As we approach the ninth Rugby World Cup, hosted by Japan in September-November later this year, Massey University researchers are recommending more protections for the use of haka in marketing, both here and overseas.
Increasingly, the two entities have become symbols of New Zealand national identity and pride, but not without controversy and debate. Our review explored sport marketing, focusing on Ka Mate and the All Blacks, alongside contemporary use, and misuse of Ka Mate, by transnational agencies and sponsors.
Heineken were a major sponsor of the RWC hosted by England. The company produced a promotional video, using customers in a Dublin bottle store. The clip showed customers flipping a coin for a chance to win tickets to the RWC final.
The actors then challenged the customers to perform their best haka to win the tickets — resulting in amateur performances of Ka Mate. Improve your experience by using a more up-to-date browser like Chrome, Firefox, or Edge. Search our collections. Advanced search. Ask a librarian. Back to search results. Previous result Next result. Add to favourites. Who owns the Ka Mate Haka? See original record Click to request to view this item, access digital version if available , and see more information.
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