“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

New Report Calls Out Australian Media & PR Agencies For Promoting Fossil Fuels
  • Advertising
  • Media

New Report Calls Out Australian Media & PR Agencies For Promoting Fossil Fuels

A new global report on the damaging effects of promoting fossil fuels has singled out Australia as being uniquely compromised by agencies lobbying for oil, gas and coal. The joint study by Australian organisations Comms Declare and Clean Creatives lists the 90 advertising, marketing and PR agencies that have hampered cuts to greenhouse gas emissions […]

by B&T Magazine

B&T Magazine
72andSunny Unveils First Campaign For Plant-Based Drink Brand Australia’s Own
  • Advertising
  • Campaigns

72andSunny Unveils First Campaign For Plant-Based Drink Brand Australia’s Own

Freedom Foods and 72andSunny Sydney have launched the first advertising campaign for Australia’s Own range of plant-based beverages. The campaign introduces a new visual world and identity for the brand and captures the healthy, positive feeling you get when spending time in nature and when consuming Australia’s Own certified-organic, plant-based beverages. As well as featuring […]

Are You Paying Too Much In Search Marketing?
  • Partner Content

Are You Paying Too Much In Search Marketing?

Are you paying too much for search marketing? Discover the awful truth here. Or, alternatively, look at the invoice.

Partner Content

by B&T Magazine

B&T Magazine
Nine APAC Finalists In One Club’s Young Guns 19 Competition
  • Advertising

Nine APAC Finalists In One Club’s Young Guns 19 Competition

Nine creatives from APAC are among the 94 finalists from 27 countries in The One Club for Creativity’s prestigious Young Guns 19 competition, celebrating international creative professionals age 30 or younger. The finalists from APAC are: Hiu Ching Kung, graphic designer, Hong Kong Lam Ieong Kun, graphic designer, illustrator, indego design, Macau Raxenne Maniquiz, graphic designer, illustrator, Santa Maria (Philippines) Kiyotaka […]

Adflow’s Regional OOH Coverage Expands By 60%
  • Media

Adflow’s Regional OOH Coverage Expands By 60%

OOH transit company Adflow has announced the success of the first phase of its regional expansion program. Adflow’s regional footprint has increased by 60 per cent to now include 65 regional locations. With 9.1 million people living regionally in Australia (growth of 1.1 per cent experienced in the 19/20 Financial year) and most regional centres […]

Freshworks Starts Trading On Nasdaq, Valued at $13.7 Billion
  • Technology

Freshworks Starts Trading On Nasdaq, Valued at $13.7 Billion

Freshworks, a leading software company, has started trading on the Nasdaq Global Select Market, marking an important milestone for the company. The company priced its IPO at US$36 per share (AU$49.76), raising about US$1 billion (AU$1.4B), resulting in a total market capitalisation of AU$13.7 billion  (US$10B). Freshworks, which was founded in India, has strong roots […]

SLIK Announces Four New Key Hires
  • Marketing
  • Media

SLIK Announces Four New Key Hires

Independent creative agency, SLIK, has made significant changes to its full service creative offering with four hires across management, creative and production.

How Retailers Can Maximise Their Results This Sales Season
  • Marketing
  • Technology

How Retailers Can Maximise Their Results This Sales Season

Black Friday Cyber Monday (BFCM) is the biggest player in the holiday shopping game and Google’s most recent research suggests consumer interest for the peak sales season starts much earlier than retailers may realise. The pandemic has fundamentally changed buyer behaviour over peak sales season, with Google suggesting that global consumer interest in Black Friday […]