GIS Industry Masterclass Highlights Pathways for Women’s Sport

Avatar
Image Credit: Soccerscene

This month, the Global Institute of Sport (GIS) held an industry masterclass with guest speakers discussing the future of development in women’s sport.

The masterclass panel had two key speakers:

  • Chantella Perera, General Manager of Sport at KOJO.
  • Yael Reed, a sports marketing consultant who has worked with Newcastle Jets, Football Australia and Netball NSW.

These two industry experts, representing different areas of the women’s sporting world, delved into answering the event’s important goal of growth and sponsorship in women’s sport.

The role that media and commercial partners have in elevating women’s sport was a key point. Discussion was centred around the importance of encouraging broadcasters to invest in women’s sport directly and not just through male sport avenues.

Yael Reed spoke about the importance of media revenue being invested into women’s sports.

“Media partners with broadcast and commercial revenue is ultimately what is invested in the sport, and you need to invest to grow,” she said.

“Broadcast and commercial revenue also contributes to paying the players

“Media and coverage revenue is what is invested into the sport and their support is needed to help sports to grow, but also to benefit from, Women’s sport is no longer the steak knives.”

Chantella Perera, a former professional sportsperson and with KOJO a big leader in women’s sports events, outlined the position of women’s sports:

“From grassroots we see more equity with facilities and infrastructure for girls now. From my field in the event world lens, the investment from clubs and leagues is improving year on year. The disparity is still huge,” Perera said.

“There must be money invested to grow it. Yes, it is changing—a lot more females can do it as a job.

“But I feel we are still talking a lot but not doing a lot. People can make action, and it doesn’t have to be huge actions. Making those small steps towards that change is where we move forward.

“The Matildas’ success at the 2023 FIFA Women’s World Cup has sparked a rise in interest towards women’s football in the country.”

Perera, however, commented on the slow impact it has produced:

“It did have an impact with the eyes and traction, but we are still waiting for the influx of cash,”

“I’d challenge the effect and ask: two years on, have we seen enough from it? I just want to see if we can get more from it.”

A key point regarding investing in women’s sport and central to the discussion was how to invest in the differences between men’s and women’s sport.

Reed expressed her key ways in which this step can be tackled:

“It’s important for brands to consider Who they are trying to connect with? The benefit of women’s sport is it’s fresh and new (compared to men’s sport). There’s a lot to be unexpected. There are amazing people playing the sport and their story needs to be told,”

“I think when you can connect with athletes, with clubs, and harness that promotion and opportunity that’s there with women’s sport.

“The opportunity in women’s sport is to expect the unexpected.” Reed highlighted.

The important question of brand alignment became central to the discussion, with the equation for branding being relevance multiplied by emotion equals impact.

To harness the sponsor’s relevance to the team and the sport, harnessing that emotion and being relevant to the fans and showing up for them and having an impact promotes any brand.

An example presented by Reed was the Suzuki partnership with the Swifts:

“By putting players in their content and in the car the swift has been really positive,”

“The business case is there. We now have a greater asset in women’s sport to take your brands to the next level

“To have a women’s demographic is such a good asset for business branding.”

Women’s sport has faced challenges in gaining support and funding to expand and delve into the ever-growing popularity of the women’s game.

Sponsorships and businesses trying to grow their portfolio and market shouldn’t underestimate the power that women’s sport and football have.

It is unique and it is unexpected, as was discussed centrally in this masterclass.

The ways to grow women’s sport are there, and the benefits are evident. Sponsors need to take the necessary step and will undoubtedly reap the rewards if they do so.

Previous ArticleNext Article

Northern NSW Football’s Leadership Program Reaches 98 Graduates as Sport Moves Toward 2027 Gender Parity Targets

Avatar
Image Credit: Football Northern NSW

Northern NSW Football has concluded its 2026 Women’s Leadership Program, with 13 participants taking the total number of graduates to 98 women across the region since the program launched in 2023. The five-week program combined online modules with a two-day conference at Rydges Resort in the Hunter Valley, bringing together club volunteers, committee members, administrators and NNSWF staff from Newcastle, Macquarie, Northern Inland and Football Mid North Coast zones.

The program’s growth has been uneven year to year. It launched with two intakes in 2023, drew 25 scholarship recipients in 2024,then settled to 12 in 2025, which brought the cumulative total to 85 before this year’s cohort of 13.

The program was facilitated by Ann Odong, who founded The Women’s Game, Australia’s first dedicated women’s football website, in 2008,and later spent six years as Football Australia’s Media and PR Manager steering the Matildas’ program through multiple World Cups and Olympic Games,before moving into independent consulting work.

A pipeline built against a 2027 deadline

The program fits within a wider set of national targets football and the broader sport sector have committed to reaching within the next twelve months. Football Australia’s Our Game initiative, launched in 2021, set a goal of 50:50 gender parity across players, coaches, administrators and referees by 2027.Separately, the federally backed National Gender Equity in Sport Governance Policy requires all funded national and state sporting bodies to reach 50 per cent women or gender-diverse board directors by 1 July 2027, with funding to be withheld from organisations that fall short.As of the most recent Australian Sports Commission data, 22 per cent of chief executives and 25 per cent of board chairs across 65 federally funded national sporting organisations were women.

Programs built around confidence, networking and committee-level skills, the model NNSWF has run since 2023, are the mechanism most sporting bodies are relying on to close that gap, since board and executive vacancies typically draw from an organisation’s existing pool of committee members, volunteers and administrators rather than external recruitment.

This year’s cohort

University of Newcastle FC’s Charlotte Carey, one of this year’s participants, said the program had given her the confidence to pursue a career in football while developing skills applicable across other areas of her life. Fellow participants included representatives from Cooks Hill United, Westlakes Wildcats, Newcastle Olympic, Lake Macquarie City FC, Western Wolves, Gunnedah and District Soccer Association, Wauchope FC and Stockton Sharks, alongside three NNSWF staff members.

NNSWF Participation and Women’s Football Officer Jamie Bressan said the program had continued to provide women across the game with an opportunity to connect and build leadership skills, with topics covering effective communication, personality styles and team dynamics. Bressan pointed to the network the program builds among participants, drawn from clubs and committees across the region, as one of its central functions rather than the training content alone.

The 2026 cohort’s spread across four zones, Newcastle, Macquarie, Northern Inland and Football Mid North Coast, continues a pattern of the program drawing participants from outside the Hunter region’s largest population centres, consistent with its original design to make the conference and online components accessible to women in regional and remote parts of northern NSW through funded travel and accommodation.

Football SA Extends Sammy D Foundation Partnership Into Third Year for Violence Prevention Round

Avatar
Image Credit: Shutterstock

Football South Australia will run its fifth consecutive Violence Prevention Round in partnership with the Sammy D Foundation from 3 to 5 July, with junior teams again asked to wear blue armbands throughout the weekend.

The arrangement was formalised in March 2022, when Football SA and the Foundation signed a three-year agreement, funded by SA Power Networks, to deliver the Foundation’s Monkey See, Monkey Do program to more than 7,500 junior members across 52 clubs.The program is a 90-minute session delivered by Sammy D Foundation facilitators focused on changing players’ attitudes toward bullying and violence and educating parents and club members about the impacts of inappropriate sideline behaviours, built around the story of Sam Davis, the 17-year-old South Adelaide junior footballer whose death in a one-punch assault in 2008 led his parents to establish the Foundation.Football SA general manager George Georganas and Foundation chief executive Brigid Koenig confirmed the partnership at its 2022 launch, framing it as a mechanism for improving club culture from junior sidelines upward.

The round has run every season since, expanding in 2023 to incorporate the Federation Cup Final at ServiceFM Stadium,a weekend Football SA dedicated as the Sammy D Violence Prevention Round alongside the Federation Cup Final Day continuing through the 2024 season,when it was again scheduled as a designated round ahead of that year’s Federation Cup Final and shifting from an early blue tape design to the blue armbands used in 2025 and again this year.

A prevention model funded outside government

The Foundation’s programs, including its work with Football SA, are financed through corporate and philanthropic support rather than recurring government funding. Its rollout with Football SA was backed by SA Power Networks, and separate school-based programs in the state’s Far North have relied on grants from philanthropic trusts.Both the Perpetual Foundation’s Kevin Barnes Gift Fund Endowment and the Fred P Archer Charitable Trust have funded the Foundation’s work in that region.

The State Government’s response to the Royal Commission into Domestic, Family and Sexual Violence, released in December 2025, commits $674 million over ten years to a 136-recommendation reportstructured around themes spanning structural reform, workforce and community education, crisis response, and establishing a foundation for prevention, delivered by Commissioner Natasha Stott Despojaafter four women were killed in the state within a single week in November 2023. The Commission’s focus on domestic, family and sexual violence is distinct from the youth bullying and alcohol-related violence at the centre of Sammy D Foundation programs, but its response includesan expansion of abuse prevention programs to support behavioural change for people who use violence, alongside prevention and awareness activities aimed specifically at young people.

Separately, the Department for Education’s own violence prevention program, developed after a 2022 ministerial roundtable, has directed a $6 million Safe and Supportive Learning Environments Plan of Action toward schools, afterreported violent incidents in South Australian public schools rose 50 per cent in 2023, with more than 13,000 critical incidents recorded that year. The department has since reportedits first decline in secondary school critical incidents in 2024, a 4.5 per cent reduction from 2019 levels, along with a 7.3 per cent fall in suspensions and a 20.8 per cent fall in exclusions in 2025. It also noted thatviolence in primary schools has continued to rise since the pandemic, and that physical violence against teaching staff, the large majority involving primary-aged students, climbed from 273 incidents in 2021 to 662 in 2024.

Evidence from earlier rollouts

Sammy D Foundation programs delivered through junior sport have previously reported strong self-assessed outcomes. An earlier three-year rollout of a related program through SANFL Juniors, a separate competition to Football SA,reached up to 12,800 young players and their families, with 98 per cent reporting increased awareness of the impact of one-punch violence and 89 per cent reporting they avoided a violent situation because of the program.

A national evidence guide on preventing violence through sport, compiled by Our Watch, notes that69 per cent of Australian children and 87 per cent of adults took part in sport or physical activity over a twelve-month period, while also pointing toa lack of research assessing the effectiveness of such approaches, and the need for more robust evaluation of primary prevention programs within sport settings.

Clubs taking part in this year’s round have again been supplied with blue armbands for junior teams, with Football SA and the Foundation asking clubs to share images from the weekend under the round’s official hashtag.

Most Popular Topics

Editor Picks

Send this to a friend