Speaking today at the SportNXT conference in Melbourne, Australian Sports Commission Chief Executive Kieren Perkins has, along with a group of influential panellists, discussed the major issues for sport for the year ahead, with Perkins advising of the challenge of understanding and recognising that we rely on athletic talents to create moments.
With Raelene Castle, Group Chief Executive at Sport New Zealand, noting that “sport is in a disrupted space”, Perkins commented “we have teenagers turning away from being participants (and) we need to understand how we can continue to engage them not just as fans but as participants.”
Considering finance Perkins went on to advise that “eight years out from a home Olympics, sport should not fear cuts in funding (but) there is an enormous amount of money out there and sport needs to focus on how to grow.”
Castle agreed, stating “sports that look at an event every four years need to broaden their focus.”
In terms of governance, Perkins was highly critical of current governance models that relies on national and state sporting organisations, with Perkins noting “leadership choices are key for sport” and that “the federated model for sport guarantees obstruction and oblivion”.
When Perkins also spoke about the sport industry workforce, he advised of the need to “improve the operational maturity of sport” also noting the importance of volunteers when he said “there are over 1 billion people working and operating sport on a daily basis”.
Also speaking in The State of Sport panel, moderated by sport broadcaster Tracy Holmes, were Golf Australia Chief Executive James Sutherland and NBA Chief Technology Officer Krishna Bhagavathula
Asked about artificial intelligence, Bhagavathula advised “technology is an enabler of change (and) we have to embrace technology”, adding we are aware that “99% of NBA fans are never going to experience a game in the arena.
“This is where the opportunity for technology lies. We can make the sport available to fans for their convenience.”
Sutherland addressed the rise of the Middle East in golf, noting it as a “major disruption”.
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Holmes addressed the panel and ask for their opinions on whether sport should be a leader, and how to manage risks with sponsors, venues and stakeholders, when and if athletes may want to take a position on world issues.
In response, Sutherland stated “it’s important to encourage athletes to speak for themselves” while Perkins noted “stopping athletes from having a view is not something that I support.
“In the industry, we need to get better at acknowledging and understanding the unique reach that athletes have and hold in the market. Someone such as Sam Kerr’s ability to engage and influence the market far outweighs what anybody else can do including politicians.”
Earlier, Minister for Tourism, Sport & Major Events, Minister for Environment, Minister for Outdoor Recreation Steve Dimopoulos had claimed Dimopolous “Victoria is the sport business capital”.
Images: The State of Sport panel at SportNXT today (top) and SportNXT Master of Ceremonies Hamish McLachlan (below). Credit: SportNXT.
Born in the English county of Dorset, Nigel Benton is the co-founder and Publisher of Australasian Leisure Management, Australia, New Zealand and the Asia-Pacific’s only magazine for professionals in all areas of the leisure industry and the www.ausleisure.com.au website - the go to news resource for industry leaders and professionals.
With a long-term commitment to communicating all that is best about the leisure industry (aquatics, attractions, entertainment, events, fitness, parks, recreation, sport, tourism and venues) his career has been defined by an ability to develop and implement industry communications.
Starting his career working in heritage visitor attractions and then adventure travel in Africa and the Middle East, an interest in writing about his experiences led to his change of career into magazine journalism and publishing.
In addition to publishing, Nigel speaks on marketing communications at a range of industry events.
He was made a Life Member of the World Leisure and Recreation Association in 2006 and is a Fellow of the Royal Geographical Society (London).
As of October 2024, he was inducted into the Australian Fitness Awards Roll of Honour at the 2024 AUSactive National Awards.
Among a range of published works and features, his comments on a Blog (blogspot) from 2007 to 2011, when this website went live in its current form, may be interesting to reflect back on.
His philosophy on life is to be kind to all and to indulge those that you love.
His passions include family, Newcastle United and motorcycles (especially British ones) as well, until February 2025 when she left us, caring a little pug named Stella.
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