Tech Data, a global leader in IT distribution, demonstrated its commitment to the managed services community through a high-impact sponsorship of IT Nation ANZ. The company’s presence at the event was not just about visibility—it was a strategic move to deepen relationships with MSPs and reinforce its role as a long-term partner in their growth journey. IT Nation ANZ presented a unique opportunity for Tech Data to introduce its value proposition to a fresh and diverse audience. The challenge was clear: connect meaningfully with MSPs who were seeking innovation, guidance, and differentiation in a competitive IT landscape.

Representing Tech Data, Robbie Upcroft, Country General Manager ANZ, emphasized the importance of human connection in business, stating, “We buy from people, we sell to people, we work with people.” This philosophy shaped the company’s approach throughout the event. 

Rather than focusing on short-term conversions, Tech Data prioritized authentic engagement, creating a booth environment that encouraged curiosity and open dialogue. Conversations were tailored to the unique needs of technical and business decision-makers, with the goal of helping MSPs improve their operations and explore new growth strategies.

Upcroft explained that success was measured not by immediate sign-ups, but by the quality of interactions—specifically, whether the discussions helped MSPs run their businesses more effectively. “As a sponsor, I measure my success based upon how many new partners we've had conversations with, not necessarily signed up. We play the long game with our partners.” 

Sponsorship provided Tech Data with a powerful platform to position itself as more than just a vendor. By fostering meaningful conversations and offering strategic insights, the company was able to build trust and relevance quickly, even among those unfamiliar with its offerings. The booth’s approachable design and the team’s consultative tone helped establish Tech Data as a strategic partner committed to long-term enablement. 

Upcroft described the MSP audience at the event in a word: curious. “I think that a lot of MSPs come here because they know they could be doing something different. They're just not quite sure what it's going to be. It's wonderful to have a conversation with the business leaders from our MSPs versus the engineers or sales leaders.”

This people-first mindset resonated strongly with attendees, many of whom were exploring new ways to scale and evolve their service models.

The results of Tech Data’s sponsorship were significant. The company connected with numerous new MSPs, laying the groundwork for future partnerships and collaborations. The success of the event prompted an early re-commitment to IT Nation ANZ 2026, with plans to expand booth space to accommodate growing interest and foot traffic. Upcroft noted that the 2025 event was one of Tech Data’s most successful in the ANZ region, underscoring the value of showing up with purpose and listening with intent.

Beyond the immediate outcomes, the sponsorship delivered broader strategic benefits. It enhanced Tech Data’s brand credibility within the MSP ecosystem, reinforced its commitment to community-building, and positioned the company as a trusted advisor in a rapidly evolving market. By investing in sponsorship and prioritizing authentic engagement, Tech Data demonstrated that meaningful relationships—built through conversation, empathy, and shared goals—are the foundation of sustainable growth. 

As Upcroft concluded with a smile, “We’re going to need a much, much, much bigger space next year,” a clear signal of Tech Data’s growing influence and the lasting impact of its sponsorship strategy.