This is about more than naming a stadium

Hnry is New Zealand’s biggest accountancy, an all-in-one service designed for sole traders. Founded in Wellington in 2017, it expanded into Australia in 2020 and the United Kingdom in 2025, growing from a local start-up into a rapidly expanding international business.

Since 2022, Thorn PR has worked alongside Hnry to build its public profile and establish the company as a leading authority on self-employment, tax and the changing world of work.

Our media strategy combines original research, real customer stories and timely commentary on economic data, tax policy and the issues affecting sole traders. Hnry’s Sole Trader Pulse research has enabled us to contribute fresh evidence to national conversations about business confidence, financial wellbeing, politics and the future of work.

This sustained media programme has helped establish Hnry co-founder and CEO James Fuller as a trusted commentator for journalists covering small business and self-employment, as well as the tech sector. It’s also given greater visibility to New Zealand’s approximately 400,000 sole traders and the contribution they make to the economy.

Giving back to the city that's backed Hnry

In early 2026, that work culminated in a defining brand moment: Wellington Regional Stadium becoming Hnry Stadium under a five-year naming-rights partnership.

The announcement was about much more than putting Hnry’s name on one of New Zealand’s best-known venues. As a Wellington-founded company, Hnry saw the partnership as an opportunity to back the city and community that had supported its growth from the beginning.

Thorn PR led the media launch, positioning the partnership as both a major milestone for Hnry and a long-term vote of confidence in Wellington. The story connected Hnry’s international growth with its continued commitment to investing, hiring and building in the capital.

It also brought Hnry’s wider purpose to life. By placing its name on a venue that brings tens of thousands of people together for major sporting, cultural and community events, Hnry put New Zealand’s sole traders on one of the country’s biggest stages.

The result was extensive national media coverage, a significant increase in mainstream brand visibility and a powerful demonstration of what sustained strategic communications can achieve.

Launched the five-year Hnry Stadium naming-rights partnership

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