The ACC announced yesterday it would not sponsor the New Zealand Masters Games beyond the 2010 Games in Dunedin.
Chief executive Dr Jan White said ACC had enjoyed a strong relationship with the Masters Games for 10 years, a relationship that had been beneficial for all parties involved.
"The ACC's strategic direction has changed in that time and our sponsorships have to change as well to be fit for the future," she said. "The Masters Games are no longer a strong strategic fit for us."
Dunedin City councillor and New Zealand Masters Games director John Bezett told the Otago Daily Times yesterday the directors had discussed the ACC withdrawal at a recent meeting in Wellington.
"We talked about what to do to replace them," he said. "We have a good idea of the type of company that could line up."
ACC has sponsored the Masters Games for 10 years and its final sponsorship will be when the event is held in Dunedin early next year.
"We are naturally disappointed but not critical of their decision," Bezett said.
"They have been a wonderful sponsor.
"The Masters Games and the ACC have been a very good fit and we feel we have given value for money. Our clients are older people who qualify for the ACC.
"They have been very good to us and we would thank them for that, but they have decided that they have done their dash."
ACC and National Mutual have been the naming rights sponsors since the New Zealand Masters Games was first held in 1991.
"We have a very good product and a huge database of competitors who have competed over the last 20 years," Bezett said.
"We are also allied to the Pan Pacific Masters Games and the Australian Masters Games and provide a huge network of older people.
"We have a very good product and our clientele is an older group of people who have discretionary spending power that would be attractive to another sponsor."
Dr White said ACC would continue to encourage participation by its staff but could no longer justify the large investment in terms of funding.
Masters Games chairman Dot McKinnon acknowledged ACC's contribution over the years and the important role it had played.
"The New Zealand Masters Games company is currently looking to develop relationships with new sponsors from 2011. Our experience with ACC proves we can deliver exciting and rewarding benefits for our sponsors.
"We are currently looking at some major new initiatives which will provide a sponsor with additional marketable opportunities."
McKinnon said it was natural for sponsorships to end at some stage and that time has now come for ACC and the New Zealand Masters Games.
