This panel will feature experts from across the sector discussing the uniqueness of Kiwis as sport spectators and what it takes to most effectively engage them.

The event will interest those working in marketing/engagement roles striving to bring the community out to enjoy elite sport matches and events.

The discussion is timely in the midst of the pandemic and with several major international events to take place here in months upcoming.

The panel will be moderated by Michael Naylor from AUT.

OUR PANELLISTS

Marilyn Giroux, Senior Lecturer, AUT

Before her academic career, Marilyn had experience in brand management, sales management, and sponsorships within the sports marketing industry. Her experience in professional American football led her to work in collaboration with global sports brands and sports federations in America and Europe.

Combining her postgraduate studies in marketing and her professional experience, Marilyn is interested in how brands can influence and strengthen their connections with consumers. Marilyn is particularly interested in sponsorship effectiveness, endorsement deals, and the creation and management of human brands. In addition, her other research projects examine the impact of relationship norms and ambivalent emotions in the development of brand relationships and consumers’ decision-making and morality.

Aaron Lawton, CEO, Counties Manukau Rugby Football Union

Aaron Lawton is the CEO of the Counties Manukau Rugby Union. He has a wealth of experience in both the sports and media industries, having worked as the GM of Marketing and Communications at the Warriors for five long seasons and before that as the National Sports Editor for Stuff.

A one-time award-winning sports journalist-turned-sports-administrator, Aaron is an AUT graduate with a Bachelor of Communication Studies, which he attained in 2005. He was also an Annenberg Fellow at the University of Southern California, where he was awarded a scholarship to complete his master's degree in 2012-13.

He’s a family man with two young children and is passionate about the role that sport can play in connecting our communities. He hopes to see the Warriors win their first NRL premiership in his lifetime while at work: he’s hellbent on seeing the Steelers return to the halcyon days of Jonah Lomu and Joeli Vidiri.

Richard Howarth, Principal & Consultant, Honoco

Richard’s 25 years of sports industry experience includes the UK, Australia, and New Zealand.

He has operated as, and worked with, sports rights owners across Rugby Union, League, Football, Cricket, Netball and many more codes. For the last 12 years as a commercial strategy consultant, he has developed marketing, audience engagement and broadcast strategies for sports organisations, sponsoring brands and media companies.

Previously, whilst Head of Sponsorship at Vodafone NZ, his team were awarded best global sponsorship at the Telco’s international honours and for their Vodafone Warriors fan engagement strategy.

Since 2010 he has been researching how New Zealanders engage with athletes, teams, events and sports programme and comparing those behaviours to overseas markets.

Andrea Nelson, CEO, ICC Women’s Cricket World Cup, New Zealand

Andrea is CEO of the ICC Women’s Cricket World Cup, the premier event in women’s cricket due be hosted in New Zealand in 2022. Andrea brings significant major event experience to her role, having previously been GM New Zealand for the Rugby League World Cup 2017, and Director of Marketing and Communications for the FIFA U-20 World Cup, and having held senior Communications roles with London 2012 Olympic and Paralympic Games.