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SBD Global/December 7, 2012/Leagues and Governing Bodies

NZC's Poor Performance Bad News For Governing Body As Experts Say 'Brand Is In Poor Shape'

New Zealand's "underachieving" national cricket side is grim news for its governing body, not only on the park but off it, according to the NEW ZEALAND HERALD. Two prominent branding and communications experts believe that New Zealand Cricket's brand "is in poor shape." Mitchener Gillman Communications' partner Martin Gillman said, "If it is becoming increasingly a big stretch to put your weight behind them, so the audience is down. That means TV companies who pay for rights to broadcast games won't attract as much advertising revenue, therefore the value to TV companies is less, and they'll pay less." Gillman also talked of the importance of sport to national identity. Gillman: "The All Blacks have enormous value to New Zealand Inc., but the Black Caps don't." Auckland Institute of Technology Advertising, Marketing & Communications senior lecturer Dave Bibby reckons NZC has "big problems." He said, "I would say, yes, it is in a parlous state. Perceptions are negative. All brands have to perform a function. If they don't do it very well, then people will give it away." Bibby contrasts the All Blacks and the cricketers when discussing the role of sponsors. Bottom line is that "they want to be associated with winners." Bibby: "Perceptions are the reality. The idea of sponsorship is you support a team so you can connect with the fans of that team (NZ HERALD, 12/4).
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