Sport Australia has unveiled the ‘Play Well’ Marketing, Media and Communication Network, a nationwide initiative designed to unite professionals across the sports industry. This network aims to create a cohesive platform for collaboration, knowledge-sharing, and enhancing industry standards in sports communication.

The ‘Play Well’ network, announced by Sport Australia, will focus on providing resources, professional development opportunities, and fostering innovative ideas to address current industry challenges. These include the rapidly evolving digital media landscape, the growing need for strategic communication, and heightened competition for audience engagement.

Sport Australia CEO Kieren Perkins said, “The ‘Play Well’ network brings together expertise across the industry, creating a collaborative environment where shared insights can lead to improved outcomes for all.”

This new initiative also intends to bridge the gap between marketing and media professionals from various sports organisations, empowering them to develop campaigns that resonate more effectively with audiences. “This network is about more than just connecting people; it’s about providing the tools to keep our industry at the forefront of innovation,” Perkins added.

As part of its rollout, the ‘Play Well’ network will include regular workshops, forums, and events to promote ongoing learning and collaboration. These sessions are aimed at both seasoned professionals and newcomers, encouraging knowledge exchange and addressing issues such as inclusivity, audience engagement, and brand management within the sector.

Sport Australia anticipates that this initiative will strengthen the ability of sports organisations to communicate with fans and stakeholders, ensuring Australian sport continues to thrive in a competitive global market. The network’s approach aligns with broader goals of increasing the profile of sport at all levels, from grassroots to elite competitions.

The ‘Play Well’ network underscores Sport Australia’s commitment to enhancing industry capabilities, providing a foundation that will ultimately benefit Australian sport as a whole. As Perkins noted, “Our goal is to empower those in the field of sports communication, enabling them to make a greater impact both on and off the field.”

By establishing this platform, Sport Australia is taking a critical step toward fostering a stronger, more united approach to sports communication across the nation.

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