Traditional Merchandise Case Study: New Zealand Poi for Rugby Marketing?

One more day until the epic final! #RWC2021 is about to wrap up, and tickets are already sold out. But before the big day, let us share with you this traditional merchandise that caught our attention as we attended the Rugby matches in New Zealand. How does this custom giveaway idea support the league? Find out more in this blog!

Rugby World Cup 2021 has kicked off the Wā Poi (It’s Poi Time) movement to educate, inspire and unite sports fans worldwide through poi, a unique Māori taonga (treasure) that has particular relevance to Aotearoa New Zealand.

The championship has worked closely with the stadium venues and security to prepare rugby fans to bring their energy with poi.

From October 8th to November 12th, poi are made accessible for fans entering the stadium in match venues – Eden Park, Waitākere Stadium and Northland Events Centre. A huge number of poi are being produced by a range of local suppliers, with the championship focused on working with developing Māori businesses.

What Should You Know About Poi?

1. Poi is the name for both the performance art and the object. 

Poi is a traditional dance, art and craft of the Māori people of New Zealand.

It includes vigorous movements of the body, arms, and poi (usually a ball or pair of balls attached to a cord) that are accompanied by music.

2. It is a cultural treasure.

Poi is a unique Māori taonga (treasure) that flourished in Aotearoa, New Zealand.

It was used by indigenous Māori to develop balance and coordination, sharpen their reflexes and increase the flexibility and strength in their hands and arms.

3. It can be made from a variety of materials.

Poi were traditionally made by wrapping the leaves of harakeke New Zealand flax) around the soft down of raupō (a wetland plant also known as bullrush) to form the ball.

Modern poi come in many different shapes and sizes and are made of many modern materials including wool, cotton, plastic and paper.

4. It comes with health benefits.

Practising poi comes with health benefits that you can enjoy. The top benefits include increased grip strength, balance, and attention.

Today, people across the globe are sharing their experiences about the positive effects of poi, be it physical, mental, emotional, or anything in between.

5. It should be protected. 

Being given away to sports fans attending the matches, Rugby World Cup 2021 along with its local partners are emphasizing how poi should be protected

Poi are a taonga (treasure). It’s important to treat them with respect and look after them to protect the recipient’s wairua (well-being).

Read More About the Rugby World Cup:

With towering excitement and anticipation, #RWC2021 promotional items are also stealing the limelight. This pop-up store in Auckland is offering a fan zone giveaway that makes fantastic memorabilia for sports fans. Read how these branded merchandise ideas supercharged the event!

In 2016, Guinness, one of the most successful alcohol brands worldwide, made this promotion even more attractive to Rugby lovers by offering collectable glasses with different Rugby union positions.

Who knows more about brilliant sports promotion strategies if not the soft drink giant Coca-Cola? Check out how the brand offered sports fans the chance to win their Coca-Cola Rugby Ball back in Rugby World Cup 2015!

Back in 2011, DHL in Singapore came up with this fantastic Rugby World Cup gift with a purchase offer to its cash shippers. Take a look at what made this promotion successful.

Here’s a major throwback to Rugby World Cup 2011 which is also hosted in New Zealand!

Enjoy the League With ODM!

Our team here at ODM goes with the sports fans enjoying their time in the Rugby World Cup 2021. We are just as excited as you are to watch the final match!

When we think about sports events, we think about the unifying power they have over us as fans. When the action is intense and the stakes are high, we forget our differences and become one big family through our shared love for the game. This feeling is what makes us proud to be part of the sports industry.

Check out our recent projects with renowned names in the Sports Industry by tapping the image below.

We’re a tight-knit team of passionate individuals who are dedicated to helping our clients in creating memorable experiences for their customers. So whether you’re planning a corporate event, promotional event or fundraiser – or just looking for someone to assist your next marketing campaign – let us help you make it happen!

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