SAS Sport Backs Master Games

SAS Sport will have the volunteers’ backs at the New Zealand Masters Games starting in Whanganui tomorrow.

SAS has provided more than 100 event volunteers with apparel to ensure they look the part at the annual event, shared between Dunedin and Whanganui on alternate years. School kid ushers have also been provided with a fluro bib to stand out from the crowd at the Cooks Gardens opening ceremony tonight.

SAS Sport founder Tim Connolly says the Masters demographic wasn’t the traditional SAS customer, but he was keen to connect with Kiwis that continued to be active in later years.

“I admire anyone that gets off the couch and gives competitive sport a decent crack,” Connolly said. “We’re keen to help grow Masters sport in New Zealand by providing a different aesthetic and real value in the apparel space.”

2017 is a big year for Masters sport in New Zealand with Auckland playing host to the World Masters Games, for the very first time, in April.

“Masters sport is about tribalism and catching up with like-minded sportspeople in a competitive, but social, environment,” Connolly said.

“We’d like to think Masters athletes going to the big dance will dress up and look the part. That’s where we can come to the fore with team and individual apparel that looks as professional as it feels.”

Connolly said the initial taste of Masters sport will be fully leveraged in the future.

“We’ve come to the party a bit late to provide the type of benefits we try to integrate into all our partnerships, such as a strong event presence and assistance with marketing and communications wherever possible.

“But the relationship has already piqued the interest of SAS staff and we’re developing specific designs and discounts for future events.

“I can also see some of our staff taking part in Masters sport…once they’re old enough. I think I’m the only one in our company that’s eligible at the moment!”

SAS Sport will provide Masters athletes looking to upgrade their apparel with a 10% discount throughout 2017.

A full rundown on the New Zealand Masters Games can be accessed at

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