SPORTNXT – DAY 1 LIVE BLOG
12 Mar 2025
Day 1 Welcome
As the delegates gather at Centrepiece, Alicia Loxley, Master of Ceremonies, welcomes attendees from across the sporting world. She highlights the numerous industry-leading speakers that will be presenting throughout the conference.
Delegates are welcomed to country by Aunty Joy Murphy Wandin AO, paying respect to the Wurundjeri People, whose land this summit takes place on.
Steve Dimopoulos, Minister for Tourism, Sport, and Major Events, warmly welcomed delegates to Melbourne, emphasising the city’s status as Australia’s sporting capital. He states, “This is a meeting place for sports leaders.”
A video showcasing the most memorable sporting moments from the past year played on the big screen, capturing the incredible power of sport to inspire deep emotion and create unforgettable experiences.
Eddie McGuire AM, Co-Founder of SportNXT, delivers the opening address to 1,000 delegates from over 60 countries, echoing Steve Dimopoulos’ praise for Melbourne as the world’s leading sports city. He emphasises that sport is “what Melbourne does better than anyone.”
He introduces the first panel, featuring Tracey Holmes, Christine McLoughlin AM, and Cate Campbell OAM, who will discuss the significance of women in sport.
McLoughlin and Campbell reflect on the leaders in sport and society who have inspired them, citing figures such as Michelle Obama, Serena Williams, Billie Jean King, and Angela Merkel. They explore the question: “How do we empower them on and off the field?”—highlighting the importance of mentorship and systemic change.
They speak on The Minerva Network, a not-for-profit supporting Australian sportswomen, helping athletes navigate their careers and transition beyond sport through mentorship, networking, and career development. It connects elite female athletes with top businesswomen, fostering leadership at no cost to athletes. “Being pushed out of your comfort zone is core to achieving in sport,” they emphasise, highlighting Minerva’s impact.
Campbell challenges the assumption that women’s sport should mirror men’s, questioning if the existing model serves everyone. “Men’s sport can learn a bit from women’s sport,” she states, pointing to rising corporate sponsorship, brand value, and fan engagement. However, true parity remains elusive. She highlights the Formula 1’s surge in female engagement—driven by storytelling in Drive to Survive—demonstrates the power of athlete narratives. Additionally, she speaks to the Paris Olympics where Simone Biles was the most recognisable athlete, underscoring the impact of visibility.
Beyond performance, Campbell stresses the need for entertainment value in women’s sport—lights, music, mascots, and merchandise. “Sport is entertainment,” she notes, arguing that relying solely on on-field action limits its appeal. She states that the entertainment value surrounding the game is just as crucial. Investment and prioritisation are needed to ensure the product meets fan expectations, aligning with the standards set in men’s sports.
On the economics of sport, McLoughlin affirms its deep community ties: “Sport has always been big business and the glue of our communities” and “The intersection between sport and the corporate sector is now larger than ever.”
The panel closes by envisioning the future of women’s sport over the next decade. McLoughlin predicts greater gender equity in pay and rewards, alongside more balanced governance models, driving lasting change in the industry.
THE STATE OF SPORT
MODERATOR: Neroli Meadows – Sports Presenter & Journalist
LIZ ELLIS AO – Chair, Netball Australia
TIM CAHILL AO – International Sports Advisor, Aspire Academnt, QFA, Qatar
JOHN WYLIE AC – Founder & CEO, Tanarra Capital
Discuss the major challenges in sport for the year ahead including but not limited to equity access for all sport, broadcast and viewership, lack of investment for grassroots sport, athlete ownership and compensation, rise of celebrity culture in sport and gambling sponsorships.
Wylie begins by stating “The rich are getting richer, and the poor are certainly not getting any wealthier. And that’s being expressed in the value of media rights, sponsorships, membership audiences and the like.” He adds that we are in the “Golden age of a rise in media rights, and that not only in traditional formats but obviously through the rise of streaming services.” Furthermore, on broadcast revenue he states, “The opportunity is there to grow broadcast revenues…but sports do need to innovate and continue to try and change their product just like any business does.”
Ellis spoke on, “turning participants and their friends and family into viewers.” as short term goals at Netball Australia.
The panel discuss “continuing to evolve the product,” and “innovation,” as integral to sustain sporting success.
Wylie highlights, “T20 cricket has fundamentally changed the sport,” and brought new audiences to the game.
Balancing athlete ownership and compensation with participation is critical. Wylie stated, “There are massive rewards for those who reach the top, but we can’t decimate elite programs in the name of participation.” He highlighted the need to support grassroots participation without undermining high-performance programs, ensuring there’s a balance between both.
Ellis stated, “the way that young people consume sport will have a direct impact on broadcasting deals as we go forward into the future,” particularly in sports such as football or basketball and that “the sports that arent thinking about that now are going to be the ones that get left behind.”
Wylie spotlights that, “there is nothing like sport for what it does to society,” and its power to “bring people together.” He also recevied applause for his statment that, “Netball, as the highest female participation sport in the country, should be in the 2032 Olympic Games.”
Cahill on success within sporting organisations stated, “the most important thing is human capital.”
The panel closes stating that there is a danger in sitting still for any code but also for our government, particularly leading up to Brisbane 2032.
VISUAL KEYNOTE
MARK TATUM – Deputy Commisionner & COO, NBA
LEN PERNA – Chariman, Founder & CEO, TurnkeyZRG
The discussion begins with the recent announcement of the NBA x NBL event in Melbourne later this year, with the New Orleans Pelicans playing two pre-season games against Melbourne United and the South East Melbourne Phoenix later this year. “Finally the NBA is coming to Australia,” Tatum exclaimed.
Tatum stated, “Last year Australia first in average viewership and watch hours on NBA digital platforms among all countries outside the United States”, making it logical for the league to bring games to Australian shores.
Speaking on the NBA’s involvement in Africa, Tatum highlights that “the way that we can contribute the most to the continent, was to create jobs.” “Last year, we had 120,000 fans come to four different countries across Senegal, Egypt, South Africa and Rwanda,” with the league contributing “$250 million to Africa’s GDP in its first four seasons,” and has “created nearly 37,000 jobs.”
Perna on player relationships, “The NBA has the strongest relationship with its players, many other leagues have had a contentious relationship with player unions”.
Tatum also touched on player health and load management as a “top priority,” and using AI to analyse the data, to prevent injury and improve athlete wellbeing. This has enabled the NBA to, “create more on court incentives for players to want to play.” Furthermore, “Players get 50% of the revenue that we generate and so they are truly incentivised to also innovate with us.”
Perna and Tatum discuss the NBA’s $76 billion media package deal, signing with Disney and Amazon. Tatum states, “Our cellphones now are television devices,” and “for people on the go and for the younger audience, that’s how they’re consuming content.” The ability to have every single nationally televised games in the US available worldwide is going to “increase our exposure tremendously.”
Tatum shares the implementation of AI and other technological innovations which enhance the fan experience, such as the “Dunk Score.” He closes by predicting that technology will continue to shape the future of the NBA fan experience. Many fans will never be able to attend a live game so creating a virtual experience that is as real as possible is key.
THE STATE OF CAPITAL
KATIE McNAMARA – Director, Sports, Events and Venues, Australia, Ernst & Young
PKSV SAGAR – President, GMR Sports
DANNY TOWNSEND – CEO, SURJ Sports Investment
ANDREW CROKER – Advisory Board CHair, Oakwell Sports Advisory
McNamara opens with, “We know that India and the Middle East are major growth regions for investment in sport,” and, “both have been aggressively pursuing commercial sports investments, and both are interested in growing their own eco-systems.” She further highlights that sport now has a, “greater emphasis on financial returns and operational efficiency, increased competition for media rights and increased investment, and plenty of change across the board.”
Townsend on capital, “We’re not looking at putting our capital to work in sports that aren’t willing to change,” and, “sports that are willing to help us do that will help themselves in the process, which I think makes for a good investment.”
Disruption in cricket has been key to driving growth withing the sport, World Series Cricket, the IPL and The Hundred being key examples. Croker says, “Cricket has been able to create value out of thin air.”
The panel briefly discussed the possibility of private investment in the BBL, concluding that this is unlikely in the near future.
Townsend states “the distribution of content to a sports fan is the lifebloof of any sport at the moment.” Croker adds, that “there are some that need change but resist change,” such as, golf, tennis and cycling.
On the sustainability of broadcasting rights, Townsend states that “tier one sports will continue to thrive, as there will always be demand for premium content. However, tier two sports will face significant pressure.” These sports will need to get creative in how they approach their revenue mix to stay competitive and secure funding.
Sagar highlights GMR’s intent is “to grow sport in India as a group”. “Yes we are towards cricket, but then locally, our intent is to grow sport across the length ad breadth of the country.”
KEYNOTE: SANJOG GUPTA
SANJOG GUPTA – CEO – Sports, JioStar
NEROLI MEADOWS – Sports Presenter & Journalist
Gupta begins by taking delegates through the history of Cricket in India. He shares that viewership for cricket in India was declining and was losing share to “sports that were emerging.” “Cricket was no longer seeming to be the young Indian’s favourite past-time.” The fragmentation in media and expanded media choices were forcing younger audiences to look away from cricket.
Gupta says, “The fan had evolved,” thus, “the sport had too,” as well.
Cricket in India changed their approach and began to serve as many fan segments as possible, with differentiated offerings suited for their triggers of consumption and motivation to engage with the game. Gupta exclaims, “There is no room to stand still!”
Gupta shared the importance of cricket in India to find new fans, investing in youth via concepts such as the Virat Kohli animated series and elevating “hereos to icons” to increase viewership and create narratives for athletes.
He shares that sport needs “an approach which genuinely looks to not just serve fans of today, but shape the fandom of the future.”
Gupta states “we had to build a platform which could handle high levels of concurrency, simultaneous viewers watching at the same time, which was around 5 million in 2015, and stands at 50 million today.” He credits increased streaming capacity with dramatically increased viewership numbers.
“Inclusive, intuitive, interactive, immersive” – The 4I’s that Gupta constantly chases with his product experience. Examples of these innovations include creating an AI tool that displayed Steve Smith speaking Hindi in real time, or virtually “beaming” hosts like Brian Lara and Paul Collingwood into the broadcast, making it appear as though they were at the game in person.
Gupta closes by stating the primary goal is to serve the fan, the consumer and to continue to grow the media and entertainment landscape in India.
LEADERSHIP KEYNOTE: ANDREW DILLON
ANDREW DILLON – AFL
EDDIE MCGUIRE – Co-Founder, SportNXT
Dillon opens with the statement, “The game is in incredible shape,” and a reflection of the 2024 season. He also highlights how “Opening Round,” and “Gather Round has gone beyond expectations.”
Dillon on the AFL’s investments into the community, “we’re investing 10% of the industry’s revenue into community footy,” and expects that we will continue to see “record participation.”
In terms of engagement with the sport, Dillon states that, “we had over 400 million hours of TV watch last year,”, “40% more hours than any other sport in Australia.” He highlights that “everyone is engaging with the game in different ways,” explaining the beenfits of short-form content such as minis and highlights.
The collision between traditional sport and entertainment remains prominent. McGuire referred to it as the ‘Taylor Swift phenomenon,” with relation to the NFL, stating “more young girls are now following the game because they were exposed to it by Taylor, but they’ve actually fallen in love with the game as well.” Dillon adds the importance of “making the game accessible to everyone,” highlighting that “people will have different ways in, and they’ll have different reasons to watch.”
On the relationship between the AFL and NFL, Dillon comments, “we want to work with them,” “we can share research” on data relating to head inuries and more of a collaboration is “certainly on the radar.” Dillon also spoke on the number of Irish and American athletes playing AFL and that “they add something to our game.”
On the AFLW with continual financial backing, Dillon stated “the growth there is enormous”.
In response to McGuire’s question of how we can grow AFL outside of Australia, Dillon states, “ultimately our major focus is within Austarlian borders,” “however, we’re not clsoed off to opportunities internationally and were looking at how to interact with, particularly the US and Indian Market.” He adds that they’re the two markets the AFL has identified where there is potential for opportunties for growth.
Dillon on the development of the new Tasmanian AFL team shocases that “the other 18 clubs want a club that is going to come in and be cmpetitive and is going to be additive to the competition.” Regarding the new stadium, Dillon states that it will be additive to the Tasmanian economy and that it will be a multi-purpose facility.
McGuire closes with a question regarding the demand of the sport, “there is an appetite for fans,” and, “we need more product.” Dillon highlights the significance of Opening Round and that for the “last 127 years, we’d never played on this long weekened, so I look at that as adding to the story.”
Maximising Next Gen Sponsorship
MODERATOR: MICHAEL DA COSTA-ALVES – GM Commerical, MKTG Sports + Entertainment
DR. MINH TRAN – VP APAC Partner Services Marketing, VISA
FIONA HAROLD – CEO, World Netball
RODDY CAMPBELL – Director Partnerships & International Business, Tennis Australia
The panel opens with the question on how the sporting industry can maximise next generation sponsorships and explore some of the ofrces that will shape the next 5 to 10 years of the industry.
On the growing role of partnerships, Campbell highlights that “77% of CMOs believe the future of marketing lies in partnerships between brands, creators, and platforms.” He adds that, ‘we’ve always had a pretty experimental culture at the AO and Tennis Australia, and I’m sure every event and rights holder is in the same boat of keeping an eye on that future consume.” Despite these changes, traditional media remains storng, “the core media channels are still in pretty good health. About 75% of our audience is still on linear broadcast,” Campbell noted. “That’s kind of holding up. Theres a new trend in tennis that is protecting that. It’s not eroding and we’re not panicking, trying to find substitute channels. We have 2 billion people watching on broadcast around the world.”
However, Tennis Australia isn’t standing still. They are continuously testing new engagement strategies. “We tried a number of things in January this year,” Campbell said. “We also ran a six-hour influencer program and created AO Adventure in Roblox, which had 25 million visitors.”
These efforts allow Tennis Australia to refine its strategy and provide value to brand partners. “Eventually, this will allow us to be more targeted—by region, by consumer, by channel,” he explained. “The key is measuring these efforts effectively. I don’t think we’ve been completely buttoned up in terms of a holistic view on the cultural impact for our partners, but we’re working to optimise that.”
Harold shared her thoughts on the challenges for smaller sports. “There are many challenges. For smaller sports, it’s really tough because there is that rich-poor divide. You can get squeezed out, competing in an increasingly busy market with new formats and the explosion of women’s sport. We have to be agile and adapt to these changes.”
One of the biggest hurdles is balancing visibility and revenue. “As a small sport, you need revenue, but you also need eyeballs. Finding that balance is tough,” Harold explained. “You have to move beyond a purely transactional relationship with media partners. Some will offer a platform but won’t promote your sport or carve out reserved rights to help you grow elsewhere. That’s something we need to navigate strategically.”
As netball looks ahead to the 2027 World Cup, defining a content distribution strategy will be critical. “To Campbell’s point, we have Gen Z, but we also have our traditional audience. How do we align our content strategy with brand objectives? What do they want to achieve, and how can they help us grow the overall ecosystem?”
While challenges remain, netball’s ability to adapt and embrace new media models positions it for long-term success. “Hopefully, this is an opportunity for us. The next 12 to 18 months will be crucial as we have some big conversations ahead of the 2027 World Cup.”
On what brands are now looking for, Tran highlights, “Sponsorship requests come in constantly. But what we really look for is how a sponsorship can get us closer to our customers through passion pillars. Data and engagement are incredibly important to us.”
Traditional media still plays a role, but the most successful partnerships go beyond broadcast. “The best sponsorships create immersive experiences—where fans feel part of the moment,” Tran explained. “We’ve seen this with the Olympics, FIFA, Formula 1, and Red Bull. The difference from just four or five years ago is huge.”
Looking forward, Tran further adds how AI and technology will drive even more personalised experiences. “The future is about tailored engagement. If I’m sitting in Sydney watching Formula 1, how do we create a customised experience based on the data we’ve collected? That’s where sponsorship is heading.”
ADAPTING IN FLIGHT
MODERATOR: ROWENA SAMARSINHE – Managing Director, GenSport; Partner, LEVEL
ED SANDERS – CCO, Cricket Australia
KYLIE ROGERS – CEO, Victoria Racing Club
JASON GRIFFITHS – VP, Partnerships, LA Rams
The panel address the numerous challenges commerical organisations face and how they can’t simply rinse and repeat year-on-year.
Griffiths states, “I think a lot of the way sport has been run has been very traditional and the same ways of doing things because they’ve always been done that way.” He adds, “brands are now looking at ways of interacting with individuals in a hyper personalised way that we as sports have incredible ingredients to exploit.”
Rogers furthers that “our job when we administer sport is to grow fandom, is to keep our traditional fans sticky and interested,” whilst bringing in new fans.
Sanders explains that these commercial challenges can be overcome by innovation. “We have to adapt. We can’t sit here and say our way will be perfect.” He adds, “the game is changing, and we need to be looking at that.” That being said, for such a traditional game, cricket has made incredible leaps in innovation regarding its formats, and Sanders highlights that it really is a “question of balance, like balance the history and the tradition of the game. But, you’ve got to break some eggshells, I think, to push it forward. Otherwise it’ll happen to you, not with you.”
On women’s sports, Rogers states the “wave of momentum with women’s sport is really strong and I think Australia’s got a lot to be proud of in terms of where we are today”. She speaks on horse racing as one of the only sports in the world “where men and women compete under the same conditions, for the same prize money and have for decades.” Sanders adds that he is “really proud of working at Cricket Australia with its Women and Girls Action Plan,” and the depth of the strategy. “The women’s teams in all formats are doing incredibly well from a pay perspective.” He believes that cricket is in a good place and taking on a really strong leadership position around the women’s game.
Griffiths states that female flag football is “hands-down the fastest growing segment of our community initiatives.”
KEYNOTE – ANDREW WILSON
MODERATOR: EDDIE McGUIRE AM – Co-Founder, SportNXT
ANDREW WILSON – CEO, Electronic Arts
The evolution of the sports video games business has dramatically changed since the early 2000s. Wilson touches on the more recent nature of multiplayer, user-generated content, and communication within games and how that has evolved significantly, with “social connection” now being a huge part of the gaming experience.
Gaming has offered fans an opportuity to engage with sports in a way that wasn’t possible before. Wilson states, “For most people, they never get to stand in the midd of the MCG – but in our games, they get to do it every day.” Initially the goal of sports gaming was to make the experience as realistic as possible, and now “sports broadcasts are starting to look a lot more like what we do in the games.” One example of this evolution was a test with NBC earlier this year, where a Madden Cast was introduced. This broadcast used Madden overlays and controller inputs, creating a unique experience that resonated with a younger generation. Wilson adds, “Gen Z and Gen Alpha consume more sport than any generation before them by a wide margin.”
Wilson discusses the connection with AI in sports gaming. While athletic performance on the field will never be replaced by AI, it can still enhance it. “AI will help them move faster, jump higher, hit harder.” The use of AI in creating the game world has reached impressive levels, such as building “11,000 heads” to improve realism. Wilson states, “The level of immersion and authenticity you get as part of these experiences will now be fuelled by AI,” offering a richer and more engaging experience for players.
Speaking on Electronic Arts, Wilson highlights that the company has always prioritised athletes’ rights and has aligned closely with the athletes featured in their games. “As a company, we have always believed in the value of athletes and athlete rights and have aligned ourselves closely with the athletes that participate in our game.”
In terms of efficiency and expansion, AI allows for the creation of new experiences. Wilson’s three main pillars: “Efficiency, expansion, and interactivity” which helps push the boundaries of what’s possible in sports gaming.
Sports video games also provide a way to connect with an international fan base, especially the younger generation. Wilson conveys, “there’s no better way to connect with an international fan base, particularly a youthful international fan base, than through great sports-based video games.” However, the challenge lies in underwriting the cost of games for smaller markets like Australia, where sports such as surfing, AFL, or cricket may not have a large enough base to justify the investment.
The traditional business model in sports has been centered around selling broadcasting rights, and “this traditional model isn’t going away anytime soon.” However, new models are emerging, such as “interactive engagement with your sport.” By monetising “daily engagement, moment-to-moment engagement, and community-level engagement” outside of long-form TV content, companies are ensuring they remain relevant and adaptable to changing consumer behavior.
Looking ahead, the future of sports lies in reaching the next generation of fans who spend more time with sport than ever before. Wilson closes with, “by engaging with the next emerging consumer class, who spends more time in sport than any previous generation, you position yourself to ensure sport remains the number one entertainment property for the next 100 years.”
NOTHING LIKE BEING THERE: VENUE FUTURES
MODERATOR: DANIELLE BLEAZBY – Director of Venues, Melbourne Park
TOM SLOANE – Managing Director, MI Global Partners
MEAGAN WALKER – Group Director – Arena Operations, ASM Global and APAC
JAMES HAMILTON – Director, Global Host Cities & Venues, Turner & Townsend
Bleazby emphasises the foresight of the Victorian government in “planning multi-purpose venues in one location on the fringe of the city”. This approach has been key in providing flexibility and accessibility for a variety of events.
Walker notes the ongoing development and redevelopment of venues to keep up with changing demands and customer expectations. “We’re going to have some new venues on board. We’re going to have a lot of venues having a redevelopment as well.” She stresses the importance of continuing to evolve alongside these changes. “We have to keep up with that and we have to evolve with new venues. We’ve got to make sure we’ve got the foundation right, because we will have to continue to evolve.”
The phrase “Content is king” is central to understanding the need for constant innovation. Walker emphasises that without content, venues and events would lose their appeal. “Without content, we’re dark.” She also points out that “there’s an event for everyone,” highlighting the need for diverse offerings and content that can fill venues.
Looking ahead, the stadium industry is expected to experience significant growth. Stadiums are predicted to grow by 22% year on year, with a projected worth of $23 billion by 2028. This growth will be accompanied by an increasing use of AR and VR for instant replays and live statistics, enhancing the overall fan experience.
Hamilton emphasises that while platforms may change, organisations are still in control of their own destiny. “The real key is just to remember that you are still masters of your own destiny, and it is your platform, and you’re inviting them into your platform.” This approach is essential in maintaining the focus on fan engagement and creating a memorable experience for attendees. “It’s putting the word fan into fan engagement – leave the fan with an amazing feeling.”
Sloane reflects on the evolving fan experience, noting that it is no longer just about attending an event but about a comprehensive journey. “It’s no longer just fandom turning up and being tribal and having a pie and a beer. It’s increasingly about an end-to-end product, a fan experience from when you leave home to getting to the venue, to getting into the venue, the post-event debrief, and getting yourself home again.” The entire process, from start to finish, is becoming an integral part of the entertainment product. “All of that becomes part of that whole entertainment product.”
The product has to be “frictionless, fun and fair,” Hamilton states.
NBA X NBL
MODERATOR: NEROLI MEADOWS – Sports Presenter & Journalist
RAJAH CHAUDHRY – GM of Australia / New Zealand, NBA
DAVID GRIFFIN – Executive Vice President of Basketball Operations, New Orleans Pelicans
LARRY KESTELMAN – Owner, NBL
Griffin expresses great confidence in the level of competition and highlights how “this is just a really natural fit for our organisations, and I’m just really honoured to get to be part of that.”
He also notes the significance of Australia’s basketball teams, with both the Boomers and the women’s teams ranked in the top seven in the FIBA world rankings. “I think one of the most underrated aspects of Australia as a market of sport is both the Boomers on the mens and the women’s side are ranked in the top seven in the FIBA world rankings.” He emphasises the importance of both teams performing well simultaneously, which helps Australia establish a strong presence in the region.
Griffin also highlights the growing fan base that is now being exposed to the game. “A whole new fan base is being exposed to our game and so, in addition to the fact that we’ve had all of these global superstars that were international.”
When discussing the respect NBA teams have for Australian basketball, Griffin points to the undeniable quality of play. “The quality of play unquestionably.” He also reflects on the NBL’s role as a “trailblazer for where we’re now kind of jerry-rigging ourselves to get back to.”
Chaudhry points out the passion of Australian fans who love both the NBL and the NBA. “You know there’s fans in this country that love basketball, love watching the NBL, and also love watching the NBA. This together is exciting for our fans, for them to get to see the stars.” He describes the collaboration between the NBA and NBL as an opportunity for fans to watch stars from both leagues compete.
Kestelman reflects on the trust and respect that have been built over the years. He acknowledges the NBL’s journey, especially the challenges faced ten years ago when the league was not in the best shape. “I think they’ve seen the journey that we’ve been on and we don’t hide away from the fact that ten years ago the league was not in amazing shape and that sort of created the opportunity.” He underscores the recognition of the NBL’s growing fan base, noting that there are 1.2 million and growing fans of the game. “We treat the NBL with respect as a business – we recognize that there’s 1.2 million and growing fans that play the game, love the game.”
He also shares the vision of making NBA games in Australia an annual event. “See NBA games being an annual event if we can put on a good show.” Additionally, the goal is to turn every NBA player that plays here into an ambassador for the game. “We want to turn every one of them into an ambassador for us.”
Kestelman highlights the importance of finding an unfair advantage for the NBL, understanding that it is not the NBA. “Look for your unfair advantage – we’re not the NBA, so we look for opportunities, where can be of use, how can we use our program.”
Chaudhry emphasises the value of grassroots involvement, noting that boys and girls playing the game is a core part of their mission. “Boys and girls playing the game is a really meaningful thing for us. It’s a huge part of our drive for being a part of this.” He sees basketball’s growth as exponential. “It feels like it is limitless at the moment, growing exponentially every year.”
Chaudhry also reflects on the opportunity that Australia has in basketball, as the country has seen the rise of numerous players making it to the NBA and WNBA. “The proof is in the numbers, there’s 14 NBA and 10 WNBA players to start on the roster from Australia.” This shows the increasing strength of Australia’s basketball scene, particularly as multisport nations begin to embrace basketball.
On the importance of grassroots development, Chaudhry stresses that players start at the grassroots level, looking up to heroes like those in the NBA. “Where do all the players come from? They come from grassroots and they look for heroes in what they’re watching and the NBA provides that.” This connection is critical to the growth of the sport, not only in the region but globally. “Critically important to us across the globe not just in this region but everywhere we go to try and make sure we’re involved in the community.”
Chaudhry notes that elite players in Australia currently do not face significant adversity. “Elite players in our country right now, they don’t have to overcome adversity. They can just go into another situation.” He explains that this may make it more difficult to identify the players with the “competitive mindset” and “grit” needed to succeed at the highest levels. “We’re going to struggle a little bit in terms of a talent pipeline of identifying the kids that have what it takes from a competitive makeup standpoint and a desire and the grit to overcome adversity.” This is a key challenge in the development of future talent, especially in the context of a growing league.
Chaudhry also reflects on the ambitious vision for the league’s future. “We dream big.” He emphasises the goal of expanding the league in terms of both the number of teams and the number of games. “We want to be growing the number of teams. We want to be growing the number of games.” He adds, “success for us is the fact that our sport is probably more united than ever,” and “I can think of a success that’s going to be in the future that is based on the fact that we’re also partners with the federation, with Basketball Australia, with the WNBL. We’re working closer than ever.”
To conclude the day, Chaudhry states that the primary focus within Australia is on growing the fanbase and expanding the sport. “Growth within Australia is focused – number one grow our fans, grow the sport here.” Beyond that, “we’ve got our eyes squarely set on Asia.”
Back to all Media