March 3, 2026 • 10 mins
The Warriors are keeping their momentum rolling heading into the 2026 season, having sold out their opener against the Sydney Roosters this Friday night already.
Cameron George is the CEO of the Warriors, and he joined D'Arcy to discuss the team's success.
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Speaker 1 (00:06):
You're listening to the Sports Talk podcast with Darcy Wildergrave
from News Talk ZEDB.
Speaker 2 (00:12):
We've got Cameron George joining us shortly. The Warriors starting
off there twenty twenty six season with a rather large
game against the Roosters. Their opening game has been sold out.
It's coming up this Friday night. Camera George el the wires.
It joins us now to discuss, well, what's leading to
this continued success of filling stands when other sporting codes
(00:37):
they can't do so. So we're joined by camera now,
gotay camera to trust.
Speaker 3 (00:42):
You well very well, thanks Darcy.
Speaker 2 (00:45):
That's what I like to hear. Very well, because your
stadiums selling out again, which is why I've called through,
what's the trick? You're the CEO, You're really behind a
team that is people want to go and see. Is
there a trick to this?
Speaker 3 (01:00):
Cameron? I don't think it's a trick as such, but
it's a lot of hard work and it's a lot
of it's a lot of thinking and being bold with it.
I've got a terrific team of people that work in
the building here that create the experience that people are
just wanting to be a part of and it's not
only here in Auckland, and it's when we go to
(01:21):
christ Church and go regional around New Zealand. And you know,
we've really engaged with the public of New Zealand and
we represent them in every way possible. So to have
our first game sold out is truly a honor to
our fan base, which we're very proud of.
Speaker 2 (01:36):
Do you have a teamplate that you run in the
different regions when you do play out of Mount Smart.
Speaker 3 (01:42):
No, not a template. Look, we've just been working for
years in the community, with our partners, with our players,
around building credibility, around winning footy games as much as
we can, and respecting our fan base and public. However,
when you buy a ticket walk through the gates here,
(02:03):
we want to leave you wou with the experience, the
best staff in New Zealand doing that and there's something
we're proud of. But I also feel that the fact
that we price ourselves right is the most important thing.
We never want to be too expensive to come and visit.
(02:26):
We want to make sure we're accessible to everybody.
Speaker 2 (02:29):
When it wasn't as good and it was a little slow,
and you've obviously turned this around. What predominantly did you
change in the experience with the pricing with anything's obviously
a concerted effort from everyone concerned at the wars to
lift their game. Were there areas that you identified and
(02:49):
targeted initially.
Speaker 3 (02:51):
Well, first and foremost, we want to price ourselves right
in the marketplace, and as I said, not overprice ourselves. Secondly,
we haven't really driven our prices up for three four
years now because as I said, we're still we're still
gaining the respect of the public and we're still wanting
(03:12):
everyone to come through our gates. We've invested heavily in
our experience, so pregame, during game, post game and in
the past a lot of people came here just to
watch the footy. Where we're seeing a lot of young
families coming to a safe environment to enjoy the experience
(03:33):
and footies are part of that. And so we've really
changed our mentality in amongst the team here to make
the experience the best on offer in New Zealand. That's
what we are focused on, not to be the best
in the NROL, but to be the best sporting and
entertainment ticket in New Zealand.
Speaker 2 (03:51):
Well, technically, as the CEO, you can't really control the
results on the park, but plainly what you're doing outside.
It has worked because the results in the park didn't
set the world on fire last year and to a
couple of key players, yet the fans keep coming. So
that worked, and you focused on family. What's important for
families going to these events because this is huge potential
(04:13):
and say untact, but this could go on on. This
is generational camp.
Speaker 3 (04:17):
Yeah. So when we in twenty twenty three, we made
a strategic decision to go after as many young teenagers
as possible, to engage with them through our community programs,
through our regional visits and so on, to make them
future fans. And we sort of missed a generation through
that period we stuck in Australia and that was our
(04:38):
plan when we came back. And then now decision makers,
there now a big ticket buyer for us, and they're
bringing their friends along as well, and they all become
ambassadors for you. And it comes back to one thing
as being price right. Don't get too greedy. I'd rather
have a full stadium than a sixty percent full stadium.
And to do that, it is going to keep yourself
(04:59):
priced right in the market. And just because you're going
well It doesn't mean you go and shoot the price
up and you know, try and be too greedy. That's
something that we don't want to be here at the Warriors.
Speaker 2 (05:10):
How do you gain the respect of a public? Tricky,
i'd suggest, but what steps you put in place so
they know that you are their team vice versa.
Speaker 3 (05:21):
How does that come about making everyone feel welcome? Mate?
What we say is what we do, and we take
a lot of pride in our engagement with the community
throughout New Zealand. So we can't be everywhere and anywhere
all the time, but when we do go two places,
we really chip in and make sure that we feel
(05:41):
that everyone is connected with us. And you know, with
our pathways now in place, we've got a lot of
families and kids connected because of that. And you know,
we have families coming in here all the time and
sitting down having a chat. And you know, as I said,
what we say is what we do here within our business,
so you build trust and within you know, and it's
(06:03):
a long process. It just doesn't happen overnight. But you
got to stay the course and stay believing in what
you're doing.
Speaker 2 (06:09):
Tweak as you go. You plan you want to carry
this on. If you sit still, you'll be eroded. What
are you looking to do over the next season and
beyond as far as constantly improving your product can.
Speaker 3 (06:21):
Well, we've always got to be looking and thinking and learning,
and we don't always get it right. There's other people
to do great things too that you know, you've got
to be humble about that. You know, we're not the
perfect team of people getting everything right. So we listen
across the organization. Anyone could have an idea in this
organization and bring it forward, and we all celebrate it
(06:45):
and we all make it work. It doesn't matter where
it comes from. We embrace it. So we're always evolving,
moving and trying to learn from not only from within
but also externally. So the minute you stop doing that
and thinking you've got it right, there is a minute
I feel like you'll go backwards. And that's one thing
that our culture doesn't allow here.
Speaker 2 (07:03):
Development of the stadium. Where are we looking that?
Speaker 3 (07:07):
Oh, look on, my sure mate, They just got to
keep investing in it and keep making sure that you know,
the stadium is evolving because the expectations and the requirement
requirements now of the public is different to what it
once was. So yeah, they've got to keep moving with
the times. And I know that, you know, the counsels
(07:27):
and the landlord. You know, they're doing the best they
can at the moment.
Speaker 2 (07:32):
Yeah, it's very much on them because you don't home
the place. I get that. Also, the concessions food stores
has been criticism way back in the day. How has
that evolved over your time that the hospitality side.
Speaker 3 (07:45):
Yeah, well, you've just got to change with the times, mate,
and you know there's new innovative ways of offering food
and so on. So you know, we just keep an
eye on things and as I said, keep changing to
what our fans want, and we listen and we learn
off them, and then we go and implement it for
the following season. So if we do, that's our fault.
(08:07):
But our team are very good listeners and they're very
good learners. So you're very lucky that way. And the
food and beverage is very important and a major part
of the experience.
Speaker 2 (08:17):
And one last thing, plainly, people go to watch the team.
They go to see the players. How heavily involved are
they worth? Gaining their respect to the public, public appearances
being on various TV, radio, whatever else. So they leaned on,
not heavily, but quite enough because either face aren't.
Speaker 3 (08:37):
They Yeah, absolutely, and the crucial part of our perception
every day. They represent us in the colors. So our
players are terrific people. They understand the club, they understand
the culture here, and they drive it and we're all
going to own it. And you know, it's something that
I'm really proud about with our club. Our players represent
(09:01):
us so well. And I say that really when we're
not That sounds funny, but you know, when I've had
got that many stories and emails and so on from
people that have engaged with our players when they're not
representing their club per se and event or anywhere. It
might just be on a plane or you know, down
(09:23):
the street or something. And the amount of good feedback
we get from players from people in the public just
given our players a rap for the way they represent
us is so special. So yeah, they're a major part
of what we look like and are viewed.
Speaker 2 (09:39):
I said last thing, but I'm adding something else because
I am the bloody media after all. The timing of
the games. Personally, I can't stand Friday nights because I'm
stuck at the office. I can't go and see. But
the import of when you guys actually play, how key
is that to filling your ground up?
Speaker 3 (09:58):
Yeah, look, each game has probably a different opportunity and
that's something we recognize with our game day experience too.
Sunday afternoons of different the Friday nights and different Saturday
afternoon at five point thirty. So yeah, look at to
be fair, it's quite dictatorial. Our game slots comes from
the broadcasting sector through the NRL and the drawer, and
(10:21):
we just land where we land and look, whatever it is,
we make it work and we do the best we can.
And the olive gold is when we turn the lights on,
we win. So that starts this week.
Speaker 2 (10:33):
Onward and Nutwood Cam George, CEO of the Warriors, thanks
so much for your time and availability. You look after yourself,
have a great week.
Speaker 1 (10:39):
Thank you For more from Sports Talk, listen live to
News Talks it'd be from seven pm weekdays, or follow
the podcast on iHeartRadio.
You're listening to the Sports Talk podcast with Darcy Wildergrave
from News Talk ZEDB.
Speaker 2 (00:12):
We've got Cameron George joining us shortly. The Warriors starting
off there twenty twenty six season with a rather large
game against the Roosters. Their opening game has been sold out.
It's coming up this Friday night. Camera George el the wires.
It joins us now to discuss, well, what's leading to
this continued success of filling stands when other sporting codes
(00:37):
they can't do so. So we're joined by camera now,
gotay camera to trust.
Speaker 3 (00:42):
You well very well, thanks Darcy.
Speaker 2 (00:45):
That's what I like to hear. Very well, because your
stadiums selling out again, which is why I've called through,
what's the trick? You're the CEO, You're really behind a
team that is people want to go and see. Is
there a trick to this?
Speaker 3 (01:00):
Cameron? I don't think it's a trick as such, but
it's a lot of hard work and it's a lot
of it's a lot of thinking and being bold with it.
I've got a terrific team of people that work in
the building here that create the experience that people are
just wanting to be a part of and it's not
only here in Auckland, and it's when we go to
(01:21):
christ Church and go regional around New Zealand. And you know,
we've really engaged with the public of New Zealand and
we represent them in every way possible. So to have
our first game sold out is truly a honor to
our fan base, which we're very proud of.
Speaker 2 (01:36):
Do you have a teamplate that you run in the
different regions when you do play out of Mount Smart.
Speaker 3 (01:42):
No, not a template. Look, we've just been working for
years in the community, with our partners, with our players,
around building credibility, around winning footy games as much as
we can, and respecting our fan base and public. However,
when you buy a ticket walk through the gates here,
(02:03):
we want to leave you wou with the experience, the
best staff in New Zealand doing that and there's something
we're proud of. But I also feel that the fact
that we price ourselves right is the most important thing.
We never want to be too expensive to come and visit.
(02:26):
We want to make sure we're accessible to everybody.
Speaker 2 (02:29):
When it wasn't as good and it was a little slow,
and you've obviously turned this around. What predominantly did you
change in the experience with the pricing with anything's obviously
a concerted effort from everyone concerned at the wars to
lift their game. Were there areas that you identified and
(02:49):
targeted initially.
Speaker 3 (02:51):
Well, first and foremost, we want to price ourselves right
in the marketplace, and as I said, not overprice ourselves. Secondly,
we haven't really driven our prices up for three four
years now because as I said, we're still we're still
gaining the respect of the public and we're still wanting
(03:12):
everyone to come through our gates. We've invested heavily in
our experience, so pregame, during game, post game and in
the past a lot of people came here just to
watch the footy. Where we're seeing a lot of young
families coming to a safe environment to enjoy the experience
(03:33):
and footies are part of that. And so we've really
changed our mentality in amongst the team here to make
the experience the best on offer in New Zealand. That's
what we are focused on, not to be the best
in the NROL, but to be the best sporting and
entertainment ticket in New Zealand.
Speaker 2 (03:51):
Well, technically, as the CEO, you can't really control the
results on the park, but plainly what you're doing outside.
It has worked because the results in the park didn't
set the world on fire last year and to a
couple of key players, yet the fans keep coming. So
that worked, and you focused on family. What's important for
families going to these events because this is huge potential
(04:13):
and say untact, but this could go on on. This
is generational camp.
Speaker 3 (04:17):
Yeah. So when we in twenty twenty three, we made
a strategic decision to go after as many young teenagers
as possible, to engage with them through our community programs,
through our regional visits and so on, to make them
future fans. And we sort of missed a generation through
that period we stuck in Australia and that was our
(04:38):
plan when we came back. And then now decision makers,
there now a big ticket buyer for us, and they're
bringing their friends along as well, and they all become
ambassadors for you. And it comes back to one thing
as being price right. Don't get too greedy. I'd rather
have a full stadium than a sixty percent full stadium.
And to do that, it is going to keep yourself
(04:59):
priced right in the market. And just because you're going
well It doesn't mean you go and shoot the price
up and you know, try and be too greedy. That's
something that we don't want to be here at the Warriors.
Speaker 2 (05:10):
How do you gain the respect of a public? Tricky,
i'd suggest, but what steps you put in place so
they know that you are their team vice versa.
Speaker 3 (05:21):
How does that come about making everyone feel welcome? Mate?
What we say is what we do, and we take
a lot of pride in our engagement with the community
throughout New Zealand. So we can't be everywhere and anywhere
all the time, but when we do go two places,
we really chip in and make sure that we feel
(05:41):
that everyone is connected with us. And you know, with
our pathways now in place, we've got a lot of
families and kids connected because of that. And you know,
we have families coming in here all the time and
sitting down having a chat. And you know, as I said,
what we say is what we do here within our business,
so you build trust and within you know, and it's
(06:03):
a long process. It just doesn't happen overnight. But you
got to stay the course and stay believing in what
you're doing.
Speaker 2 (06:09):
Tweak as you go. You plan you want to carry
this on. If you sit still, you'll be eroded. What
are you looking to do over the next season and
beyond as far as constantly improving your product can.
Speaker 3 (06:21):
Well, we've always got to be looking and thinking and learning,
and we don't always get it right. There's other people
to do great things too that you know, you've got
to be humble about that. You know, we're not the
perfect team of people getting everything right. So we listen
across the organization. Anyone could have an idea in this
organization and bring it forward, and we all celebrate it
(06:45):
and we all make it work. It doesn't matter where
it comes from. We embrace it. So we're always evolving,
moving and trying to learn from not only from within
but also externally. So the minute you stop doing that
and thinking you've got it right, there is a minute
I feel like you'll go backwards. And that's one thing
that our culture doesn't allow here.
Speaker 2 (07:03):
Development of the stadium. Where are we looking that?
Speaker 3 (07:07):
Oh, look on, my sure mate, They just got to
keep investing in it and keep making sure that you know,
the stadium is evolving because the expectations and the requirement
requirements now of the public is different to what it
once was. So yeah, they've got to keep moving with
the times. And I know that, you know, the counsels
(07:27):
and the landlord. You know, they're doing the best they
can at the moment.
Speaker 2 (07:32):
Yeah, it's very much on them because you don't home
the place. I get that. Also, the concessions food stores
has been criticism way back in the day. How has
that evolved over your time that the hospitality side.
Speaker 3 (07:45):
Yeah, well, you've just got to change with the times, mate,
and you know there's new innovative ways of offering food
and so on. So you know, we just keep an
eye on things and as I said, keep changing to
what our fans want, and we listen and we learn
off them, and then we go and implement it for
the following season. So if we do, that's our fault.
(08:07):
But our team are very good listeners and they're very
good learners. So you're very lucky that way. And the
food and beverage is very important and a major part
of the experience.
Speaker 2 (08:17):
And one last thing, plainly, people go to watch the team.
They go to see the players. How heavily involved are
they worth? Gaining their respect to the public, public appearances
being on various TV, radio, whatever else. So they leaned on,
not heavily, but quite enough because either face aren't.
Speaker 3 (08:37):
They Yeah, absolutely, and the crucial part of our perception
every day. They represent us in the colors. So our
players are terrific people. They understand the club, they understand
the culture here, and they drive it and we're all
going to own it. And you know, it's something that
I'm really proud about with our club. Our players represent
(09:01):
us so well. And I say that really when we're
not That sounds funny, but you know, when I've had
got that many stories and emails and so on from
people that have engaged with our players when they're not
representing their club per se and event or anywhere. It
might just be on a plane or you know, down
(09:23):
the street or something. And the amount of good feedback
we get from players from people in the public just
given our players a rap for the way they represent
us is so special. So yeah, they're a major part
of what we look like and are viewed.
Speaker 2 (09:39):
I said last thing, but I'm adding something else because
I am the bloody media after all. The timing of
the games. Personally, I can't stand Friday nights because I'm
stuck at the office. I can't go and see. But
the import of when you guys actually play, how key
is that to filling your ground up?
Speaker 3 (09:58):
Yeah, look, each game has probably a different opportunity and
that's something we recognize with our game day experience too.
Sunday afternoons of different the Friday nights and different Saturday
afternoon at five point thirty. So yeah, look at to
be fair, it's quite dictatorial. Our game slots comes from
the broadcasting sector through the NRL and the drawer, and
(10:21):
we just land where we land and look, whatever it is,
we make it work and we do the best we can.
And the olive gold is when we turn the lights on,
we win. So that starts this week.
Speaker 2 (10:33):
Onward and Nutwood Cam George, CEO of the Warriors, thanks
so much for your time and availability. You look after yourself,
have a great week.
Speaker 1 (10:39):
Thank you For more from Sports Talk, listen live to
News Talks it'd be from seven pm weekdays, or follow
the podcast on iHeartRadio.
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