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Sport Aus

Sponsorship Framework

Sport Aus
Client Sport Aus
Region Australia
Sector Sports, Public Sector, Health and Not For Profit
Offering Organisation Design
Action plan Activity analysis RACI Stakeholder engagement Stakeholder mapping Value chain Workshop facilitation

The Challenge

Sport Australia, formally the Australian Sports Commission, is the Australian Government agency responsible for supporting and investing in sport in Australia. The organisation was under significant resource pressure with budgets reducing across National Sporting Organisations. At the same time, the federated system has always added significant additional complexity to maximising and optimising revenue. 

Our Approach

We built a rapid assessment of the current state of play, identified the key stakeholders and teased out the most pressing concerns associated with sponsorship in each sport.  

  • Through detailed activity analysis we developed a high level value chain to clarify accountabilities and responsibilities for sponsorship.   
  • We used interview and workshop outputs to formulate a high level sponsorship framework and articulated an exciting vision for the project. 

Key Outcomes

  • We designed a high level sponsorship framework that outlines what ‘good sponsorship’ looks like for each National Sporting Organisation. It also provided a toolkit to get them to start thinking about how they can best attract sponsors moving forward.
  • Detailed value chain and activity analysis with full RACI for all key stakeholders.
  • We put together a four-month timeline depicting how each sport could take this framework forward and develop a more consistent approach.
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