Leisure industry must learn from football codes

Much of the leisure industry "misunderstands" marketing, but can learn from the battle being fought between Australia's football codes, according to Australasian Leisure Management Publisher Nigel Benton.

Writing in the just published July/August 2009 issue of Australasian Leisure Management, Benton suggests that "at worst, leisure marketing consists of 'opening the doors' and having a junior staff member get on with a bit of advertising, compiling an occasional newsletter and updating the business'/organisation's website when they have the time."

The feature, 'Market Forces', highlights the battle being fought between Australia's football codes in the key markets of Sydney and the Gold Coast, and how the AFL has put aside rules of 'giving people what they want' by deciding not to put a team in Tasmania where Australian football is the sport of choice for most of its half a million residents, and choosing to fight for community support in areas where AFL is not the dominant code.

The feature goes on to explore the generation of children born in the 1990s and how they are making their own decisions on leisure activities, often turning their backs on organised activities.

Ben Crowe, Director of Melbourne-based sponsorship consultancy gemba, is referred to in the article as having stated that "the sports industry is in serious danger of losing out to other entertainment formats unless it learns to properly engage with consumers and increase their passion for sport."

Crowe is also worried about 'sponsorship clutter' in many sports, citing the example of the AFL, which has 22 sponsors of the main competition and a further 308 sponsors across its 16 clubs. Crowe says "it's madness, how do you cut through that clutter?", adding "if you (sponsors) are playing an awareness game, they won't succeed."

Benton goes on to report that Ben Crowe believes that 'story-telling' can cut through the sponsorship clutter, and is vitally important for brands to develop an emotional connection with consumers, and develop passion for sport.

The Australasian Leisure Management Publisher concludes that "with all types of traditional and new media having a huge appetite for all types of content, leisure organisations that effectively tell their story, share their news, reach their communities and engage with new and existing customers will be the ones who enhance their reputation, awareness and market penetration."

9th June 2009 - AFL LEGEND TO ADDRESS SPORTS BUSINESS TASKFORCE