PACIFIC Sports, including Fiji, is currently navigating various challenges as it strives to enhance its local and international presence, which raises pertinent questions about the hurdles of commercializing sports both locally and globally. Shane Hussein, the Head of Commercial and Marketing for the Fijian Drua, emphasized the necessity for sports organizations to educate themselves and become self-sufficient.
Hussein pointed out that no one is obligated to support them economically. He stated, “We must deliver a return on investment and demonstrate it to partners and potential partners.” This means that sports organizations should proactively upskill in marketing and commercial disciplines to secure funding and sponsorships effectively. He reiterated the importance of demonstrating that sponsorships are not merely charitable donations but rather investments that should yield returns.
Furthermore, Hussein highlighted the responsibility of sports organizations to convey the value of investments in sports to the business community, stressing that “the onus is on us to make them understand why” they should invest. He also pointed out that the Fijian Drua’s sponsorship ecosystem is designed to facilitate Business-to-Business (B2B) partnerships, creating opportunities for sponsors to engage with each other, thus fostering an environment conducive to mutual growth through complementary services and shared contracts.
This approach not only enhances sponsor loyalty but also provides a unique competitive edge in the Pacific sports market, transforming sponsorships into active business collaborations that deliver greater value for all partners involved. The established ecosystem supports both Business-to-Consumer (B2C) and B2B marketing efforts, which in turn amplifies their commercial impact.
Engagement in sports also fosters trust and goodwill within communities, essential for nurturing business and trade relationships, particularly between Fiji and Australia. For example, Australian companies have utilized rugby league sponsorships in Papua New Guinea to gain community trust, aiding in their operations related to LNG projects. By investing in local sports, businesses can cultivate goodwill, which translates into improved reception and smoother operations within the community.
Hussein concluded by noting that the trust garnered through sports sponsorships offers long-term returns that extend beyond immediate financial benefits. This community engagement ultimately reduces reliance on government funding while promoting private sector involvement in sports. As Pacific Sports organizations adapt to these challenges, there remains a hopeful outlook for increased collaboration and growth within the industry, benefiting both the sports sector and the economy.