In an industry that thrives on visual storytelling and innovation, Sport Design Australia (SDA) is championing sports creatives like never before.
Ryan Ellul, CEO and co-founder of SDA, sat down with B&T to discuss the launch of the inaugural Sport Design and Creative Awards, a pioneering initiative that aims to spotlight the talents driving the sports world’s most engaging and impactful content.
“There’s not really anywhere in Australia that showcases and recognises the creative sports designers, videographers, motion designers, animators, and illustrators,” Ellul said. “There are sports awards; there are marketing awards, but nothing that really recognises the art of sports creativity. So that’s what we wanted to do.”
Ellul explained that the core mission of the awards is to serve as a place to support and showcase the best creative talent in an industry that isn’t always showcased. “We wanted to be the place where people can come and see the best of the best sports creatives in Australia,” he explained. “It’s about giving young designers something aspirational to aim for and giving organisations the opportunity to put their internal teams on the map.”
Creators, as he pointed out, are so often overlooked in the sporting space but they are the ones creating the bulk of the content we consume. “These creators are often working most weekends, creating that final piece of creative and getting it out there. It’s a good opportunity for organisations to understand how much effort they’re putting in and reflect on their work. Too often, it’s just one piece done and straight onto the next,” Ellul explained.
“It’s important that sports creatives get the recognition they deserve. It’s not just about the final product but also the thousands of hours they’ve put into their craft. We want this to be a celebration of their creativity and abilities and to ensure the industry continues to grow each year.”
The industry is also rapidly evolving, with advancements in tech and photography changing the game. “Photography is continuing to move through the roof. We’re seeing a lot of organisations starting to understand the value of great sports photographers who were previously working on their own,” Ellul observed.
“We’re also seeing video evolve—raw, less-polished content, often edited on an iPhone, alongside high-level cinematography-style content for long-form storytelling.”
The awards will feature 16 categories to honour various disciplines and roles within sports design. From animators and motion designers to videographers and graphic artists, the awards aim to capture the full spectrum of creative contributions.
Ellul’s message is clear: this is the time to recognise the unsung heroes behind the sports industry’s most captivating and inspiring content.
Award submissions are now closed and winners will be announced in November.
