NZSC x School Sport Series

Waddell engaged leading organisations including Apollo Projects, Bayleys Real Estate, Caltex NZ, and Nateva through the School Sport Series- an initiative designed as a turnkey solution to support youth participation in sport. The programme removes financial barriers for young athletes while simultaneously delivering strong brand awareness and meaningful marketing opportunities for sponsors, both on and off the field.

Waddell delivers over 140 events annually, managing every aspect from end to end. This includes logistics coordination, event setup, broadcast and media rights, content creation and distribution, sponsor hosting, and on-site activations tailored to maximise sponsor value. In addition, Waddell provides comprehensive reporting and supporting materials to ensure sponsors can clearly measure outcomes. Through the Sponsor a School programme, Waddell also supports multiple schools by overseeing logistics and administration, managing social media channels, driving engagement, coordinating school visits, and building lasting relationships between sponsors and schools—often leading to further business opportunities or programme expansion. Detailed reporting, including social impact insights, is also a key part of delivery.

The impact of this work has been significant. Sponsors benefit from widespread exposure across content published by National Sporting Organisations, local organisations, participants, families, and supporters. Coverage in major outlets such as The New Zealand Herald and Stuff, alongside viral content on platforms like TikTok and Instagram, has generated millions of views featuring sponsor branding.

For Apollo Projects, the programme has delivered meaningful impact across secondary schools in eight regions throughout New Zealand. Strong relationship management and consistent delivery have contributed to an expanded contract during the 2026 renewal process. Caltex’s StarCash Card campaign has driven nationwide retailer participation, with local service stations supporting nearby schools to reduce travel costs for sport. This has evolved into long-term relationships, with many stations becoming preferred fuel providers and unlocking additional partnership opportunities. Event activations, such as coupon distribution offering complimentary coffee and hot chocolate, have also increased foot traffic to participating stations.

Bayleys has successfully leveraged the Sponsor a School programme to build strong grassroots connections, enabling local agents and branches to engage directly with their communities and support schools in their areas. Meanwhile, Nateva has strengthened relationships with school communities in targeted rural regions, effectively reaching key audiences. The programme has facilitated direct engagement with school boards and delivered meaningful outcomes, including opportunities for students in remote areas—such as rural Northland—to travel to Auckland for the first time. This success has also led to an increased contract at the 2026 renewal stage.