Hockey wins Claire over

Holly Bacon directors Claire Vogtherr and Neil Pulford have become hockey fans through their company's sponsorship of the sport. Photo / Paul Taylor

Former hockey player Claire Vogtherr thought she knew the game until her company sponsored it.

She played hockey at high school and then for Akina Rovers, but was following other sports until Hawke's Bay Festival of Hockey instigator Bruce Mactaggart talked her into sponsoring the game.

Her company Holly Bacon was a principal sponsor of the Black Sticks players for their Olympic campaign. Collective Hawke's Bay company sponsorships resulted in the regional sponsorship of the male and female Black Sticks, a marketing move Hawke's Bay Tourism general manager Annie Dundas called "a masterstroke".

"We have always been passionate Hawke's Bay believers and Bruce billed it as promoting Hawke's Bay to the wider world. We got that - he did a very good job," Ms Vogtherr said.

"This year is more about sponsoring this tournament. We have had it go from six international teams to eight.

"Our support is always around promoting Hawke's Bay - supporting it as a whole - and hockey enables us to do that."

The sponsorship was an eye opener, both for how the game had changed and local hockey infrastructure.

"The facility in Hastings is unbelievable. It is world class, yet so many people don't even know it is there, let alone what is going on there.

"I think the game itself is the fastest game in the world with a ball. They don't stop - for referees or anything - because the rules have changed.

"They are so fast, so fit and their technical skills are stunning to watch. I just wish more people would get along and watch it. If they can see what is happening they would be converted too."

Numbers involved over the two-week festival were a "huge" boost for the region's economy. Festival organisers hope for international television coverage next year, which would put the region squarely on the world stage, but internet streaming of games is also reaching a wide audience.

Holly Bacon's sponsorship has enabled her to mix business with pleasure. Husband Neil Pulford is also a converted hockey fan.

Argentina and Australia were strong contenders to win the Festival's Hawke's Bay Cup, but the United States could upset expectations, she said. They were fast movers and held Australia to a draw on Saturday.

-More pictures, 16, 17

-Match reports, 32