approach from promotion of the alcohol industry's product, which has some socially unacceptable overtones, to aligning itself with a more appropriate backer.

NZC marketing manager Neil Maxwell, who initiated the change when DB's contract still had a year to run, said cricket was being moved in a new direction which made its image more acceptable to the public over all.

"We are placing an emphasis on women and schoolchildren and want to expand the game further into that area. Thus, we have had to look closely at our sponsorship situation."

It is understood NZC had reservations about a predominantly youthful national team, including the likes of 18-year-old Daniel Vettori, who is not of legal drinking age, being involved in promotional activities wearing clothing with brewery logos.

"When we take the players into schools for instance we want to send a 'clear' picture, if you'll pardon the pun, about where we stand."

However, Maxwell believes DB will not miss out from severing its direct connection with the team after a decade. He said pourage rights at grounds around New Zealand had been significantly improved which would benefit DB's "bottom line"-- the sale of its product.

"We have had a good relationship with DB. They are happy with the new arrangement and will continue to be involved with NZC."

Maxwell said several companies were interested in being associated with the men's team once the philosophical decision had been taken to move away from a direct team connection with DB.

"Because we have a lot of hours televised we attracted a lot of interest."

He said Clear had several similarities with NZC as an energetic young company which had an underdog status, like the New Zealand side.

Clear also sponsors the New Zealand women's team and Maxwell believes it is of great benefit to have the same sponsor supporting both. Maxwell said NZC's revenue will increase as a result of the decision, but that was not the prime consideration.

Maxwell has just returned from Australia where he oversaw Clear's first foray into the men's market. From a marketing perspective Maxwell is encouraged by the team's improved efforts during the first test after its weak performances in the build-up games.

Maxwell, a former New South Wales and Australia A player, said he felt a pride was developing within the team. He said the players had initially found it hard to come to terms with the state sides whose performance was little inferior to that of Australia.

"It's just the depth and intensity of cricket over there we are not used to and have to adjust to. Our guys are amazed that six overs can go by and they don't get a bad ball to hit."

Maxwell hopes Conference Cricket, which begins this weekend and is played among three regions, will help raise intensity levels.

Source :: The Canterbury Press (https://www.press.co.nz/)