SportNXT is the conference that makes me think bigger.
Last year, when I attended for the first time, I walked in and was completely blown away. The scale, the global conversations, the level of influence. I was just absorbing everything, trying to keep up with the magnitude of the business of sport on a global level.
This year? It’s different. I know what to expect. I’m not in shock anymore. Instead of just listening, I’m thinking about action—what role do we play in the future of sport?
One thing is clear: the next decade will define Australia’s place in global sport.
To give you an idea of what I’m talking about, here’s a glimpse of the discussions happening at SportNXT.
We’re not talking about sponsorships in the millions—we’re talking investments in the billions. Entire countries are using sport as a strategic asset, reshaping industries, economies, and global influence.
Take Saudi Arabia, for example. They’ve completely transformed golf with LIV, disrupted football’s transfer market through the Saudi Pro League, and expanded into motorsport, boxing, and tennis. They’re making bold, billion-dollar moves that are reshaping the global sporting landscape.
Qatar is cementing its place, too. Beyond hosting the World Cup, they’re investing heavily in Formula 1, rugby, and other global sporting properties.
India is another major player. The Indian Premier League (IPL) has turned cricket into one of the most valuable sports properties in the world. It’s a powerhouse of private investment and media rights, drawing in massive audiences and making stars out of its players. And now, the Women’s Premier League (WPL) is following suit, proving that women’s sport is just as integral to this global sports economy.
The question came up: does it matter where the money comes from? Are we okay with how the sports we love are funded, or does it make a difference in how we support them?
And, it’s not just about the competition on the field, it’s a battle for attention.
Traditional TV is competing with streaming giants like Amazon, Apple, and Netflix, while social media platforms are completely changing how fans consume sport. Short-form content is often overtaking full-game broadcasts. Younger audiences, in particular, are driving this shift.
How we watch sports is evolving, fast.
When you hear all of this, it feels miles away from the games we loved as kids. It’s no longer just about playing. It’s about capturing—and keeping—our attention.
One of the biggest themes at SportNXT was the importance of grassroots sport. Everyone agrees it’s the foundation of every sport.
But as I listened, I kept wondering: do the people making these big decisions really know what’s happening on the ground?
In these rooms, you hear a lot about investment at the elite level. But how well connected are these conversations to the local clubs, the volunteers, the families?
If grassroots is as critical as everyone says it is, how do we make sure that investment and attention actually reach that level? Because without a strong foundation, the rest doesn’t hold up.
I knew there were big events on the horizon, but hearing them listed one after another? Wow.
This isn’t just about sport—it’s about how Australia presents itself to the world.
Sport is no longer just about the game. It’s about what happens before, during, and after—how it integrates with music, fashion, digital media, and global storytelling.
People expect more. How do we manage all of this? How do we live up to that expectation?
One of my favourite panels at SportNXT was facilitated by Sarah Styles (Office for Women in Sport) and featured:
Katie Page outlined why investing in women’s sport is now a major focus for Harvey Norman. Larry Kestelman, who recently acquired the WNBL, took a straightforward approach, highlighting the clear business potential in women’s sport. He emphasized that it’s a growth area that requires steady, long-term investment, not quick wins. By committing to building visibility and expanding the audience, Larry pointed out the practical, profitable path forward—one that organizations would be smart to follow.
“This is a golden era for women’s sport,” he said. “The opportunity is right in front of us.”
Thayer Lavielle also issued a clear call to action for those watching from the sidelines: “Invest, attend, and engage, because now is the time to get involved.”
It makes me think—how do we think way bigger about what we do?
By the time the Brisbane Olympics arrives, how can we be immersed in the action, actively shaping the future of sport—contributing, innovating, and leading the way?
How do we stop thinking small and start operating on a global level?
The opportunity is right in front of us. It’s up to us to take it.
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