ASB turns sport sponsorship into progress platform

ASB has launched a new sponsorship campaign supporting its partnerships with the New Zealand Team and Athletics New Zealand.

Created by Droga5 ANZ, part of Accenture Song, Here for First Steps to World Bests connects grassroots sports participation with elite performance.

The campaign positions running and athletics as a simple expression of progress, from children taking part in Athletics New Zealand’s Run Jump Throw and Get Set Go programmes to athletes preparing for major international competition.

The hero film follows the journey from grassroots participation through to elite achievement, while supporting cutdowns focus on the Commonwealth Games pathway and children’s participation.

Out-of-home placements will build awareness of ASB’s sponsorships, while smaller-format executions will bring community proof points closer to schools, parks and commuter routes.

Digital and social activity will focus on what ASB’s support enables in practical terms.

Helen Fitzsimons, chief marketing officer at ASB, said sport played an important role in New Zealand communities.

“Sport holds a special place in the hearts of New Zealanders,” Fitzsimons said.

“It brings communities together, inspires us to dream bigger, and gives people of all ages the confidence and sense of possibility that comes from making progress towards a goal.

“Alongside Athletics New Zealand, we’re on a mission to help 100,000 Kiwi kids access sport through ASB Run Jump Throw and Get Set Go programmes. We’ll be backing the New Zealand Team to LA Olympic Games 2028 and Brisbane 2032, and everything in between.”

Stephanie Fahey, head of brand experience at ASB, said the platform was designed to extend beyond advertising.

“The ASB brand is built on helping every New Zealander get one step ahead,” Fahey said.

“Our campaign aims to build genuine affinity by demonstrating what ASB's support enables – from helping kids get to the start line for the first time to backing New Zealand's top athletes on the road to competing on the world stage.

“This platform is more than advertising, it’s a springboard for integrated brand experiences and we’re excited for how this will show up for ASB customers and New Zealanders over the coming years.”

Damon Stapleton, chief creative officer at Droga5 ANZ, said the campaign avoids typical sport sponsorship tropes.

“Here For gives ASB’s sponsorship story an inclusive, flexible creative territory, avoiding the hype-reel tropes of typical sporting partnerships and positioning ASB as genuinely invested in the journey, not just the win,” Stapleton said.

The campaign is part of a broader integrated programme, with Droga5 ANZ developing the creative platform and campaign, McCann leading media strategy and planning, Quantum Jump leading direct marketing strategy and Bastion Aotearoa shaping partnership strategy and customer experience.