“The War For Sponsorship Dollars Is At Its Highest”: Buildcorp’s Josephine Sukkar

“The War For Sponsorship Dollars Is At Its Highest”: Buildcorp’s Josephine Sukkar
SHARE
THIS



With just a few days until the Ministry of Sports Marketing conference kicks off in Sydney, B&T got the chance to sit down and chew the fat with another one of its speakers, Buildcorp principal Josephine Sukkar (pictured below), about the importance of brands supporting women in sport.

Josephine Sukkar

What can we expect from your presentation at the upcoming Ministry of Sports Marketing conference?

Expect that attendees will leave understanding how to commercialise sponsorship of women’s sports.

Why is it important for brands to support females in sport?

It is important that organisations align any of their partnerships with sporting organisations that reflect the values of their business. If they value women and men equally in their business, they should reflect that support in any sponsorships they have.

Which Aussie women’s professional sporting competition is leading the charge at the moment in terms of attracting sponsors and being recognised as a TV spectacle?

Cricket, netball and the AFLW.

Buildcorp’s decision to not renew its sponsorship of the National Rugby Championship was a big statement in demonstrating where the company lies in terms of supporting women in sport. How hard/easy was it to make that decision, especially given Buildcorp was the inaugural naming rights sponsor of the NRC?

The decision was not a knee-jerk reaction. It was made after lengthy discussions with the ARU over the three-year period of the sponsorship contract. We respect the ARU’s decision to not proceed with a women’s NRC. As a business however, we could not continue (after three years of investment) to associate our brand with a competition that just developed one gender and not the other.

Do you think some female-skewed brands are put off by sponsoring contact sports such as AFL and rugby union?

Potentially. It is the job of people like me to reframe the perception of what ‘female’ looks like. It can look strong and healthy while still looking feminine, if that is important. They are not mutually exclusive.

What can female sporting competitions in Australia do better to build their audiences and attract more sponsors?

Sporting organisations need to go back to juniors and ensure that right from the get-go the sports are presented for boys and girls the same. That builds the numbers of participants within each of the codes. Once sporting organisations can demonstrate high participation rates, they have a better chance of attracting attendees to games, eyeballs to TV coverage and general interest from the community. It is up to the organisations to continue to reimagine and reshape sports so they are entertaining and relevant to today’s men and women. The war for sponsorship dollars is at its highest. It is in the hands of the sporting organisations to develop ‘product’ – much like Kerry Packer developed one-day cricket – to attract participants and sponsors. Not the other way around.

If you want to learn more from Josephine Sukkar on how to commercialise sponsorship of women’s sports, click here to secure your ticket to the Ministry of Sports Marketing conference on Tuesday 18 July in Sydney.

Please login with linkedin to comment

buildcorp Collaboration josephine sukkar Ministry of Sports Marketing 2017 MSM 2017

Latest News

The Try-On Evolution: Levi’s Join Bitmoji On Snapchat
  • Media

The Try-On Evolution: Levi’s Join Bitmoji On Snapchat

From Friday, December 4, Snapchatters and Bitmoji users will be able to pair with their own Bitmoji avatars with Levi’s casualwear apparel. The Levi’s x Bitmoji designs will also appear across a variety of experiences on Snapchat including Chat and games, on the Snap Map and in Lenses. All products will be available for purchase […]

Ex-Hogarth Executive & Fusion Co-Gounder Bucks Agency Model With New Product Design Firm, Diagram 
  • Advertising

Ex-Hogarth Executive & Fusion Co-Gounder Bucks Agency Model With New Product Design Firm, Diagram 

John Chaplin (pictured), former Chief Product Officer of Hogarth Australia and Co-founder of award winning digital agency Fusion, has launched a new digital product design company, Diagram. Based in Sydney, Diagram are a collective of creators and makers who partner with individuals, agencies, startups, business and industry to design and build considered, elegant digital products. […]

Salesforce Makes Moves In Automation And Digital Transformation As Part Of Dreamforce 2020
  • Media

Salesforce Makes Moves In Automation And Digital Transformation As Part Of Dreamforce 2020

After announcing the mega acquisition of workplace chat company Slack yesterday, tech giant Salesforce has made a raft of announcements as part of this year’s annual Dreamforce event, which has been held virtually. Headlining the announcements was news of Salesforce Hyperforce, which comes as a reimagination of the company’s platform architecture built to securely and […]