What it really takes for Hawke’s Bay’s top sports teams to compete on the national stage.

“Black white, all right! Come on the Bay! Got the team together, ready for the fight, Give it all we’ve got to give, we know we’ll get it right.”

These lyrics from Come on the Bay, written by Hammond Gamble in 2007, were created to unite fans of the Hawks basketball team, the Magpies rugby side, and Napier City Rovers (NCR) football club. 

The parochially charged anthem was a hit then—and it still echoes around McLean Park today. But flying the black and white (or NCR’s blue and white) colours of Hawke’s Bay in New Zealand’s top domestic competitions is no cheap exercise.

Just like the lyrics suggest – Give it all we’ve got to give, we know we’ll get it right – sitting behind the passionate fans, community pride and packed stands at Pettigrew Green Arena, McLean Park, and Bluewater Stadium are three franchises hustling hard to keep the wheels turning and the scoreboards ticking. 

Whether it’s basketball, rugby or football, the financial realities of fielding a competitive team in a national league are significant.

The costs 

From player recruitment and game day ops to travel and accommodation, the cost of representing Hawke’s Bay at this level isn’t just a line item – it’s a season-long balancing act.

For the Magpies, a competitive National Provincial Championship (NPC) campaign costs around $1.8 million a season, with $1.2 million of that going to salaries. The squad operates under a $1.1 million salary cap, so building depth takes careful planning. 

“It’s a balancing act,” says Magpies CEO Jay Campbell. “We’ve got a loyal commercial base that backs us, but the costs continue to creep.”

Across town, the Hawks run a leaner operation, on paper at least, with a $750,000 annual budget. 

“That doesn’t include the huge amount of volunteer graft that goes into delivering each season,” says Hawks chair Sally Crown. 

“Until this year, we only had one full-time employee. We’ve only just added a part-time operations role for the 2025 season.”

Then there’s Napier City Rovers, an amateur football club playing in a semi-professional National League. Their full season costs, including regional and championship phases, sit between $250,000 and $300,000. 

“We’ve only got one full-time staff member,” says head coach Bill Robertson. “Everything else runs on passion, volunteers, and the belief that what we’re doing matters to the region.”

So how do they fund it?

For the Magpies, sponsorship from the likes of local businesses such as TotalEnergies NZ and hospitality are king. 

“Our commercial revenue is around $2.5 million a year, with $2.25 million of that from sponsors and corporate hospitality,” says Campbell. 

Gate ticket sales bring in another $250,000. Broadcasting revenue? Not a direct income stream, however televised games on Sky TV are critical for visibility and sponsorship value. “Broadcast is the foundation for commercial revenue – virtual signage, on-field branding, kit sponsorship. If games weren’t televised, our revenue would take a huge hit,” says Campbell. “It also gives the code visibility, helping it stay relevant for participants and fans.” 

NZ Rugby contributes nearly $2 million annually to the region: $450,000 for the Magpies, and a further $1.5 million to support grassroots development.

The Hawks rely heavily on partnerships too. Naming rights sponsor for the 2025 season is locally owned alcohol retailer Big Barrel. 

In 2024, 41% of revenue came from sponsorships, 25% from charitable funding, and 15% from ticket sales. 

“We’ve just entered Year 2 of our strategic plan,” says Crown. “A new commercial strategy is helping us diversify income, giving us a clearer view of how and when we spend– and how we grow sustainably.” 

For Napier City Rovers, community support is the backbone. Local business sponsors such as Thirsty Whale, match-day revenue ($5 tickets, free for kids under 14), and charitable funding are crucial. 

“There’s no broadcast money. We get a small travel allowance from NZ Football, and we still pay a $12,500 entry fee,” says Robertson. “So we rely on goodwill, grit and making every dollar count.”

Recruiting talent

To compete, you need talent – local and imported. For all three teams, recruitment is a moving target. 

In 2024, the Magpies had 23 players schooled in Hawke’s Bay and another seven who came through local academies or clubs. But few play their regular season rugby in the Bay. 

“The pathway is club to NPC to Super Rugby – or overseas competitions like Japan, Europe, and the US,” says Campbell. 

“We’ve helped players like Cooper Flanders, Lincoln McClutchie and Ollie Sapsford progress. But the gap between club and NPC rugby is wide, so development takes time.”

The Hawks have leaned heavily into development, especially with the new Rapid League, a short-format curtain-raiser to the NZNBL that gives local talent more exposure. “We’re building a consistent core,” says Crown. 

“This season six players have rolled over from last year. We want Bay players to see a pathway to the pros without having to leave home.” Imports still play a key role, particularly for specialist positions. 

“They bring skills we can’t always find locally,” says Crown. “But they must fit our culture. That’s non-negotiable.”

City Rovers depend on outside recruitment to stay competitive. NZ Football allows four foreign players per team. Rovers usually max it out. 

“Many become long-term locals. Our captain Jim Hoyle has played 200 games since arriving in 2015,” says Robertson. “He’s now a permanent resident.” 

The revolving door is real in football as young players often leave for uni. “Some years we’ve had to recruit 12–15 new players. Others, just four or five. But we always aim to retain a strong local core.”

Winning helps

One truth binds all three teams: winning helps everything. The Hawks last lifted the national title in 2006, but have been consistent top-four contenders in recent seasons. The Magpies have proudly held the coveted Ranfurly Shield multiple times, while Napier City Rovers finished fourth in the National League last year.

“You can have the best marketing and game-day experience,” says Campbell, “but if you’re not performing, the crowds don’t show up. Simple.” 

Crown agrees. “When the team is winning, all the psychological triggers are firing – community, pride, identity. That turns into ticket sales. The challenge is replicating that feeling even when results don’t go your way.” 

Rovers have seen gate numbers rise with results, but Robertson also credits their family-friendly vibe. “It still feels like club sport. Kids run on the pitch, get autographs and feel part of something. That connection matters.”

Beyond results, fan experience is everything. The Hawks run school programmes, holiday clinics, sponsor activations and giveaways. 

“We’re hosting people,” says Crown. “It’s not just sport … it’s hospitality. Manaakitanga goes a long way.” 

The Magpies have a Fans Council that provides regular feedback on the matchday experience. “We’ve got fans of all ages,” says Campbell. “Our job is to make match day engaging for kids, teens, families and die-hards alike.” 

NCR embrace their old-school charm: halftime junior games, walk-ons with the players, and post-match connection. “Our players are amateurs with full-time jobs. But on Sunday, they’re heroes,” says Robertson. “That relatability matters.”

Television coverage remains crucial—for both visibility and value. 

“No signage is worth anything if it’s not seen,” says Campbell. For the Hawks, the Sky partnership is a cornerstone. “It’s our cash-flow constant,” says Crown. “It helps our sponsors justify their support. Broadcast grows our fanbase and the league’s value.” It also boosts the local economy. 

“We host 11 games a season. That’s 160 bed nights for visiting teams alone,” says Crown. “Add supporters, hospitality spend, wellness services, tourism and there’s real impact.”

There’s no sugar-coating it: competing at this level is tough. Financial, logistical, and structural challenges are constant. But the payoffs, tangible and intangible, keep these teams pushing forward. 

For the Magpies, it’s about fuelling community engagement through high performance. For the Hawks, it’s about growing franchise equity while staying grounded in local identity. For Napier City Rovers, it’s preserving a pathway for footballers in a region where they’re the only game in town.

“We know what we’re up against,” says Robertson. “But we also know why we do it.”

In Hawke’s Bay, sport is more than a scoreboard. It’s a shared story. And flying the flag – however costly – is a responsibility these teams carry with pride.

Black! White! All right! Come on the Bay! 

Starting playing rugby barefoot on frosty Hawke’s Bay mornings, Damon became a sports editor for the local rag and then a sport promoter for the ASB Tennis Classic and other sporting events. Serving 15 years on Sport Hawke’s Bay board, five years as chair, he continues to be involved in sport governance locally. A third-term Hastings District councillor, he’s an action man – surfing, mountain biking, a gym bunny and a newcomer to water polo.