The Great Race has become New Zealand’s most talked about rowing event, with over 20,000 spectators expected this year. This traditional ceremonial challenge from Waikato University to another international University (often Cambridge and Oxford from England and this year America’s University of Washington) has become recognised internationally.

Boathouse Events, the event organisers, have used the principles of passionEight™ to plan and develop this annual university challenge for their Men’s Eight rowing crew into a nationally covered sporting event.

To maximise rowing fans’ Passion for Code (love of rowing), Passion for Player (support for rower) and Passion for Contest (love of rowing competition), Boathouse Events have incorporated other challenges to enhance the Event. New Zealand Rowing has re-introduced the Trans Tasman clash of the NZ Eights versus Australia and Waikato University Senior Women’s Eight (including 4 World Champions) have challenged the Australian’s Womens Eight, a perennial international ’ Team.

To encourage support from non-rowing fans, the Event has become much more than just a rowing race. On race day, the banks of the Waikato River have entertainment for all. Stalls, art and crafts, entertainers for children, bands and food & drink are available. There is also a 10 km Run for Fun along the River Bank and a Grand Ball for the evening entertainment. These activities all motivate the non-rowing fans as they enhance the Passion for Party, the Passion for People and the Passion for Novelty.

The Marketing of this Event is strongly linked to the University and the Waikato area which also enhances the Passions for Community (must support home) and Passion for Team (must support the University).

With this Event motivating so many fans, it is not surprising it receives phenomenal support, national coverage and international publicity.