PARTNER HANDBOOK
2027 EDITION
Communication, Connections & Collaboration
Contents
ERUPT AUCKLAND STRATEGY
Background
Despite strong Blues broadcast and digital engagement, attendance and fan revenue lag, and competition for attention has never been higher.
To compete, we must elevate fan experience, brand identity and engagement to give Aucklanders a clear reason to choose us.
More than 650,000 potential Blues fans exist in our market.
The audience is there, what’s missing is the brand strength, experience quality and cultural standing to activate them. Erupt Auckland is how we build all three.
There is clear space for a club that is boldly Auckland, delivers a memorable experience, and builds habits and loyalty the city has never fully given us. We intend to claim it.
430,000+
Entertainment-First Aucklanders
CUSTOMER SEGMENTS
- We have developed six clear segments, with experience and content designed for each.
- We are not choosing between segments for year one, we are leading with an experience-first strategy.
- We will design specific precincts, products and programming at Eden Park and produce dedicated content and marketing strategies tailored to each.
- The Entertainment-First Aucklander sets the standard for the overall experience ambition. If we get the experience right for them, the experience becomes compelling for everyone.
EXECUTION: EXPERIENCE ARCHITECTURE
1. Strategic intent
- Blues Primary brand platform
- No longer a support act for rugby
- A ‘show’ with every moment choreographed and anticipated
- Unmistakably different
3. Precincts
- Design for different audiences simultaneously
- Turn Eden Park into an entertainment destination,
- New targeted partnership opportunites
2. Design Principles
- Experience first. Always.
- Global benchmarking
- Meet specific needs & a clear audience
- Create shareable moments / FOMO
- Curators of the show
4. Priorities
- Family & Kids Zone
- Sports Bar
- The Corner
- Rugby Precinct
- Entertainment & Music proposition
- A signature volcano activtion
2027 Super Rugby Pacific Draw
Key Dates
November
Pacific teams assemble for pre-season (end of Nov)
CEO Dinner
LEGO Fill the Bus - Saturday 28th November
December
Content Capture Window - 16th Dec 9am
Player appearance opportunities
January
Pre-Season 1
Blues Partners Fantasy League Kicks Off
B&T Blues Alumni Golf Day - 22nd Jan
Content Capture Window - 28th Jan 2pm
February
Pre-Season 2 - 5th Feb
Season Partner Launch - 12th Feb
Content Capture Window - 24th Feb
Round 1, Super Rugby Pacific - 13th Feb
March
Partners Watch Party
April
All Blacks vs Wallabies Anzac Test
May
Hall of Fame Event (date TBC)
Aupiki Pre-season
June
Aupiki Season Launch
Super Rugby Pacific Final
Pacific Awards Evening
July
Aupiki Final
Networking lunch
August
TransTasman Women’s Final
Aupiki Awards Evening
Commercial Window
The Blues Commercial Window offers a valuable opportunity for our partners to create and capture content featuring our players for the upcoming season. This allows you to plan and produce campaigns in advance, which can then be executed at your preferred times throughout the year.
We encourage all partners to take 12-month approach to their marketing calendar when planning content. This strategic approach ensures alignment with key moments in the season and maximizes the impact of your campaign.
2027 Commercial Windows:
- Wednesday 16th December, from 9am
- Thursday 28th January, from 2pm
- Wednesday 24th February, from 2pm
What We Need From You
To streamline the process and ensure we meet your content needs, we request the following:
Content Brief - Submit a brief outlining your campaign objectives at least four weeks prior to your desired content capture date.
Player Allocation - We will share the brief with the NZR Players’ Association and review it internally to ensure the most suitable players are allocated to your campaign.
Key Guidelines
Player Appearance Guidelines - All filming, photo shoots, and/or recordings must adhere to the Player Appearance Guidelines.
Talent Fees - Players will be paid a talent fee directly by the partner for their involvement.
Production Requirements - It is the responsibility of each partner to organize their own video crew, photographer, and/or recording equipment. If you would like reccomendations for reputable agencies, your Partnership Manager will be happy to assist.
Scheduling and Communication
We will regularly communicate upcoming content capture dates to ensure partner requirements are scheduled and organized. In addition to the commercial window, there will be other opportunities throughout the season to access players for events and other.
Player Appearance Guidelines
Player Appearance Requests
As a Partner you may have an allocation of player hours in your agreement - this is for both Blues and nib Blues players.
We receive many requests to use players during the season for both commercial and community campaigns which we endeavour to meet within the constraints of team’s travel, training and playing schedules.
We also work within the guidelines as outlined in the player’s Collective Employment Agreement (CEA) as agreed between NZ Rugby Union and the Rugby Players Association (RPA). We will work hard to meet your requests and suggest each Partner works to the following guidelines when planning your campaigns involving players.
Player Tiers
For all player requests we will do our best to ensure the request is fulfilled with a combination of players from the following tiers:
Blues (men’s) Team:
- Tier 1 - 40+ caps, Māori AB, ABXV or AB status
- Tier 2 - 10-39 caps
- Tier 3 - under 10 caps or new-entrant players
Campaign Definition
A campaign means an organised series of advertising, promotional or marekting messages which can be exhibted over an extended time utilising multiple platforms (including social media) or media channels that share a specific idea and theme. Use of Player License Property (PLP) includes player’s name, image, signature, voice and more.
nib Blues (women’s) Team:
- Tier 1 - 6+ caps, Black Ferns/NZ7s status
- Tier 2 - 1-5 caps
- Tier 3 - new entrant players
Player Appearance Guidelines
Player Appearance Guidelines
Access to players is split into two groups:
Commercial - the use of Player Property to promote the Partners’ brand or marketing objectives through organised filming, photographic or recording and used on a public-facing medium. Note, for this type of activity the players are paid a talent fee.
Non-Commercial - The use of Player Property for non-promotional purposes, e.g. Partner visits, events, functions, charitable and community appearances with no filming involved. Note, this type of activity doesn’t involve player talent fee.
The guidelines as set out in the CEA for each group are as follows:
Commercial
Can use player property if:
Minimum of three (3) players for each execution (three-player rule)
It is combined with the Blues name, logo, and uniforms, i.e., gives the overall impression
The players are associated with a team
The final execution clearly identifies each player as a member of that team
Multiple individual images can be used with a minimum of three (3) players in uniform
But overall impression of association with the team must be maintained
No one player can be “heroed” during the filming, photography campaign, or recording,
i.e., all players must be represented equally
Each player is paid a talent fee for their time; and
The Rugby Players Association has been notified (by the Blues) and consulted in respect of the proposed campaign
NOTE: If a Partner is using both Blues and nib Blues players in their campaign, a combination of at least four (4) players must be used to meet the CEA obligation (e.g., two Blues players/ two nib Blues players). However it’s highly recommended that you use three (3) of each team in case you wish to run seperate campaigns, to meet the three-player rule. The three-player rule does not apply where you have a seperate agreement from an individual player to participate on his or her own (e.g., a Promotional/3rd Party Agreement).
The Partner must sponsor both teams to access both Blues and nib Blues players.
Player Appearance Guidelines
Notice Requirements
Must give players a minimum of four (4) weeks’ notice of key details (who, what, when)
Blues to submit a brief of the intended campaign to NZRPA at this time for consideration
Finialised brief shared with players at least three (3) days in advance of campaign filming, recording or photography
Players may excuse themselves from involvement in that campaign by lodging a conscientious objection which cannot be unreasonably refused
The Blues players and NZRPA to have final approval of all draft content prior to going Live
Payment For Promotional Services
If a player attends an organised filming, photographic or recording session on behalf of a Partner (including content captured by a Partner who intends to use in a public facing medium) or for the purpose of promoting the relevant competition or event, the player will recieve payment of:
$500 for full day (4 to 8 hours) plus Kiwisaver fee @ 3.5% ($15)
$250 for half day (up to 4 hours) plus Kiwisaver fee @ 3.5% ($7.50)
All costs exclude GST
Non-Commercial / Community Appearances
Can use player property if:
The players wear offical team uniform and give the overall impression they are associated with a team
At least two players to attend a Partner’s event of function (however it is strongly recommended to send three players as the event may be filmed and/or recorded and used later by a Partner); and
The players don’t require top be paid a talent fee for event/community appearances
Access To Blues Imagery
Contractually our Partners have access to Blues IP, brand, player and match day imagery. Which can be used for their own internal and external promotions.
We have a small photo library for access to training and match day imagery. Should you require imagery for internal or external channels please contact your Partnership Manager.
Guidelines
The Partner does not need to pay image rights or talent fees when using Blues supplied imagery however the CEA guidelines do need to be met by:
Ensuring 3 or more players are used in any creative OR of combining Blues and nib Blues players, minimum of 4 players are shown (i.e. 2 x Blues and 2 x nib Blues)
That each player is clearly identified as a Blues and nib Blues player
That both the Partner and Blues logo is used alongside each image
We must be part of the sign-off process and approve the use of the image (and artwork) before it goes live
We do have an arrangement with an external photography business that captures game day images, and are happy to provide one-o_ images to our partners, via the Blues, for small campaigns, use of imagery for larger campaigns (e.g., OOH) may incur a fee payable by the Partner.
Use Of Blues IP
When a Partner uses the Blues logo, player imagery or Blues IP, approval must be given by the Blues
Partners are unable to use the Super Rugby Pacific or Super Rugby Aupiki logos
If referencing the competition, it must be clear that the Partner’s association is with the Blues (not the competition).
Match Day Assets
Please check the benefits outlined in your partnership agreement or approach your Partnership Manager to discuss access over and above your agreement.
Match Day Scripts:
Please supply key messaging in bullet points
Maximum of 50 words
Please provide one (1) week prior to match day
Signage Assets
Digital & Online Assets
The following Blues platforms are available for our Partners to leverage through bespoke content: Facebook, Instagram, TikTok, LinkedIm, eDM (Blues News and Members), Blues website.
The Blues content schedule is planned at least three weeks in advance; please be aware of these timelines when planning/booking your campaigns. Earlier communication and planning would be greatly appreciated.
As a partner of the Blues, you have the exclusive opportunity to collaborate closely with our Blues content team, brainstorming unique and creative stratgies to elevate your marketing campaigns.
We also encourage all partners to tag the Blues in relevant social content. We will accept collabs on a case-by-case basis through Instagram based on prior communication. By tagging the Blues, you can showcase the partnership you have with the club and amplify your reach and engagement.
EDM TITLES AND BANNERS:
Dimensions:
- Desktop: 600×350 - Mobile: 600×500
File Format:
- Provide as a PNG or JPG file
- Size must be less than 500kb
Blues EDM Database over 90,000
Blues eDM’s (during season):
- Member eDMs are usually distributed twice weekly with one to coincide with team naming. Specific member-only eDMs can also go out during the season
- A Pre-Match eDM is distributed 24 hours (approx.) pior to each home/away game.
- Blues News is usually distributed twice weekly with one to coincide with team naming.
- Solus eDMs are distributed on a case-by-case basis (as agreed by the Blues).
- Graphic tiles/content must be booked three (3) weeks in advance and artwork/copy supplied seven (7) working days prior to eDM despatched.
ACHIEVE SUCCESSFUL SOCIAL MEDIA RESULTS
- Fans are most receptive to content that leverages your Blues partnership
- Consider incentive-based promotions or exclusive content to engage with our fans e.g., prize draws, special/exclusive offers, ‘money can’t buy’ and/or match day experiences
- Provide your social media handles so we can tag you into posts and remember to tag us into your posts.
- Please supply suggested copy to acompany your post and keep copy short, concise, and fan-first.
- Design social media content to fit into the look and feel to existing Blues media.
- Fans are more likely to engage with content that feels organic to the Blues brand.
- Wherever possible, create content which takes a storytelling approach.
Digital Channel Strategy
OVERARCHING OBJECTIVES
Build a connected, fan-first digital ecosystem that:
Inspires loyalty and pride in our region and team
Drives commercial outcomes (memberships, ticketing, merchandise, sponsor value)
Elevates brand equity nationally and globally
Supports key club moments year-round, not just in-season
WEBSITE
Convert and earn return
The only channel we fully own and the only one that feeds the Fan Engine directly.
TIKTOK
Make the 18–24 crowd excited
Jayden’s second channel. Fastest turn around in the ecosystem.
Make partners believe in us
The only channel built for a sponsor and corporate audience.
Make people belong
#1 for Sarah and Ben. Our largest owned audience, and a strong Pacific presence.
EARNED MEDIA
Make Auckland talk about us
#1 for Raj, #2 for Mike. Pitched off content that already proves itself.
TWITCH/DISCORD
Test, don’t scale
Lowest reach in every segment. Small, monitored experiments if the use case warrants it.
Make people love the Blues
#1 for Jayden. Over-indexes in Auckland. Reels-first, saves and shares over likes.
LIVE BROADCAST
Meet the committed where they watch
#1 for Mike and Aroha. Not ours, but where real rugby consumption happens.
YOUTUBE
Make people invest time
Highest reach sport channel for every persona. A compounding library.
eDM ENGAGEMENT
Highly engaged audience (40% + eDM open rates)
Use the Blues eDMs to enagage with fans and build your own database from competition entries
Best Practice Examples
The Commercial Team welcome the opportunity to work with you and discuss all your engagement ideas or brainstorm some ideas together; below are a few examples to get you started.
USE OF PLAYER IMAGERY
Use player imagery to:
Market your promotional offers, including invites to Blues games for stakeholders
Create competitions to engage with Blues fans and create a database
LED SIGNAGE
Ensure you maximise logo space from TOP to BOTTOM
Use a simple and clear design - logo usage is always the best rather than messaging
Don’t use too much movement and complicated animations, especially for broadcast audience
Use bright colours so your LED pop on screen and in stadia
SOCIAL MEDIA ENGAGEMENT
Design social media content to fit into the look and feel of existing Blues media
Fans are more likely to engage with content that feels organic to the Blues brand
Tag in the Blues to increase reach and engagement and consider boosting with paid spend.
MATCH DAY CONCOURSE ACTIVATIONS
16,000 average attendance per home game, highly engaged audience
58% of our fans want more giveaways at our home games
Keep activations visually appealing and easy to install and remove
Use Of Player Hours
Use Player Hours to:
Create your content campaigns for the season or compliment your marketing campaigns
Provide opportunities to promote yourself on social media
Engage with your own community and promotional campaigns
Charity, stakeholder, and staff engagement
Event invites and meet & greet opportunities
Partner Ticketing
As a valued Partner, you recieve 20% discount off the advertised ticket price when purchasing Blues home game match day tickets online (doesn’t apply to already discounted tickets or other ticket deals).
This is a unique benefit for you to share with your own staff and stakeholders and we are happy to work with all partners to make this happen by providing artwork and copy. We can also work with you if you like to explore one-off ticketing offers to your customer or you would like to ‘shout’ tickets for a community or charity group.
Please reah out to your Partner Manager for further details.
Blues Hospitality
As a valued Partner, you recieve 10% discount on the advertised price when purchasing hospitality, in Blues-led venues, at Blues and nib Blues home games. Check out our website for the many options available to entertain your customers, stakeholders and staff at a home game
If you’re interested in discussing options to purchase hospitality, please contact:
Dani Bason
+64 21 107 8603
Blues High Performance Centre
You are most welcome to book and use our facility to host meetings and events during the year, at discounted rates. We have several spaces available to host board meetings, seminars, and staff functions, and can organise catering on your behalf if required.
Please liaise with your Partnership Manager with any enquiries and to check availability.
The Blues High Performance Centre is open to our Partners to utilise, however please be aware that avilability is very limited during the season. Please enquire with your partnerships manager for availability.
Rates for usage are based on requirements - please enquire with your Partnership Manager.