Respondology: Blocking the negative social media noise

Keerthi Shanggar
Image credit: RoBird / Shutterstock.com

From what started out as a simple solution to a tirade of hate messages against sporting icon Serena Williams during the 2019 US Open, Respondology’s software has now become inherent across many business and sporting sectors.

After noticing the issue, the idea sparked behind Respondology’s main drive that is to eradicate online hate. They focused mainly on businesses as it erased unnecessary online bullying that was hindering the company’s success. Respondology provides a technology that is crucial for any social media presence today where cruel and unwanted messages are directed towards many up and coming sporting companies without any repercussions – it allows all these gruelling comments to be filtered out as soon as it pops up.

The technology uses a moderation system in which detection of any harmful content aimed at minority communities within the team or sports business are immediately muted, hence bettering the safety of the business as a whole. 

The company focuses on athletes, influencers, celebrities and brands under varying sectors to clear hate comments in order to promote a kinder social environment for both the influencer and their audience. A main facet of the company are the moderators as before the technology that sparks the filtration system, they evaluate the messages that choose which comments should be hidden. This halts the reliance on artificial intelligence as the differentiation between supportive messages and unhelpful ones are more clear with the presence of a moderator. In addition, the software stems across all social media platforms and matches accordingly with the timing of posts as well as real time analytics of all comments coming in with every new post. 

The main question underlying this software is why there is a demand for it and that is to understand the power of comments on the sporting community such as the players, teams or coaches. Many teams are victims of a slew of online attacks whether it be during a game loss or from rival supporters. This not only harbours a negative space within the online communities but could pose threats to the security to all the actors involved in these spaces. Safety within these communities online are a priority as it reflects that of the safety in real life during actual matches and how they interact socially. Technology such as Respondology acts as a protection against harmful comments that could affect the brand’s character.  

If these comments were to go unnoticed and left unmoderated, it could lead to a negative stance on the brand’s identity. Especially, in regards to comments that are racist, homophobic or sexist; these are simply not situations brands would want to be associated with. Furthermore, they would not want to be connected with ignoring these spiteful messaging as well. From a moral standpoint, Respondology is doing its part to protect the perception of a plethora of sporting clubs but also preventing the normalisation of a negative space within the supporters of these teams that can only occur if derogatory comments are stopped immediately as they appear. It does not even allow for these hateful activities to prosper. 

In terms of business, many brands could lose sponsorship opportunities due to connections with abusive online spaces. As a result, the brand’s revenue will be at stake. Additionally, when comments go unchecked, it perpetuates spam comments which could lead to illegal streaming and ticket scamming sites. These are all issues that are simply flushing money down the drain for most brands. However, by taking precautionary measures, with the likes of Respondology lessens the likelihood of burning money through unlikely means such as online comments. 

Evidently, the use of Respondology covers all the bases that comes with having an online presence; the barrage of hate and toxicity. With this slowly being stopped by this newfound technology, many businesses will continue to thrive without unnecessary harm to their business identity or their company revenue as a whole.

Check out Respondology’s features in full here: https://respondology.com/

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South Melbourne Hellas Strengthens Its Future with Three Key Board Appointments

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Image Credit: South Melbourne FC
South Melbourne Hellas has taken another significant step in shaping its future, announcing the appointment of three highly accomplished professionals to its Board of Directors as the club continues to strengthen its leadership both on and off the field.

The Hon. Philip Dalidakis, John Karantzis and Associate Professor Marinis Pirpiris join the club at an important stage, bringing expertise across government, law, healthcare and corporate governance as South Melbourne continues to pursue its long-term ambitions.

Few football clubs in Australia can match South Melbourne’s proud history, but the club’s focus is firmly on the future. The latest appointments reflect a deliberate commitment to building a Board with the experience and strategic capability required to support sustained growth and success.

Dalidakis brings extensive experience across government, business and public policy. A former Victorian Cabinet Minister and C-suite executive, he is the Managing Partner of Orizontas and currently represents Australia on the APEC Business Advisory Council. He also holds board positions across the life sciences, defence and social impact sectors, and has chaired audit and risk committees across a range of organisations.

Karantzis is a Partner and Head of Personal Injury Law and Litigation at Carbone Lawyers, with more than 28 years of experience. Accredited as a Specialist in Personal Injury Law by the Law Institute of Victoria, he has also been recognised by Doyle’s Guide as one of Victoria’s leading plaintiff lawyers and litigators.

Pirpiris is an internationally recognised orthopaedic surgeon, academic and healthcare leader. A consultant surgeon at Epworth and Cabrini Hospitals, he specialises in robotic hip and knee replacement, arthritis management and sports injury care, and is a Fellow of both the Royal Australasian College of Surgeons and the Australian Orthopaedic Association.

Co-Presidents Bill Papastergiadis and Andrew Mesourouni said the appointments were about more than adding credentials to the Board.
“Philip, Marinis and John are exactly the kind of people South Melbourne Hellas needs at Board level right now,” they said.
“Each brings exceptional expertise in their respective fields, but just as importantly, they understand what this club represents. Their connection to South Melbourne’s values, history and community makes them a natural fit as we continue building for the future.”

The appointments form part of an ongoing renewal of the club’s leadership, reinforcing South Melbourne’s commitment to strong governance as it builds on its proud football tradition.

Mizuno’s Australian gamble: can a 120-year-old brand break through?

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Image Credit: Mizuno

When Mizuno unveiled a mural of Socceroos captain Harry Souttar on a Richmond wall during the 2026 World Cup, the company’s name did not appear on the artwork. The artist, Rory Ledge, painted Souttar as the “Minister of Defence” behind a brick wall. Channel 7 and Channel 9 turned up. The Herald Sun ran it in their Saturday edition. Mizuno’s brand director called it “mainstream awareness” without paid media.

The mural sat within a broader push by the Osaka-based company to expand in Oceania. For the fiscal year ending March 2026, Mizuno reported sales of ¥259 billion, up 7.8 per cent year-on-year, with net income of ¥18.4 billion representing 20.5 per cent growth . Operating profit rose to ¥22.6 billion. The Asia and Oceania segment is central to the company’s medium-term plan, which targets net sales of ¥290 billion by fiscal 2027.

The growth imperative

Australian football has not historically been kind to specialist boot brands. Nike, Adidas and Puma dominate retail shelves. A-Leagues collective bargaining agreements and club deals have locked in incumbents. For a brand without the marketing budgets of its competitors, the path to relevance runs through the players.

Mizuno has grown its Australian ambassador base from one athlete to around 20 across the A-Leagues in recent seasons. Melbourne City’s Tolgay Arslan, who played in the Bundesliga and Serie A before arriving in Australia, told Front Page Football: “If I discovered these boots ten years ago, I would wear these boots overseas in my career.” Western United midfielder Angus Thurgate called them “the comfiest boots I’ve ever worn”.

The mural moment

Richmond was chosen for the mural because of its location. The suburb sits at the centre of Melbourne’s sporting precinct, five minutes’ walk from the MCG and AAMI Park. It is already home to murals of AFL players. Rowena Corner Store owner Con, who agreed to host the artwork, had previously welcomed murals of Dusty Martin and an AFLW player.

“We didn’t have access to Harry because he was in the US competing,” brand director Rishi said. “We couldn’t do a photoshoot. So we had to be clever. The best ideas come from real time, aligned with what the public discourse looks like. Once we saw his Wikipedia page updated to refer to him as the Minister of Defence, we knew we could play into this.”

Ledge incorporated an existing window into the design to create a net behind Souttar’s figure. The mural appeared the morning of the Paraguay match, when Australia’s clean sheet sent them into the knockout phase.

The World Cup provided a massive backdrop. The Socceroos’ run captivated the nation: 4.84 million Australians tuned in to the Paraguay match, making it the most-watched World Cup match in SBS history at the time, with an average audience of 3.086 million . The final reached 5.26 million viewers, and cumulative tournament reach hit 18.04 million— 64 per cent of Australia’s population. SBS director of sport Ken Shipp said: “We’ve never seen engagement at this level.” Mizuno spent comparatively little and had Channel 7 and Channel 9 on site.

The commercial question

For a brand with limited marketing firepower, organic PR coverage is the prize. The question for the company’s Oceania division, still in growth mode, is whether a mural and a handful of player endorsements can convert into sustained commercial traction. Retail partnerships with Ultra Football, which has created a dedicated Mizuno space at its Melbourne store, suggest the company is thinking beyond campaigns.

Mizuno’s European expansion has taken a different path. The company signed a five-year deal to become AS Monaco’s technical equipment partner from the 2025-26 season, its first entry into Ligue 1. It already has a presence in Germany’s Bundesliga and Italy’s Serie A. In Australia, institutional partnerships are harder to secure. The approach has been slower: build through athletes, then through community, then through culture.

The Queensland government signed a Memorandum of Understanding with Mizuno in March 2026 to explore the Japan-Australia Sports & Health Innovation Exchange (JASHIE), a two-year partnership focused on sport and health innovation . The agreement supports Queensland’s preparations for the 2032 Olympic and Paralympic Games.

The mural campaign reflected a broader trend in sporting brand marketing, where IP restrictions and athlete availability increasingly demand creative solutions. “I love what Levi’s did because they were able to lean into their brand codes and tell what I believe to be the most memorable advertising story from the World Cup,” Rishi said. “This is a different page out of fundamentally the same playbook.”

Mizuno’s boots are not cheap. The Made-in-Japan models retail well above competitors’ offerings. The brand’s pitch rests on quality and heritage, not price or volume. That is a harder sell in a country where discounting dominates and cost-of-living pressures are squeezing households.

The Souttar mural will eventually fade or be painted over. Mizuno is betting that by the time it does, enough Australian football fans will have noticed the three stripes’ quieter rival.

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