Australian Sports Commission drops Sport Australia brand

October 5, 2022

Government / Marketing / Sport /

Having been used less frequently over recent months, the Australian Sports Commission (ASC) has today announced that as part of its new strategic vision, the Sport Australia brand is being retired.

Launched in 2018, to focus on physical activity as part of the implementation of its Sport 2030 strategy, the Sport Australia title had caused confusion with its use being interchangeable with the Australian Sports Commission brand.

Having dropped the brand Sport Australia, the ASC now aims to move forward as one integrated organisation incorporating both participation and high performance sport.

Commenting on the new strategic vision, titled Our Green and Gold decade of opportunity with ASC Chief Executive Kieren Perkins noted that “any game plan in sport is only as good as the way in which you deliver it.”

The ASC will continue to produce a rolling four-year Corporate Plan that will operationalise this strategic vision and detail the specific key activities, targets and performance measures.

The new strategy outlines the key focus areas for the next decade and beyond and consists of three strategic goals:

To lead and enable the world’s best sport system
Involve more Australians with sport at all levels
Drive innovation in sport

The ASC’s strategic vision sets the target of establishing Australia as the world’s best sporting nation.

With the Brisbane 2032 Olympic and Paralympic Games on the horizon, the ASC’s vision is that ‘sport has a place for everyone and delivers results that make Australia proud’.

The ASC will lead, support and provide opportunities for all communities to be involved in sport, while growing elite success and representation, inspiring future generations.

ASC Chair Josephine Sukkar notes “this is a defining era for Australian sport.

“In the coming decade, Australia will host the 2026 Commonwealth Games in Victoria along with world cups and world championships across a plethora of sports.

“This is an incredible opportunity to unite, inspire and build Australia through sport.

“The sporting strategies, programs and facilities we deliver now have the capacity to shape Australia’s long-term prosperity, well beyond sporting boundaries.

“A thriving Australian sport system is enormously influential to a thriving Australia.”

Perkins, who will today be addressing the National Press Club in Canberra, says Brisbane 2032 cannot be seen as the end game, but rather as a springboard towards ongoing sustainable success, added “I truly believe we are entering one of the greatest periods of opportunity in Australia’s sporting history.

“Our most important job will be to put these words into action. Any game plan in sport is only as good as the way in which you deliver it.

“The reality is that for Australia to establish the world’s best sporting system, none of us here will be able to win alone.

“But if we can all be part of this together, we will achieve remarkable things. Not just for sport, but for Australia.”

Perkins address on the strategy and the ASC’s vision for sport at the National Press Club will be mad from 12.30pm today. The address can be viewed on ABC1 and iView.

The ASC’s Strategic Vision: Our Green and Gold decade of opportunity is available to view here.

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