Work-Integrated Learning leads to major event experiences

Source: Massey University


Massey alumni and New Zealand Rugby digital content producer Callum Smith interviews Canterbury player Nathan Vella.


Next week, Massey University Bachelor of Sport and Exercise graduate Callum Smith will be the guest speaker at the Beehive in Wellington for the New Zealand Association of Cooperative Education (NZACE) Conference, which promotes Work-Integrated Learning. The conference, which is sponsored by Massey University, will be opened by Sport and Recreation Minister Grant Robertson.

Mr Smith is currently working for New Zealand Rugby as its digital content producer. During his final year at Massey he undertook work placement at the Manawatu Rugby Union as its match enhancement manager for the Manawatu Turbos.

“My experiences were challenging, yet rewarding and I accomplished tasks and pulled off events that I couldn’t have imagined,” he says. “The work environment was great and I received suggestions and help from a number of people.

“I developed my management skills through learning to effectively plan, organise, execute and control enhancement activities, and had the opportunity to develop a large range of contacts through networking with people from inside and outside the sports industry.”

He has already gained extensive mega-event experience, first working on the Masters Games in Auckland in 2017 as a venues assistant, before being employed at New Zealand Rugby as the marketing and ticketing coordinator for the New Zealand Sevens. He also went to the Commonwealth Games on the Gold Coast in 2018 where he was a transport manager.

Professor Andy Martin, who coordinates Massey’s Sport Event Management and Sport Practicum courses and is the conference manager and board member for NZACE, says, “Callum has developed quite a remarkable event management and marketing CV in a short space of time. He’s a great example of where a Massey degree can take graduates and how the sport practicum provides a significant stepping stone to enhance graduate employability.

“The insights Callum will be able to share will highlight the importance of understanding how to add value through event design and planning, and marketing and communication. His new role also exemplifies the added value that graduates can bring to an organisation, particularly in the rapidly developing areas of digital communication, online marketing and social media,” Professor Martin says.

Massey’s new Sport Development major,within the revised Bachelor of Sport and Exercise, will help prepare students for work in the varied and growing area of sport development by providing knowledge in topics such as sport organisational structure and function, event and facility management and sport coaching, along with sociological, performance and business issues linked to sport.

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Mastering sports event management

Source: Massey University


Amanda Isada, Masters in Sport Management graduate and business administration manager at Volleyball New Zealand.


A year ago, Amanda Isada was completing her Masters in Sport Management undertaking a professional practice placement with Harbour Sport and Harbour Volleyball in Auckland. Next month, she will manage the 51st Volleyball New Zealand Secondary School Championships held at the Central Energy Trust Arena Manawatu and Massey University – a role she picked up as a direct result of her Work-Integrated Learning (WIL) experience.

The business administration manager for Volleyball New Zealand says the WIL placement was very rewarding. “I learnt so much about community sports, marketing, communications and event management. Not only did I learn about the organisation, but I learned about myself as well. How I work with others, what part of the industry I want to pursue, what type of people I would want to work for and with. I was able to contribute to the organisations, and there was never a dull moment.”

Professor Andy Martin from the School of Sport, Exercise and Nutrition supervises the WIL placements. His recent research focused on how to enhance supervision and student WIL experiences. The research, funded by Ako Aotearoa, was undertaken in conjunction with colleagues from Auckland University of Technology, University of Waikato, the New Zealand Council for Educational Research, and Malcolm Rees, manager of Massey’s Student Survey and Evaluation Unit.

Professor Martin’s findings highlighted that workplace supervisor support in setting expectations and engaging in the initial planning and organising were important factors in effective management of the WIL placement. “The workplace supervisor role then moved beyond providing the student direction and feedback to more of a mentoring role. This role provided them with professional development and continued to be valuable into the future,” he says.

Ms Isada’s experience reinforces these findings. “My mentors and colleagues were very supportive in every way. I learned so much from them and talked to them about various things happening in sports around North Harbour, Auckland and the country. My colleagues gave me advice in terms of personal growth; my mentors helped my professional growth. The culture is great and gave me an understanding of the kind of environment I would want to work in, the kind of people I want to work with, and the kind of person I should be as well.”

Professor Martin says, “The student focus on setting clear expectations for themselves and the placement, and making the most of the WIL experience is important in enhancing the development of Massey graduate’s employability characteristics, such as of self-management, effective communication and leadership.”

Next month’s national volleyball tournament will be supported by current Massey sport development students who will be helping at the event in volunteer roles.

 “The new sport development majorwithin the revised Bachelor of Sport and Exercise will help prepare students for work in the varied and growing area of sport development by providing knowledge in topics such as sport organisational structure and function, event and facility management and sport coaching, along with sociological, performance and business issues linked to sport,” Professor Martin says.

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Ka Mate – a commodity to trade or taonga to treasure?

Source: Massey University


“We can’t continue to turn a blind eye to the disrespectful ways that haka are used for commercial purposes,” Jeremy Hapeta says.


As we approach the ninth Rugby World Cup, hosted by Japan in September-November later this year, Massey University researchers are recommending more protections for the use of haka in marketing, both here and overseas.

Lead researcher Jeremy Hapeta, (Ngāti Raukawa Ngāti Huia, Ngāti Pareraukawa), and colleagues Dr Farah Palmer, (Ngāti Maniapoto, Waikato) and Dr Yusuke Kuroda, carried out a literature review which drew upon existing research, legislation and recent marketing campaigns. Additionally, the study involved interviews with pukengā (experts) to gather pūrākau (narratives) from their informed perspectives and reflections of the commercialisation of this particular Māori ritual in sport.

Ka Mate, composed by Ngāti Toa chief Te Rauparaha, has received global exposure due mostly to its adoption as a pre-match ritual by the All Blacks. Increasingly, the two entities have become symbols of New Zealand national identity and pride, but not without controversy and debate.

“Haka can be used for celebrations, protests, acknowledgement and an expression of identity that may align with nationality, ethnicity, sub-culture, a movement or a brand,” Mr Hapeta says. “The benefits of pūrākau embedded within ngā taonga tuku iho [cultural treasures] such as haka however, tend to be absent in sport marketing.”

Mr Hapeta would like New Zealand Rugby (NZR) to play a leading role in guiding global corporations and sponsors in relation to accessing and attributing the haka to the appropriate iwi and people.

“We can’t continue to turn a blind eye to the disrespectful ways that haka are used for commercial purposes. While the NZR appear to be responding with the establishment of a kaitiaki group for haka within the All Blacks, a pūkenga for the Māori All Blacks and organisation, the adoption of a Respect and Inclusion programme, and a cultural subcommittee of the New Zealand Māori Rugby Board, more still needs to be done to protect the mana of the haka as a taonga.”

The researchers spoke with members of three iwi who are closely associated with Ka Mate, namely Ngāti Toa, Ngāti Raukawa and Ngāti Tūwharetoa, as well as critically reviewing literature and legislation from a kaupapa Māori perspective.

“The kōrerorero [discussions] were guided by open-ended questions related to: how mātauranga [knowledge] of haka were handed on to these experts, how Māori and wider New Zealand society are passing on knowledge of haka today, their aspirations for this knowledge to be handed on to future generations and finally the use of haka in sport marketing,” Mr Hapeta says.

“Haka, especially Ka Mate, have been associated with global brands and corporations aligned with rugby teams and events. Our review explored sport marketing, focusing on Ka Mate and the All Blacks, alongside contemporary use, and misuse of Ka Mate, by transnational agencies and sponsors.”

WAI 262 and the Haka Ka Mate Attribution Act

In 1991, six tribes took a major claim to the Waitangi Tribunal, in regards to the indigenous flora and fauna and Māori cultural intellectual property. It is within the claim, commonly known as WAI 262, that Ngāti Toa sought to cease the exploitation and regain some control over Ka Mate.

Findings and recommendations from the WAI 262 report set a precedent, and it was closely followed by the Haka Ka Mate Attribution Act. The Government acknowledged the importance of Ka Mate to Ngāti Toa and passed legislation requiring attribution to Ngāti Toa, including commercial uses of Ka Mate.

“It’s important to note that the Act is New Zealand-based legislation and doesn’t apply offshore,” Mr Hapeta adds. “Our research identified three haka representations that came after the Act, and did not attribute the haka to Ngāti Toa, which was deeply disappointing.”

Jacomo’s “Hakarena” campaign

In a pre-tournament Rugby World Cup (RWC) 2015 promotion, former English rugby captain Matt Dawson featured, along with several support actors, in an online video for British men’s clothing brand Jacomo, that parodied Ka Mate. They blended music and moves from the hit Spanish dance song Macarena with Ka Mate lyrics and gestures to create a hybrid dance called the “Hakarena”.

At the time, Ngāti Toa executive director Sir Matiu Rei said: “This video is disrespectful and belittling to our cultural performance, the All Blacks and Māori people … I feel for New Zealanders, not just Māori, I feel sorry for anyone who has to watch it.”

Heineken’s “Fight or Flight” competition

Heineken were a major sponsor of the 2015 RWC hosted by England. The company produced a promotional video, using customers in a Dublin bottle store. The clip showed customers flipping a coin for a chance to win tickets to the RWC final. Following the coin toss, they were surprised by three actors (who appeared to be of Māori heritage), who performed a generic haka. The actors then challenged the customers to perform their best haka to win the tickets – resulting in amateur performances of Ka Mate.

“Whether intentional or not, the use of haka for commercial gain, performed with little understanding of the nuances and meanings of this cultural ritual, and distributed to the public without appropriate acknowledgement, disrespects the intended spirit of the WAI 262 and the Act,” Mr Hapeta says.

Wozniaki’s haka lesson

The most recent example of strategic haka use by sport sponsors was at the 2016 ASB Classic in Auckland. Organisers secured several high-profile All Blacks who provided top international women’s tennis star Caroline Wozniaki with a personal haka lesson. This story was covered by New Zealand media, appearing on the national 6pm news bulletin.

“In the footage, Wozniaki was encouraged to poke out her tongue during the performance – a practice inconsistent with tikanga Māori [customs], because wāhine [women] do not normally protrude their tongue,” Mr Hapeta says.

“This scenario demonstrated an example of corporate sponsors dislocating a distinctive local ritual from its cultural meaning. Despite this happening in New Zealand, where the Act applies, there was no verbal or written attribution to Ngāti Toa or Te Rauparaha in the news story.”

The paper, entitled KA MATE: A commodity to trade or taonga to treasure? was published in the MAI Journal last year.

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