Audience members at a sport business forum have been given insight into the benefits of investment into the industry.
Two prominent Western Australian business representatives have given insight into the benefits of being emotionally and financially invested in the sport industry and community.
Speaking on Thursday at the Claremont Football Club’s Tiger Connect business forum, both Sullivan Logistics founder Tim Sullivan and WA Cricket’s Jess Keily – who is general manager of the communications, marketing and stakeholder engagement portfolios for both the governing body and Perth Scorchers – shared candid insights into why the individual and organisational success isn’t based on personal gain.
On December 9 last year, Sullivan Logistics, a Welshpool-based freight and warehouse servicing provider, signed a four-year naming rights partnership with the West Australian Football League for an undisclosed amount.
The company holds a three-year venue naming and sponsorship agreement at the old Leederville Oval {now Sullivan Logistics Stadium}, where both East Perth and Subiaco Football Clubs are headquartered, along with holding naming and partner rights for the WAFL state team, WAFLW state team and WAFL Little League competition.
It’s also the official ball partner of the Perth Football League.
While the exposure is welcomed, Mr Sullivan’s real passion through the investment is seeing kids being able to have a football in their hands.
“Last year, we gave $47,000 worth of footballs that we bought – we just gave them all away,” he told the room.
“For me, the big buzz is if I can see a kid having a whole lot of fun with a ball, and it’s a football, well that hopefully might keep them engaged in the game that I love anyway.”
Mr Sullivan’s said his passion for grassroots football is also tremendously strong.
“The opportunity to come to the WAFL or WA Football… I saw that as a lot better than the AFL,” he said.
“Because I guess, the AFL, it’s a great place to be and we all know what it is. But I don’t know if I was hitting the market where I needed to be.
“Whereas I think with the WAFL, I can get back to grassroots, which is what I’m about. I just want to see footballs in the hands of kids and I want to see kids having fun, loving the game and playing it whatever level they make it, still going to be happy.
“Being part of WA Football now is that it ticks a lot of boxes, where we can give back to community.
“I feel like we are giving back to community at a level where I’m satisfied in sight.”
Sensing the mood
Ms Keily outlined how WA Cricket and the Perth Scorchers’ off-field contingent help ensure that spectators coming through the gates enjoy their gameday experience.
“Every match, I grab a couple of my team and we sit up on level five {at Optus Stadium} or out on the hill {WACA ground} at WBBL matches,” she said.
“And we sit there and soak up the atmosphere. We feel what it is like to be a customer or a fan and we make choices based on that.”
Ms Keily also provided insight into the nature of the Scorchers’ off-field success.
“A net promotor score is about how likely you are to recommend this product or event – and this scale is between minus one hundred and one hundred on fan satisfaction,” she said.
“So for context, a worldwide average, above zero is good. Above twenty is favourable, above fifty is excellent and above eighty is world-class.
“At the moment, this last season, WBBL at the WACA ground was an average of eighty – so a world-class satisfaction event. And we sit at seventy-three for the men’s matches, which is still really impressive.
“What we did was we leaned into themed rounds.
“We made each experience slightly different by driving a unique experience to drive that repeat attendance.”
Character and integrity
The audience also heard from Jon Haines, WA Football’s executive manager of football operations and strategy, who spoke about the importance of high-performance culture and organisational leadership.
Aside from a series of engaging anecdotes – including a memorable meeting with former Indianapolis Colts quarterback Andrew Luck in the US at the team’s facility – Mr Haines spoke about the power of positivity, including ways of how you can be the best part of someone’s day.
