SCU Sport Marketing and Sport Promotion | Sport league

SCU Sport Marketing and Sport Promotion

Add/Update information

Reviews

Tags

• Businesses
• Sport & recreation
• Sport league
• Sports league

25.01.2022 Just came across this article written by Charlotte Goodwin of Filtered Media. In it Charlotte refers to research from the U.S., UK and Australia that revealed 86% of consumers believe authenticity is important when deciding what brands they like and support. We have discussed branding at length previously and this article contains some important tips on how to communicate "authenticity" via an organisation's brand "So if it’s important to customers, how exactly should bra...nds go about demonstrating authenticity? The most effective way is to tell genuine stories that reveal the brand’s purpose, values and the customer experience they offer, in order to foster trust ‘aka’ brand storytelling" Telling real stories helps brands make an authentic impact in the market. There’s no room for fakery on the journey to cultivating customer trust. The old adage being true to yourself rings true for brands too. https://filteredmedia.com.au//how-to-make-an-authentic-i/

24.01.2022 Cast your mind back to the start of the 2018/19 A-League season. A time when so much was promised and expectations about the League and individual clubs were so high. A time when it seemed the eyes of the football world were on Australia...thanks to one Usain Bolt! All that seems so long ago and once again the A-League appears to be struggling for relevance. The A-League's biggest problem is that it competes in a market of just 25 million people...in a calendar that includes... a range of other professional sports. The fact that the season is still going at the same time that AFL, NRL and Super Rugby all kicked off hasn't helped the situation. The question for the A-League's marketers and administrators is "how do we compete against the likes of the AFL and NRL to avoid becoming the next Super Rugby?". This might involve the introduction of promotion and relegation or possibly no finals series with the adoption of the classic "first past the post" premiership title being the ultimate measure of success; as is typically the case in most other leagues around the world. What's certain is that the A-League and FFA will need to do some serious sole searching once the season finally ends and consider if it needs to manipulate its product to compete in one of the world's most congested professional sport marketplaces. https://www.abc.net.au//a-league-is-a-wallflower/11053100

22.01.2022 This is not before time. One of the spin-offs from this landmark decision is that Women's Football receives more credibility within the sport marketplace, which will result in more media coverage, more sponsorship of a higher value, and more support from fans. https://www.afr.com//matildas-socceroos-to-earn-equal-pay-

22.01.2022 For those of you that might be interested in the SCU sport and exercise science program, here's the latest issue of our student newsletter, The Season Ticket. As usual it contains an current student profile, Lachlan Suter who studies at our Gold Coast campus, and an interview with graduate and now practising physiotherapist, Sky Holland. There's also some information on SCU's new double degree in sport and exercise science and psychological science.

22.01.2022 Crises in sport come in all shapes and sizes, in terms of their complexity, controversy and the damage they can do to a sport product/brand. At the extreme end of the continuum, few come as big as the one currently facing the organisers of the Tokyo Olympics. https://www.nytimes.com//s/olympics/tokyo-coronavirus.html

21.01.2022 We have talked about "under-promising and over delivering" in sport marketing before, particularly as it relates to sport sponsorship agreements i.e. always try to plan and deliver more than you originally agreed to in the sponsorship agreement. In a pure marketing context the brand must try to deliver on everything it promises, and then some. For example, if you purchased a brand new BMW only to find out that the after sales experience and everything else about the ownership... experience was well below expectations, then you are unlikely to either be a repeat purchaser or brand advocate. In this short article Wayne Goldsmith has a slightly different perspective on this "philosophy" as it relates, in his view, to sport: Marketing Law Number 1 is: The experience must equal or exceed the expectation. Marketing Law Number 2: See Marketing Law Number 1! https://newsportfuture.com/the-marketing-myth/

21.01.2022 Individuals and organisations responded to crises in different ways. In sport, it's often laced with a lot of emotion, with decisions often made very quickly without due consideration of the possible consequences - think ARU and Israel Folau here; I'm sure the ARU would like its time over again with respect to the way it responded to this particular "crisis". A case in point is the decision by Caulfield Grammar not to name its new $25 million aquatic centre after ex-student,... and Olympian, Mack Horton. It was reported in the The Sunday Age that the school had intended to name the new facility after Horton, but then scrapped those plans in order to "preserve its commercial interests in China." Much has been said about this in the media, which has intensified since China's top swimmer Sun Yang was handed an eight-year ban for a dope test violation by the Court of Arbitration for Sport (CAS). This story isn't over. There is an appeal in by Sun yang to be heard and other issues to be clarified around WADA's procedures. Notwithstanding all this, Caulfield Grammar's situation it's just another example of how we can sometimes "act in haste, and repent at our leisure" when it comes to dealing with a crisis in sport. https://thenewdaily.com.au//29/mack-horton-threats-sun-y/

21.01.2022 Great example of a fan engagement strategy by the Australia Supercars Eseries. Watch the video and listen to the rationale for this partnership and associated online e-sports strategy. The Supercars series doesn't run for 52 weeks of the year and this online strategy is a great way to keep the series and individual team brands at the forefront of fans minds. It effectively extends the shelf life of the sport throughout the year, beyond its traditional competition calendar. It's also a great way to connect with future fans i.e. younger kids, and to also "educate" them about the series, teams and its stars (drivers). https://www.supercars.com//2019-gfinity-supercars-eseries/

20.01.2022 This is a nice example of a sport's league, the Hyundai A-League, acknowledging the importance of its fans to the game. The A-league seems a little less clear on when it might, or would like, to return to competition compared with the NRL and AFL, but it's at least trying to remain connected to the sport's fans. https://www.youtube.com/watch?v=dJ9kZ-gfegU

19.01.2022 Eddie McGuire’s response to a journalist’s questions about refunding the 2020 membership fees of AFL fans, once again illustrates that even highly experienced sports administrators can handle a crisis poorly. Anticipating questions from the media in a crisis, and formulating answers, is PR101, as is not responding emotively. Then again, we can probably all appreciate the pressure sport’s administrators around the world are currently under as they try to keep their organisations going. https://thenewdaily.com.au//02/eddie-mcguire-afl-coronavi/

19.01.2022 Well, this was inevitable, and frankly it's hardly a surprise. Once Todd Greenberg stepped down from the NRL, I think that was the death knell for Raelene Castle and would have emboldened the RA Board. No doubt there will be a lot now written about her tenure as Rugby Australia's CEO, but what's more important will be where RA goes from here. It's one thing to make a decision like this, but now RA needs to show how it is going to turn the game around. Like a huge cruise ship steaming toward the edge of the world, this will not be easy. https://www.abc.net.au//raelene-castle-resigns-a/12179054

19.01.2022 I have been saying for some years now that professional sport in Australia has been drunk on the income it receives directly from one primary source, television broadcasting rights (both terrestrial and pay TV). All this has now come home to roost. It amazes me that there hasn't been some attempt by professional sport to develop a "sovereign" fund to help get it through periods where there is an unexpected downturn in the income streams. What we have seen in recent weeks is ...that most sports are built on a house of cards, literally spending every dollar they receive, and then some. Once we all get through this current economic and health crisis there is going to be serious re-shaping of the professional sport model in Australia, and possibly around the world. The upside of this might be that fans return to being the focus of these sports, which will be reflected in a more reasonable and sustainable pricing structure, rather than one that takes fans for granted. https://www.abc.net.au//coronavirus-afl-nrl-club/12103818

19.01.2022 Music festivals are big business. Increasingly large national and international brands are seeking to use them to connect with this important segment of the market (typically 18-35 year olds). Splendour in the Grass is one such event that is partnering with a range of brands who use the event to implement a range of creative and innovation strategies designed specifically to reach this segment. Sport properties could learn from these types of events and consider how they coul...d adapt some of these strategies to their won context. 18-35 year olds are notoriously difficult to connect with for many sport properties. So, watching what brands do in their own space to connect with this group could prove very useful. Don't become too blinkered...we should be prepared to look outside our traditional market to see if we can learn from other marketers. There could be some great opportunities to adapt the strategies from other market segments to our own context. Read more at http://www.adnews.com.au//splendour-in-the-grass-why-big-b

18.01.2022 The forthcoming weekend's "Magic Round" in the NRL is a nice example of a promotion strategy by a large national sport organisation that has a strong novelty element to generate interest - from fans, sponsors and the media. It's also an example of a sport working closely with a State government to develop promotions that will have a value added element that will appeal to fans i.e. the provision of free public transport combined with the event ticket. The incentive for the Queensland Government is partly about reducing traffic congestion around the venue, and also getting fans to perhaps "sample" the public transport service available to them for the first time. http://statements.qld.gov.au//free-public-transport-for-nr

18.01.2022 Tasmania has been a bit of a professional sport team wilderness for a while and there's probably plenty of justification for at least one more (they already have a cricket team) professional sport team based in the state. AFL is the obvious candidate, but to suggest that this state could also sustain an A-League or NBL team might be a step-to-far. We can but assume that the decision makers, and those with the State Government, will do their research and due diligence on the f...inancial viability of any new teams being introduced the represent the state. The attached media release contains some unusual fugues that are worth considering. In the release the Minister is quoted as stating: "...an AFL team for Tasmania was expected to inject $110 million to the State’s economy each year and generate around 360 new jobs, while an NBL team would value add $102 million into our State, generating around 1,200 jobs". I can only assume that the last figure, 1,200 jobs with respect to the economic benefit of an NBL is wrong. I also find it hard to imagine that an NBL team would contribute only $8 million LESS than an AFL team! Tasmania, with some justification, is fast becoming a popular place for tree-changers and those looking for a different lifestyle. With this comes the interests and passions of those relocating from the mainland, and there's no doubt that this is driving some of this investment and support from the state government. However, we need only look to the Gold Coast to know that having enthusiasm for a new professional sport franchise guarantees nothing in the long run. I suspect that the AFL is the only professional sport in Australia with the resources and commitment to see a new team based in the state. http://www.premier.tas.gov.au//tasmania_on_the_national_sp

18.01.2022 It's difficult to see how all of the other major team sports can compete with this kind of revenue and "war chest". https://www.afl.com.au//statement-afl-release-of-2019-fina

17.01.2022 The cost of athletes making poor decisions can have significant financial implications for professional sport franchises, and of course on those involved or impacted by those decisions. The recent example of two Bulldogs players having consensual sex with two teenage schools girls, after meeting them at a school coaching clinic, is a case in point. It goes without much additional comment to say that this kind of behaviour is unacceptable, and inconsistent with the image and ...values of not just the club but the code more broadly. For the Bulldogs (and NRL) this has distracted significantly from their start to the season, in addition to having the club now have to spend significant emotional energy in trying to limit the damage this has done to its brand. The club's officials now have to try and go back to the market to find a replacement major sponsor, after potential major sponsor, Rashays family restaurants turned their back on a proposed $2 million deal to commence this season. The club has also lost MPA as partners for the club's high performance program and staff. Who would want to be a marketing manager in professional sport at the moment?!! https://wwos.nine.com.au//f87a590f-2f00-411f-b909-b455bbfd

17.01.2022 Want to get some sense of just how big the sport industry is, then consider how much it generates in sponsorship revenue alone... "Global brand spend on sports sponsorship will grow four per cent this year to UK35 billion (US$46 billion - ~AUD$65 billion), according to a report by data-driven sports agency Two Circles. Despite the increase, Two Circles said that rights holders’ sponsorship assets are worth UK49 billion (US$64 billion) globally, meaning sports properties are... missing out on an extra UK14 billion (US$18 billion) in sponsorship revenues due to unsold inventory, unreported engagement and outdated rights packaging." http://www.sportspromedia.com//sports-sponsorship-value-gl

16.01.2022 Time for the marketing hat to be put back on... This is a nice story on the discussions at the AFL around the "need" to re-brand the code to reflect its male and female competitions. "It seems like a harmless enough suggestion: the rise in popularity of AFL women's, known as AFLW, means AFL men's might need a rebrand too.... Referring to the men's competition as AFLM, perhaps, would acknowledge that the success of AFL women's means the men's game can no longer simply be considered the "default" or "premiere" competition." It would seem logical and we've seen plenty of codes make this very change e.g. W-League, WNBL, WBBL. Let's see how the AFL responds to this suggestion; I suspect they'll just ignore it and if they did some market research I suspect that would find that most footy fans already associated the acronym AFL with the men's competition. https://www.abc.net.au//should-afl-be-rebranded-/11971866

15.01.2022 The latest example of target marketing by one of the masters...Nike. https://www.youtube.com/watch?v=iqtkLjJ6ax0

15.01.2022 If an employer were able to insert specific exclusions into a contract of employment, for example related to one's religious beliefs, where would it stop? This is why we all need Folau's case to be heard in a much higher court than the Rugby Australia Code of Conduct Panel. https://thenewdaily.com.au//high-court-needs-to-rule-on-/

15.01.2022 Pricing is one of the 4-Ps of the marketing mix. It's considers the actual financial and associated costs of something, and is often a key determinant factor for many of us when considering whether to make a purchase or not. For parents with young children playing sport, this is not just represented by the dollar value of membership or registration, but also the numerous additional costs. These include buying uniforms, attending training and games, and the time investment in... making these various commitments. If a family has multiple children participating in sport, then these costs can rise rapidly. In an economy like ours at the moment many households will be looking very carefully at cost saving measures. These will be linked to things like attending events, participating in organised sport competitions, membership to gyms, and other discretionary spending. When the economy is contracting one of the first things often to go will be fitness memberships and the like. As a result, many sports are going to have to consider what they can do to hold on to fans and to make these costs less difficult to sustain (and justify psychologically). They will also need to have a strategy for re-connecting with lapsed consumers once things start to return to normal. https://www.abc.net.au//sport-club-costs-a-barri/12045812

14.01.2022 It's as inevitable as night following day. https://www.abc.net.au//nrl-canterbury-bulldogs-/12044692

14.01.2022 Here's yet another example of the economic importance of sport to the Australian economy. In part, it helps to explain the significant investment made by state and territory governments in sports infrastructure, such as large scale sport stadiums. "Tourism Industry Development Minister Kate Jones said combined, these matches would generate 26,559 visitor nights for local businesses and pump $5.92 million into the economy." That represents about $2 million in each city where games will be player (Gold Coast, Brisbane and Townsville). What's not mentioned in the media release is whether the state government has paid a fee to have these two teams play in Queensland in July. It's very hard to imagine that these teams are coming here and paying their own way. http://statements.qld.gov.au//state-government-secures-eng

14.01.2022 I'll bet that many of the professional team sports out there wish they could do something like the various motorsport virtual competitions kicking off around the world. This online digital format will have strong appeal that is made more attractive by virtue of the fact that the "stars" of these sports can compete against each other. eSport fans will like it because they can genuinely relate to the skill of the player and consider how they would compare against them. Seeing opportunity in the current environment, rather than just gloom and doom, will be the thing that gets sport marketers out of bed each day at the moment. https://www.abc.net.au//virtual-sport-takes-off-/12124690

13.01.2022 Hi Everyone - Here's the latest issue of the Southern Cross University (SCU) Bachelor of Sport and Exercise Science newsletter, the Season Ticket. Check out the student profiles to read about graduate Ryan Holding's story, and to also see what current student Stephanie Goode thinks of studying at SCU. Feel free to pass it on to anyone that you think might be interested.

13.01.2022 What a fantastic weekend of women's sport and a celebration of just how far women's sport in Australia, and globally, has come. The media was wall-to-wall with women's sport that included AFLW, Matildas, and the Women's T20 World Cup, and just last the WNBL playoffs. Now, these sports just need to see their way clear to provide pay parity that recognises the women's contribution to sport - cricket in particular is likely to be bracing itself for a big increase in young girls ...wanting to play the sport. Of course, issues around pay are complex and the arrangement still carries weight that women's sport needs to attract crowds, media coverage and sponsorship that ultimately see money flow into the game. However, last night's T20 crowd at the MCG show that women's sport has the potential to draw big crowds that will make many sit-up and take notice. Cricket Australia has certainly done its bit to help women's sport more broadly by increasing the contracts of its top players, but they still sit a long way behind their male counterparts. https://www.abc.net.au//t20-world-cup-final-vict/12037732

12.01.2022 It's pretty easy to understand why a national brand food retailer like Woolworths would enter into a sponsorship agreement with a sport like netball. Families are a primary target audience for Woolworths and mums have a big say on where the weekly grocery shop is done, in the same way that they have a big say in what sports their children participate in. This is a significant investment that Woolworths will also leverage through strategies that engage their local stores aroun...d the country with community netball clubs. Woolworths Director of Marketing, Andrew Hicks said We’re also looking forward to being able to connect our customers and store teams with the sport and to celebrate the next generation of netball champions in local communities in each state. Along with supporting the Samsung Australian Diamonds, Woolworths partnership will also further extend to state, community and grassroots levels of the sport. This includes support of all state netball associations as well as GIANTS Netball and NSW Swifts in New South Wales, Firebirds in Queensland, Melbourne Vixens in Victoria, Adelaide Thunderbirds in South Australia and West Coast Fever in Western Australia. https://netball.com.au/woolworths-steps-into-the-goal-circ/

11.01.2022 Research participants needed for surfboard paddling research project - details and researcher contact details below:

11.01.2022 https://theconversation.com/selling-out-the-city-to-adverti

11.01.2022 "Whatever is going on in your life, for 90 minutes you just forget it all." https://www.youtube.com/watch?time_continue=20&v=CK2BgRfwILE

11.01.2022 Watch (YouTube): President Bach's positive funding news for South East Queensland bid: There was a time when to host an Olympic Games was to ensure that the host city would be saddled with ten's of million in debt for decades after the event. The 1976 Montreal Olympics was a watershed moment for the IOC and the viability of hosting a games; it reportedly took Montreal 30 years to pay of the debt incurred from these games. However, the model for games success has changed and t...he IOC claim that it is more likely that host cities actually make a profit on the "operational costs" of running a games than a loss. This doesn't include infrastructure costs, but these should be offset against the long term benefit to the communities in which these developments are located - because of the improvement in things like public transport, land rehabilitation, provision of state-of-the-art sport facilities, and housing. As a result the Queensland Council of Mayors is seeking to put forward a bid for the 2032 games in the belief that such an event would have far more positives than negatives, and be "cost neutral" if their bid were successful. Yet, in spite of all the positive spin on such a proposal, there is plenty of evidence to show that running a mega event like an Olympic Games can have long-term cost ramifications for the communities in which they are held. A simple example is the cost to Bankstown City Council, who currently hold the lease for the 2000 Sydney Olympics Cycling Velodrome. The Council's lease ends this year and they want out of the agreement. They estimate that this one facility is costing Bankstown rate payers approximately $500,,000.00 a year to keep open. See the story posted above. http://olympics.com.au//watch-president-bach-s-positive-fu

11.01.2022 Far be it from me to know when the "right time" to start playing sport will be.The NRL, and to a lesser extent the AFL, clearly wants it to happen sooner rather than later. There's an obvious financial imperative underpinning these decisions. Once they do return to play (May 28th for the NRL), let's just hope that the sport doesn't report any cases of a player or players becoming infected with COVID-19. It would be a hard one to explain away if it puts players' health at risk. https://thenewdaily.com.au//coronavirus-restrictions-lif/

11.01.2022 Okay, so I was a bit hasty in being critical of the lack of apparent discussion by our politicians in this election campaign around for sport and exercise related health funding/support. Pledges of support by the two major parties have been given and amazingly the biggest winner is the country's biggest commercial sports operation AFL! "Australian rules football has been promised more than $131 million in funding from either the Coalition or Labor party during this campaign, ...double that of football, its nearest rival which has been promised $66m. Netball has been promised $50m with $16m pledged to cricket by both major parties." A significant portion of this money is going to fund elite AFL training centres for teams like the Crows and the Swans. It's difficult to see what the justification for this would be when so many communities around Australia are desperate for funding to help maintain and upgrade tired old community sport and recreation facilities. https://www.smh.com.au//half-the-players-twice-the-funding

10.01.2022 Many collision sports are trying to come to grips with the potential tsunami of claims that could be made against them resulting from brain injuries (chronic traumatic encephalopathy [CTE]) associated with participation. The NFL has already paid out "More than $US500 million in claims...under the NFL's concussion settlement, nearly a decade earlier than league officials estimated they would reach that amount." It has been estimated that this amount could reach US$1.4 billion.... This represents a crisis issue for many sports and they need to be seen to be acting on the current CTE research and evidence being provided from a range of sources. Knowingly allowing participants to play in sports that do little to reduce the possible consequences of repeated impacts, that can cause permanent and potentially lethal brain injury, is no longer acceptable. In the past this issue was often referred to "as simply a consequence of playing the sport, just like any injury". What this means is not just changes to safety equipment, but also the very way some sports are played i.e. rule changes. So, it becomes just another example of the need to constantly review the product in response to the marketplace. Ultimately it will be parents and participants who will force change. https://thenewdaily.com.au//afl-concussion-graham-polly-f/

09.01.2022 https://wwos.nine.com.au//979656c4-dec5-425c-9bd1-cbee0d2d

09.01.2022 As posted previously, Rugby Australia's current crisis with the Israel Folau hearing will have no winners, and only losers. In this story from Australian Leisure Management, Monash University Lead Researcher - Sport Inclusion Project, Erik Denison discusses why he sees that Folau's recent comments on social media are harmful to children. https://www.ausleisure.com.au//why-israel-folaus-social-/

09.01.2022 Here is our first issue of the SCU sport and exercise science newsletter the Season Ticket for 2020. This issue has a profile on current student Mahalia Kinsela, who did her undergraduate degree at SCU in Coffs, but has now transferred up to our Gold Coast campus to do the Master of Clinical Exercise Physiology (MCEP) course. We also profile Sam Kennedy, who completed our undergraduate degree in 2011; Sam is now working with the Newcastle Knights as their Elite Pathways Physical performance manager. Feel free to pass on this issue to friends and colleagues who might be curious to know what studying at SCU is like.

09.01.2022 Having a digital marketing strategy includes may elements, but none has been as important as social media to help fans stay connected with their sport at its athletes. This will become increasingly important as sport starts to map its path back to something like the pre-lockdown. Sadly, not all fans are likely to return to their sport and it will take some time before the numbers return to "normal". However, social media is a great platform for maintaining that sense of connection within the sporting community. This was reflected by the fact that Rugby League Central had to let a number of staff go has the financial reality of not playing games hit home, but the one department that was spared mass sackings was the digital marketing department. https://www.nrl.com///30/nrl-players-unite-behind-juniors/

09.01.2022 The AFLW competition does not charge fans to attend games, and this has been the case for the past 3 seasons. This was an appropriate strategy as it gets people to sample the sport while minimising the cost of engagement. However, I wonder how long the AFL will persist with this strategy. At some point, especially if crowd numbers keep growing, the AFL and clubs will be looking to get a return on their investment. The women will also be seeking higher wages as the competition expands and grows, and as the skill level improves. The question then becomes whether fans, having attended for free, will be prepared to start paying. https://www.abc.net.au//aflw-appeal-gowring-from/10799044

09.01.2022 The NRL's new 2020 (TV and digital) promotional campaign was launched last week. It hasn't been without some negative commentary, but that's not unusual...you can't please everyone, apparently! It's disappointing that some have seen fit to focus in on Lateral Mitchell's (small) part in this advert and the recognition of indigenous players to the game. It's a sport that would be far worse without its indigenous history and strong connections. The same would be true for AFL, an...d wide range of other sports. Tina Turner first featured in the campaign for the then Winfield Cup back in 1989, which featured her son "What you see is what you get". This was the first time a professional sport, anywhere in the world, had used an international pop star to promote its competition. It was hugely successful and sport around the world followed suit. This new campaign harks back to many nostalgic images of the sport. Not all of these are "good" memories - the references to the ARL-Super League is a case in point. I personally remember this with some bitterness.This period in the games history saw my own club, the Gold Seagulls (previously Gold Coast-Tweed Giants) sacrificed as part of the fallout from this very destructive period. Some fans, and I include myself here, have never forgiven Murdoch's News Limited for what they did to the game at that time. This advert has the 2.01 version shown here, which will feature on digital platforms and in cinemas, and an edited 60 second and 30 second version for terrestrial broadcasting (TV). What do you think of this campaign? https://www.youtube.com/watch?v=KkywRVDX58s

08.01.2022 "Women make up 40% of all participants in sportsyet somehow receive only 4% of sports media coverage. It has a damning ripple effect: Without airtime, female athletes lose out on sponsors, fans, and coin. This lack of coverage also tees up a shortage of role models for girls in sportsand if you can’t see it, you can’t be it. Girls drop out of sports at two times the rate of boys, according to the Women’s Sports Foundation, but not for lack of passion or skill; women’s and girls’ sports programs are underfunded and often underpromoted." https://www.glamour.com//female-athletes-receive-only-4-of

08.01.2022 Rugby Australia (RA) is struggling to compete for fans and participants. In an effort to grow the sport RA has placed a lot of emphasis on its Women's Rugby 7's team and its Australian women's 7's competition. However, it doesn't seem to be having quite the impact hoped for, and this is reflected in the latest report from Sport Australia. In this report we see that rugby doesn't rank anywhere in the top 20 pastimes for females. This begs the question: "What is RA doing to en...courage more female participation and is it working?". On the surface it seems like there are bigger systemic problems with the game. 2019 is a Rugby World Cup year and yet interest in the Wallabies and the game more broadly seem at an all time low. This is reflected in things like the crowd attendance at the Waratahs v Sharks game on the weekend, played at the new Bankwest Stadium in Parrammatta. Just 10,000 fans turned up to watch the game. Waratahs administrators would have hoped that fans would have been keen to experience the Waratahs first game played in this new state of the art stadium; particularly given the sold out crowd just 6 days before for Parramatta v Wests NRL game. Yet not even that could flush rugby fans out for this game. What's the problem? https://www.smh.com.au//number-of-women-playing-footy-surg

08.01.2022 Todd Greenberg is not the first, and he won't be the last CEO of a large professional sport, to lose their as a consequence of COVID-19 crisis. There has been evidence, via the media, that the administrative level of the game was possibly over capitalised. However, having a key figure within the game's leadership step down in the middle of a crisis simply makes it all that much harder for the next person who steps in to this role. The next sports to watch are Cricket Austral...ia (CA), and Rugby Australia (RU). The reports within the media of huge financial losses to CA, accumulated over the past three years due to poor share market investments, is bound to see some senior managers within the sport shown the door. Similarly RA is in serious financial trouble, with its very existence as a professional sport under a cloud. Lost in all of this is the impact of these revelations have on fans. Some will walk away from their sports as the financial situation becomes clearer. Many will start to question the money the spend, from often meagre household disposable incomes, and whether the sports they love are being managed efficiently. https://www.abc.net.au//coronavirus-mal-meninga-/12167760

08.01.2022 This is the biggest social marketing campaign since the launch of HIV-Aids campaign in 1985. One of the differences with that campaign and now is that the government didn't have the benefit of the various digital and online media strategies at their disposal that they do today. Remember, social marketing is about producing behaviour change in the target audience (e.g. to stop smoking, to exercise more, to stop domestic violence), with that change being something to benefit no...t just the target audience, but also the entire community. While the HIV-Aids campaign did ultimately produce a benefit to the wider community (i.e. by increasing awareness of possible causes of infection, developing new drugs that are now used in some cancer treatments) it was primarily targeted at specific groups within the community. In contrast, this current campaign is targeting everyone. As a result, the government is using every weapon in its armory, from traditional sources of media communication (e.g. print and electronic media) and online and digital platforms to communicate with us in real time and to keep us informed...all while getting us to adopt a number of changes to our "normal" behaviour. https://www.abc.net.au//federal-government-launch/12100680

07.01.2022 This is just another example of the kind of issues that sport marketers have to deal with and develop strategies around in contemporary sport. Female athletes in any sport shouldn't have to justify their involvement or be subjected to weak comparisons with their male counterparts. It's one thing to pass comment on any athletes playing performance, which has long been considered the right of the arm chair experts in us all, but when it develops in to outright abuse and vitriol... about whether women should be playing sport at all, then it should be condemned by all. Sport organisations have a responsibility to educate all their players and supporters about what represents acceptable and unacceptable behaviour when it comes to using social media and interacting with athletes at events. "It has long been suspected that female athletes are subjected to more vitriol on social media than their male counterparts now a new study has confirmed it. Nearly 27 per cent of comments on well-read Facebook posts by major Australian broadcasters were negative towards sportswomen compared to 8 per cent for male athletes. The analysis, conducted by women's and children's advocacy group Plan International, looked at more than 1,300 comments on broadcasters' pages in the past 12 months." https://www.abc.net.au//women-receive-three-time/11039118

07.01.2022 Product development...the AFL have got all excited (again) about resurrecting a State of Origin type match (series?) after the perceived success of the bushfire relief game played on the weekend. ABC online reports: "Most involved in the debate will focus on the "how" of it all - how should it be scheduled in relation to the club season? How do we get the best players involved? How do we convince players and clubs to jeopardise their seasons for what is essentially a friendl...y match? But perhaps the more pertinent question, 20 years after the last proper State of Origin match was played and in what is now a truly national competition, is "why?" Why indeed! Think about how this relates to the product development process that we discuss in this unit. https://www.abc.net.au//is-afl-state-of-origin-s/12006620

07.01.2022 Here's a nice example of how an organisation recognises that it has a responsibility beyond just its brand promotion. Cadbury is demonstrating here that is has an awareness of issues that are important to the community in which it operates. Cadbury is doing this by taking a stand against racism and other forms of intolerance with its new campaign "Symbol For All", created by Ogilvy Melbourne. The inspiration for the symbol came as a response to years of receiving hate-fuelled sentiment on the brand's Facebook page. An interesting part of this campaign is how Cadbury is encouraging anyone to download and use or modify the "Symbol for All" logo (see below). This will be just one way anyone who wants to can show their support for a diverse and inclusive Australia. https://www.news.com.au///b451adb642845e9e6cb24aec489e82f0

06.01.2022 For some time it has been assumed in some quarters that older Australians were technophobes. However, the current lockdown has shown that that couldn't be further from the truth. Many of Australian's older age groups (and I'm talking grandparents and those in the 70+ age group) have embraced technology almost as much as their younger counterparts. This will be increasingly the case as the world adapts to a new normal. One that sees less social interaction and the increasing ...use of online technology for things like Telehealth and the likelihood that different forms of health and fitness delivery can be provided just as effectively, and more safely, directly to the homes of older Australians. Now is the time for sport and exercises scientists to think about how they can service the needs of older Australians via online delivery of their expertise and in the process develop new markets and business opportunities. https://www.nsw.gov.au/n/seniors-synchronise-workout-on-web

05.01.2022 What will sport look like for fans post the Covid-19 crisis? This article makes some ominous predictions that if they eventuate will change the way sport is consumed, and marketed, for ever. https://mobile.abc.net.au//2020-03-29/sport-post-/12099598

05.01.2022 See related story below (President Bach's positive funding news for South East Queensland bid) on the proposed bid by SE Queensland Mayors to host the 2032 Olympics: "The Dunc Gray velodrome, built for the Sydney 2000 Olympic Games, is in danger of being pulled down by local government with serious ramifications for track cycling in New South Wales." https://www.sbs.com.au//13/future-dunc-gray-velodrome-doubt

05.01.2022 Watch this video "advert" and consider if it complies to some of the guidelines discussed in this unit on what an advert should communicate to its target market.

04.01.2022 Organisations involved in the sport and fitness industry need to very careful about the images they project of their product and services. If we communicate an image that our target audience (and potential audience) can't relate to, then they may very well turn their back (perceptual distortion) on the organisation...no matter how good its product or service is. In a new social marketing (behaviour change) campaign titled "This Girl Can", which was launched by the Victorian ...Minister for Health Jenny Mikakos today, the focus is on positivity and the importance of seeing everyday women on social media. New research from VicHealth found two-thirds of women are not motivated by #FITSPO images of women on Instagram and around a third feel bad or inadequate about their own bodies and fitness when they see #FITSPO images. The research also found over three-quarters of women want to see a range of female body shapes in physical advertising. It's time for all organisations in our industry to take these comments on board and show that sport and exercise is for everyone. https://www.premier.vic.gov.au/new-campaign-inspiring-thou/

04.01.2022 Statement from peak industry body Fitness Australia on attending gyms and fitness centres: "Recommendations by Fitness Australia to its members, 3,500 fitness facility providers and almost 20,000 personal trainers and instructors, are to follow appropriate hygiene practices as instructed by the World Health Organisation and the Australian government. Good health and wellness is the top priority for gyms, says Barrie Elvish, CEO of Fitness Australia."... https://whatsnewinfitness.com.au/good-health-still-top-prio

04.01.2022 You can take the sport out of the politician but you can't, it seems, take the politician out of sport! And here's an important point made well by Sporting Spud about the PMs ability to be seen at almost every major sporting event in Australia. I was actually expecting him to turn up at the Byron Bay Rugby 7s a few weekends ago! https://thenewdaily.com.au//sporting-spud-pm-in-the-crowd/

04.01.2022 Given the current situation we all find ourselves in, this is worth reading. Just keep in mind, when reading the mountains of Covid-19 "advice" on offer out there, that you check where you are getting your information from. It needs to be authoritative (i.e. not from your neighbour or your favourite Instagram influencer!), and from actual experts in the health field (e.g. the Chief Medical Officer, WHO). Unfortunately what we are experiencing at the moment is some mixed messaging form even credible sources. What aspects of the attached story may make you think this is a credible source of Covid-19 information, as it relates to exercising in a commercial gym? https://www.marketwatch.com//can-i-go-to-the-gym-should-i-

03.01.2022 Which sports partnership takes home gold? "Australia prides itself as a sporting nation, but how does our advertising in sports rate? We asked creatives to judge brand partnerships with some of the nation’s biggest sporting events." http://www.adnews.com.au//which-sports-partnership-takes-h

03.01.2022 Really nice article here by #HalConick, who writes for the American Marketing Association. In it Conick discusses the changing strategy and objective behind many contemporary sponsorship agreements. For the sponsoring organisation there is an increasing need to demonstrate how the relationship with the sport property represents an authentic relationship, one that is truly consistent with the sponsor's brand image. Conick points out that the consumers' perception of the spons...or's relationship with the property "may be the most important aspect of a sponsorship". Sponsorship is a complex process and one that, if it is to endure, needs to demonstrate a clear benefit (value) for all three parties i.e. the sponsor, the property and the consumer. Sport sponsorship is well placed to provide sponsoring organisations with a good ROI, but only if it works to strengthen the target consumer's emotional bond with the sport brand..and enhance their experience and connection. https://www.ama.org//make-a-lasting-impression-how-brands/

03.01.2022 I was lucky enough to be in Canberra studying during the halcyon days of the AIS. Part of my time studying in Canberra allowed me to be involved as a research assistant in projects being run by AIS staff and University of Canberra postgraduate students that I was friends with. Back then it was the Canberra College of Advanced Education (Canberra CAE). Professor Frank Pyke, one of the fathers of modern sport science and coaching, was the head of my course at the time. Frank he...lped me to gain entry in to the course, and also helped my family by letting us stay at his home while he went away on sabbatical leave. He was highly respected and had a huge impact on sport science in Australia, and internationally. I remember it as being a truly exciting place to be in and around. Sadly it's become a ghost of its former self. It was a place where athletes and coaches from around the world all wanted to be, or aspired to have something similar in their countries. It was a place that was genuinely the best facility of its kind anywhere in the world. Not anymore. Now the world has left it behind, and while numerous countries used it as a model for their own elite sports institutes, they have all moved on. This is what happens when bureaucrats take control and start telling athletes, coaches and sports how to do their jobs. I wonder what Frank would be thinking? He passed away in 2011 from Motor Neuron Disease. https://www.theaustralian.com.au//3ac37976e962f9ea1e2466a0

03.01.2022 This is a really nice example of how to keep your consumers informed on strategies for operating safely within the current Covid-19 environment in an exercise setting. Things get pretty intimate and sweaty with Brazilian Jiu Jitsu, and so it's super important to tell participants what your expected behaviour of them is when they come to training...and also what you're doing as their instructor! Keep in mind this information needs to change as necessary with the changing circumstances, and quickly. Disclosure - this is my son, Luke who is a black belt in BJJ and owns his own club and EP clinic at Moilendinar on the Gold Coast.

02.01.2022 This is a very interesting article on teenage participation rates in competitive sport by Wayne Goldsmith. It illustrates the complexity of the sport consumer decision making process as it relates to this segment of the market, and also provides something for sport marketers to reflect on with respect to their own sport property. https://newsportfuture.com/the-teenage-tumble/

02.01.2022 See comment below...

02.01.2022 Do you participate in regular resistance trading that includes performing the bench, bar or ring dip? If so, and you are aged between 18-35, then you might be interested in participating in this research project - see details below.

02.01.2022 The decision by the NSW Government to invest almost $2 billion into Sydney's sports stadiums was very controversial, but not only has the recently opened Bank West stadium been a huge success with fans, but the increased crowd numbers have had a positive impact on local business revenue on game days. https://www.smh.com.au//stadium-injecting-1-million-into-p

01.01.2022 On the surface this looks like a failure of planning with netball fans ultimately being the losers. I can tell you from personal experience that having a world cup running at the same time as a domestic competition causes significant problems. These include: 1. Fans have their continuity of commitment fractured by the suspension of the domestic season to accommodate a WC. 2. Cash flow for the domestic competition is suspended, making it difficult to meet financial commitments.... 3. Fans can defect and move away from the sport or team and develop interest in something else. 4. When the domestic season recommences fans may take time to reconnect with the team/competition. Fans of the sport have just spent 4 weeks or so watching very high quality games, which is not matched by the quality of play in the domestic competition. The fact that key domestic players are simply physically and emotionally drained by competing in a WC tournament doesn't help this situation. https://thenewdaily.com.au//super-netball-faces-test-worl/

01.01.2022 As discussed this week, product/service review and manipulation is critical to long-term sustainability for any organisation or business. I used the NRL and AFL as examples of sports that were prepared to implement changes to the way their games are played, and contrasted this with rugby union. In this story, NRL CEO Todd Greenberg, explains the rationale for these changes as follows: "We are constantly looking at ways to ensure the game is easier to officiate, and is also innovative and unpredictable". Such changes always need to be considered carefully. The challenge is not to risk moving the sport too far from its traditional origins, but if done with consultation and input from players, coaches and fans, they can work effectively to enhance the experience for everyone. https://www.nrl.com//nrl-announces-rule-changes-for-scrum/

01.01.2022 I think this has relevance to all of us, not just professional athletes. https://www.theguardian.com//preparing-footballers-for-lif

01.01.2022 This is a great example of a community engagement activity from one of my old clubs. Leeds Rhinos have always been at the forefront of marketing in the English Super League. The stadium has been at the heart of this and functions on a number of levels to provide revenue that then underpins the Rhinos.

01.01.2022 From a marketing perspective we often only see the good in online and digital marketing. Yet, all the glitters is not always gold. The best evidence of this is the examples, just last week, of NRL players actually being dumb enough to post their lockdown transgressions for all to see...including the authorities imposing the very lockdown rules that we have all been asked to abide by, and their own sport! Having a policy around things like social media has become increasingly ...essential in 21st century sport. The problem is that as sport managers we assume our athletes have the willingness and understanding to adhere to these policies. To often this is not shown to be the case. It's also not helped by the weak disciplinary approach that sometimes prevails when dealing with transgressors by the very administrators imposing these policies, their associated rules, and sanctions. https://www.smh.com.au//how-can-the-nrl-slam-wayward-stars

01.01.2022 Hmm, here we go, yet another new fitness concept purportedly designed to meet the needs of the market...The focus for us has always been to deliver a training concept that meets the real needs of consumers not just aligning with a fad - whilst targeting fitness professionals who want to truly embed themselves into a business they are passionate about. We are confident in the business model we have in place and know that the principles of our training will become a part o...f the fabric of the 60 communities we plan to build in the coming months, starting with our three Melbourne locations. I can't help but wonder just how much market research was done to establish this "need", and more importantly, whether there is "demand" for what looks like just another functional training facility. https://www.ausleisure.com.au//fast-growing-fitstop-open/