| Winner | ANZ New Zealand |
| Marketing initiative | ANZ behind Auckland FC |
| Marketing partners | TBWA, Eleven, PHD |
| Finalists | 2degrees, Air New Zealand (two initiatives), Lion NZ |
| Judges’ comments | “This is a genuine stand-out winner. The entry demonstrates really clear alignment between strategic intent, business objectives and adopting sponsorship as a marketing lever to drive results. ANZ developed a smart overall sponsorship strategy to create strong community engagement, the value of backing sports teams and applying this to the problem of owning Auckland and taking some well-considered risks. “This was a brave decision to back an unknown entity, to learn from the initial partnership and to further amplify it into its second year of the relationship. The way they have creatively approached this as a genuine partnership between players, community, activations and internal engagement is exceptional.” |
The goal is to win Auckland
Sponsoring Auckland FC was a new way for ANZ to grow brand consideration.
Auckland is ANZ’s largest and most competitive market. It’s a critical driver of future growth.
And while ANZ leads nationally on most brand measures, it’s a different story in Tāmaki Makaurau. Here, it trails ASB on brand consideration and was struggling to grow in key areas.
Sport sponsorship has always been an important part of ANZ’s growth strategy. It’s a way to get the brand in front of audiences outside its traditional sphere.
So Auckland FC’s launch in March 2024 presented an opportunity to close that gap.
Instil team pride
Moving quickly, the bank secured a back of the shirt partnership for AFC’s inaugural season. Then, it got to work growing awareness across the city for this brand-new team, starting with the ‘Day 1’ activation that saw real Auckland FC shirts pinned to posters for fans to find.
When Auckland FC made the finals, the bank knew the potential for attention and excitement was much higher. ANZ created the platform ‘Auckland forever’ as a way to instil team pride in residents, maximise the relevance of football and nurture momentum beyond season’s end.
When the newbie team ended their first season at the top of the table, ANZ celebrated with a radio and out of home campaign. It also released a limited edition vinyl record for fans.
In June, ANZ partnered with AFC to deliver skills sessions for young Aucklanders, and in August the bank upped its support, taking a front of shirt sponsorship.
To celebrate the latter, ANZ turned its Queen Street branch into the AFC Locker Room, so fans could meet players.
As Auckland FC began its second season, ANZ ran another out of home and radio campaign. This time, it was celebrating the team’s diverse fans, reminding Aucklanders how the team had united the city.
“The partnership between Auckland FC and ANZ has been far more just your standard sponsorship approach. ANZ have been an integral part of the story of AFC, by really embedding themselves in the community alongside us,” says Auckland FC CEO Nick Becker.
This story comes from NZ Marketing magazine issue 88, Sept-Nov 2026. Why not subscribe? Get four issues a year for just $50 (including delivery) if you autorenew.
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