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Leaders Sports Award win for Gemba’s St.George Footy Grants Program

Leaders Sports Award win for Gemba’s St.George Footy Grants Program
September 30, 2020

Gemba and St.George Bank have claimed their first ever win at the global Leaders Sports Awards, winning in the Sponsorship category for the St.George Footy Grants Program.

To win in this highly competitive category, campaigns needed to showcase an effective and collaborative partnership between brand and rights-holder to create a unique activation during COVID-19.

The St.George Footy Grants program was created to help everyday people achieve their NRL dreams, providing funding to break down barriers and make the game more accessible to all.

In its first year in 2019, the program helped 35 grassroots clubs and their communities fund a range of initiatives, including the upgrade of training equipment for a rugby league team with mental and physical disabilities, as well as subsidising player registrations for low-income families at a grassroots AFL club.

Following the initial success of the St.George Footy Grants program, the program was again opened for the 2020 season. However, within a fortnight of the campaign going live, the impact of COVID-19 saw professional and community sport thrown into disarray and community sports clubs across Australia facing an uncertain future.

With the support of St.George’s partners, Queensland Reds, St George Illawarra Dragons and GWS GIANTS, the Footy Grants program was quickly repurposed from helping clubs to play, to helping them to survive financially during uncertain times.

This saw St.George double their commitment, increasing available funds from $100,000 to $200,000. The sole objective became helping 30% more clubs than in the previous year. The bank wanted to fast-track their commitment to the grassroots footy community, and help the clubs hit hardest by the COVID-19 crisis.

Partner-led video content encouraging footy participants to apply for a grant ran on St.George and partner channels with a huge 3.6 million reach, and over 765,000 engagements.

 This reach translated into action, with an average click through rate of 1.04%, 2.5 times higher than campaign benchmarks. Ultimately this led to a 50% uplift in grant applications, with grant recipients appreciative of the assistance.

Related Articles

14th September 2020 - Gemba Group announces restructure with new holding company and team promotions

18th August 2020 - NSW Chief Health Officer tightens Coronavirus rules for community sport

7th August 2020 - Parramatta Eels look to accelerate data strategy with Gemba partnership

22nd July 2020 - Australian Sports Foundation survey finds Coronavirus has taken $1.5 billion from community sport

13th July 2020 - Community sports clubs in NSW warned over apparent social-distancing complacency

2nd July 2020 - Report shows small businesses as the backbone of community sport

23rd June 2020 - VicHealth announces new funding for community sports clubs across Victoria

13th June 2020 - Community sporting clubs facing financial ruin as revenue streams hit by Coronavirus impact

2nd June 2020 - Gemba designs new AFL sponsorship campaign for Toyota

24th May 2020 - Sport Australia launches toolkit to guide safe return of community sport

12th May 2020 - Gemba launches program for high-potential sport and entertainment industry start-ups

7th May 2020 - Western Australian Government releases factsheet on how easing of Coronavirus restrictions will impact community sport and recreation

19th March 2020 - Government issues Coronavirus guidelines for community sport, stating fitness centres and swimming pools need not close

21st February 2020 - Queensland Government invests in community sporting infrastructure

23rd November 2019 - Former Government lawyer says Federal Minister’s Community Sport Infrastructure allocations were ‘illegal’

8th November 2019 - Sport Australia advice ignored by former Federal Sports Ministers in award of community sport infrastructure funds

16th September 2019 - Gemba partners with Supercars to develop commercial and fan engagement strategies

8th July 2019 - Gemba announces new senior appointments

30th January 2019 - Gemba supports employees through new FDV policy

26th July 2018 - World Rugby partners with Gemba’s Turnstile platform to value sponsorship

26th February 2018 - Gemba launches Turnstile platform for accurate sports sponsorships valuation

28th March 2017 - Gemba consultancy appoints new Head of Strategy Asia Pacific

21st March 2016 - Gemba announces international expansion

14th October 2014 - Gemba Group and Futures Sport to team up with Football Federation Australia


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