PACIFIC Sports, including Fiji, is currently navigating significant challenges in its quest to expand both locally and internationally, particularly in the realm of commercialisation within the sports market. Shane Hussein, the Head of Commercial and Marketing for Fijian Drua, emphasized the need for greater self-sufficiency and education regarding the business aspects of sports.
Hussein stated, “We must educate ourselves. No one owes us a living,” urging sports organizations to recognize their value and to enhance their marketing and commercial skills. He highlighted the importance of demonstrating a return on investment (ROI) to attract potential sponsors, shifting the narrative from viewing sponsorship as mere donations to understanding it as an investment in marketing with mutual benefits.
“The responsibility rests with sports organizations,” Hussein said, stressing that it is not the responsibility of the business community to support sports voluntarily. He pointed out that organizations need to effectively communicate the rationale for investment in sports, thereby fostering a sound understanding of the benefits involved.
The Drua’s sponsorship model encourages a Business-to-Business (B2B) approach, not only enhancing sponsorship opportunities but also creating an environment where sponsors can connect with complementary service providers. This networking approach enables mutually beneficial contracts and discounts, fostering stronger relationships and loyalty among sponsors.
Moreover, sports play a pivotal role in building trust and goodwill within communities, which is essential for establishing business relationships, particularly between Fiji and Australia. Hussein noted how Australian companies have successfully employed rugby league sponsorship to earn community trust, facilitating smoother operations for projects such as LNG ventures in Papua New Guinea.
Investing in local sports, according to Hussein, not only helps in garnering goodwill but also promotes community engagement, thereby reducing reliance on government funding and encouraging private sector involvement. The Drua’s innovative approach could serve as a blueprint for other sports organizations in the region, reinforcing the notion that a strategic focus on commercialisation can yield substantial long-term benefits for both sponsors and the community at large.
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