Off the back of Australia’s incredible recent victory in the women’s cricket world cup, it is time to focus on the prize that is the business of women’s sport. The success of this burgeoning industry is a testament to our talented athletes and to those working off the field. The increase in media coverage of the women’s game is a sure sign that popularity is increasing and bringing a new commercial opportunity for all sports codes here in Australia and globally.
On the weekend, we had the AFLW grand final at Adelaide Oval. This is the fourth since the AFLW commenced in 2017. Before the ball even hits the ground, the business of sport has been working hard behind the scenes.
The South Australian Business Chamber Chief Executive Martin Haese says that as exposure for the game increases, so do the partnership options for businesses who realise the viability of investment in the women’s game.
“More women in the business of sport boosts the opportunities for competitions themselves and the businesses behind them.
“With more Australians watching women’s sports than ever before, it is an increasingly attractive decision for corporates with sponsorship funds to invest. These opportunities are about brand and values alignment, to know that the sponsored organisation walks and talks the same.
“Strong diversity within the organisation is one excellent way of attracting like-minded organisations.
“We have strong female role models representing the different codes and the corporate sponsors who invest in that league. Major brands feel increasingly confident to invest in women’s sports due to the incredible role models they produce. Marketing the women’s game is about offering a personal brand of players that are excellent role models on and off the field.”
Adelaide Football Club Chief Executive Tim Silvers says that it has been exciting to have new corporate partners join the Crows family off the back of us having an AFLW team and their support has underpinned our position at the forefront of the competition, including making four Grand Finals in six years.
“Our women’s team has achieved a great deal both on and off the field and as outstanding role models, our players have played a significant role in the surge in female participation numbers in South Australia,” Silvers said.
“Like us, these partners are passionate about equality in the workplace and we have forged strong, meaningful and long-term partnerships.
“Together we have also been proactive in making sure young girls and women can fulfil their potential in whatever their chosen field but particularly in football, whether it be as a player, coach or administrator.”
Professional sporting codes are traditionally male-dominated. On and off the field. So, participation strategies are an essential business growth strategy for the games and the organisations that run them.
Port Adelaide Football Club Chief Executive Matthew Richardson excitedly shares the club’s journey to increase women’s participation and take the club itself on a diversity and inclusion journey.
“We’re a football club with a 150-year history, and women have played an enormous part in the Port Adelaide story. Our 2023 entry into the ALFW makes us whole.
“As an organisation, we see the opportunity that increased women’s participation brings, not just on the field but to us as an organisation.
“We’re seeing membership growth as new fans are drawn to the AFLW.
“Our internal focus on women’s participation resonates with our corporate sponsors too, many in traditionally male-dominated industries. They see what we are doing internally, which resonates with their values and brand. It strengthens our partnership with them.”
Basketball SA Operations Manager Jacqui McConville highlights that participation rates for girls and women in sport continue to be low.
“We currently have 82,000 people playing basketball across South Australia, 35% of participants are female, and 65% are male. We launched our Female Participation Strategy for 2021 – 2024 to create change for the community.
“This strategy is a collaborative approach to engaging girls and women in the sport of basketball and through this engagement, increasing confidence, community spirit and leadership skills.”
Sport has the power to bring people together and change the world, so it is worth remembering that women’s sport is serious business.
