Black Caps Sponsorship

One of my favourite projects at MKTG, was spearheaded the creative efforts for a significant project aimed at securing a new sponsor for the prestigious New Zealand national cricket team, the Black Caps. The objective was to identify and approach potential sponsors, reinforcing the team's identity and fostering a mutually beneficial partnership.

Brand Selection and Approach

MKTG played a crucial role in compiling a curated list of 35 high-profile brands, aligning them with the unique opportunity to become the naming rights partner for the Black Caps. This strategic approach ensured that potential sponsors resonated with the values and ethos of the New Zealand cricket team.

Footage Collation and Art Direction

Collaborating closely with New Zealand Cricket, I helped compile compelling footage of the Black Caps cricket team. Following the Black Caps brand guidelines meticulously, I art-directed the video, ensuring that it adhered to the team's visual identity while effectively conveying the essence of the partnership opportunity.

Collaboration with MKTG Studio Team

Working in tandem with the talented MKTG Studio Team, I oversaw the transformation of footage into captivating video content. The studio team's expertise in animation, editing, voiceovers, and audio selection brought dynamism to the visual narrative, elevating the overall presentation.

Custom Video Mockups

Each video featured custom mockups showcasing how the potential partner's brand would seamlessly integrate onto the Black Caps' cricket shirts, OOH billboards, in-stadium LED displays during matches, social media platforms, and various advertising channels. These visuals served as a compelling tool to communicate the brand's potential exposure and impact.

Engagement and Meetings

The strategic approach resulted in New Zealand Cricket securing meetings with more than 50% of the targeted brands. This high engagement rate underscored the effectiveness of the collaborative efforts, capturing the attention and interest of potential partners.

Record-Breaking Deal

The project culminated in a significant success, with Life Direct NZ signing a record-breaking deal to become the naming rights partner for the Black Caps. The partnership not only validated the strength of the approach but also affirmed the enduring appeal of the Black Caps as a premium platform for brand association.

Impact and Future Significance

This project showcased the power of strategic design and collaboration in the realm of sports sponsorship. The seamless integration of visual elements, adherence to brand guidelines, and effective storytelling played a pivotal role in securing a landmark deal for the Black Caps. The success serves as a testament to the potential for innovative design to drive impactful partnerships between sports entities and corporate brands.