Sports participation, for all, for life

Australian Masters Games has challenged a new Tennis Australia advertising campaign that intimates the only sport people can participate in their later years is tennis.

The advertising campaign is for the Hot Shots kids’ tennis program and carries imagery of a mature aged gymnast, high jumper and basketballer failing in their sport, with the tagline “Or choose a sport your kids can play forever. Tennis.”

The campaign has targeted three sports, and is already creating waves across social media platforms by mature aged sports participants and within the rapidly growing masters sport fraternity.

Chris Dittmar, Chair of the 15th Australian Masters Games was surprised by the tennis campaign, stating “we’ll have 10,000 fit and active people, 30 years and over participating across 60 sports in Adelaide this October – good luck telling them they can’t participate in any number of sports!”

Dittmar, himself a former world squash number one and South Australian sports star of the year who continues to make his mark on the South Australian sporting scene through his high profile media roles, highlighted the depth and breadth of the masters sporting scene.

He adds “it’s not just lawn bowls, croquet and tennis on offer at the Masters Games.

“Sports as diverse as roller derby, dragon boat, and drill dancing will be enjoyed by men and women in every age bracket and of all standards.

“And yes – we will have athletes in their 30s through to 75+ year olds in athletics, basketball and gymnastics.

“Some participants will be targeting fast times, and medals, but for the vast majority it is about keeping fit and active, and enjoying a sport they love. I’ll be one of those – the older we get, the better we get.”

The Australian Masters Games is one of Australia’s largest multi-sport festivals, and is open to all participants who meet the minimum age criteria, which in most sports is over 30 years. At the previous edition of the Games held in Geelong in 2013, the average age of the participants was 53 years with the oldest being 98 years. Tennis was the 14th ranked sport in terms of participation numbers, with softball, netball, basketball and athletics leading the way.

Australian Masters Games General Manager Nic Mercer anticipates a similar line up in Adelaide later this year, and doesn’t want people disparaged for their sport and fitness exploits no matter what their abilities.

Mercer explains “we are about promoting sports participation for all for life. A number of sports have the opportunity to make claim to that title.

“At the Australian Masters Games there is no one judging you if you’re carrying a few extra kilos, moving a little slower, or falling off the pace at the back of the pack.

“We celebrate the fact that you are active and involved. You’re a long way ahead of those at home on their couch.

“It’s great that tennis are promoting the opportunity to play the sport for life. But our motto has always been sport for all. Whilst tennis is a great sport there are many other great sports out there for mature aged participants to enjoy later in their lives.”

The Australian Masters Games is proudly sponsored by the South Australian Tourism Commission through Events South Australia.

For more information go to www.australianmastersgames.com

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