GWM New Zealand has officially announced (at least) a three-year extension to its partnership with the One New Zealand Warriors, cementing a relationship that has become a cornerstone of the brand’s local identity since it first kicked off in 2024.
For those who have been following the journey, this isn’t just about slapping a logo on a jersey. When GWM first teamed up with the Warriors, it was their maiden voyage into major sports sponsorship in New Zealand. It was a bold move that helped the brand find its footing and, more importantly, its voice in the Kiwi market.
More Than Just a Badge
The partnership has evolved significantly since those early days. It’s moved past the traditional “logo on a shirt” model, transforming into a genuine platform for storytelling and fan engagement. We’ve seen this in action with initiatives like the “Wahs Selling Cars” campaign and the immersive GWM Sales Stadium at field days, where the brand brought its vehicles directly to the people. It’s about showing, not just telling. By putting their vehicles in the hands of the community and demonstrating real-world capability, GWM has successfully positioned itself as a brand with personality and relevance for New Zealand buyers.
The “Go Local, Go More” Strategy
This extension comes at a pivotal time for GWM. The brand is entering a significant growth phase, bolstered by an expanded portfolio that includes a robust SUV range, hybrids, plug-in hybrids, and the highly anticipated three-litre diesel product arriving next month .
With a network of 20 dealers across the country, GWM is doubling down on its “Go Local, Go More” strategy. The Warriors, a club built on the pillars of performance, resilience, and community, are the perfect vehicle (pun intended) to drive this message home.
Supporting the Whole Club
A standout element of this partnership is GWM’s commitment to the entire club, including the One New Zealand Warriors Women’s team. Recognising the return of the women’s program as a vital part of the club’s story, GWM is leaning into the values of visibility and opportunity. It’s a move that resonates with fans who expect their partners to show up in ways that feel authentic and real.
A Long Road Ahead
The feeling is mutual. The Warriors have made it clear that GWM isn’t just a sponsor; they are a part of the team’s success. From the players and coaches enjoying the quality of the fleet to the staff working behind the scenes, the integration is seamless.
As the Warriors look toward an exciting month of footy (league leaders as we speak), the sentiment from the club is one of long-term vision. While the contract is for three years, there’s a shared hope that this is just the beginning of a relationship that could span decades.
For GWM, the goal for the next three years is simple: keep building, keep engaging, and keep showing Kiwis exactly what the brand is all about. If the last few years are anything to go by, the road ahead looks like a very smooth ride indeed.
