Australian Sports Commission announces marketing and communication network for Play Well program

November 8, 2024

Government / Marketing / Sport /

The Australian Sports Commission (ASC) has announced a 12-person group of executives largely drawn from national sporting organisations as members of the first Play Well Marketing, Media and Communication Network.

The ASC launched Play Well last year as a co-designed sport participation strategy aimed at ensuring all Australians have the opportunity to be involved in sport whether via competition or socially.

The 12-person group includes representatives from sports including football, water polo, swimming and golf, peak bodies the Australian Olympic Committee, Paralympics Australia and Commonwealth Games Australia and government.

Reporting to the Play Well Leadership group with consultation from the Play Well Implementation team, the Network will advocate for the strategy and its vision that everyone has a place in sport.

Co-Chair and General Manager Participation at the Australian Sports Commission (ASC) Cameron French said the group will play a key role in promoting the strategy’s initiatives to create safe, welcoming, inclusive and fun sporting experiences, stating "the quality of applications received was outstanding and it was wonderful to see so many skilled individuals who are keen to lend their expertise to the strategy and help shape the direction of sport participation in Australia."

Beth McCorkindale from the Western Australian Department of Local Government, Sport and Cultural Industries said the Network provides a great opportunity to leverage the collective skills and perspectives and change the way that we communicate on a national scale.

McCorkindale noted “the people of sport are our greatest asset, from the participants to the paid administrators and volunteers on the ground. It is a privilege to be involved and help develop an all-of-sport, human-centred approach that will engage and empower everyone involved in sport.”

Tim Mannion from Paralympics Australia said he was excited to work with each member and help make a meaningful impact in sport and added “there are so many challenges and opportunities ahead to help shape more inclusive and engaging experiences that increase sport participation across Australia at all levels.”

Members will meet monthly, starting this month and work alongside the ASC’s marketing and communications teams.

The Network is a priority activity listed in the Play Well Implementation Plan which details projects that are scheduled to be completed this financial year.

The quotes below can be attributed to the network members:

Laura Sidey, Co-Chair and ASC Marketing Director
“I am excited to work alongside so many passionate and driven leaders towards our collective mission of making sport more inclusive, accessible and engaging for all. I’m confident that we can grow Play Well into a national movement that drives measurable, positive change in participation rates, and more importantly, in the lives of all Australians.”

Leigh Meyrick, ASC Communications and Media Director
“With the Play Well and Win Well Strategies progressing, there is a real sense of unity and momentum across the sector. This is a strong group of experienced communicators and marketers that can help ensure more Australians understand the range of benefits of being involved in sport.”

Ann Odong, Football Australia
“At grassroots and community level is where my love for football blossomed and I am passionate about helping shape environments where all Australians can experience the joy of sport. Through the network I hope to contribute to a strategy that increases visibility, access and participation for all women and girls but particularly from CALD backgrounds.”

Cody Lynch, Commonwealth Games Australia
“Active participation in sport is critical to individual wellbeing. My hope for the Play Well Marketing, Media & Communication Network is that we can support regular and ongoing opportunities for Australians to get involved, supporting the physical and mental health of the broadest possible community.”

Josh Marton, Golf Australia
“I'm hoping to add value by bringing some of our recent insights from golf as to how we can collectively position sport to break down the common barriers and misconceptions and doing everything we can to actively convince kids that sport trumps video games every day of the week.”

Lauren Ryan, BTB Consulting
“As someone who grew up in regional Australia, I am passionate about increasing access to, and engagement in sport at all levels, knowing its power to build community, enhance mental and physical health, and drive positive social change. I look forward to working with likeminded people from across the industry to help identify strategies to bring the PlayWell Strategy to life and work together to achieve great outcomes for all sporting groups, big or small.”

Oliver Shawyer, Rugby Australia
“I’m honoured to join such a group in advancing the Play Well vision, particularly in furthering the idea and reality that sport is a place where all Australians can feel a sense of belonging. Through this network, I hope to bring a fresh but strategic perspective on how sport can create spaces where every Australian, regardless of background or ability can feel truly welcomed in sport.”

Selina Steele, Swimming Australia
“I believe in the power of sport and witnessed firsthand the value of participation in sport and its role in identity, wellbeing, community and of course high performance. I hope to create a positive environment that opens doors for participation through awareness and better structured programs.”

Suzanne Ramke, Water Polo NSW
“I'm ready to get started and help develop impactful communications that connect everyone to inclusive sporting experiences that enable them to have a lifelong involvement in sport.”

Will Jago, Australian Olympic Committee
“I’m motivated to help make the world a better place through sport from grassroots to elite and I’m looking forward to working collaboratively with the broader sports industry to grow the Play Well brand by helping integrate within the AOC’s summer and winter Member Sports, resulting in measurable growth in participation.”