Amy McNicol is a distinguished sports marketing strategist and events expert, currently serving as National Sponsorship and Events Manager at the Institute of Directors New Zealand. She is a Board Member of The Blues and North Harbour Rugby Union.

Amy has played pivotal roles in elevating women’s sports, notably leading the EQUALIZE event series at the FIFA Women’s World Cup 2023™ and spearheading commercial partnerships for Rugby World Cup 2021. Her leadership highlights her flair for delivering large-scale events.

A former NZEA Best Event Sponsorship Professional, Amy was recognised for her strategic direction as Director of Global Sponsorship at AIG, where she led the New Zealand Rugby partnership. Her experience includes high-profile stints at Manchester United, New Zealand Cricket, Leeds Rugby, Toyota, and Lexus. She is renowned for her passion, lateral thinking, and success orchestrating major sponsorships and global sporting activations.