Mumbrella launches Sports Marketing Virtual Summit with initial speakers including Tennis Australia

Mumbrella has launched the Sports Marketing Virtual Summit, set to take place on October 21 2020, with Tennis Australia, Publicis Sports & Entertainment and RMIT locked in to deliver sessions.

Tennis Australia’s chief marketing and insights officer, Josie Brown, will share her marketing approach for the game across every level and reveal what they are doing now and into the future.

Tennis Australia’s Brown will share the details of the recent marketing strategies that have led to significant growth

The association has targeted a number of different demographics and used a variety of strategies in order to reach as many people as possible in an environment that sees Australian professional tennis players in the headlines regularly. In her presentation, Brown will share the results which include a 300% increase in courts bookings year-on-year.

Meanwhile, RMIT University School of Economics, Finance and Marketing’s Dr Constantino Stavros will reveal where sports marketing is now in the wake of COVID-19.

While the global pandemic meant a quick shut down of the majority of grassroots and professional competitions, sport across the globe has begun to kick off again, largely fan-free.

Stavros will explore how marketers, sports bodies, teams, athletes and competitions can bounce back from COVID-19, what challenges lie ahead, and where the opportunities are.

O’Rourke will uncover the value of sports sponsorships based on a study from Macquarie Business School

And Ashley O’Rourke, director at Publicis Sport & Entertainment, will also join the program to discuss the big challenges and opportunities around sports sponsorship.

Based on a study from Macquarie Business School, O’Rourke will unpack the buying patterns of die-hard sports fans compared to passive supporters to determine how much brands should pay for sponsorships, what motivates fans to buy merchandise associated with sports stars and teams, and what role emotion has to play in sponsorships.

More speakers will be announced shortly.

Tickets for the Mumbrella Sports Marketing Summit are available now. The summit joins Finance and Automotive Virtual Summits as well as Mumbrella360: Reconnected in the line up of conferences Mumbrella will hold this year.


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