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Presented by: Colin Mansbridge, CEO and Doug McSweeney, Head of Marketing & Communications, Crusaders
In an upcoming public talk at the University of Canterbury (UC), the Crusaders’ Chief Executive and Head of Marketing & Communications will discuss how one of the world’s most successful sports teams evolved following one of New Zealand’s darkest days.
Professional sports are intricately embedded in their communities, with greater influence on culture and more power to improve community wellbeing. These facts lead to the expectation that professional sports will contribute more to society than just exciting exhibitions.
Following the tragic events of 15 March 2019, there was increased focus on the Crusaders rugby brand, including calls for the name to change. In response, the Crusaders undertook a brand review to help them understand the diverse views of their fans, sponsors and community, and to make recommendations on how to respond.
In their free UC Connect public talk, titled The Crusaders Brand Evolution – Crusading with Heart, Colin Mansbridge and Doug McSweeney will present the complexities of the Crusaders brand review, stakeholder engagement and how the evolution of the Crusaders brand is about championing social change, or ‘Crusading with heart’. UC Academic, Chris Chen will pose to the Crusaders team a question about that decision given recent global movements.
About the Crusaders
The Crusaders play in the Super Rugby competition, which involves teams from Argentina, Australia, New Zealand, South Africa and Japan. The Super Rugby competition has the largest televised live sport audience in the Southern Hemisphere and is watched annually by up to 200 million fans worldwide. The Crusaders are the most successful team in Super Rugby, having won 10 titles in the competition’s 24-year history, as well as contesting 14 finals and 19 semi-finals.
About the speakers
Colin Mansbridge is CEO at the Crusaders, Australasia’s most successful professional sporting franchise in the last 25 years, and arguably the best professional rugby club in the world. Prior to joining the Crusaders he was Head of Agribusiness for BNZ and his banking career, particularly in strategy and leadership, has seen him work in the United Kingdom, Australia, South-East Asia and New Zealand. Colin played two first-class games for Otago in 1983, followed by a club rugby career which included playing in Dunedin and Christchurch in the 1980s and 1990.
Doug McSweeney has been the Head of Marketing & Communications for the Crusaders for the past six seasons. Prior to this he was the Marketing, Media & Events Manager for the Highlanders Rugby Club in Dunedin. Doug has worked in sports marketing and administration for over 20 years, having also worked in both golf and cricket roles at regional level.
· UC Connect: The Crusaders Brand Evolution – Crusading With Heart, presented by Crusaders CEO Colin Mansbridge and Head of Marketing & Communications Doug McSweeney, on Wednesday 15 July 2020, 7pm-8pm in C1 lecture theatre, Central lecture block, University of Canterbury’s Ilam campus, Christchurch. This lecture will not be livestreamed however the video will be available for viewing on the UC Connect YouTube channel, a couple of weeks after the event. Register to attend free: www.canterbury.ac.nz/ucconnect
Founded in 1873, in Ōtautahi Christchurch, the University of Canterbury | Te Whare Wānanga o Waitaha (UC) has an international reputation for academic excellence in teaching and research. UC offers over 190 programmes of study across five colleges – Arts; Business and Law; Education, Health and Human Development; Engineering and Science.
The university has an undivided focus on people, research, education and engagement to carry us forward to our 150th anniversary and beyond.
UC offers a unique, world-class learning experience that gives UC graduates a competitive edge in an increasingly challenging, dynamic and complex world – UC students graduate with the skills, knowledge and confidence they need to make a difference.
The University’s research-active lecturers and academics are committed to deploying their expertise and knowledge, and are active in partnering with others to advance civic purpose and foster public good.
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