Achieving world-class medal performance has become harder as international competition standards rise, training systems and intellectual property are quickly replicated, and investment strongly correlates with results. In Australia, government funds will be more closely tied to results, a clear factor in influencing the viability and sustainability of a number of sports.
The majority of Australian sports are structured around a federated model and an army of volunteers. Some sports have stalled and experienced years of frustration as a result of the inability to get all stakeholders on board (clubs, states and national bodies). Engaging and exciting the broader sports system is crucial to success.
For Australia’s sports franchises, whether one of the football code or netball franchises, the race is on. The strategic challenge is for clubs to build the biggest and most engaged fan base, grow TV and new media share of market and wallet, and connect most effectively with local communities.