SMA'S PROGRAM HAS DELIVERED $3.3 BILLION DIRECT SPEND INTO LOCAL ECONOMIES SINCE 2001

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WE HELP LOCAL GOVERNMENT AREAS SECURE & HOST MAJOR EVENTS

SMA provides Local Government Areas with specialised services to secure, develop, market, and grow Events

Sports Tourism with strategic event placement is Big Business...
and it's Growing

To further develop this industry, while ensuring the needs of all parties are satisfied, Sports Marketing Australia (SMA) has developed the much lauded 'Events Placement Program', which has been embraced by sporting organisations and Local Government Areas (LGAs).

The objective is to attract and host major events that provide economic, community and branding benefits within our partnering regions. The result is a Win - Win scenario for sporting organisations, LGAs and the business communities within our partnering Council areas.

 SMA is currently contracted by 54 LGAs and tourism organisations across Australia and we boast over 250 sporting organisations as well as global promoters as our powerful client base. The number of contracted LGA's is growing to meet the demand of an expanding event base. SMA's role is to consolidate as much sporting and entertainment activity as possible in our partnering regional centres across Australia contributing to the growth and development of each of their local economies .

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SMA'S EVENT PLACEMENT PROGRAM

The highly strategic Events Placement Program has been developed over the past 16 years. While Sports Marketing Australia (SMA) places and has access to elite level events, the majority of its activity revolves around high participation state and national sporting events for age group and masters activities. There are 4 key benefits that our partnering Councils look for from the events that SMA places:

  • Economic benefit: Tourism Research Australia values a sports tourist whose purpose of travel is to compete in or spectate at a sporting event at $283 per person per day (year ending March 2018)
  • Branding benefits through high profile or elite events that are broadcast, live streamed, and/or attract high level media attention
  • Introducing people to a region who may never have visited that region in their lifetime had they not participated in or been a spectator at particular events
  • Community benefits through coaching courses, upskilling local club volunteers, "come and try" sessions that help to grow and develop the sport locally, as well as allowing the youth in the region to get up close to their sporting heroes for elite events.

SMA'S PARTNERING LOCAL GOVERNMENT AREAS

NEW SOUTH WALES

  • Bathurst Regional Council
  • Clarence Valley Council
  • Edward River Rouncil (Deniliquin)
  • Goulburn Mulwaree Council
  • Griffith City Council
  • Inverell Shire Council
  • Mid-Coast Council
  • Orange City Council
  • Penrith City Council
  • Port Macquarie-Hastings Council
  • Port Stephens Council
  • Shoalhaven City Council
  • Berrigan Shire Council 
  • Tamworth Regional Council
  • Wagga Wagga City Council
  • Destination Wollongong

QUEENSLAND

  • City of Gold Coast
  • Moreton Bay Regional Council
  • Gympie Regional Council
  • City of Logan
  • Mackay Regional Council
  • Townsville Enterprise Limited

WESTERN AUSTRALIA

  • City of Albany
  • City of Bunbury
  • City of Kalgoorlie-Boulder
  • Mandurah and Peel Tourism Organisation
  • Shire of Augusta-Margaret River

NORTHERN TERRITORY

  • Northern Territory Government

VICTORIA

  • City of Greater Bendigo
  • East Gippsland Shire Council
  • Greater Shepparton City Council
  • Horsham Rural City Council
  • Latrobe City Council
  • Mildura Rural City Council
  • Rural City of Wangaratta;
  • Southern Grampians Shire Council
  • Warrnambool City Council
  • Moira Shire Council 

SOUTH AUSTRALIA

  • Alexandrina Council
  • City of Mount Gambier
  • City of Playford
  • City of Port Adelaide Enfield
  • Rural City of Murray Bridge

WE CAN HELP

Strong Relationships

As is the case in all industries, relationships are critical in the development of any business model. Sports Marketing Australia's (SMA) unparalleled relationships in the sports, business, entertainment, and events industry as well as State and Local Government sectors have been instrumental in the development of the Events Placement Program. The success of the Events Placement Program and the trust that is engendered through the scheme has led to Councils and Sporting Associations and Organisations to engage SMA to supply additional services like:

  • the customised online sports software and database management system
  • the global TicketDirect ticketing system
  • engaging SMA to undertake strategic planning consultancies like future needs analysis, signature events, gaps analysis etc.

 

Proactive Representation

Many Local Government Areas (LGAs) embrace the concept of hosting events. Most are aware of the huge economic and extensive community benefits delivered through "hosting" sporting, entertainment and cultural events.They are excited when event owners approach them to pitch proposals to their region.

SMA reverses the reactive approach and instead takes a proactive, directional approach by representing its partnering Councils in the very competitive Sporting Events Industry.

SMA's strong relationships with event owners and the daily interaction with senior decision makers in the events industry ensures that our partnering Councils win the large percentage of potential, suitable events across Australia.    

Streamlined Process

SMA's highly successful Events Placement Program was crafted to ensure the right event is placed in the right region for the right reasons. It was deliberately designed to take the guesswork out of event placement by event owners in specific Local Government Area.

SMA undertakes a Capacity and Capability Assessment (CCA) in each of the LGAs it represents. The unique findings of the assessment form the framework for discussions between the SMA Events Team and the senior decision makers in the Sports and Events Industries. It allows SMA's events team to proactively demonstrate the real capacity of our partnering LGAs to host events in particular disciplines. SMA then acts as a conduit between the Council and the Event Owner to ensure the appropriate processes are in place to provide a positive, rewarding event experience for all parties.

Reduced Costs

With National Sporting Organisations, entertainment and business event promoters, and other event owners being predominately based in Brisbane, Gold Coast, Sydney, Canberra, and Melbourne, it is not financially possible for Councils to have representation in all markets. SMA has representation in each of these markets, as well as each state capital where state level event owners are positioned.

SMA's event team presents the LGA's that they represent to senior decision makers in the events team on a daily basis. 

EVENTS IN OUR PROGRAM

SMA places more than 475 events every year. These events range from elite level programs through to age group and masters championships, community events as well as major global promoter and cultural activities.

 

ELITE

Major events provide branding and positioning opportunities for SMA's partnering regions. 

MASS PARTICIPATION

Mass participation events provide significant direct expenditure into SMA's partnering economies, underpinning local economic development.

COMMUNITY

SMA events are an important part of the development of vibrant sustainable local communities, contributing to the community social fabric.

AND MORE...

SMA place a wide variety of events ranging from Business Events, Arts and Cultural, Entertainment, Music, and Food & Wine. 

EVENT OWNERS USING SMA's EVENT PLACEMENT PROGRAM

NATIONAL SPORTING ORGANISATIONS

  • Tennis Australia
  • Australian Cricketers Association
  • Cricket Australia
  • Surf Life Saving Australia
  • Bowls Australia
  • Cycling Australia
  • Professional Golf Association (PGA)
  • Australian Baseball League
  • Badminton Australia
  • Baseball Australia
  • Basketball Australia
  • BMX Australia
  • Canoe Australia
  • Darts Australia
  • Disability Sports Australia
  • Futsal Australia
  • Golf Australia
  • Gridiron Australia
  • Gymnastics Australia
  • Handball Australia
  • Hockey Australia
  • Karting Australia
  • Masters Swimming Australia
  • Motorcycling Australia
  • Mountain Bike Australia
  • Oceania Freestyle Football Federation
  • Oztag Australia
  • Pony Club Australia
  • Royal Lifesaving Australia
  • School Sport Australia
  • Skate Australia
  • Softball Australia
  • Special Olympics Australia
  • Squash Australia
  • Touch Rugby League
  • Volleyball Australia

QLD SPORTING ORGANISATIONS

  • Badminton QLD
  • Baseball QLD
  • Basketball QLD
  • Bicycle QLD
  • BMX QLD
  • Bowls QLD
  • Cricket QLD
  • Cycling QLD
  • Darts QLD
  • Diving QLD
  • Golf QLD
  • Gymnastics QLD
  • Handball QLD
  • Hockey QLD
  • Judo QLD
  • Little Athletics QLD
  • Motorcycling QLD
  • Netball QLD
  • PGA QLD
  • QLD Canoeing
  • QLD Rugby Union
  • QLD Touch Football
  • Rowing QLD
  • School Sport QLD
  • Softball QLD
  • Surf Lifesaving QLD
  • Tennis QLD
  • Tenpin Bowling QLD
  • Triathlon QLD
  • Volleyball QLD

TAS SPORTING ORGANISATIONS

  • Basketball TAS
  • Bowls TAS
  • Football Federation TAS
  • Motorcycling Tasmania
  • PGA Tasmania
  • Squash TAS
  • Touch Football TAS

VIC SPORTING ORGANISATIONS

  • AFL VIC
  • Baseball VIC
  • Bowls VIC
  • Bushwalking VIC
  • Calisthenics VIC
  • Cricket VIC
  • Cycling VIC
  • Dancesport VIC
  • Darts Victoria
  • Diving VIC
  • Dragon Boat VIC
  • Football Federation VIC
  • Golf VIC
  • Gridiron VIC
  • Gymnastics VIC
  • Hockey VIC
  • Indoor Sport VIC
  • Lifesaving VIC
  • Little Athletics VIC
  • Masters Swimming VIC
  • Motorcycling VIC
  • Netball VIC
  • PGA Southern Division
  • Rowing VIC
  • School Sport Victoria
  • Skate VIC
  • Softball VIC
  • Special Olympics Vic
  • Squash VIC
  • Swimming VIC
  • Table Tennis VIC
  • Tennis VIC
  • Touch Football VIC
  • Triathlon VIC
  • Ultimate VIC
  • VIC Karting Association
  • VIC Rugby Union
  • Vic Sport
  • Victorian Athletic League
  • Victorian Karting Association

SA SPORTING ORGANISATIONS

  • PGA SA
  • Adelaide 36ers
  • Athletics SA
  • Baseball SA
  • Rowing SA
  • Rugby SA
  • School Sport SA
  • BMX SA
  • Bowls SA
  • Cricket SA
  • Cycling SA
  • Dragon Boat SA
  • Judo SA
  • Motorcycling SA
  • Softball SA
  • Squash SA
  • Surf Life Saving SA
  • Swimming SA
  • Tennis SA
  • Touch Football SA
  • Volleyball SA

WA SPORTING ORGANISATIONS

  • Badminton WA
  • Baseball WA
  • BMX WA
  • Gymnastics WA
  • Motorcycling WA
  • PGA WA
  • School Sport WA
  • Surfing WA
  • Swimming WA

NSW SPORTING ORGANISATIONS

  • Archery NSW
  • Athletics NSW
  • Baseball NSW
  • Basketball NSW
  • Bicycle NSW
  • Bowls NSW
  • Calisthenics NSW
  • Cricket NSW
  • Cycling NSW
  • Diving NSW
  • Football NSW
  • Golf NSW
  • Gymnastics NSW
  • Hockey NSW
  • Hockey NSW Mens Masters
  • Indoor Sports NSW
  • Karting NSW
  • Little Athletics NSW
  • Motorcycling NSW
  • Netball NSW
  • NSW Athletic League
  • NSW Country Rugby League
  • NSW Masters Swimming
  • NSW Rugby Union
  • NSW Touch Football
  • NSW Water Polo
  • NSW Women's Bowls Association
  • Orienteering NSW
  • Outrigging NSW
  • Paddle NSW
  • PGA NSW
  • Rowing NSW
  • Softball NSW
  • Surf Life Saving NSW
  • Surfing NSW
  • Swimming NSW
  • Tennis NSW
  • Triathlon NSW
  • Volleyball NSW
  • Wheelchair Sports NSW
  • Women’s Bowls NSW

PROMOTERS

  • 100% Events
  • 4Slam
  • Adventure Junkie
  • Bicycle Network
  • Big Deal Touring Pty Ltd
  • Brisbane Bandits
  • Derby Fest
  • Elite Energy
  • Extreme Rallycross
  • Full Throttle Sports
  • Geocentric Outdoors
  • Global Action Sports
  • In2Adventure
  • Inertia Music
  • Initiative Sport
  • Melbourne Rebels
  • Melbourne United
  • Mix Tape Media
  • Newcastle Jets
  • Nitro Circus
  • Northern Rivers LAA
  • Oceania Freestyle Football
  • Port Adelaide
  • Sports and Entertainment Limited (SEL)
  • SuperX Australia
  • Victorian Country FL
  • Williams Event Management
  • World Cup Cheer and Dance

CAPACITY AND CAPABILITY ASSESSMENT

SMA's partnering Councils undertake a specialised Capacity and Capability Assessment (CCA) to determine which events can be held in their region in which sporting or entertainment disciplines and at what level. Event owners at all levels have strict criterion for determining requirements for their events. SMA then marries those event requirements with region that have the capacity to satisfy their needs.

  • The capacity and capability of local sporting associations
  • The ranking of sports facilities and infrastructure (both Council and privately owned) against set criteria
  • Natural attributes which double as event venues (like mountains, waterways, vineyards, parklands or beach reserves) are also identified and assessed
  • Transport linkages, both internal and external
  • Accommodation and hospitality characteristics, in particular seasonal bedding capacity
  • Existing tourism patterns to ensure events are conducted at the most beneficial times for the local economy

How Sports Marketing Australia uses the assessment information:

  • Sports Marketing Australia matches the event owner's requirements with the findings of the Capacity and Capability Assessments in various regions.
  • The results of the assessment enable event owners to know exactly which of their events could potentially be hosted in various regional locations.
  • The final assessment provides councils with an accurate understanding of the events they have the capacity to host and in which sporting disciplines.

SMA provides representation in all metropolitan centres in Australia. It has regular contact with key decision makers in the majority of state and national sporting associations. The representation team are all furnished with the Capacity and Capability Assessment from all SMA's regional partners. This allows them to confidently put a particular region forward to host an event with all the necessary information to satisfy the sporting associations needs.