Watching the FIFA World Cup 2026™, it is impossible not to notice the premium global brands that sit alongside the tournament.
Kia, Qatar Airways and Coca-Cola are not there by accident. They are FIFA partners aligning themselves with one of the few platforms capable of capturing attention at a truly global scale.
But the strongest partnerships are not built on visibility alone. They are built on trust, relevance and alignment.
People do not experience brands in the abstract – they experience them through places, moments and memories. While a brand may be global in scale, its relevance is always tested locally and while it is one thing to be recognised around the world; it is another to be trusted in the communities where people live, stay, work and play.
This is why I was interested in the latest Kantar Corporate Reputation Index. In 2026, AA Insurance ranked third in New Zealand, while Samsung also featured in the top 10. Both are significant brands, but their inclusion reflects something more important than scale – it reflects trust.
For organisations looking to build lasting relationships with customers, trust remains one of the most valuable assets they can have. It influences purchasing decisions, shapes reputation and ultimately determines whether people choose to engage with a brand over the long term.
The same principle applies to partnerships.
At Eden Park, our approach has never been about attaching as many logos as possible to the venue. Instead, it has been about aligning with organisations that reflect the values, standards and reputation we have worked hard to build over more than 125 years.
Our partnership portfolio includes brands such as Kia, Qatar Airways, Coca-Cola, Samsung and AA Insurance. Some are global brands with international reach, others are among New Zealand’s most trusted organisations, and some are both. What all our partners share is a commitment to quality and an alignment with what Eden Park represents.
That is particularly important because Eden Park is not simply a venue. It is a place where people create connections and memories. Whether it is an All Blacks test, a FIFA Women’s World Cup fixture, a major concert, a cultural celebration or a community event, the experiences people have at Eden Park contribute to how they perceive both the venue and the brands associated with it.
This is also one of the reasons we have deliberately chosen not to sell the Eden Park name – a name has been built over generations through major sporting moments, international tournaments, concerts, community gatherings and shared experiences. It carries history, emotional connection and trust. Rather than replace it, we have chosen to build partnerships around it with organisations that add to the experience and strengthen the platform.
This is where global brands with a local lens become particularly powerful. While companies such as Samsung, Kia, Qatar Airways and Coca-Cola operate on a global scale, their partnerships become particularly meaningful when they connect with people at a local level. The same is true for trusted New Zealand brands such as AA Insurance.
It’s also why major events such as the FIFA World Cup continue to attract premium brands. They offer scale, emotion, attention and cultural relevance. But the lesson is not only about global reach. Great partnerships succeed when the brand, the platform and the audience all make sense together.
Around the world, the most iconic venues and events understand this balance. They protect what makes them distinctive while continuing to evolve commercially, recognising that brand value is not built through exposure alone, but through relevance, reputation and experience.
Eden Park is a local destination with global recognition. When international artists, sporting organisations, broadcasters, sponsors and fans engage with the venue, they are not only engaging with a stadium in Auckland, but they are also engaging with New Zealand.
This is why our partnership strategy is not simply about who wants to be seen at Eden Park, it’s about identifying organisations that share our values, understand our role and contribute positively to the experience people have when they come here.
Ultimately, premium brands are not just looking for an audience – they are looking for an association with a platform that people trust, value and remember.
