Mana and kaitiakitanga capture the relationships essential to Māori perceptions of wellbeing. These relationships reflect the interconnectedness and interdependence of humans with the people, places and things in their worlds, and the responsibilities associated with these relationships. Mana is critical for mokopuna, as is the requirement to action it, through kaitiakitanga (Marsden, 2003; Paul-Burke & Rameka, 2015). Kaitiakitanga recognises the place of humans, including mokopuna, to assume guardianship roles and responsibilities.
This paper advocates for change regarding commodification of Māori rituals in sport, arguing that haka are important taonga, symbolising Māori practices of knowledge transmission. Indigenous research methodologies based on Kaupapa Māori theory were utilised in this study. The literature reviewed highlights ongoing commodification of “Ka Mate” (a haka composed by Ngāti Toa chief Te Rauparaha) by transnational corporations in sport-related settings. A critique of promotional advertisements for sport events illustrates how recent legislation has had minimal impact.