How do we better recognise the true value of community sport — and attract the investment needed to strengthen it?
Sports Gold Coast, in partnership with Southern Cross University, recently brought together leaders from business, sport, education and the community for a thought-provoking Boardroom Lunch exploring the impact of community sport on the Gold Coast and how that impact can attract greater corporate and government support.
Facilitated by Liam Flanagan from 102.9 Hot Tomato, the discussion featured three leading voices who brought very different perspectives to the question of what sport is truly worth.
Professor Judith Mair, Academic Director and Associate Dean (Education) at The Hotel School Australia, Southern Cross University, shared insights from her extensive research into sporting and major event legacies, social connectivity and the future of events.
Judith spoke to the significant and lasting contribution community sport can make to a city — from health and wellbeing to social connection, participation and stronger communities — while highlighting the challenge of capturing that contribution through traditional measures of value.
Ben Newton OAM, Paralympic gold medallist, Queensland Head Coach and State Manager with Wheelchair Rugby Australia and Southern Cross University’s 2023 Alumnus of the Year, brought a powerful personal perspective to the conversation.
Reflecting on his journey to winning Paralympic gold in London, Ben explained that the medal itself was not ultimately the most valuable outcome of his sporting career. Instead, it was the relationships, social connection and lifelong friendships formed through years of training and competition that had the greatest impact on his life.
Monica Bradley, founder of Purposeful Capital and Chair of MI Global Partners, turned the conversation towards how Australia can better demonstrate the broader value created through sport.
Monica discussed the case for a national Social Impact Measure for Sport, as well as her work with business and government around outcomes-based investment and new approaches to attracting capital towards initiatives that create meaningful social impact.
At the centre of her discussion was a deceptively simple question: what is sport worth?
Beyond tickets sold, participation figures and podium finishes, how do we account for the difference sport makes to an individual, a family, a community and an economy?
The exclusive lunch, held at Southern Cross University’s Gold Coast campus, brought together a unique mix of leaders from across the city.
The discussion reinforced an important opportunity for the Gold Coast as Brisbane 2032 approaches.
While elite performance and major events will naturally be part of the conversation over the coming years, the legacy of sport reaches much further. Community sport contributes to healthier people, stronger social connections, leadership development, inclusion, economic activity and a greater sense of belonging.
Finding better ways to demonstrate that value could play an important role in attracting the corporate, philanthropic and government investment required to ensure community sport continues to thrive.
For Sports Gold Coast, the Boardroom Lunch was not intended to provide all the answers, but to start an important conversation between the people and sectors capable of creating change.
Sports Gold Coast will continue this discussion at its next Boardroom event as we advocate for greater recognition of the role community sport plays in the future of our city.
Sports Gold Coast extends its thanks to Courtney Sousa, Bill Levy and the Southern Cross University team for hosting the lunch, to Liam Flanagan for facilitating the conversation, and to our panellists and guests for contributing to an engaging and important discussion.
