This year, for the first time in three years, the Warriors returned to New Zealand full-time after playing in Australia during the pandemic. Sports marketing in general is heavily fuelled by the results of the team, with a good season always translating into a good marketing strategy. But with their return to home soil, the team’s entire marketing strategy shifted.
Glenn Harris, General Manager of Marketing and Business Development for the One NZ Warriors, says that prior to the pandemic, fan engagement and attendance were heavily results-driven.
“Our whole strategic premise for this season that just
