Games under ‘significant threat’
International cricket matches at Saxton Oval are unlikely in the future unless a solution to an alcohol advertising ban is found
Nelson’s future as a host for international cricket matches is under “significant threat” unless a policy banning alcohol advertising is changed, local councils have been warned.
In a letter to Nelson mayor Nick Smith and Tasman mayor Tim King this week, Nelson Cricket Association called on the councils to provide “certainty” that New Zealand Cricket would be able to honour sponsorship contracts with alcohol companies.
In the letter, Nelson Cricket chairman Andy Leonard said the Black Caps’ oneday international, hosted at Saxton Oval in December, was “placed in jeopardy” when Nelson City Council voted against providing an exemption to allow alcohol advertising in October. That vote was subsequently overturned a week later, and both Nelson and Tasman councillors voted to allow an exemption for that fixture and two White Ferns T20 matches in March.
The December match marked the return of international cricket to Saxton Oval after a five-year absence.
New Zealand Cricket has a sponsorship deal with Asahi Beverages NZ for the summer matches, including the right to advertise alcohol at venues.
Now, Nelson Cricket is calling on the councils to permanently change the Saxton Field Joint Management Plan, which prohibits advertising for alcohol at the grounds. The rules were adopted in 2021.
In the letter, Leonard wrote that the matter was not raised during negotiations to host the games, which Nelson City Council was involved in.
“[New Zealand Cricket] would not have allocated the match to Nelson had they known of the policy. The allocation of future international matches to Nelson is unlikely if the policy is applied in a way that does not enable contractual commitments to be honoured.”
The December game was almost moved to a different venue due to the uncertainty surrounding the ability of sponsors to advertise, he said.
Nelson Cricket recognised and supported the “desire” to avoid alcohol advertising on permanent fixtures, but these sorts of matches should be an exception to the rule.
“Pragmatism is necessaryto assist sporting codes to grow and to promote the region.”
He suggested an amendment to the plan allowing temporary signage for regional or international events “where the bodyhosting that event has contractual commitments to a third party requiring such signage is permitted”.
Speaking to the Nelson Mail about the letter, Leonard said the existing policy did not provide any certainty, and that was what they were seeking.
The December game had done a great job of showcasing the region, and he thanked the Nelson public for their “tremendous support of the game”.
Mayor Smith, who was overseas during the two Octobervotes, said the policy needed to be looked at. “The ban is appropriate for permanent signage and for community events but not for one-off major national and international events.”
He would be working with Tasman mayor King and councillors “to avoid this situation developing again in future”, he said.
“I am hopeful that we can find a pragmatic solution. We have spent millions of ratepayers’ money on developing Saxton Oval into an international-class cricket venue, it’s popular with players, spectators and broadcasters and it would be a tragedy for this issue over alcohol advertising to prevent its use.” King said everyone recognised that the situation with the exemption debates in October was “far from ideal”. “We clearly need to review the policy.” The matter would be going to the joint Saxton Field Committee for consideration, after which any recommendations would come through to the two councils.
His personal view was that there should be a pragmatic solution where advertising could be allowed at “large one off events”.
Alcohol Healthwatch chief executive Andrew Galloway said the issue involved a “moral challenge”.
“We don’t want Nelson to miss out on hosting, but nor should a community be bullied into watering down their position on not having alcohol sponsorship. It shouldn’t be up to an internationally owned alcohol company to hold the ratepayers of Nelson to ransom and deter their efforts not to be exposed to alcohol advertising.”
Galloway said alcohol was New Zealand’s most harmful drug, and the World Health Organisation had concluded there was no safe limit. He said alcohol advertising had been proven to cause young people to start drinking earlier and to drink more, and this inequitably affects Māori and Pacific peoples.
“In my view, it seems appropriate for communities and councils to be able to take a position on alcohol sponsorship (in lieu of national leadership on the matter).”
Galloway said a government commissioned inquiry in 2014 recommended phasing out alcohol sponsorship in all media, “but as we are seeing here, the power of large interests are such that even local moves to limit alcohol sponsorship (marketing and exposure) are being threatened.”