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Sponsorship in sport has evolved to encompass not only organisations and events but an attachment to individual teams themselves. Fans accommodate sponsorship in many nuanced ways, but it can be a tricky balance. The success and appropriateness of sports sponsorship so often boils down to context. Anthony Costa reviews the real value of sponsorship.
John Gearman is a sports designer with over 25 years of experience developing products and brands within Australian sports. In this time, Gearman has worked with a lot of major sporting bodies and clubs around Australia and believes that his work is about providing marketability for clubs to give fans an image and brand that they’ll be proud of and not embarrassed to show. Anthony Costa (Brand Sports) sat down with Gearman to get his insights on current brand development within Australian sport and what direction he believes is possible and necessary for the sustainability of certain Australian sports.
Is basketball in Australia a basket case? Not if the popularity of the NBA on the local scene is anything to go by, begging the question, where does the audience go when the NBL is in town? With yesterdays de-merger announcement between the league and Basketball Australia, there are some important questions that need to be answered.
It seems the AFL decided a decade ago that the best way to market Aussie rules is to mute its physicality. Recent concussion concerns have warranted some worthy changes. But is today’s all round softer, stricter game more palatable and pleasing? Or has constant tinkering turned the rulebook and into a gluggy trifle; a layered mess of touchy technicalities that could turn fans off the AFL brand?
Next season Port Adelaide makes the redeveloped Adelaide Oval their new home; the ground where the Port Adelaide dynasty began. With the team on the rise again, this welcome game changer is a great opportunity for Port Adelaide to rediscover its roots by donning their classic prison bar jumper.