Rebuilding the Team Fiji brand as a cohesive sporting entity is a top priority, emphasized Vanessa Kilner, CEO of the Fiji Association of Sports and National Olympic Committee (FASANOC). During her speech at the National Sporting Organisations Conference at the Harbour Point Convention Centre in Lami, Kilner underlined the importance of effectively packaging sports products to attract sponsorship.
Kilner admitted to FASANOC’s prior shortcomings in attracting sponsorship, stating, “We recognize that we have not done a very good job in this space.” She highlighted the necessity for sponsors to have a clear understanding of who Team Fiji is and the value it offers.
She pointed out the disparity in funding among different sports, noting how sports like rugby and football tend to receive more financial support. “Sponsors look at the product and what they could get in return; it’s simple corporate maths,” Kilner stated, urging sports officials to enhance their presentations for potential sponsors to demonstrate a promising return on investment.
Kilner also touched upon corporate social responsibility, acknowledging that while some organisations may engage in sponsoring sports as part of their responsibility initiatives, it is essential to meet the expectations for returns from such partnerships.
The conference brought together various stakeholders in Fiji’s sports community, reinforcing the idea that a united effort is necessary to boost funding across all sports and develop a more cohesive brand identity. This event symbolizes a collective ambition to improve sports governance, foster youth development, and incorporate sports into national policy discussions.
As the conference progresses, there is a sense of optimism among officials that these conversations will yield actionable strategies to enhance the sporting landscape in Fiji. This initiative not only seeks to elevate funding for sports but also aims to cultivate a sense of community and shared identity through athletics, ultimately benefiting athletes and enthusiasts alike. The vision for Team Fiji resonates with a hopeful outlook towards a thriving sports culture that can unite and inspire.
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