Reply to comment — Exporter Magazine

With the one-year anniversary of Rugby World Cup 2011 this weekend, the annual DHL Export Barometer has revealed some positive business outcomes from the major sporting event.

A quarter (26%) of the New Zealand exporters surveyed claimed they enjoyed an increase in business orders as a direct result of RWC 2011. 

“It’s encouraging to see this data. While the figure could be higher, given the tough economic conditions, this is a positive result,” says Tim Baxter, country manager New Zealand, DHL Express.

The DHL Export Barometer survey also confirmed that the Services and Tourism sectors benefitted the most from RWC 2011 with 21% and 100% respectively, citing the global sporting event positively impacted their businesses.

With regards to the size of businesses, medium and large sized business benefitted most with 30% and 39% respectively, citing a positive impact from RWC 2011.

“Rugby World Cup 2011 generated a tremendous amount of energy in New Zealand and the larger organisations were probably better resourced to take advantage of this,” says Tim Baxter.

Not surprisingly exporters in the North Island were more likely to have experienced a positive impact.

Auckland hosted 15 games during RWC 2011, from opening night on September 9 until the October 23 final, attracting almost 750,000 fans.

“DHL was proud to be the Official Logistics Partner of Rugby World Cup 2011 and help deliver rugby to the world. It raised awareness of DHL and delivered new business opportunities, not just within the 20 participating nations but also within the 100-plus countries in which rugby is played,” says Baxter.