Former SCA exec launches new marketing coaching platform
A new online platform designed to coach athletes on marketing opportunities has launched this month, led by former SCA group executive Ben Parsons.
Playa Power aims to help athletes understand and create their personal brand, which would in turn aid brands to increase reach and output from sport sponsorships.
Parsons, who has over 20 years of media experience, has developed the platform in collaboration with Griffith University. The digital content will be hosted by Sunrise’s Katie Brown and Megan Barnard from Fox Sports.
Parsons spent six years at SCA in various roles including head of content, head of TV and general manager of its entertainment media unit.
He left the radio network in 2014 to launch Iconclastic – an entertainment management agency.
In 2018, Parsons launched the Ministry of Sport – a centralised sports business website for C-suite decision makers.
Playa Power has already garnered significant interest and support from the NRL, A-Leagues and Australian Jockeys Association. It is understood that conversations with AFL and Cricket Australia are also being had.
It has a number of marketing experts from the world of sport signed on as specialists, including News Corp’s Charles Shelton-Agar, Nine Entertainment Co’s Allana Ferguson, a former Nike global executive John Hess, and music industry executive Ben Facey.
“We’re at a pivotal moment in sports marketing history,” said Parsons.
“Our mission is to empower athletes to harness their unique stories and brand potential, transforming how they connect with their audience and redefine how brands integrate into sport in a more meaningful way.”
A key highlight of Playa Power is the signature masterclasses, developed with Griffith University. The classes are set to encompass branding mastery, audience engagement, commercialisation tactics and more, led by the university’s Associate Professor Popi Sotiriadou and gamification expert Dr Nicholas O’Donnell.
The platform will offer daily and weekly updates across various formats to keep up with the rapidly changing social media landscape, equipping athletes with the latest trends and strategies for maximum online impact and fan engagement.
It will also offer sustained guidance and mentorship to athletes, enabling them to continually refine their marketing strategies for enduring success and relevance.
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