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A massive shift in the commercial landscape of women's sport emerged as the focal point at the SportNXT conference in Melbourne, with leading figures unveiling strategies to transform its market potential.
The session titled "The Commercialisation of Women’s Sport," was led by the Office of Women in Sport and Recreation director Sarah Styles and included insights from Angel City FC co-founder Julie Uhrman, GenSport MD Rowena Samarasinhe, News Sport Network MD Michael Watkins, and Football Australia CEO James Johnson.
The discussion centred on the transformative shift in viewing women’s sport from a financial burden to a lucrative opportunity and also outlined actionable strategies for future growth.
Sarah Styles set the stage with a reflection on her journey within the sports industry, highlighting the evolution of women's sport from being seen as a liability to being recognised as a significant untapped market with immense commercial potential. She presented evidence to underscore this shift, noting that corporate sponsors now receive an average of $7.29 in customer value for every dollar invested in women's sport, signalling a substantial return on investment.
Julie Uhrman then addressed misconceptions surrounding Angel City FC's success, emphasising that the club’s achievements extend beyond celebrity involvement. Uhrman articulated the strategic approach to business, community engagement, and revenue generation that underpins Angel City FC’s ethos. She also clarified the role of co-founder and actress Natalie Portman, not just as a figurehead but as a driving force in the club’s mission and strategic decisions.
James Johnson offered insights into Football Australia’s strategy, detailing the meticulous planning and execution behind the Matildas’ recent successes. Johnson’s account of balancing high-performance goals with commercial strategy highlighted the intricate relationship between sporting success and financial sustainability and emphasised the critical role of strategic foresight and resilience in navigating challenges.
Michael Watkins provided a media perspective, acknowledging the historical gaps in women's sport coverage but pointing to a trend of positive change. He stressed the importance of access to athletes and stories to enable media to play its part in amplifying women’s sports, addressing the need for a collaborative approach to break down barriers and enhance visibility.
The session further explored the impact of media representation, with Watkins critiquing the media’s role in continuing gender disparities but also acknowledging efforts to improve coverage and access. This led to a broader discussion of the ecosystem surrounding women's sport, including the necessity of strategic investment and the pivotal role of community engagement in driving growth. The panellists agreed about the importance of challenging existing biases and recognising the commercial opportunities that women's sport presents.
Rowena Samarasinhe expanded on the topic of strategic investment and media coverage. She highlighted the success stories from women’s football in England, showcasing the significant audience growth and the vital role of strategic marketing and fan engagement in leveraging this growth for commercial success.
The conversation then took a deep dive into governance structures and the necessity of institutional change to foster a conducive environment for the commercialisation of women's sport. As an example, the Football Australia CEO detailed its adoption of a balanced approach to board composition, which has prompted a more equitable and effective strategy towards women's sport,
Uhrman and Samarasinhe tackled the topic of visibility and unconscious bias, stressing the importance of inclusive language and media representation in changing public perceptions and the overall landscape of women’s sport and driving the commercial success of women's sport.
The session underscored a collective recognition of the untapped commercial potential of women’s sport, with a clear consensus on the need for strategic investment, improved media representation, and community engagement to foster growth.
