Bunnings New Zealand has partnered with Bastion Aotearoa to launch a new purpose-led programme, which rallies behind more than 260,000 volunteer coaches who turn up rain, hail or shine to keep grassroots sport alive.
The launch of Coaching Legends marks a strategic evolution of Bunnings’ approach to supporting community sport in New Zealand. Rather than taking a more traditional sponsorship approach, the programme gives Bunnings a distinctive and ownable platform that reinforces its long standing commitment to grassroots communities.
The initiative was born from the insight that volunteer numbers in grassroots sport have dropped 28% since 2018, meaning fewer people are carrying more of the load. Research commissioned by Bunnings also found volunteer coaches are dedicating upwards of 12 hours a week to the role, but so often their efforts go unrecognised.
Led by Bastion Aotearoa with support from Bastion Australia, the fully integrated platform brings together the agency’s Trans-Tasman strategy, creative, design, public relations and production expertise. Bastion has been involved end-to-end, from developing Bunnings sponsorship strategy for New Zealand through to concepting and implementing this initiative. Working alongside PHD and Howler, Coaching Legends rolls out across earned media, ambassador channels, AV, OOH, digital, social, radio, in-store and partner channels, creating a unified presence across every touchpoint.
Supported by Sport New Zealand and Kiwi sporting legends Shaun Johnson, Portia Woodman Wickliffe, Brook Ruscoe, Francis de Vries and Amelia Kerr, the nationwide programme invites Kiwis to nominate outstanding volunteer coaches from their local clubs. Selected Coaching Legends will be recognised through storytelling, community activity and meaningful rewards that support both the coach and their club.
Oliver Green, Bastion Aotearoa Chief Creative Officer, says: “Coaching Legends gave Bastion the opportunity to create something with genuine purpose that celebrates the people who make grassroots sport possible while creating a platform that Bunnings can own for years to come.”
Melissa Haines, Bunnings New Zealand General Manager, says Coaching Legends reflects the brand’s longstanding commitment to local communities in New Zealand.
“Supporting grassroots sport is a natural extension of Bunnings’ commitment to the communities we serve. Together with Bastion, we wanted to go beyond traditional sponsorship and back the people who make local sport thrive. Coaching Legends shines a light on the volunteers at the heart of it all, recognising their impact both on and off the field.”
Coaching Legends is now live across New Zealand, with nominations open at: www.bunnings.co.nz/coachinglegends.
The launch continues Bastion’s momentum as it combines the scale and capability of a global network with the agility of an independent to deliver integrated solutions for the modern marketer across New Zealand, Australia and the United States. Bastion is proud to be working alongside Bunnings New Zealand, helping put the organisation in a position of strength.
