Sports Marketing Australia (SMA) partners with more than 60 destinations and tourism organisations across Australia and New Zealand.

We place events within these Local Government Areas (LGAs) through our network of more than 700 events owners and promoters.


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Events Successfully placed annually
through SMA’s program

1 Million

Bed nights booked within our
partnering destinations through
SMA placed events

$ 1 Billion

Economic Impact into our regional
Council economies from events


SMA partners with more than 700 event owners in sport, entertainment, music, the arts, culture, elite training camps, conferences and expos.


SMA has long term contracts with more than 60 destinations in Australia and New Zealand. We have created a dynamic events tourism industry in our partnering regions.


SMA provides consultancy services for facility audits, strategic planning, major and signature event plans and grant writing. Our professional team can access significant government funding and support through targeted grants.


Sports Marketing Australia has officially launched Sports Marketing International (SMI) at a signature event in Brisbane. SMI will attract more global events, high performance training camps and sports conferences into Australia and New Zealand throughout the next decade.

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SMA and SMI have launched the Preferred Suppliers Program (PSP), a new commercial partnership alliance formed with some of Australia’s best companies and international brands.

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The Federation of International Touch (FIT) hosted its annual Member Forum in Singapore last month with Sports Marketing International (SMI) providing conference planning assistance and a keynote address on the importance of commercial partnerships.

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Sports Marketing Australia (SMA) is working in partnership with SportAccord and the West Midlands Growth Company to support Australian and New Zealand stakeholders and other businesses attending the SportAccord World Sport & Business Summit in Birmingham, in the UK April 2024.

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Sports Marketing Australia (SMA) met with industry leaders and sports professionals from across NSW last week when the team presented at the Sport NSW Industry Conference at Sydney Olympic Park.

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Goulburn Mulwaree Council hosted the International Judo Open last month attracting 590 participants and 500+ spectators into the region for an exciting global sporting event.

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Queensland and NSW will attract more events into their regions in the lead up to the Brisbane Olympic and Paralympic Games in 2032 through a new partnership alliance signed between SMA, QSport and Sport NSW.
QSport and Sport NSW have individually joined forces with SMA to secure more partnerships which attract international, national and state events, camps and conferences.

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SMA has negotiated a 4-year deal with Major Events Gold Coast (MEGC) to host the Australian Pickleball Championships (APC) from 2024 to 2027, attracting thousands of visitors from across Australia and overseas. Next year the event will be held at KDV Sport in Carrara and is expected to generate 8,170 bed nights, bringing new visitors into the region. 

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SMA has formed a partnership with the developer of OPTIMO, a Local Government booking and management system which allows Council staff, stakeholders and the community to book Council facilities, venues or services in real time. The OPTIMO system enables councils to automate and streamline their booking processes. OPTIMO is a Microsoft Gold certified partner with over 30 Australian and NZ Councils on board.

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City of Newcastle will host the prestigious 2024 Toyota Australian Country Cricket Championships, attracting hundreds of players from across the nation to compete in the region for a week of tough competition.
The Australian Country Championships will be played in Newcastle at various locations in January, injecting over a million dollars of economic impact into the local economy. The championships feature the best country cricketing talent.

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Mid-Western Regional Council has joined SMA’s Events Placement Program with several exciting opportunities lined up including the 2024 NSW Rugby U11’s State Gala and the 2025 Swimming NSW Country Regional Meet – Mountains & Plains. Mid-Western Region is located just 3 hours from Sydney and offers premium facilities at the Glen Willow Regional Sports Complex. The council has extensive experience in hosting major events.

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Men’s and women’s professional tennis will hit the spotlight at the Latrobe City Traralgon Tennis International next year when the prestigious event returns to the Traralgon Tennis Association for back-to-back weeks.
Placed in the region by SMA, the event will take place from 18th February to 3rd March. The two Australian Pro Tour events will offer a total prize pool of more than AUD $130,000 and valuable world ranking points.

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Sports Marketing Australia is excited to announce that Corey Bell has joined SMA as General Manager Partnerships and Commercial – International, offering his vast experience in sports and events tourism.

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As the CommBank Matildas embark on their epic journey to FIFA Women’s World Cup glory, the next generation of Matildas will show their skills in Wollongong as part of the 2023 Football Australia National Youth Championships (Under 14 and 16 Girls).
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Pathways for emerging Australian netball talent will extend in 2023 with the addition of an 11th team to compete in next month’s Australian Netball Championships. 

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The University of Wollongong will host the prestigious 28th UniSport Australia Indigenous Nationals in 2024. The event was secured through SMA’s Events Placement Program and a partnership facilitated by SMA between UniSport Australia and Destination Wollongong.

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SMA met with some of the leaders in international sport at the Oceania National Olympic Committee’s (ONOC) 43rd Annual General Assembly in Brisbane recently.
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Working with City of Gold Coast, SMA assisted the Oceania Hockey Federation (OHF) to facilitate a Hook in4 Performance Camp preparing for the 2023 Pacific Games in Honiara in December and a Hockey 5s World Cup Qualification Tournament for the inaugural FIH Hockey 5s World Cup in Oman in January, 2024.

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Lake Macquarie will host part of the prestigious 2023/24 NSW Beach Volleyball Tour this Summer attracting large crowds and bringing an upbeat event vibe to the region.

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Bunbury (WA) will host the Rumble Am Series Skateboarding event for the next three years as part of a new event tourism opportunity worth over $450,000 to the region and involving the Australian Skateboarding Community Initiative (ASCi) and the Australian Skateboarding Federation (ASF).
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Edward River Council will host the gripping PGA of Australia (NSW) Pro-Am Series in September promoting the region across a wide tourism platform. 

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Who we
work with