Cup offers new playing field for business networks

Former All Black Bryan Williams. Photo / Greg Bowker

Making business connections will take many forms around the Rugby World Cup.

Freight forwarder Cunningham Gill reckons a Kiwi flavoured BBQ, a few beers, some oyster tasting and target shooting will help break the ice with potential clients.

Akaroa Salmon hopes a trip around a salmon farm and sampling some of the produce will be a lure to contacts who may be giving Christchurch a wide berth.

Ponsonby Rugby Club is opening the doors to business people to host their international guests in a historic rugby environment with a strong Polynesian flavour.

"With a big Polynesian population, we're wanting to offer our visitors that ethnic experience as well. We might have quizzes, sing-a-longs - lots of our members play the guitar and enjoy a good sing-song," says Ponsonby stalwart, former All Black Bryan Williams.

Everything from hosting at an NZSO performance to grabbing a beer at the local pub is shaping up as an avenue for New Zealand businesses to tell their story to tens of thousands of visiting business people.

The Government-funded NZ 2011 Business Club is acting as a conduit for making that happen.

So far the agency is "actively talking" to 10,000 business people here and overseas. About 3600 have registered online with the club.

"This means we have excellent data on their whereabouts in New Zealand, what companies and sectors they represent, their roles within these companies, and their personal interests they wish to pursue," the club says.

Some have come via official travel agencies, with whom about 30,000 visitors have booked, and club staff are working with tournament organisers to spread the word among 55,000 ticket holders overseas.

Membership is free for the club which will try to pair up businesses here with like-minded businesses overseas. Most of those who have registered with the club overseas are chief executives or business owners.

NZ 2011 director Leon Grice says many small businesses have woken up to the opportunities the World Cup offers.

Two years ago he was given the job of co-ordinating the leverage programme for the Government.

"The brief is quite clear, not only to be great hosts of the event but position New Zealand to be a creative and innovative nation. It's the opportunity that you get from hosting major events," he says.

"The reason why countries spend lots of money on hosting major events is because it allows you to have a far richer engagement with a global audience and for them to learn who you are."

He says last year's football World Cup in South Africa allowed business people to get beyond thinking the country was unsafe for work or play and reinforced the message it was the place to go if you wanted to do business with sub-Saharan Africa.

There are also industry showcases spread throughout the country including those showing off the marine sector, aviation and food and wine.

New Zealand will not be able to turn on the glitz and glamour of London or Paris but Grice, and others associated with the Cup, are confident this will play in our favour.

"We want any business message to be about hosting and enjoying the New Zealand experience with a peer. It's not about doing a deal, there's no obligation to hear an advertising message. The ethic is about hosting and making global connections as opposed to 'please buy these second hand watches'," Grice says.

Duncan Bates from Akaroa Salmon likens the concept to Facebook for business owners.

He fears the February earthquake could dampen prospects of his offer being taken up but it did not mean it still couldn't happen.

Peter Manderson of Cunningham Gill says the aim is to forge connections, ultimately to show that "New Zealanders are down to earth good people who can offer them good service as well".