Research shows the effect of the Rugby World Cup on Kiwis' passion for rugby

New Zealand's passion for rugby union was heightened even further in 2011 with the Rugby World Cup (RWC) taking centre stage for six weeks throughout September and October.

Newly published research from gemba, 'A stadium of four million fans' shows that Kiwis passion for rugby union went from one third (29%) of the country in April to almost one in two (46%) Kiwis in October when the Rugby World Cup final was played.

Fanaticism was not limited to typical fans, as the game resonated with most Kiwis irrespective of gender, age, income or region.

The gemba research shows the All Blacks are New Zealanders' favourite team, with popularity increasing 180% from April to October, while individual players are frequently named as favourite athletes even against international stars.

Similarly, anticipation of the 2011 Rugby World Cup was high, peaking with eight in ten (81%) New Zealanders interested or very interested in the tournament in October.

Gemba New Zealand General Manager Richard Howarth says the Rugby World Cup report was commissioned in order to understand in more detail the impact of the tournament on New Zealand.

Howarth states "the gemba Rugby World Cup report looks at the social, media, commercial, and economic aspects of the 2011 Rugby World Cup (RWC). It provides trans-Tasman comparisons and key insights derived from the period April to November 2011."

The report details rugby union passion and consumption as a fabric of New Zealand society, the economic and commercial impact of hosting a major sporting tournament and highlights the success of sponsorship campaigns with relevant case studies.

The gemba research shows that Heineken was the big winner on the commercial front. The Dutch Brewery was the most recalled brand with more than one in five Kiwis naming the beer in association with the 2011 Rugby World Cup.

While six out of the top ten brands recalled were unofficial sponsors of the event.

In contrast, gemba Australia research shows passion for rugby union in Australia has declined over the last four years. Prolonged research shows passion peaked (22%) in August 2007, during the RWC in France, while passion was highest (17%) during the New Zealand tournament in 2011. As far as sponsor awareness is concerned, almost one in four of those who recalled a sponsor of Rugby Union, named Qantas.

The result is unsurprising given Qantas has been a supporter of rugby union for over 10 years and have been the naming rights sponsor of the Qantas Wallabies since 2004.

For more information on the report contact Todd Hewitt of gemba New Zealand Ltd on +64 21 160 2071, E: toddh@thegembagroup.com, www.thegembagroup.com

Image: Grassroots rugby in New Zealand.

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