Netball and the business of sport
Franchises are feeling the pinch of the economic climate and have to be innovative to attract sponsorship and fans through the door, the chief executives of the six ANZ Premiership netball sides say.
The eighth edition of the domestic league starts on April 13 when the Magic host the Mystics in Hamilton. The regular season will come to a close on July 22, when the focus shifts to an elimination final leading into the grand final.
What is the single toughest challenge facing franchises?
Northern Mystics chief executive Phil Vyver
“Trying to operate a true high performance programme so that our athletes and support staff can be the best version of themselves, but in a very financially constrained environment, would be the biggest challenge.”
Stars chief executive Jane Bennett
“The biggest challenge is realising our full commercial potential.
“We have highly engaged audiences and fans, strong media value, access to the key household decision maker, strong community links — yet it is still a challenge to get our proposition in front of the key business decision makers.”
Magic general manager Justine Dixon
“It is the same challenge that most businesses are facing in this current economy, maintaining and growing revenue levels. This is why we continue to innovate in this space to retain and attract new fans and sponsors.”
Central Zone interim chief executive Ann Hay
“Money! Either through partnerships or viewership. We need cash in our game to support team performance, to have the right support staff, and to create innovation and relevance. And with this, success breeds success. So, having some money can support better performance, better resourcing opportunities and more innovation, which will lead to stronger partnerships and more viewers.”
Tactix general manager Kate Agnew
“Ensuring there are enough resources to deliver a performance team environment and a ‘sportainment’ experience while servicing commercial partners and league demands.”
Steel chief executive Sonya Fleming
“Revenue streams and rising costs continue to be the most challenging aspect for franchises to navigate.”
Is it getting harder to compete for sponsorship in this economy?
Phil Vyver
“Yes, without a doubt. I don’t think anyone is immune from the economic challenges we face as a country at present.”
Jane Bennett
“I can only speak on my one year of experience in this space so haven’t got context from a few years ago, but the election and change of government plus cost of living pressures do make it a challenging time for sponsorship.
“I also think businesses are looking more from partnerships — it’s no longer about a fancy logo on front of a sports uniform but the opportunity to create meaningful initiatives for the brand and our community.
Justine Dixon
“Absolutely — and that’s why it’s so important to ensure we fully understand the needs of our sponsors to ensure we retain them and are in a position to also attract new sponsors.”
Ann Hay
“It has always been hard, but certainly, the current economic climate has not made it any easier. Everybody is tightening their belts and there are more players in the market competing for the sponsorship dollar.”
Kate Agnew
“I think that the current environment is challenging, albeit we are fortunate to have some fantastic partners. We know that the economic environment for them is also challenging and there are a lot of choices and competition for their resources.”
Sonya Fleming
“Yes, it is a really challenging space. We are so fortunate to have loyal existing partners, but new partnerships are definitely harder to secure in our current economic climate.”
What’s the worst aspect of player recruitment?
Phil Vyver
“At the end of the day we want to grow and develop great people. Having to tell a player they don’t fit in our plans for the next season is always very difficult.”
Jane Bennett
“I think it is the lining up of contracts — we need a few pieces to fall into place before we can complete the process and if any of those pieces are not locked in or change it has a domino effect on the rest of the team make-up. We hope to be as transparent as possible with players throughout this process but it can make conversations challenging when we are not in a position to offer certainty.”
Justine Dixon
“No matter whether it is the player’s choice or ours, saying goodbye is definitely the hardest as they leave the Magic wha¯ nau.”
Kate Agnew
“Balancing the demands of a current versus future team composition and rewarding loyalty versus performance.”
Sonya Fleming
“There are multiple challenges when it comes to player recruitment — not least the strong competition for key players which eventuates each year amongst the franchises.”
What do competition organisers need to do to keep the crowds coming to watch?
Phil Vyver
“Sell the message of how awesome a live game of netball is. We have remarkable athletes playing our sport and they deserve to showcase their talents in front of big crowds.”
Jane Bennett
“You don’t need to be a netball participant to be able to enjoy a fantastic live sporting event.
Magic general manager Justine Dixon, on fan engagement
Make it enjoyable for our fans. Surprise them, delight them and they will keep coming back.
“There is of course the opportunity to drive innovation in the sport and there are many ways to do this, not just a two-point shot.”
Justine Dixon
“It’s all about fan experience — from their interactions on social media, to walking through the doors, to the match itself. Make it enjoyable for our fans. Surprise them, delight them and they will keep coming back.”
Ann Hay
“We are providing an entertainment option which goes beyond just the game. The whole experience needs to be exciting, easy to access, have quality food and beverage options, allow for engagement with the team after the game, create an amazing atmosphere.
“The games themselves also need to be entertaining and have some unpredictability. So, rules that enhance this either through a bonus point system or powerplays should be considered.”
Kate Agnew
“Listen to what fans want to see, hear and experience when they come to a match, challenge themselves to try things which are really innovative. And have matches of great athletic competitiveness with uncertainty of outcome!”
Sonya Fleming
“Entertainment is the key, creating an awesome and exciting in-stadium game day experience for our fans.
“Netball continues to face a very real threat from other sporting codes and we must continue to evolve to retain our audience courtside.”