Rebuilding the brand of Team Fiji as a unified sporting entity is critical, according to FASANOC CEO Vanessa Kilner. She expressed the need for better packaging of sports products to attract sponsors during the National Sporting Organisations Conference held at the Harbour Point Convention Centre in Lami.
Kilner acknowledged FASANOC’s previous shortcomings in this area, stating, “We recognize that we have not done a very good job in this space.” She emphasized the importance of making sure that sponsors understand who Team Fiji is and the value they can offer.
During her remarks, Kilner highlighted the necessity of understanding why certain sports, such as rugby and football, tend to receive more funding compared to others. “Sponsors look at the product and what they could get in return; it’s simple corporate maths,” she explained. She urged sporting officials to better package their offerings for potential sponsors to ensure they perceive a worthwhile return on their investments.
The topic of corporate social responsibility was also addressed by Kilner, noting that while some organizations may sponsor sports as part of their responsibility initiatives, it’s vital to also deliver on expected returns from such engagements.
The conference featured various stakeholders in Fiji’s sporting landscape, reinforcing the message that collaborative efforts are needed to enhance funding for all sports and foster a more unified brand. This event symbolizes a collective drive towards enhancing sports governance, youth development, and the integration of sports within national policy frameworks, as witnessed in the ongoing discussions surrounding the future of sports in Fiji.
As the conference continues, there remains a palpable optimism among officials that these discussions could lead to actionable strategies that transform the sporting landscape in Fiji. This initiative not only aims to improve funding for sports but also aims to build a sense of community and shared identity through athletics, ultimately benefiting athletes and enthusiasts alike.
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