Hawke’s Bay-based advertising agency FizzyPop has partnered with the Hawke’s Bay Hawks to
develop a new brand identity, digital presence, and go-to-market strategy.
Basketball, embodied by the Hawks, has been a cornerstone of the Hawke’s Bay community for over four decades. Originally known as the Napier Sunhawks from 1982 to 1985, the team rebranded as the Hawke’s Bay Hawks in 1986.
Over the years, the Hawks have competed in 19 playoff series, reaching 8 grand finals and winning a
championship title in 2006.
The Hawks compete in both the Sal’s National Basketball League (NBL) and the Sky Broadband
Rapid League, comprising 12 teams from across New Zealand, including Auckland, Franklin, Tauranga, Hawke’s Bay, Taranaki, Manawatu, Wellington, Nelson, Christchurch, Otago, Southland, and, more recently, the South Auckland-based Indian Panthers.
“We’re thrilled to be working with the Hawke’s Bay Hawks,” says Kat Robinson, Key Account Manager at FizzyPop. “Developing the branding for the Hawks has been a unique opportunity to create a visual identity that celebrates 40 years of heritage while connecting with the number one sport among under-35s in New Zealand.”
“This has been a real labour of love,” says Creative Director Erik Hay. “Basketball is such a huge cultural phenomenon, and giving a team like the Hawks a refreshed identity is a dream come true. They’re a championship-winning team, and we want to do all we can to help them win again next season!”
“We’re delighted with the work FizzyPop has produced,” adds Jarrod Kenny, General Manager of the Hawke’s Bay Hawks. “We know that Hawke’s Bay Hawks fans are passionate, skew younger than the national average, and that 25% of our fans identify as Māori – 51% above the national average. Coupled with our pride in our place, this made looking to integrate culture into our design refresh a no brainer”.
“It’s not just about the visual identity,” continues Jarrod. “FizzyPop has a strong track record with ticketed event marketing. We know they can drive ticket sales, get the fans excited, and help the Hawks capture the energy. The 2025 season is set to be our best one yet!”
Combined, the Sal’s NBL and Sky Broadband Rapid League delivered 225 games and an unprecedented 1,603 hours of television coverage in 2024. The Sky coverage in 2024 alone has been unmatched for New Zealand basketball. Across the 126-day Sal’s NBL season, an average of 12.7 hours of League content aired daily on Sky platforms. This exposure is invaluable, with games broadcast globally on platforms including ESPN in the United States.
The new visual identity developed by FizzyPop will feature across all Hawks properties, including broadcast, merchandise, digital, and social channels ahead of the 2025 season.
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