SMA News

All the latest news, insights and features in the world of Sports Marketing Australia with a focus on events, sports technology, marketing and much more.

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Hustle - Urban Adventure Challenge Launched

June 2019

The Hustle – Urban Adventure Challenge has been launched in Australia whipping up excitement across the events industry.

Fully Rad Adventures is an outdoor event company with a passion for getting people outside and amongst it. The founders have over 35 years of event industry experience and have been active in the adventure sports industry for the last 15 years.

An urban treasure hunt, in similar style to the popular television show, "The Amazing Race" offers a series of events across Australia in 2019/20.

Sports Marketing Australia has secured the Hustle Urban Adventure Challenges for a number of our contracted councils, including Port Stephens, Logan and Mandurah.

In teams of two, entrants explore a set precinct on foot answering questions, solving puzzles, interacting with businesses and completing unique challenges - all with the end game of completing the competition with the most points.

The Hustle is a great way to engage the community, promote spaces and create connections with businesses. The event is for all skill and fitness levels and it is family focused with a number of the activities requiring more brainpower than muscle.

There is a limited number of events per state and while some states have their events locked away, there are still spots available.

So, Hustle. Get in touch with your SMA account manager to discuss how your region can be involved. Call 02 6652 1112.

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National Hockey Championships Boom Regional Economies

June 2019

Hockey Australia and Inline Hockey Australia have locked away some exciting National Events in Bathurst, Albany and Logan for 2020.

Hockey Australia and Inline Hockey Australia have approved the placement of three national championships in 2020 in SMA’s partnering Councils - Bathurst, Albany and Logan.

Hockey Australia recently confirmed that Bathurst and Albany were successful in their expressions of interest to host national events for the first time, which is great news for these regions.

Bathurst will host the 2020 Under 15 National Championships (480 competitors and officials over 7 days) and Albany with the 2020 National Country Championships (260 competitors and officials over 8 days).

Inline Hockey Australia has also confirmed that the 2020 and 2021 Inline Hockey National Championships will be held in Logan and will attract 530 competitors and officials over 8 days of competition.

SMA National Events Manager, Jason Sleeman, said the successful placement of these national events for Bathurst, Albany and Logan was a significant achievement.

He said the economic boost to these local economies was extremely valuable.

“With all three of these events having between 2,080 - 4,240 bed nights each, based on competitors and officials alone, this will deliver significant economic impacts for these regions," Jason said.

“The flow on effect is really valuable and it shows just how important events placement can be in regional Australia."

Talk to your SMA account manager to outline how your region will benefit from strategic events placement. Call 02 6652 1112.

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Adrenalin Rush... Nitro Circus Live

June 2019

Nitro Circus Live is coming to Wangaratta and Port Macquarie for the first time in 2020, attracting crowds of more than 8,000 and promising an exciting display of extreme sports action and brand new world record attempts.

This is a first for both Wangaratta in VIC and Port Macquarie in NSW, as neither town has hosted a Nitro Circus Live event before.

Sports Marketing Australia is putting together a 10+ show schedule for the US based promoter of Nitro Circus Live – known as the world’s most spectacular and highest selling, extreme, action sports event.

The show has successfully staged around the globe including premium stadium locations in Australia, New Zealand, USA, Canada, Europe and South Africa but in 2020, the US team is taking the show to regional Australia to share the rush.

The 2020 Nitro Circus Live Regional Tour will be very different to other previous regional tours. Each show will have its own unique world record attempt. Building the excitement, this record attempt will be part of a special promotion for each individual town and it will give the region its own world record to hold.

Nitro Circus Live transforms MTV’s international smash hit TV series into a fully choreographed, live spectacular which blends extreme sports such as freestyle motocross, BMX, skateboarding and crazy stunts with the excitement and raw power of a stadium rock concert.

The show is expected to inject a strong economic benefit into each region (based on 2,660 spectators who will travel to the show) of more than $731,500 direct spend locally. (Average local spend of $275 per person, Tourism Research Australia – December 2019). This ensures that the communities of both Wangaratta and Port Macquarie will benefit from hosting such a popular international sporting event.

Share the buzz of extreme sports energy. Call Jason Sleeman on 0401 359 537.

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On Sale Now: Jousting World Championships

February 2019

Tickets are now on sale for the 2019 World Jousting Championships and Medieval Faire in the Latrobe Valley at Lardner Park, in Warragul, Victoria.

On June 1 & 2, 2019, the Latrobe Valley Authority and Baw Baw Council will welcome the best jousting knights from around the world, all in fierce competition to become the next World Champion.

The jousting is brutal and spectacular, featuring real knights in shining armour, in what is the original “extreme sport”. The event is expected to attract more than 10,000 spectators and includes jousters from France, Germany, England, Norway, Canada, Russia and Australia, as well as featuring the current world champion, Phil Leitch.

This family friendly festival will transport people back to the Middle Ages as they wander through a historical village and witness other amazing attractions, like the trebuchet, a giant medieval catapult, swooping birds of prey, archery, a kid’s knight school, sword battles and much more.

“Spectators can see knights in full armour engaging in action-packed jousts on horseback," National Events Manager, Jason Sleeman said. "It is unique. You can watch Vikings as they storm the field in large-scale armoured battles and taste gourmet food, ales and meads.”

This event attracts global TV distribution and international media attention. Check out the action:

Find out more about opportunities like this. Call Jason on 0401 359 537.

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Extreme Action Sport, Festivals & Destination Tourism

February 2019

Sports Marketing Australia is expanding its offerings in the free TV arena, with a variety of dynamic, entertainment events available to regional LGAs across the nation in 2019/20.

The opportunities include large scale events like Professional Bull Riding and a variety of unique music festivals including Under the Southern Stars held in locations such as Port Macquarie, Shoalhaven and Port Adelaide in January 2019. More locations will be announced for 2020.

“There are niche opportunities to secure large scale, promoter style events now through SMA,” Business Development Manager, Nick Chudzik said. “These include Triple J Backed youth music festivals, boutique food and wine pairing events and Professional Bull Riding, Texas style with a mobile 4,500 seat stadium!

“The bull riding is something really different through the 2019 PBR Monster Energy Tour. Every event offers an international pathway that includes over 300 competitions world-wide.

“The PBR events are a combination of the most extreme action sport products in the market, combined with live entertainment and a unique culinary experience with American BBQ, Brazilian, Texan and Mexican cuisine.”

Meanwhile, SMA has a number of music festival proposals currently in the market that cater for all age demographics and all styles of music. Many of these festivals have a specific quality, whether it be music and wine pairing, a boutique festival experience or a chilled, Triple J focused event.

Nick says rare opportunities still exist with destination and tourism focused, lifestyle TV programs (see our MD Message). These focus on popular outdoor adventure, leisure and exciting on-location cooking programs with celebrity chefs.

Put your region in the spotlight. Don’t miss out. Councils need to call Nick on 0434 436 260.

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High Speed Start With Big Events in 2019

February 2019

SMA has hit the ground at high speed in 2019 signing up new Local Government Areas into the Events Placement Program, as well as attracting new and exciting entertainment events.

The new councils include Wanneroo and Joondalup in Western Australia, Murray River Council in NSW, Wellington Shire, Ararat and Bass Coast Councils in Victoria, as well as Onkaparinga in South Australia and Gladstone and Brisbane Marketing in Queensland.

“The impact is vast,” SMA Managing Director, Rick Sleeman said. “Since we launched the program, SMA has generated a total of $3.76 billion direct spend into the local economies of the Councils who engage us. We placed 561 events in the past calendar year alone.

“We have seen 2.1 million satisfied competitors (excluding accompanying partners) and this is a great achievement. The Events Placement Team works with 310 event owners, who combined, have created 13,700,000 bed nights across Australia.

"That is a lot of people traveling into destinations as event participants who are experiencing new tourism opportunities. Overall, this success equates to 3,481 events in total with $23.1 million invested into sporting organisations."

To secure events like these, call Jason on 0401 359 537.

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2020 BMX Super Cross World Cup

November 2018

For the first time in more than 10 years Australia will host, not one, but two Rounds of the 2020 Union Cycliste Internationale (UCI) BMX Super Cross World Cup.

Sports Marketing Australia has been busy over the past 12 months working with Bathurst Regional Council, Greater Shepparton Council and Cycling Australia on bids to host the 2020 BMX Super Cross World Cup, which was officially announced by the UCI.

This will be the first time since April 2008, and only the second time ever, that Australia has hosted the world cup series. The last event was conducted at Adelaide Showground, South Australia in the lead up to the Beijing Olympic Games.

The UCI BMX Supercross World Cup round will be held in Shepparton on Saturday 1 and Sunday 2, February 2020 and in Bathurst the following weekend on Saturday 8 and Sunday, 9 February 2020. These will be two of the last major BMX events before the 2020 Tokyo Olympics with qualifying points still occurring.

SMA National Events Manager, Jason Sleeman, said more than 200 of the world’s best male and female BMX riders, from over 30 countries, will be participating in Shepparton and Bathurst.

“Over 3,000 people are expected to attend both events with 2,000 of these expected to be coming from out of the region and staying for up to 7 days in the host regions,” Jason said. “Following on from the Australian World Cup rounds in February 2020, the series will then travel to Manchester, Great Britain for rounds five and six. From there, the next two rounds will be in Papendal, Netherlands before the final stop for the last two, of 10 rounds, in Rock Hill, South Carolina in May 2020.”

General Manager Sport for Cycling Australia, Mr Kipp Kaufmann, said this was an exciting development. “Without the vision and support of the Bathurst Regional Council and Greater Shepparton City Council, events like this wouldn't be possible,” he said. “We are excited to welcome these world class events to Australia in 2020.”

To secure events like these, call Jason on 0401 359 537.

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Huge success in Events Placement

November 2018

It was a big month for SMA in October with more than 57 events hosted in venues around the country, attracting close to 12,000 competitors plus their accompanying family and friends.

The average spend of a ‘sports tourist’ whose purpose of travel is to compete in, or spectate at, a sporting event is $274 per person per day (year ending June 2018 – Tourism Research Australia). The accompanying partner number is 35,568 indicating that the economic benefit for these local communities is around $29,877,120.

Key events on the calendar included the 2018 Long Course Weekend in Shoalhaven with more than 1, 000 competitors running, swimming and cycling in the unique event format. Also on offer was the popular 2018 Yamba Yoga Festival providing a weekend of yoga, music and mindfulness.

Bendigo was the proud host of the Calisthenics State Championships as 1,200 performers took to the stage for eight days of exciting, action packed competition. While in Queensland, Commonwealth Games facilities on the Gold Coast continue to play host to wonderful events with the Volleyball Junior Schools Cup packing out Coomera and Carrara stadiums with 1,500 participants.

Account Manager, Nick Simmons, said the success of these events was further proof that SMA'S Events Placement Program was making a massive difference to local economies.

“This program has delivered more than $3.3 billion in direct spend into local economies since 2001,” said Nick. “The objective is to attract and host major events that provide economic, community and branding benefits within our partnering regions.“

“At SMA, we are uniquely positioned to bring together event owners, Local Government, venues and the community with a proven track record in securing major events.”

Does your LGA want to host a dynamic event attracting thousands of new competitors into the region, call Peta Howard on 0408 582 011.

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Grapest 5K Run Wins Some “Me” Time

August 2018

Who says you can’t drink wine and exercise? SMA has teamed up with the crew at Centaur Outdoor Events to launch a unique series of activities across Australia.

The Grapest 5K combines an afternoon run through the vineyards, followed by wine tasting and live entertainment as the sun goes down. Since the concept debuted in 2017, SMA has placed new events into a number of our partnering councils including Shoalhaven, Bendigo, Margaret River, Langhorne Creek as well as new destinations like Waroona and Port Macquarie whose events are still to be conducted.

With 85 per cent of the participants female, with an average age of 40, it’s a good escape for hard-working mums (and dads) to enjoy some “me” time.

“This event is all about having a great time, not beating your best 5K time,” Peter Manning from Centaur Outdoor Events said. “Participants can take in the amazing views as they run, walk or skip their way along a 5K or 10K course through the vines.

“After the hard yards are done, participants collect their 2018 wine cup and finisher’s medal, take a breath and relax through the now-famous ‘Wine Waddle’ (four wine tasting stations), then dance the afternoon away to a mainstream Australian band.”

If you are interested in hosting one of these exciting events and attracting new visitors to your region, contact your SMA account representative to find out what SMA can do for you!

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New Staff Join a Growing SMA

August 2018

Following a massive 18 months of positive growth and development, Sports Marketing Australia has welcomed three new staff to its dynamic team.

Moving from Southern Cross Austereo/9NBN TV is Nicholas Chudzik, who has joined our National Events Placement Program as a Business Development Specialist. Nick has experience as a Media Sales Executive and previously was the Sales and Marketing Executive and Office Manger General and Sales for the Nine Entertainment Co/9NBN TV. Nick is a creative business development professional, with proven ability in strategic thinking and is keen to begin his new role with SMA.

Also joining the team as a Senior Capacity and Capability Analyst is media consultant, Brad Greenshields. Previously working as an Editor for News Corp Australia (North Coast News), Brad has extensive experience in sport, having worked as a newspaper sports editor for more than a decade. Brad has also competed at representative level in a variety of sporting codes and is looking forward to the challenge of touring new terrain to identify opportunities for growth across the Events Placement Program.

Another fresh face in the SMA office is Claire Allbeury, who recently joined the Omni Sports Management Support Team as Help Desk Manager. Claire has experience in retail, sales and marketing and was previously the Store Manager for Lorna Jane (a leading women’s activewear brand). Claire has excellent people skills and a clear talent for training and professional development. Claire prides herself on her ability to create a memorable customer relations experience and her aim is to leave all parties satisfied and smiling. Her love of “amazing customer service”, uncanny knowledge of all things IT and knack for problem solving make Claire the ideal Helpdesk boss.

Talk to the team at SMA today.

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Inspiring Growth in Australian Sports Tourism

May 2018

Sports tourists are spending big dollars in regional centres, according to the latest Tourism Research Australia data. The new research indicates the top three expenditure categories for overnight domestic tourists and those visitors specifically travelling to spectate or participate in sport, are:

1. Accommodation $718,852,000
2. Takeaways and restaurant meals $415,301,000
2. Domestic airfares $274,465,000

Accommodation and meals for sports tourists are up 10% and 12% respectively, while domestic airfare expenditure is down 4% on the previous 12 months. SMA works with both Councils and sporting organisations to leverage the opportunities for competitors and local businesses when events are conducted within partnering areas. For more information on the latest trends and analysis on sports tourism, Contact Us

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New Councils Join Events Placement Program

May 2018

Recently joining Sports Marketing Australia, through our Events Placement Program, are Cobram Barooga Business and Tourism Inc in partnership with Berrigan and Moira Shire Councils. The Councils have united to increase the number of events coming to this great river region and to boost sports and events tourism.

The Councils are working to break down the barriers of being either side of the New South Wales and Victorian border. They are pooling their events infrastructure, tourism assets and regional branding profile for SMA to take to the market as a whole region. A Capacity and Capability Assessment Report will be delivered soon by SMA.

The region, set on either side of the Murray River, plays host to a wide range of high profile events throughout the year with music, food and wine festivals, numerous sporting events and art exhibitions.

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Golf Tourism Generates $477 million Per Year

May 2018

The Australian Golf Industry Council (AGIC) recently launched The Community Impact of Golf in Australia Report 2017 revealing that in total, golf in Australia contributes $3.614 billion annually to the community.

The figure comprises almost $3.483 billion in economic contribution and $132 million in physical and mental health contributions. The report showed that Golf tourism generates $477 million per year through day and overnight visitation, food and beverage spending, accommodation, travel and shopping.

The Murray Bridge PGA Classic was recently a feature event on the South Australian swing of the Ladbrokes Pro-Am Series. Sports Marketing Australia was integral in establishing this prestigious event in Murray Bridge while also working with many of our other 53 contracted Councils around Australia to establish new golf events.

SMA works with Golf Australia and PGA as well as a number of their state offices to place events nationally. If you are a Council and you’re interested in hosting a state, national or international golf event, please Contact Us

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Next Level for Live Streaming

May 2018

We know people who love sport are always on the lookout for the next big thing and Sports Marketing Australia is now working with to provide the platform to share that sporting passion! provides an end-to-end solution for sporting associations, specialising in broadcast production, national and international licensing and multi-platform distribution.

SMA’s National Events Manager, Jason Sleeman, said event owners and Councils would love the exposure which this new live streaming service generates. “This is an amazing opportunity for our partnering Councils and event owners,” he said.

“This is all about wider audience and stakeholder engagement, growth and development of the sport as well as access to new revenue streams. SMA understands how to best maximise the appeal of content to viewers and the opportunities that exist to target a wider demographic of sports fans." has previously live streamed events for BMX Australia, Tennis Australia, Hockey Australia, Darts Australia, PGA, Golf NSW, Rowing Australia, Cricket NSW, Australian Baseball League, to name just a few.

Contact Us to find out how you can escalate exposure for your sport and events.

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Events Placement Program Broadens Scope of Target Events

May 2018

Sports Marketing Australia is now working with 53 contracted Councils and Governments around the country. Feedback in early 2017 was that Councils would like to see an increase in non-sporting event opportunities, so the team at SMA has worked hard over the past 12 months to broaden our relationship base.

SMA placed 483 events in the 2017 calendar year through our Events Placement Program, with everything from Nitro Circus Live shows to Health and Wellbeing/Yoga Festivals, Music Festivals featuring international acts, Food Programs with global TV broadcast, Film Festivals and Pop Up Cinemas.

Director, Rick Sleeman, said the growing relationship base included 497 event owners. "The increase in variety means the team at SMA can better tailor the event offerings to fit the objectives of contracted Councils," he said. "We have everything from Food Truck Carnivals, business events and conferences, as well as traditional state and national sporting championships and elite sporting events on offer."

Contact Us to find out more about the oppurtunites available through SMA's Events Placement Program.

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Ultimate Frisbee Championships in Wollongong and Gold Coast

May 2018

Two of Sports Marketing Australia’s partnering Councils hosted national Australian Ultimate Championship events in April 2018 to cap off a huge month for this exciting and growing sport. Wollongong hosted the 2018 Australian Ultimate Championships Division 2 from the 13th – 15th April and Gold Coast the 2018 Australian Ultimate Championships from the 26th – 29th April.

These events had a combined economic impact of $2,697,240 direct spend (Tourism Research Australia – December 2017) and attracted competitors and their accompanying partners from across Australia.

Ultimate is a non-contact team sport played with a flying disc (Frisbee). It combines elements of netball, touch football, and gridiron into a fast-paced sporting experience. Ultimate is played in over 30 countries worldwide, it is a sport at the World Games and has a strong presence in universities and high schools.

If you are a Council and you're interested in hosting state, national and international events get in contact with SMA now.

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A Message From Our Director

May 2018

Sports Marketing Australia has evolved significantly since early 2000 and we are growing and enhancing the business across multiple, dynamic, technology platforms.

SMA's Omni Sports Management provides sporting organisations with a state of the art, sports administration and database management system. This customised software increases functionality and the ability to reach current members and attract new ones in a secure environment.

In our next newsletter, we will be announcing two major additions across our innovative technology platforms - developments which deliver significant new benefits across the industry. Stay tuned for more information!

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Sports Tourism Injects $2.6 Billion Into Australia's Economy

April 2018

The latest figures on Sports Tourism from Tourism Research Australia revealed there were over 2.3 million domestic, overnight sports tourists in 2017. These sports tourists travelled to compete in, or spectate at, a sporting event. The result is a combined impact of $2.6 billion to the economy!

Please contact the SMA team if you would like more information or if you want to calculate the economic benefit of one of your events.

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NT Joins Events Placement Program

1 March 2018

The Northern Territory Government has joined forces with Sports Marketing Australia as part of our far reaching Events Placement Program. SMA is currently contracted by 53 LGAs and tourism associations with links to more than 270 sporting organisations as well as global promoters. SMA is now looking at national and international events which can be hosted in the Northern Territory to stimulate the economy.

A Capacity and Capability Assessment will begin soon and this report will be finalised in June highlighting the many new possibilities for the Top End.

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Test Driving GC2018

April 2018

Sports Marketing Australia has played an important role in the build up to the 2018 Commonwealth Games by placing pre-Games camps for a number of sports across Australia as well as a number of lead-in events for Gold Coast City Council. The events previewed facilities, transport links, tourism and infrastructure.

More than 6,600 athletes and officials from 70 Commonwealth nations and territories will take part in 11 days of competition from the 4th to 15th of April, 2018. This is the largest sporting event to be staged in Australia this decade, comprising 18 sports and seven para-sports.

GC2018 will leave a long lasting legacy for the communities of the Gold Coast. SMA is proud to be part of the program to test drive these new venues.

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GC2018 Countdown

April 2018

Bendigo enjoyed a big session of National and International Rugby over recent months. First up was the Australian and New Zealand Women’s Rugby 7’s with teams starting their preparation for the 2018 Commonwealth Games by playing a number of Gold Medal Rematches in Bendigo. This was followed by the 2017 Australian Rugby Union National Rugby 7’s Championships being hosted in Bendigo with teams travelling from across Australia to compete in the prestigious event. Both events were conducted at the pristine Epsom Huntley Reserve in Bendigo.

Mackay is another regional partner sharing the spirit of the GC2018 by hosting the Opals for a three day camp before they head off to Townsville to compete. All events were placed by Sports Marketing Australia and all were highly successful.

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City of Greater Dandenong on Board

April 2018

Another exciting new partner joining Sports Marketing Australia is Greater Dandenong Council. After years of requests from NSOs to join forces with a fringe Melbourne partnering Council, SMA and Dandenong reached agreement recently.

The infrastructure and proximity to the Melbourne Airport will add another dimension to the type of events which can be delivered through SMA. Just 30km from Melbourne’s CBD, Greater Dandenong will spoil you with experiences, cuisine and culture. The area is home to people of more than 150 different nationalities making it Victoria's most culturally diverse community and showcasing the best that multicultural Melbourne has to offer.

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Celebrating Australia’s Love of the Water

April 2018

Swimming Australia recently completed a massive 9 days of events in January for the inaugural year of Australia Swims. The new initiative was designed to get more Australians out, off the couch and swimming. Swimming Australia set the challenge to collectively swim a whole lap of Australia and thanks to the efforts of the Australian people, we did it! Australians swam a grand total of 39,113.08 KM, passing the lap target of 35,877KM. Sports Marketing Australia placed 11 marquee swimming events across the country, doing our bit for a healthier Australia.

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2019 Oceania Masters Athletics Championships in Mackay

April 2018

A brand new, multi-million dollar athletics stadium will open in Mackay in 2019. Sports Marketing Australia has secured the Oceania Masters Athletics Championships as the first international event for this amazing new venue.

The Championships will be held at the sports precinct, which is under construction at the CQUniversity Mackay campus, from August 31 to September 7 next year. More than 500 athletes and technical officials will take part, with teams from as far away as Tahiti, New Caledonia, Fiji, Norfolk Island and Papua New Guinea competing.

The $24 million dollar sporting complex will provide the local community and the region with specialised sport and recreational facilities. The athletics facility will include a synthetic surface running track and field event facilities. The aquatic centre will boast a 50m outdoor pool, 25m pool and 15m program pool plus reception and amenities buildings.

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Land Locked Council Builds Beach

April 2018

Clever Event Owners are thinking outside the event hosting box placing two high profile beach events in the one land locked LGA. Greater Shepparton Council is in the middle of Victoria with no beaches, but it is enjoying success after building a unique man made beach adjacent to Victoria Park Lake.

The Council has hosted a number of exciting events including the 2017 and 2018 Beach Volleyball World Tour Event in February which was internationally broadcast with teams from across the globe. The USA won the Men’s and Women’s final beating Australia in the Men’s. Included in this event was a foodie festival from Melbourne – the delicious Food Truck Carnival Co. This fun packed festival attracted 25,000 people to Victoria Park Lake across three days.

Greater Shepparton was also successful in securing a Round of the Netball Victoria Beach Netball Series to coincide with the Beach Volleyball World Tour.

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Ocean6 Series on Fox Sports

April 2018

Round 3 of the Ocean6 Series (formally Summer of Surf) rolled into Wollongong in December including the flagship Nutri-Grain Iron Man and Iron Women professional competition which was broadcast on Fox Sports via a 2hr highlights package. This gruelling event was placed in Wollongong through Sports Marketing Australia’s dynamic Events Placement Program highlighting the success that can be achieved for regional centres.

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A Message From Our Director

April 2018

SMA is 100% committed to creating tools and solutions that improve the way you do business. We want to hear from you. Let us know what you think about our products and services. Your feedback makes us better.

For more news articles and to keep up to date, visit our website at

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