Flinders University and 72andSunny join the Mumbrella Sports Marketing Summit lineup
Two more sessions have been confirmed for the Mumbrella Sports Marketing Summit, where discussions on community and women’s sport will be in the spotlight.
Flinders University’s associate professor and researcher in sports psychology, coaching and youth sport, Sam Elliot, will lead a session on why sports marketers should help rebuild community sport.
Sam Elliot, associate professor and researcher in sports psychology, coaching and youth sport, Flinders University
While it may not be an obvious marketing strategy, there is strong reason and evidence for marketers to seriously consider their roles in supporting community sport.
In the session, Elliot will emphasise key findings from three interconnected studies about youth sport participation, health-outcomes during Covid, and parenting involvement. These will highlight the merits, opportunities and challenges for energising volunteerism in Australia, and as a result, creative opportunities for marketers that are extremely valuable, but not obvious.
His presentation will conclude with a series of recommendations for sporting clubs and sports marketing professionals seeking to foster stronger participation, retention and fandom across all tiers of sport. Delegates will walk away with a secret weapon for their marketing strategies for the conclusion of 2023.
Also joining the line-up is 72andSunny’s creative lead ANZ, Genevieve Hoey. She will be joined by CrowdDNA’s managing director APAC, El Pigram.
Genevieve Hoey, creative lead ANZ, 72andSunny
The pair will lead a session titled ‘Girls on Fire: How Telling Authentic Female Stories Can Change the Game for Sports Marketers’.
Sports have traditionally been dominated by male codes and athletes, invariably resulting in ‘masculine’ sports stories dominating the cultural landscape.
Codes including the FIFA Women’s World Cup and AFL Women’s League have been established over the last few decades, yet often remain secondary to the male game, receiving relatively little exposure. But a huge new audience and opportunity has been overlooked. Society is realising the powerful differences between masculine and feminine sports narratives – women face different challenges on their path to sports success.
Telling these stories authentically engages a brand new audience, beyond typical sports fans. The expansion of sports’ cultural relevance to include the female audience represents a huge opportunity for brands of all kinds to reach a massive new audience.
El Pigram, managing director APAC, CrowdDNA
Crucially, to leverage this new audience growth opportunity, the pair will discuss how brands must tell stories that authentically represent how women experience and enjoy sport, rather than adhering to established male narratives.
Hoey and Pigram will celebrate unique stories told through the female lens, and how they are changing the representation of women in sports.
Tickets are available for the Mumbrella Sports Marketing Summit and Awards, which will take place on 24 August at Royal Randwick (Australian Turf Club).
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Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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topics
72andSunny
community sport
CorwdDNA
El Pigram
flinders university
Genevieve Hoey
Mumbrella Sports Marketing Summiy
Sam Elliot
Women sport
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