The countdown to the 2027 Netball World Cup is on! In this op-ed, Victoria Mackinlay, Chief Storyteller for House of Kitch Communications, attends the ‘Shooting for 2027 Storytelling Workshop’ to hear what brands and athletes are saying about the road ahead.
Last week, major brands and superstar athletes from the NSW Swifts and GIANTS gathered at Netball Central to strategise about harnessing the power of storytelling to maximise the World Cup’s impact.
Netball legend and brand-newly appointed chair of the Netball Australia Board, Liz Ellis AO, said she was incredibly excited about the 2027 World Cup. “The Netball World Cup is a terrific opportunity to showcase stories from all over the globe as the world’s best netballers converge in Sydney,” she said.
“Netball has always led the way for women’s sport, and I can’t wait for our Diamonds moment at the World Cup”.
“Our greatest asset is our playing group – they’re an outstanding group of women who are exceptional role models and who are an amazing example of the best of our sport”.
“The 2027 Netball World Cup represents a unique opportunity for brands to partner with the Diamonds as netball looks to showcase the best of the best”.
Mim Haysom, EGM Brand and Customer Experience, Suncorp, presented Suncorp’s 8-year partnership with netball and called it amazing (and unusual) to see a room jam-packed with interested parties three years before an event (when it’s typically tough to excite people even three months before an event).
“Like anything the more forward planning you do, the better the execution will be on the day, or in the year in this instance,” she said. “With greater collaboration comes greater creativity, greater innovation, greater opportunity. For stakeholders to come together as early as possible, strategise and devise a plan – it’s going to end up in better outcomes for the sport, for the athletes and for the public who are experiencing it.”
Sarah De La Mare, Head of Community & Sponsorships at Woolworths, called out the positive impact their partnership with netball has had on their brand. “The netball community is incredibly engaged and incredibly passionate – so when you can become part of their community, they return the love in terms of brand advocacy and brand love for Woolworths,” she said.
She also highlighted the benefit of engaging athletes and ambassadors, such as in their ‘Pick Fresh Play Fresh’ social content. “Athletes are important because they get the cut-through of the message. They bring personality, credibility, and athleticism. Not only that, they can bring their audience and they are seen as idols. So, by using them, you can create more engaging content,” she said.
Elite athletes from both the NSW Swifts and GIANTS were in attendance, taking part in a practical ‘Storytelling Workshop’ to learn how to craft their own stories to resonate with their fans and audiences.
Maddy Proud, Australian Diamond and co-captain of the NSW Swifts, who is also a children’s author, shared why sport is such a powerful connector. “Sport can help uplift young females now and into the future because it’s the best place to learn so many life skills. You learn teamwork, you learn resilience, you learn about committing to something and I think that the friendships you make in sport will last an absolute lifetime”.
Jamie Lee Price, Australian Diamond and co-captain of the GIANTS, also crafted her story and shared her excitement for the upcoming 2027 Netball World Cup in Sydney. “Seeing what the Matildas were able to do in Australia, to be able to see what impact we can have and what we can do to be able to inspire the next generation of woman, but also of men, is really exciting.
“A Netball World Cup in Sydney will be a dream come true. Being able to have your family, your friends, and the whole community get around you. It’s a huge opportunity for netball to grow even more”.
During the ‘Shooting for 2027 Storytelling Workshop’ presentations we heard key statistics and insights from the Office of Sport, Netball Australia and Netball NSW with Yael Reed, EGM Commercial & Marketing at Netball NSW sharing that for every $1 a corporate sponsor invests into the visibility of women’s elite sport, the organisation gains on average:
- $7.29 in customer value
- +8% brand awareness
- +6% brand consideration
- +5% customer conversion invested.
We also heard how netball is the number one sport in Australia for women and girls and growing for boys and men, with over a million participants down under and 20 million players around the world.
Brands and athletes gathered at Netball Central to strategise about harnessing the power of storytelling to maximise the impact of the 2027 World Cup.
Speakers stressed the power of storytelling in women’s sports to inspire positive change and shape culture. They also emphasised the importance of creating inclusive content to showcase female athletes’ stories and achievements, leveraging partnerships with like-minded brands to amplify their message.
This event was part of a collaboration between the Office of Sport, Netball NSW and House of Kitch Communications. The practical storytelling session saw brands and athletes buzzing with deep discussion as they explored how to grow their stories and work together to shoot for 2027.
