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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Manawatū campus on show to Japanese partner city

Source: Massey University

Professor Martin, David Martin and the Japenese delegates at Massey’s Sport and Rugby Institute. 

Visitors from Palmerston North’s new Japanese partner city Mihara, were on Massey’s Manawatū campus on Friday for a tour and to hear about some successful sport development initiatives involving the Manawatu Triathlon Club.

The club’s Vice-President, Professor Andy Martin, was asked to speak about the success of the Crankit Cycles Specialized I Tri’d the Tri Series – an event he has managed for more than 15 years. The community triathlon event, which has been held in Palmerston North since 2004, introduces 2-12 year-old kids to the triathlon over five events. It has been growing year on year, with the final event this year attracting a record number of 780 kids.

“It was great to be able to share the increased interest in triathlon, due to the 2020 Tokyo Olympics, with our Japanese visitors. After Hamish Carter and Bevan Docherty won an Olympic Gold and Silver Medal at the Olympic Triathlon in Athens in 2004, there was a real explosion in interest in triathlon, resulting in our event and others like the Weetbix triathlon being held in Palmerston North. These successful sport development initiatives promote physical activity, but also encourage engagement of the whole community.”

“The new Sport Development Major in the Bachelor of Sport and Exercise helps 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.

The delegation were in the city to sign an official declaration of partnership with Palmerston North. As part of this relationship, Massey Academy of Sport triathlete and 3rd year Bachelor of Business student, David Martin has been invited back to Japan in August to compete in the 30th anniversary Sagishima triathlon. David finished 2nd in 2018. The invite is from the Hiroshima New Zealand Friendship Society, which is linked to the city of Mihara.

Professor Martin, speaking about the community triathlon.



Massey women’s sevens claim title

Source: Massey University

The Massey women’s sevens team (left) manager Chris Sharrock Stephanie McKenzie, assistant-coach Kahu Sturmey (Assistant Coach), Megan Bramley, Nicola Chase, Pia Tapsell, Tiana Davison, Kaitlin Bates and coach Strahan McIntosh. Front: Stephanie McKenzie, Lucy Brown, Sydnee Wilkins, Courtney Walsh and Marcelle Parkes.

The Massey University women’s rugby sevens team has claimed the University and Tertiary Sport New Zealand Championship in a nail-biting final on Saturday.

As the hooter sounded in the 14th minute of the final, Massey were trailing the University of Waikato 14-17. However, Pia Tapsell completed a last-ditch turnover and sent the ball out wide for Kaitlin Bates to run in a try. A conversion secured the title by 19-17.

The team of eight featured players from all Massey campuses and three were named in the Tournament Team; Marcelle Parkes (Wellington), Pia Tapsell (Auckland) and Kaitlin Bates (Manawatū).

The Massey team cruised through the pool stages, beating the University of Otago 22-17, the University of Auckland 44-0, and the University of Canterbury 22-12. Followed by a convincing 42-10 semi-final over Auckland University of Technology.


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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