When the idea of forming the South Island’s first women’s Super Rugby team came about, the people behind it quickly realised that they were part of a history-making moment. The team, named Matatū, would represent the entire South Island in the country’s first women’s Sky Super Rugby Aupiki competition. And so, despite the fact that it would be managed under the Crusaders’ brand, they would need to carve out their own identity.
“We thought that actually putting a whole entire history of 26 years of a club on a female and saying, ‘This is now your set of values’, that wasn’t the right thing,” says Matatū’s General Manager, Sarah Munro. “So we made a very conscious decision early on that we were going to go through a process of allowing these women to have their own space, their own set of values and their own identity to take forward into this competition.”
The team knew that a strong foundational base was key to Matatū, and that meant engaging with current and past players across the South Island to hear their vision for the future of women’s rugby.
Driven by values
“We knew this was such a huge milestone for professional rugby in the female space, but also professional sport overall,” says Munro. “That we were going to, for the first time, have a Super Rugby women’s competition, that it was their first step into the professional game.” Through that process emerged the team’s four key values: Tūmanawa (determination), Tūaho (legacy), Tūtira (unity), and Tūhono (connections). “From there, we then worked with Ngāi Tūāhuriri to have a name that was gifted to us that represented those four values,” explains Munro.
“The name Matatū is synonymous with Aoraki. It essentially doesn’t have a one-word translation. It’s really important that it’s actually about the presence of Matatū. It is for the strength, endurance and the mana that the mountain of Aoraki holds as being the highest peak in the South Island, but also all of Aotearoa. And, that this team is going to play for that mana and for that strength.
“It also means in a haka form that you hold your head high and you have strength and you look forward to the challenge that’s ahead of you.”
Matatū worked with local designer Morgan Mathews-Hale to create a visual representation of these values and meanings in the jersey. A moko kauae is the feminine representation of Pokoharuatepō (the mother of Aoraki and his brothers) and Papātūānuku (earth mother); the four mountains represent Aoraki, Rakirua, Rakiroa and Rarakiroa, and the colours reflect the rivers, lakes and glaciers of the central South Island.
Building a new brand and forging their own identity is no easy feat, especially in a sport traditionally dominated by men. When Bayleys came on board with Matatū, it was a game changer, says Munro. “We see immense value and opportunity within our partnership with Bayleys. Matatū is founded on values that have been gathered by wāhine, past and present, who are unified in their collective purpose for the love of the game. It was a bold statement to move away from traditional Super Rugby brands to instead create a unique feminine identity and te reo name based on these unique values to compete in Sky Super Rugby Aupiki,” she says. “To have Bayleys as one of our foundation partners that believed in this vision from the beginning is incredibly special. We both share a commitment to encourage female strength and empowerment to inspire the next generation to be the best they can be.”
A special bond
Bayleys Canterbury General Manager Sales Rachel Dovey says from the first meeting, they realised there was a special connection between Matatū and Bayleys. “Matatū’s values align with our own mantra of ‘Altogether Better’ so beautifully,” she says. “These are important values for this generation and our next-generation players and youth in our regions. By coming together and caring for those around us in the way we relate to each other, and recognising the importance of kinship and lasting relationships, placing values on stewardship, we can all work towards a better tomorrow – for every generation of females. “
Bayleys was passionate about being part of a history-making team. “Matatū has such an inspiring story, it was very clear to us that by coming together not only could we help realise the inspirations of Matatū, but our combined actions could also be inspirational in the creation of career pathways of young wāhine toa, as they embark on a new and very exciting journey,” says Dovey.
This partnership not only exists at the elite level, but runs through to the grassroots and younger generations in the sport, where Bayleys had been instrumental in offering support to many First XV secondary school women’s rugby teams. “Through partnerships with Matatū, Crusaders, Christchurch Art Gallery Te Puna o Waiwhetū and Christchurch City Mission, we are able to put together opportunities for these young players to meet and learn from the members of all of these organisations.”
Dovey says they will use the disruption of COVID-19 “to reflect on the diverse make-up of our community, and look to how we go about embedding a culture of inclusion, bringing shared values to life and great rugby!”
As Matatū gear up for their first game in the competition this year, it signals the beginning of an exciting future for women in the sport. “We’ve had some incredible momentum over the last two years,” says Munro. “To feel like you are a part of those foundational steps of what looks like a really bright future for females in sport, it’s really exciting and you feel privileged to be a part of it.”
Inspiring the next generation of sportswomen
West Coast-born Rosie Kelly fell in love with rugby at a young age. But being from a small town, she played with the boys’ team until the age of 11. She looks back at that time of being the only girl in the team as a great learning experience. “The boys didn’t treat me any different, but I remember when we travelled for games, having separate changing rooms and starting to feel that divide,” she says. Now part of a pioneering women’s team, Kelly feels grateful to have the opportunity to represent the South Island. “I think that we get to shape the image of the team and what we stand for and we get to lead the story. We’ve done lots on knowing the story behind Matatū from the start and now we’re the ones that get to share it.”
Kelly says she’s excited to inspire the next generation to get involved with the sport. “Matatū will be a good start to get those younger girls interested in the game. Especially on the West Coast, I’m hoping to do some stuff to get more girls playing.”
She is also proud to have Bayleys as part of the Matatū journey. “Having a big brand like Bayleys backing you, it’s definitely pretty special, especially considering we’re a new team. Bayleys were at our team launch and have been right behind every event that we’ve had. It’s [great] to get a big sponsor like that and just shows how successful this team can be.”
Bayleys are committed to contributing to long-term social change in their community today and for future generations. Learn more at bayleysonamission.co.nz
WHALAN AND PARTNERS LTD, BAYLEYS, LICENSED UNDER THE REA ACT 2008
