The business of sport

By Alison Fletcher

May, 2007

The new code of corporate dollar

SPORT and business can be a lucrative partnership for those players kicking similar goals.

But sport isn't just a game. It's a multi-million-dollar industry and the Gold Coast is hungry for its share.

Finally, after years of pitching for national teams to return to the tourist heartland, the Gold Coast can proudly lay claim to its own NRL and NBL teams. Add to that the AFL's commitment to the Coast - and the NRU's establishment of the East Coast Aces - and there's sport aplenty.

Australia's sixth largest city now boasts more than half a million people. The Gold Coast City Council population projections put that figure at close to 700 000 by 2021. The Australian Bureau of Statistics has revealed that in the past financial year, the only local government area to grow more rapidly than the Gold Coast was Brisbane.

Back in March 1999, accountant and businessman Michael Searle started a campaign for a Gold Coast NRL team.

"I couldn't comprehend there was a whole generation of kids who hadn't seen a live NRL game on the Coast," he says.

"We'd regressed as a city."

Mr Searle's passion helped him create history. He's now chief executive officer of the Gold Coast Titans and describes the role as 'better than a dream'.

The Titans debuted on home soil at the beginning of March. At least 13,500 fans rolled up, proudly sporting club colours. But the fan base is made up of more than families and footy heads - local companies have identified the profiling potential.

"In the past, the Coast only had the Magic Millons carnival and Indy to congregate and network. Now, like-minded people can get together regularly and support the Gold Coast," says Mr Searle.

Around 100 businesses have handed over $25,000 to join the Titans Palladium Club. More have put their hand up to join, but for now must be content to sit on the sideline - there are no more spots left. Mr Searle says NRL management is astounded there's a waiting list for the VIP club.

"It's rocked the NRL - they couldn't believe that level of support could exist on the Gold Coast. We're now a real market that people in Sydney, Melbourne and Brisbane want to be involved with," he says.

Offers of sponsorship have come thick and fast, from international names Jetstar and Audi and strong local brands ABC Brick Sales and Australian Power & Gas.

"We haven't got any spare space on the jersey," says Mr Searle.

Captain Scott Prince says he's received great feedback from men and women in the business community about the team's arrival on the Coast.

"The majority of them love their football. They grow up watching rugby league and now they have the opportunity as a business to get involved," he says.

"They all want a team to call their own. They're as excited as the players and coaches are."

The club employs 65 people, the figure expected to increase to 100 next year, when a national youth camp is established. But it's the income the club is generating for the region that's most impressive - more than $100 million a year.

As the perfect calendar complement, ensuring the Gold Coast plays host to national competition all year around, the Blaze will launch their NBL debut in September.

Gold Coast Blaze director David Claxton says the swell of support is gaining momentum. He says he has been waiting for four years to time a perfect debut and 2007 is the year it will all come together.

The Titans and Blaze secured licences within months of each other and while Mr Claxton says it's still early days, signs of a strong fan base are promising.

"There is a sense of excitement - that's the word being used a lot," he says.

"More and more families have created the Gold Coast as their home in the past 10 years and that's our target market.

"It's a great opportunity for businesses to take clients out in a different way.

"There's entertainment, they can enjoy Coast hospitality and network all at once."

To the business sector, each code represents a new, untapped advertising opportunity.

Commerce Queensland Gold Coast regional manager Noel Millers says sport generates financial gain for a city through many facets, including diverse employment opportunities. The endless stream of media exposure across a variety of medium is also a massive money spinner.

"It's a pretty exciting opportunity for the Gold Coast in that it profiles the Gold Coast to the many millions of Australian sports fans," says Mr Millers.

The level of local industry excitement was apparent at the first Three Codes Luncheon, hosted recently by Commerce Queensland. Hundreds of fans gathered to feed their pre-season excitement and hear industry predictions from some of football's biggest personalities.

It was here that Titans captain Scott Prince sat alongside Kangaroos forward Leigh Harding and union veteran Garrick Morgan as the three of them spoke of their love of the Gold Coast.

Harding will only run on to Carrara soil every so often. The Kangaroos have committed to playing 10 games over three years. Of course, the big question was asked of Harding - "is the AFL going to put a team on the Coast permanently?"

"Its crystal ball stuff - we'll play out 10 games over three years and take it from there, I guess," he says.

Morgan isn't shy in expressing how much he'd like to see the NRU take up residence on the Gold Coast.

"I'd love to see another Super 14 team here," says the Gold Coast Breakers trainer.

"I think we were unlucky to miss out. They'll put up their hand next time around and I'm sure they'll get it. There are whispers going around."

In the meantime, rugby fans can delight in the establishment of a new competition, the Australian Rugby Championship. The inaugural season will begin in August and aims to bridge the gap between club rugby and international Super 14.

The competition will initially involve eight teams: two from Queensland, three from NSW and one each from the Australian Capital Territory, Western Australia and Victoria. he East Coast Aces will be based on the Gold Coast and coached by John Boe. The side will act as a feeder team for the Queensland Reds.

"It's a positive step - a constructive move for the NRU," says Mr Boe.

Of course, basing national teams on the Gold Coast would not be a physical possibility were it not for the city's improving infrastructure.

"There's been a tremendous lift in the standard of venue, which is important to build a solid base from," says Mr Claxton.

"National sports fans and corporate supporters need a good venue which is easy to get in and out of and is attractive and comfortable. The Gold Coast Convention and Exhibition Centre will provide that."

Construction of the world-class, $160 million Robina stadium is also under way.

The Coast has hosted national sporting teams before - but mostly they have failed to ignite. What makes this era so different?

Noel Millers says leagues no longer throw licences around. Instead, they're making cities put big money and planning into their bids to demonstrate an iconic following sure to sustain a national team.

Michael Searle says the Titans will succeed on the Gold Coast because the community has driven the project and demonstrated support for the team and its players before they've even achieved ladder success.

"Success shouldn't determine support, it should stem from community engagement. We've penetrated the community, both through school visits and the early establishment of the Titans charity arm."

Of course, keeping that fan base is another story. Mr Searle says naturally, a win on the scoreboard goes a long way.

"It's going to be a tough few years for us. It's a long road ahead. But we're firmly focused on delivering the community a product they're proud of. Scott Prince is a little blunter. The team is fit and we're raring to go," he says.

Win, lose or draw, management, players and coaches of each code agree the Gold Coast is about to make one massive mark on the national sporting scene. The fact the NRL chose Q1, in Surfers Paradise, as for the launch of its 2007 season is demonstration enough the league has faith in both the region and its legion of supporters.

The coverage that event received both on free-to-air and pay television, in print, on radio and the web was extensive. Exposure equates to income for the local community. Every game will entertain locals and visitors - and present new business opportunities. Put simply, being sports mad makes for a healthy economy.

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