In this episode of Level Playing Field, Sports Law Partner Richard Wells and Senior Associate Sarah Redding move from the theory behind New Zealand's major events framework to the practical realities of how it operates on the ground. Building on the first episode in this two-part series, they explore how the Major Events Management Act 2007 (MEMA) protects sponsors, event organisers and government investment through ambush marketing restrictions, clean zones and enforcement mechanisms. Richard and Sarah also discuss how the major events regime has evolved since the 2011 Rugby World Cup and the balance that has emerged between commercial protection and legitimate business activity.
[01:04] Sarah explains how MEMA creates a protective commercial and physical “bubble” around major events. She outlines the two key pillars of the regime: restrictions on unauthorised associations with events and the use of clean zones and transport routes to protect official sponsors and event partners.
[03:34] Richard and Sarah discuss how MEMA extends beyond traditional intellectual property protections. They examine the use of protected event words, logos and emblems, and reflect on how the legislation provided powerful protections during the 2011 Rugby World Cup.
[06:04] The discussion turns to clean zones and clean transport routes. Richard explains how these controls operate in practice, why they are important for sponsors and broadcasters, and the logistical challenges involved in creating commercially exclusive event environments.
[09:49] Looking at how the regime has evolved over time, Sarah reflects on how major events have moved away from the broader protections seen during Rugby World Cup 2011 towards a more targeted and balanced approach focused on venues and core event branding.
[11:58] Richard and Sarah explore enforcement. They discuss the significant powers available under MEMA, including warnings, seizure powers and penalties, and how advances in technology have enabled a more proportionate approach to compliance and enforcement.
[15:11] Sarah outlines the Act’s escalation process, from informal warnings through to civil remedies and criminal penalties. She also discusses the protections afforded to enforcement officers who exercise their powers reasonably and in good faith.
[17:39] The pair examine some of the practical challenges that arise when applying the legislation, including the tension between broad protections and exceptions for media reporting, personal opinions and legitimate business activities.
[19:36] Richard and Sarah discuss the complexities of clean zone boundaries, visibility issues, private land exceptions and billboard advertising, highlighting some of the challenges event organisers and businesses face during major events.
[21:04] Bringing the series to a close, Richard reflects on how MEMA sits alongside New Zealand’s wider intellectual property framework. He explains how the regime has matured over time and how a more balanced approach can benefit event organisers, sponsors, sports and the wider community.
Information in this episode is correct as at the date of recording, 7 September 2026.
Please contact Richard Wells, Sarah Redding or our Sports Law team if you need legal advice or guidance on any of the topics discussed in this episode. And don't forget to rate, review or follow MinterEllisonRuddWatts wherever you get your podcasts. You can also email us directly at [email protected] and sign up to receive Sports law updates via your inbox here.
