Measuring the impact of ‘leadership, context, the nature of the event and induced event experience’ on brand creation for the Sevens Wellington Rugby Tournament

Although recurring sports events are held more frequently and by a larger number of cities than one-off events, little research has examined the branding process within large international recurring sports events, nor specifically within the New Zealand context. The research is based off Parent et al.’s (2012) model of brand creation in the context of the Sevens Wellington rugby tournament, which is held at Waitangi weekend in February each year in New Zealand. The research seeks to understand the broader issue of brand creation and brand identity for the tournament and aims to provide qualitative and empirical insights that will influence the continued evolution and strategic management of the brand. This research was conducted within a framework of qualitative exploratory methodology and employed an inductive method, incorporating case study research in the form of face-to-face interviews. Key implications and findings from the case data were then interpreted utilising Stafford Beer’s Viable Systems Model (VSM) as a framework to understand systemic functions, analyse and make sense of the data (Brocklesby & Cummings, 1996). A revised conceptual model of brand creation for the Sevens Wellington is then presented. The research findings have shown the relative importance of each factor in the creation of the Sevens Wellington brand and inform recommendations for the continued evolution of the brand. As a consequence, the NZRU and WRFU will be able to determine how best to create additional value through an enhanced understanding of Parent et al.’s (2012) model and systemic functions. The study has contributed to the literature of brand creation and has also revised Parent et al.’s (2012) model, specifically within the New Zealand and Rugby Sevens contexts. In addition, the study has also contributed to the sport specific event management knowledge and understanding within the New Zealand sport event management context in general.