AuSAE conference learns how changes in sport offer lessons for association leaders

November 29, 2024

A panel discussion at the 2024 conference of the Australasian Society of Association Executives (AuSAE) in Adelaide has heard insights from sport - basketball, cricket and rugby union – that provided valuable lessons for association leaders seeking to elevate their impact in not only sport but in their wider operations and engagement.

Held on 19th November, the panel From the World of Sport: Insights on Creating Community, Culture and Legacy heard from three accomplished sports industry leaders who shared their expertise on fostering engagement, driving innovation and building lasting legacies.

Christy Collier-Hill, Head of the WNBL; Campbell Fisher, Chair of the Rugby Union Players Association (RUPA) and Sam Elliott, General Manager - Commercial from the South Australian Cricket Association, each brought unique perspectives from their respective sports.

Their insights offer valuable lessons for association leaders seeking to elevate their impact in sports and beyond.

Building Community: Engagement Strategies That Work
A recurring theme throughout the panel was the critical importance of community engagement.

Elliott highlighted cricket’s focus on grassroots participation, particularly targeting children aged five to 12 years, a vital demographic for ensuring long-term engagement.

He emphasised the role of multicultural ambassadors in connecting with diverse communities, citing initiatives aimed at bringing cricket to new audiences, including South-East Asian communities in South Australia.

Collier-Hill shared how the WNBL has successfully connected with its fan base through thematic rounds, such as the Fighting Period Poverty Round and the newly introduced Domestic Violence Awareness Initiative. These initiatives not only resonate with fans but also reinforce the league’s role as a leader in driving social impact.

For rugby, Fisher acknowledged historical criticisms of the sport’s lack of community connection but outlined efforts to improve engagement. A key strategy has been encouraging players to act as role models by being physically present in local communities - whether at schools or clubs - bridging the gap between the professional and grassroots levels.

Leadership and Legacy: The Balance of Tradition and Innovation
Fisher also spoke about the challenges of balancing tradition with the need for innovation, particularly in the governance of member-based organisations, referencing the importance of focusing resources on core objectives while being adaptable to societal changes.

Fisher also highlighted how RUPA transitioned from an adversarial to a collegial relationship with Rugby Australia, driven by crisis moments during COVID-19 and a shared commitment to the sport’s survival.

Elliott offered practical advice on leadership, emphasizing the importance of creating memorable moments for fans and members. He pointed to the New Year’s Eve Showpiece as a hallmark event for cricket in Adelaide, which has become a unique selling point for the South Australian Cricket Association. Elliott encouraged association leaders to identify and champion their own signature initiatives to strengthen engagement.

Collier-Hill noted the power of visibility and awareness in elevating women’s sports. Strategic increases in broadcast coverage and international partnerships have expanded the reach of the WNBL. Collier-Hill also shared her vision of collaboration across women’s sports leagues, stating that success in one league contributes to the collective rise of women’s sports globally.

Diversity and Inclusion: Core Pillars of Success
Diversity and inclusion were central to the discussion, with each panellist sharing their organisation’s efforts to foster inclusivity. Sam Elliott spoke about internal initiatives, including staff education on cultural sensitivity, to ensure inclusivity resonates across all levels of cricket.

The South Australian Cricket Association also invests in indigenous carnivals and grassroots programs, recognizing the importance of representation in building strong communities.

Collier-Hill highlighted Basketball Australia’s She Hoops program, designed to encourage participation by women and girls at all levels of the sport. This initiative creates a welcoming space for newcomers and returning players alike, addressing barriers to participation and building confidence in a traditionally male-dominated arena.

In rugby, Fisher detailed the complexities of navigating cultural and religious diversity, particularly in a professional environment. RUPA has introduced a dedicated diversity and inclusion officer to foster mutual understanding and celebrate the unique contributions of players from all backgrounds.

Lessons for Association Leaders
The panellists left the audience with actionable takeaways for leaders and managers in sports associations:

Think Big and Act Boldly: As Collier-Hill put it, organisations must think beyond day-to-day operations and pursue big ideas that make an impact. Creativity and resourcefulness are essential when resources are limited.
Focus on Core Objectives: Fisher urged associations to define success clearly and allocate resources strategically, avoiding dilution of effort on less impactful initiatives.
Create Unique Moments: Elliott encouraged leaders to identify their association’s “signature moment” to stand out in a competitive landscape.

Final Thoughts
The insights from this panel showcase the power of sports as a platform for community building, cultural change, and legacy creation. Whether through targeted grassroots programs, innovative partnerships, or bold leadership, association managers can draw inspiration from the strategies employed by basketball, rugby and cricket.

As Collier-Hill noted, "It’s not just about doing your job - it’s about doing something more that has a positive impact on your organisation and the communities you serve."

This philosophy resonates not just in sports but in any association seeking to make a lasting difference.

The Australasian Society of Association Executives (AuSAE) is the leading association for current and future association and not-for-profit (NFP) leaders in Australia and New Zealand.

Click here for more information on the AuSAE ACE conference.

Images: The From the World of Sport: Insights on Creating Community, Culture and Legacy panel at the 2024 conference of the Australasian Society of Association Executives. Credit: AuSAE/O'Neill Photographics.

About the author

Lindsay McGrath

Chief Executive, Swimming Pool and Spa Association Australia

A founding Director of several not-for-profit trade associations and one global alliance, McGrath advises "I enjoy adding value to the wider community. With experience at both board and executive levels, I bring a blend of efficient governance and commercial acumen to drive a strong growth mind set to any group.

"I have had the privilege to lead in the creation of several new trade qualifications across Australasia, and the unification of the federated regions to form one Swimming Pool and Spa Association."