Marvel Stadium played host to the Digital Sport Business Summit yesterday, bringing together thought leaders, innovators, and decision-makers from across Australia and around the globe. As I listened to the many sessions throughout the day, one theme emerged with remarkable clarity: community sport isn’t merely an adjunct to elite competition but the very foundation upon which Australian sporting culture builds its future. We stand at a pivotal crossroads where grassroots participation and digital transformation must converge to create sustainable sporting ecosystems that serve communities first while feeding the elite pathways.
The Grassroots Renaissance
Perhaps the most surprising theme that emerged throughout the day was the renewed focus on community and grassroots participation. Despite the glits and glamour of professional leagues, speakers consistently emphasised that grassroots sport represents the true “shop front” of any sporting code.
A compelling observation that emerged during the summit highlighted how the industry’s priorities have significantly evolved. There’s been a notable shift over the past five years—moving away from the previous dominant focus on maximising broadcast revenue toward recognising the fundamental importance of community engagement. Several presentations underscored how thriving grassroots participation is now widely viewed as essential to the long-term sustainability of the entire sporting ecosystem. The consensus among many speakers was that without this foundation at the community level, even the most commercially successful codes ultimately become vulnerable.
This shift isn’t merely philosophical—it’s strategic. In an era where traditional viewership models face disruption, building robust participation pathways creates resilience. The most forward-thinking organisations are now investing in digital infrastructure that connects elite and community experiences rather than treating them as separate domains.
Data Centralisation: The Elusive Holy Grail
With a familiar enthusiasm about data’s potential, a refreshing honesty permeated discussions about the challenges of true data centralisation. Sports organisations are drowning in data while thirsting for insights.
“We’ve built separate systems for membership, ticketing, participation, performance, and fan engagement,” shared Emily Cheyne, St George Illawarra. “Creating a unified view of our community remains an important challenge.”
What became evident is that most organisations are still operating with disconnected data islands. The technology exists, but organisational structures and legacy systems create significant roadblocks. Those codes making genuine progress are approaching data centralisation as a cultural transformation rather than merely a technical exercise.
AI: Beyond the Buzzwords
Artificial intelligence dominated both main stage presentations and corridor conversations, with speakers positioning it as nothing less than the fourth industrial revolution for sport. However, what struck me was the acknowledgment that we’re collectively in the “forming stage” of AI implementation in sport.
“There is no standout global operator of AI in sport yet,” observed Peter Sprenger, Board Member of Techonomy Netherlands. “This means opportunities abound for organisations of any size to lead rather than follow.”
The most compelling applications weren’t about replacing human elements but enhancing them. From predictive injury prevention to personalised fan journeys, the potential applications span performance, commercial, and engagement domains.
The Esports Conundrum
Among the most thought-provoking sessions was a panel exploring the relationship between traditional sport and esports. While some traditionalists continue to view gaming as a threat, the data tells a different story: 83% of children who game also play traditional sport (Sport Waikato).
“We’ve been looking at gaming all wrong,” argued Leanne Bats, Head of Digital & Innovation at Sport Waikato. “Instead of viewing it as competition, we should see it as a complementary activity and powerful engagement tool.”
Several forward-thinking organisations shared case studies of how they’re using gaming as an acquisition strategy rather than viewing it as a competitive threat. This represents a significant mindset shift from even two years ago, when traditional sporting codes largely viewed esports with suspicion.
The Changing Dynamics of Fandom
Perhaps the most significant disruption to traditional sporting models comes in how fans form allegiances. The old model of geographic loyalty continues to erode, with fans increasingly following athletes rather than teams or codes.
“When athletes move, fans move with them,” noted Thomas van Schaik, Co-Founder of The Athlete Brand. “This creates both challenges and opportunities for traditional team-based loyalty models.”
This shift demands new approaches to storytelling, with several speakers highlighting the need to give athletes greater freedom and support to tell their authentic stories. As one presenter memorably put it, “In a world where content is infinite, authenticity becomes the scarcest resource.”
The Real Competition: Inactivity
The day’s most quotable moment came during a panel on cross-code collaboration: “The couch is the competition, not the other codes.” This simple yet profound observation shifted the conversation from traditional competitive models to a recognition that all sporting codes share a common enemy in sedentary lifestyles.
This perspective opens possibilities for unprecedented collaboration. While codes will always compete for commercial opportunities, the summit revealed growing recognition that collective advocacy for physical activity benefits everyone.
Australia’s Unique Position
Several international speakers acknowledged Australia’s sophisticated sporting ecosystem. Our relatively small population, combined with world-class sporting infrastructure and high participation rates, creates a unique testing ground for digital innovation.
Multiple speakers throughout the day highlighted Australia’s unique position in the global sports technology landscape. They pointed to our nation’s sophisticated sporting ecosystem, high participation rates, and advanced infrastructure as creating an ideal innovation laboratory. This distinctive environment allows sporting organisations to test and refine digital initiatives locally before scaling them to global markets—a competitive advantage that Australian sports technology companies are increasingly leveraging.
Looking Forward
As the summit concluded, I was left with a sense that Australian sport stands at a transformative moment. The organisations that will thrive aren’t necessarily those with the largest budgets or the most advanced technology today. Instead, success will come to those who can most effectively balance innovation with tradition, data with intuition, and global thinking with local execution.
The path forward requires a delicate balance: embracing technological advancement while remembering that sport’s fundamental power lies in human connection. Creating frictionless, personalised experiences shouldn’t come at the expense of community and shared experience.
As I left Marvel Stadium, one conversation particularly stayed with me. “Digital transformation isn’t actually about technology,” reflected a veteran sport administrator. “It’s about people and culture. The technology is the easy part.”
In this observation lies perhaps the most valuable insight from the entire summit. As we navigate sport’s digital future, our success will ultimately be determined not by the sophistication of our algorithms, but by how effectively we use technology to strengthen the human connections that make sport so powerful in the first place.
The author attended the Digital Sport Business Summit as a delegate representing For Future’s Sake Pty Ltd (Clubland), specialists in creating digital clubhouse solutions for sporting organisations across Australia.
