Iveco is the title rights sponsor for the June test series in New Zealand and has rights to associate with the team worldwide until 2011. The sponsorship reflects the global interest in the All Blacks and the strength of its brand internationally.
Stevenson Engineering launched its new business, New Zealand Trucks,at special contract signing ceremony with Iveco atEden Park in early March. The function was attended by a number of All Blacks, coach Graham Henry and senior Stevenson and Iveco staff. Alessandro Cicchette, Iveco’s Director of Marketing from Turin, Italy, gave a presentation outlining the background to Iveco’s sponsorship of the All Blacks.
‘The All Black brand is recognised as one of the top five sporting brands in the world. Our association reflects the strong alignment with the All Blacks and Iveco ideals and culture.’
‘The advertising and marketing that Iveco are doing in Europe in connection with the All Black sponsorship is extraordinary,’ says Stevenson Engineering CEO Peter Dudson. ‘Television commercials showing the All Blacks performing haka have been intercut with images of branded black Iveco trucks. Powerful imagery. We’re talking about another other level of marketing. We’ll reap the benefits of this dynamic worldwide marketing campaign in New Zealand.’
The post-event dinner included a presentation from Graham Henry, who said that having a significant local business such as Stevenson associated with Iveco’s sponsorship of the All Blacks was good for the NZRFU and would lend a local flavour to the promotion and enjoyment of international test series games in New Zealand.
‘All Black values such as team spirit, commitment, reliability and strength tie in well with what Iveco is trying to achieve internationally,’ says Peter.
With an $11 billion turnover worldwide, Iveco enjoys a high visibility within the transport industry internationally. Its aim is to be the number one brand. In New Zealand Iveco is a manufacturer and distributor of medium and heavy trucks for our road transport industry. It has 13 major service dealers, supported by six parts dealers based strategically around the North and South Islands.
‘We invited all of our parts and service dealers from around New Zealand to Auckland for the contract signing event. Dealers were in Auckland for an Iveco conference held at Sky City, where we discussed what Stevenson’s New Zealand Trucks business will do for Iveco. We’re trying to create more of a New Zealand Iveco culture with the dealers.’
Stevenson Engineering’s strategic acquisition of Southern International in 2007 gave the company immediate access to Iveco’s South Island dealer. ‘They needed a strong partner in New Zealand with a committed local focus,’ says Peter. ‘It’s been really exciting fitting all this together. The purchase was a key factor in Engineering’s expansion programme and reflects that fact that we’re moving beyond just providing service and parts and completing the loop.’
The benefits of having Stevenson as the local Iveco dealer will be apparent in June this year when the Iveco rugby test series takes place in New Zealand. Games will include the All Blacks versus Ireland match in Wellington on 7 June, and the All Blacks versus England on 14 June at Eden Park and on 21 June in Christchurch.
The Iveco brand will be under the spotlight to millions of viewers during these games.
Iveco Europe will be bringing over 180 guests to the games. ‘We’ll put a local spin on the events and get more New Zealanders involved in the pre- and post-match functions,’ says Peter. ‘Our combined functions will include around 200 of our key clients and senior staff across the three venues.’
