New Zealand Media and Entertainment (NZME) and the New Zealand Asian Leaders (NZAL) have formalised their relationship with NZME becoming a major sponsor of the highly dynamic professional business group.

Mai Chen, a contributor to The New Zealand Herald, is the founder and Chairperson of NZAL. Chen says that the sponsorship is significant given the changing face of New Zealand.

“In Auckland, in particular, where one in four people are Asian, but also throughout the country, mainstream media need to have this type of expertise embedded into their operation. NZAL networks with all of New Zealand’s key Asian media organizations. The makeup of customers is changing which means the way in which media communicates needs to reflect our changing demographic.

NZME Group Director Commercial, Sandra King says the partnership will see NZME working closely with NZAL.

“NZME has been engaged with the Asian business community in New Zealand for some time but this partnership will see us ramping up our business content offering in key areas of interest and relevance to this community.”

Chen believes that the partnership sends a strong message.

“NZAL has a significant membership base within the Asian business community and this partnership will enable exposure for our members to one of New Zealand’s largest media organisations. Our first joint NZAL/NZME event in June will be a session on "How best to communicate with Asian New Zealanders as customers and citizens.”