Converging sport, innovation & business
Ahead of the Samoa versus Scotland rugby test match at Eden Park, AUT hosted a U.K. Government and British NZ Business Association event, bringing together more than 100 sports and business leaders, including former Moana Pasifika CEO, Pelenato Sakalia, and Scottish Rugby Union CEO, Alex Williamson.
As New Zealand’s leading sports science university, the country’s only university of technology and boasting the most diverse student community, it was particularly fitting for AUT to host a panel discussion event titled, ‘Where business meets sport – building communities and partnerships’.
Alongside Pelenato Sakalia and Alex Williamson, panellists included Asahi Head of Sales Operations & Exports - Cameron Mather, Tātaki Auckland Unlimited Head of Major Events - Michelle Hooper and TAB NZ Director / Chair at Eden Park Trust Board - Kereyn Smith. Athletics NZ’s Head of Commercial and Brand, Mark Pickering, moderated the discussion.
As he opened the event, AUT Vice-Chancellor Professor Damon Salesa said, “In tonight’s panel discussion, we invite bold thinking and collaboration around the convergence of sport, innovation, and business.
“Sport is a powerful engine for innovation and economic growth. From athlete development to data science, fan engagement to broadcasting rights, it’s a dynamic and evolving sector. Our researchers and students work across performance science, commercial partnerships, infrastructure, and innovation—shaping the future of sport from grassroots to elite competition.
“It is a privilege to host this conversation at AUT, where ideas are tested, partnerships are formed, and impact is made. Thank you to the British Consulate-General, the British New Zealand Business Association, and the Scottish Rugby Union for bringing us together.”
British Consul General, Reshaad Durgahee, says, “The AUT-hosted event provided a very timely, relevant and beneficial platform for the Scottish Rugby Union to engage with Auckland’s sports and business leaders and put the spotlight on the U.K. as a leading partner in the business of sport. We certainly look forward to collaborating again in the future”.
President of the British NZ Business Association, Phil Wood (OBE), says "Two of the strongest connections between the U.K. and N.Z. are in business and sport, so the BNZBA was delighted to be able to partner with the U.K. Government and AUT to enable so many of its members to attend this thought-provoking discussion about the future relationship between these two sectors. There is no shortage of challenges but also great opportunities for the two countries to work together to optimise the relationship between business and sport to create significant benefits for the wider community," he says.
Pelenato Sakalia says, “As the former CEO when Moana Pasifika was established, we encountered the very issues that were topical during the panel discussion event; how do you build from scratch a new super rugby franchise during Covid, in a sporting landscape that is already struggling to retain commercial partnerships?
“The intersection between sports and business is highly complex and is one that is experiencing profound changes. The traditional partnership models are no longer fit for purpose and there is a need for new commercial models to be developed that better reflect the evolution of fans and how they choose to digest content. Sole relying on match day attendance and people watching live TV is no longer sufficient.
“Sports exists in an entertainment industry and needs to adopt commercial models that reflect how entertainment businesses actually operate. Being high performance focused is no longer sufficient. The product must be evolved so that it’s attractive to audiences that digest content across all different platforms. The game itself is only one component. The players and their stories, the back stories these are all just as important as the games themselves. A radical change is required,” he says.