Social Media Sports Campaign

(Including Creative Brief)

Scenario 3: Sport Climbing

Australia

Rochelle Godwin
100450430
Words = 2, 732

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Table of Contents
CREATIVE BRIEF ....................................................................................................... 3
Background ............................................................................................................................................. 3
Target Audience ...................................................................................................................................... 3
Objectives................................................................................................................................................ 3
Tone of Voice.......................................................................................................................................... 4
Unique Selling Point ............................................................................................................................... 4
Key Benefits ............................................................................................................................................ 4
Audience Takeaway ................................................................................................................................ 5
Merchandise Possibilities ........................................................................................................................ 5
Budget ..................................................................................................................................................... 5
Schedule .................................................................................................................................................. 5
CAMPAIGN ................................................................................................................. 6
Executive Summary ................................................................................................................................ 6
Introduction ............................................................................................................................................. 7
Design & Research.................................................................................................................................. 8
Creating Interest ................................................................................................................................. 8
Engaging Influencers ........................................................................................................................ 14
Involving Fans .................................................................................................................................. 16
Sharing Live Action .......................................................................................................................... 16
Conclusion ............................................................................................................................................ 19
References: ............................................................................................................................................ 20
Appendix: .............................................................................................................................................. 23
Pitch Script ....................................................................................................................................... 23

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CREATIVE BRIEF

Background

As a member of the International Federation of Sport Climbing (IFSC) (International

Federation of Sport Climbing 2017), Sport Climbing Australia (SCA) (Sport Climbing
Australia 2017), is the sole, non-profit organisation for competitive, indoor climbing in
Australia. Climbing is a technical and strategic sport that requires endurance, power and
athleticism. Internationally, the sport is growing exponentially in popularity, having recently
been named as a new sport for the 2020 Tokyo Olympics (International Federation of Sport
Climbing 2017). However, in Australia, whilst having many capable and competitive
athletes, the Australian Sports Commission (ASC) (Australian Sports Commission 2017) is
yet to recognise this high-performance activity as a sport. Without further action and support
for the SCAs objective, Australia will be left behind in the sport on the international stage.

Target Audience

The campaign will be launched across dominant social media platforms: Facebook,
Instagram and Twitter. The campaign will target a young, female audience, as they are the
dominant users in social media and also in climbing. In fact, 39% of climbers are under 18,
whats more, women make up a share of 38% of climbers (Sport Climbing Australia 2017).
Additionally, females dominate their male counterparts on most social media platforms, for
example, 68% of Australian Facebook users are female (Unknown, 2016). Most importantly
though, climbing is a sport uniquely fitted to suit women; climbing is all about power to
weight ratios, which is perfect for lighter-weighted athletes (Mannix, L 2016).
Furthermore, following Giulianottis (2002) theory on spectator identities, this campaign will
target flneur fans: these fans are new to the sport and thrive in a virtual arena. Therefore, the
campaign will focus on awareness of the sport with the aim to move audiences into
attraction, as according to Funk and James (2006) Psychological Continuum Model
(PCM).

Objectives

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The primary objective of the campaign is to engage with young females to encourage
participation and support in sport climbing. Their support will help toward achieving the
principal objective of recognition by the ASC, and thus push Australia onto the international
stage in sport climbing.

Tone of Voice

The tone of voice throughout the campaign will be of a motivational and encouraging nature.
Mimicking the language of successful sporting campaign, This Girl Can, the campaign will
utilise woman self-empowerment as a promotional tool (Ratcliffe, C 2015). The hashtag,
#ClimbForYou, will represent the campaign across all platforms, alongside campaign
slogans like: Climb for you; a powerful you, Its all about the climb and A climb above
the rest.

Unique Selling Point

The campaign will use motivational tools to provide an incentive for young women to
participate in the sport and thus, build its popularity. The use of the hashtag directly invites
that participation and evokes a personal connection to the sport. Furthermore, the hashtag
also has merchandising potential for climbing accessories, a thus an additional way to tempt
flneur fans, who according to Giulianotti (2002) consumes these signifiers in a disposable
and clich-like fashion, as if adopting a temporary tattoo. Lastly, the campaign is also unique
in its nature: as an undervalued sport, the campaign invites its fans to be unique themselves
by way of participation and thus, signifying their individuality.

Key Benefits
1. Placing Australia on the international stage of Sport Climbing.
2. Increasing incentive toward having Sport Climbing recognised and funded as a sport
by the ASC.
3. Promoting positive sporting activity and a healthy lifestyle.

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Audience Takeaway

1. They are working toward a positive, healthy and active lifestyle.

2. They are helping to promote the sport as active participants.
3. Helping Australia gain a reputation on the international stage.

Merchandise Possibilities

There will be a small contribution throughout the campaign towards merchandising. The
principal reason will be to provide merchandise to engaging influencers. This will include
female and male singlets branded with the campaign hashtag, ClimbForYou.

Budget
The budget for this campaign is: $30,000. This will cover the costs of website design,
creation and distribution of social media content, engaging key influencers, merchandise and
prize winnings.

Schedule

The campaign will run for a total of a year.

The first 6 months will focus on the lead up to the 2018 Gold Coast Commonwealth Games
beginning on April 4. Since sport climbing is not an included event at the Commonwealth
Games, it will be an opportune moment to engage with fans who are already engaging in
sporting spectatorship. Moreover, it will also reiterate its struggle to have the sport
recognised, due to its unfair misrepresentation in the games.
The following 6 months will focus on the lead up to the 2018 Buenos Aires Youth Olympic
Games on October 6, where Sport Climbing will make its debut on the international stage
ahead of the 2020 Tokyo Olympics. Whilst on the world stage, it is important that Australia
is present and well-represented in sport climbing.

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CAMPAIGN

Executive Summary

Sport Climbing Australia (SCA) is the sole, non-profit organisation for competitive, indoor
climbing in Australia. As a member of the International Federation of Sport Climbing (IFSC),
they represent the evolution of the sport for Australia on the international stage.

Climbing is a technical and strategic sport that requires endurance, power and athleticism.
Sport Climbing involves 3 main disciplines: Lead, Boulder and Speed (The International
Olympic Committee 2017). Lead requires the participant to get as high as possible within an
8-minute time limit, on a complex and demanding route. Boulder is a technical discipline
requiring the participant to make a short route of a maximum of 10 powerful and explosive
movements. Speed, simply requires the participant to reach the 15m vertical climb as fast as
possible; expect speeds of 6-12 seconds (The International Olympic Committee 2017).

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Introduction

As the sole representative body, the SCA is responsible for the administration and evolution
of sport climbing in Australia. Internationally, the sport continues to grow in popularity,
having recently been named as a new sport for the 2020 Tokyo Olympics (Mannix, L 2016).
Itll be making its debut at the 2018 Buenos Aires Youth Olympic Games to the international
community (The International Olympic Committee 2017). Because of the SCAs
involvement with the IFSC, Australia will be able to be represented at the Olympic games.
However, despite this, at home in Australia, the Australian Sports Commission (ASC) is yet
to recognise this high-performance activity as a sport. Therefore, this campaign will focus on
awareness and attraction for the sport to thus, gain recognition in the fear of being left
behind.

The following social media campaign will explore methods that the SCA can utilise to help
reach that goal. The campaigns target audience will be young, Australian females, aged
between 15-30. The SCA will aim to engage these females by: creating interest, engaging
influencers, involving fans and sharing live action. Throughout the course of the campaign
year, they will create interest through the use of a campaign hashtag and motivational
slogans. Secondly, it will use female influencers to engage and relate to fans, plus help to
bring awareness to the campaign and the sport. Fans will furthermore become involved
through the use of the campaign hashtag, where the hashtag can be used to reflect positively
on themselves on their own social platforms. Lastly, the campaign will utilise live action to
engage with fans, this will help to reveal the popularity, complexity and ecstasy of the sport.

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Design & Research

According to Littleton (2017), sport can engage on social media in four ways: creating
interest, engaging influencers, involving fans and sharing live action. Therefore, the
following campaign will aim to fulfil each category.

Creating Interest

The campaigns primary focus is on creating interest in the sport from young, female
Australians. According to Funk & James (2006) Psychological Continuum Model (PCM),
there are four stages of fandom: awareness, attraction, attachment and allegiance. This
campaign will focus on the first and second stages respectively: awareness, whereby and
individual first discovers the sport exists; to attraction, whereby an individual expresses
interest and a level of involvement (Funk & James 2006). The campaign will achieve this by
creating interest through a feeling of empowerment and a sense of belonging.

Firstly, through the use of the hashtag, #ClimbForYou, across all social media platforms
will evoke those feelings of empowerment. It will be used throughout the campaign alongside
empowering slogans, key influencers and for merchandising.

Secondly, and particularly in the initial stages, the campaign will focus on empowering
slogans to generate that interest and encourage a level of attraction. These images will be
released on social media sites: Facebook, Instagram and Twitter and will be consistent across
all platforms.

Heading the campaign (see Figure 1) is a powerful and effective image for a number of
reasons:
1. The girl is young, with a face full of determination and drive. Her youth is
encouraging as it makes the sport seem somewhat attainable, but also inspiring.
2. She is looking upward at the slogan: a way to direct readers eyes to the slogan, and a
way for readers to make the association with her determination in climbing and her
power.
3. The slogan calls for direct participation in a motivational way. It suggests that self-
empowerment can be reached through climbing.

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 4. The slogan is simple yet calls to action.

#ClimbForYou

Figure 1 - Leading the Campaign - Climb For You. A Powerful You.

The following images will work to support and reinforce the feelings of empowerment and
continue to make direct calls to action:

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 #ClimbForYou

Figure 2 - A Climb Above the Rest

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 #ClimbForYou
Figure 3 - Reach. Leap. Suceed.

#ClimbForYou

Figure 4 - Do What You Thought Impossible.

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 #ClimbForYou

Figure 5 - Reach for your dreams.

#ClimbForYou

Figure 6 - I am smart, strong and Powerful!

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 #ClimbForYou

Figure 7 - It's all about The Climb.

Figure 2, A climb above the rest will follow the leading slogan. Figure 2 utilises the same
young girl in the frame, however, this time she is well above the crowd. This leads viewers to
associate her climbing and determination as a means to get ahead of the crowd.
Throughout the other figures, we see various other empowered women, all of whom, despite
their athleticism are normal, everyday women. The campaign is designed to be relatable to
thus, encourage audiences to take that step into attraction.
Furthermore, Funk and James (2006) PCM continued to associate strong emotional
connections with stronger attachments; thus, the more emotionally driven the audience the
more likely to form stronger bonds. Through the inspirational quotes, the campaign is able to
play on womens emotional response and constant drive for self-empowerment.

The campaign aims to utilise similar tools to that of Sport England with their successful
campaign, This Girl Can (Ratcliffe, C 2015). The campaign was launched to encourage
more women to participate in physical activity and to eradicate those feelings of fear of
judgement. As a result, the 2.8m women aged 14-40 who recognised the campaign said they
did more activity (Davis, B 2016). The campaign used real women to be the face of the

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campaign. So, like this campaign, the focus was on being relatable, thus giving it a sense of
real authenticity and integrity.

Engaging Influencers

Engaging influencers is also an integral part to this campaign to ensure that it does not go
unseen. Building partnerships with key influencers will be important particularly in the
beginning. In light of the campaigns target audience of young females, the key influencers
will also all be young females who are key figures in sport. Some key figures will include:
Daisy Pearce, Michelle Payne, Layne Beachley, Charlotte Caslick, Meg Lanning, Roxy
Perry, Ashy Bines and Turia Pitt. Each woman is an Australian representative in the sporting
precinct, but most significantly, what each woman has in common is that she defied all the
odds to rise above the others, to thus become a key influencer in her field. Each woman will
be provided with a piece of merchandise in which, based on the partnership, will photograph
themselves climbing and post to their social medias alongside the hashtag, #ClimbForYou
(See Figure 8).

This idea takes inspiration from the US Womens National Soccer Team who successfully
sent out merchandise to key American figures (Davis, B 2016). These influencers then posted
on their highly, followed social medias, photos of themselves with that merchandise and
thus, declaring their support for the team and the sport (Davis, B 2016). By sending out
branded singlets to these key Australian influencers will help to bring awareness to the sport,
to furthermore bring about attraction.

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Figure 8 - Merchandise Singlets Example

4 months into the campaign, to be launched across all social media platforms, SCA will host
a charity climb where these key influencers will compete against one another in the speed
climbing discipline. Spectators will be invited to watch and donate. The event will be held at
hot spot, climbing destination in Melbournes CBD, Hardrock. The winner will receive
$10,000 to be donated to charity, OneGirl, who helps young girls to receive an education
(OneGirl, 2017). Given that the campaign is about women reaching and realizing their full
potential, it is a fitting one. Any further proceeds will go toward sending climbing athletes to
the 2018 Youth Olympics and the 2020 Tokyo Olympics. Following the competition all
spectators will be gifted with a free-climbing session voucher for Hardrock to be used at
either of their destinations. For the purpose of the campaign, SCA will seek Hardrock as a
sponsor for the campaign, as one of the biggest companies for indoor climbing in Australia;
the choice is one without question. As a sponsor the entry tickets will be gifted, and in return
the SCA will bring a wealth of new clientele to the business.

The key influencers will help to build traction and support for the event through social media
channels. SCA will share these promotions on their own social media channels.
In addition, by using key influencers, helps to encourage learner fans. In their study of how
women become fans, Mewitt & Toffeletti (2008) suggested some women are learners.
Those who follow these women on social networks are not necessarily fans of climbing,

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however, as they are women who are already interested in the sporting community it could be
avenue worth learning about. Furthermore, if women, who they deem to be inspirational,
are participating in the sport, then they might too.

Involving Fans

Fans will continuously be involved throughout the campaign.

Firstly, the hashtag, #ClimbForYou, will be a key way for fans to be involved. Women are
able to utilise the hashtag when sharing their participation in the sport, in an online social
world. By attaching themselves to the hashtag, it becomes a way for the female to represent
herself to the world in a positive way. Funk et al (2012) agrees, suggesting that fans engage
in sport directed behaviour to acquire positive benefits. These positive benefits include, self-
empowerment, motivation, and being perceived as physically active and adventurous.
Giulianotti (2002) identifies this style of fan engagement to be a signifier of ones level of
fanship. Consistent throughout the campaign, this level of fanship is referred to as a flneur.
A flneur consumes these signifiers (#ClimbForYou) in a disposable and clich-like fashion,
as if adopting a temporary tattoo (Giulianotti 2002, p. 39)

Secondly, the campaign will also involve fans through the charity event. This will invite
learner fans, and encourage them from a state of awareness into attraction. Attraction will
be directly achieved through the gifting of a free-session at the indoor climbing gym.

The more involved the fans henceforth become, the more likely the ASC will be pressed to
fund Sport Climbing as a sport.

Sharing Live Action

Live action will be used to demonstrate how actively participated in the sport is.
For example, the charity event will be streamed live across all social media platforms, this
will allow fans to be constantly updated and to be participating from anywhere. Therefore, it
will broaden the reach of the event and thus, the potential for new audiences.
Moreover, through the live streaming and action videos of Australians competing in Sport
Climbing, the more fans will be engaging with the growing popularity of the sport.

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Furthermore, it will provide a realistic representation of the intensity and challenges of the
sport. Photos are also useful to keep fans continuously updated on proceedings.
This will be particularly important when Australians do well in International Competitions.

The following figures are an example of effective social media posting.

Figure 9 - Australian Competitors Winning in the 2017 Oceania Sport Climbing Competitions

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Figure 10 - Competition Qualifiers in the 2017 Oceania Sport Climbing Competitions.

Figure 11 - Women Speed Climbers at the 2017 Oceania Sport Climbing Competitions.

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Conclusion
The resulting social media campaign has demonstrated methods in which the SCA can utilise
to engage with fans and bring awareness to Sport Climbing.
Firstly, by creating interest on social media platforms, the SCA helps fans move from
awareness into attraction. This is achieved through the use of campaign hashtag,
#ClimbForYou, and through motivational slogans. Moreover, the motivational slogans
allows for stronger emotional connections and thus, stronger attachments to the sport. The
campaign will use a tone of self-empowerment to motivate and engage fans.
Secondly, by using female, sporting influencers, the SCA is able to reach out to an already
engaged audience to attract learner fans. The engaging influencers will represent their
support for the sport through the use of merchandise bannered with the campaign hashtag,
#ClimbForYou. By hosting a charity event, the SCA will attract additional fans and engage
those fans seeking positive benefits from their engagement. Furthermore, the event will also
work toward moving fans from awareness to attraction by actively participating in the sport.
Fans will additionally become involved through the active use of the hashtag. By utilising
this hashtag themselves, they on one hand become active participants in the campaign and on
the other, reap positive benefits.
Lastly, by sharing live action throughout the year of SCA competitions and proceedings, they
will demonstrate the popularity, competitiveness and drive for the sport. Live action reports
allow fans to engage with and follow the Australian athletes and thus, create a level of
fanship thatll be followed into the Olympics.
By utilising these tools across the social media campaign the SCA will create a fanship strong
enough to drive the ASC toward funding sport climbing as a sport, and to furthermore, create
a wealth of support in the lead up to the Olympics.

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References:

Australian Sports Commission 2017, Australian Sports Directory, Australian Government,

viewed 15 October 2017, <http://www.ausport.gov.au/about/australian_sports_directory/>

Funk, D, Beaton, A & Alexandris K 2012, Sport consumer motivation: Autonomy and
control orientations that regulate fan behaviors, Sport Management Review, November, vol
15, pp. 355-367, viewed 15 October 2017, <http://ac.els-
cdn.com.ezproxy.lib.swin.edu.au/S1441352311000891/1-s2.0-S1441352311000891-
main.pdf?_tid=258ba84a-9e6b-11e7-8337-
00000aab0f26&acdnat=1505957049_6f639709650e19c742d551b231e787d2>

Funk, D & James, J 2006, Consumer loyalty: the meaning of attachment in the development
of sport team attachment, Journal of Sports Management, April, vol 20, pp. 189-217, viewed
15 October 2017,
<http://journals.humankinetics.com.ezproxy.lib.swin.edu.au/doi/abs/10.1123/jsm.20.2.189>

Davis, B 2016, 10 great sports digital marketing campaigns, EConsultancy, 27 April,

viewed 15 October 2017, < https://econsultancy.com/blog/67786-10-great-sports-digital-
marketing-campaigns/>

Giulianotti, R 2002, Supporters, followers, fans and flaneurs: A taxonomy of of spectator

identities in football, Journal of Sport and Social Issues, February, vol 26 no. 1, pp 25-46,
viewed 15 October 2017,
<http://journals.sagepub.com.ezproxy.lib.swin.edu.au/doi/pdf/10.1177/0193723502261003%
20>

International Federation of Sport Climbing 2017, International Federation of Sport Climbing,

International Federation of Sport Climbing, viewed 15 October 2017, < http://www.ifsc-
climbing.org/index.php/about-ifsc>

Littleton, T 2017, Social Sports: four ways sports can engage and entertain on social media,
The Huffington Post, 24 June, viewed 15 October 2017,

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<http://www.huffingtonpost.co.uk/tamara-littleton/social-sports-four-ways-
s_b_10627276.html>

Mannix, L 2016, Sports climbing: You're going to want to watch this on your TV. A lot,
The Age, 3 June, viewed 15 October 2017, < http://www.theage.com.au/victoria/sports-
climbing-youre-going-to-want-to-watch-this-on-your-tv-a-lot-20160603-gpavqf.html>

Mewett P & Toffoletti, K 2008 'The strength of strong ties: How women become supporters
of Australian Rules football', Paper, School of History Heritage and Society Deakin
University, Melbourne.

OneGirl 2017, OneGirl, OneGirl, viewed 15 October 2017, <https://www.onegirl.org.au>

Ratcliffe, C 2015, Seven video marketing lessons learnt from #ThisGirlCan, EConsultancy,
25 May, viewed 15 October 2017, <https://econsultancy.com/blog/66469-seven-video-
marketing-lessons-learnt-from-thisgirlcan/>

Set in Stone Photography 2017, 2017 Australian Youth Climbing Championships [images],
Set In Stone Photography, Set in Stone Photography, viewed 15 October 2017,
<https://setinstonemedia.smugmug.com/Event-Galleries/2017-Australian-Youth-Climbing-
Championships>

Sport Climbing Australia 2017, Sport Climbing Australia, Sport Climbing Australia, viewed
15 October 2017, < https://sportclimbingaustralia.org.au/>

Sport Climbing Australia 2017, Sport Climbing Australia, [images] viewed 15 October 2017,
<https://www.facebook.com/sportclimbingaustralia/>

Stavros, C, Meng, MD, Westberg, K & Farrelly F 2014 'Understanding fan motivation for
interacting on social media', Sport Management Review, November, vol 17, issue 4 pp 455-
469, viewed 15 October 2017,
<http://www.sciencedirect.com.ezproxy.lib.swin.edu.au/science/article/pii/S14413523130008
79?via%3Dihub>

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The International Olympic Committee 2017, Five Things You Need To Know About Sport
Climbing, Olympic News, 11 April, viewed 15 October,
<https://www.olympic.org/news/five-things-you-need-to-know-about-sport-climbing>

Unknown 2016, Who Uses Social Media Daily in Australia?: Women, young adults lead
when it comes to Facebook, eMarketer, 19 February, viewed 15 October 2017,
<https://www.emarketer.com/Article/Who-Uses-Social-Media-Daily-Australia/1013607>

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Appendix:

Pitch Script

Good morning members of Sport Climbing Australia. I have prepared the following social
media campaign for your company for the purpose of attracting more audiences and support
for the sport, which thus will bring about potential sponsorship and ultimately, recognition
from the Australian Sports Commission for Sport Climbing.

Sport Climbing has escalated in its popularity all over the world and, as you know, reached a
pivotal point in the sport when being named in the 2020 Tokyo Olympics. However, whilst
we have many capable athletes for the competition, without the support of new audiences
Australia will be left behind on the world stage. On an international scale, Australia has a lot
of work to do. Consider access to indoor climbing gyms alone. London has over 300
climbing walls and Paris over 350! Germany has more than 280 climbing gyms and the US
has over 600! To put that in perspective, here in Victoria, we have only 8 climbing gyms and
for the whole of Australia there is around 65, many of which are thanks to Universities! With
an increase of 50% of climbing gyms being opened, between 2007 and 2012 worldwide, we
need to make a move to ensure Australia does not get left behind!

Part of the problem stems from the Australian Sports Commissions reluctance to fund sport
climbing. The other part of the problem is due to the lack of support and participation from
the wider community in the sport. Essentially though, the two go in hand in hand. So, the
sporting campaign will focus on utilising social media tools to attract new audiences to the
sport and thus work to build the popularity of the sport in Australia.

The campaign will focus on targeting young women, aged between 15-30. This decision
comes for a number of reasons. Firstly, 39% of climbers are under 18, and women make up a
share of 38% of those climbers. Secondly, women are also the dominant users of social
media, for example, 68% of Australian Facebooks users are female. Lastly, and perhaps most
importantly, climbing is a sport uniquely fitted to suit women. As you know, climbing is all
about power to weight ratios, perfect for lighter-weighted athletes.

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The campaign will take inspirations from other successful campaigns. Mostly significantly,
the effective UK social media campaign, This Girl Can. The campaign used real women,
and aimed to combat fears of judgement when exercising through the use of powerful and
effective self-empowerment quotations. This campaign will utilise those same skills
throughout, also accompanied by powerful imagery. Quotations will include statements like:
Climb for you, a powerful you, and A climb above the rest. These quotations are witty,
yet engaging with the target audience, to associate climbing with feelings of power and self-
worth. Furthermore, like in This Girl Can, the campaign will also be accompanied by the
hashtag, #ClimbForYou. Hashtags are effective as they allow for consistency across the
campaign, but most importantly it provides a means for audiences and fans to engage with
the campaign. By using the hashtag on their own social media posts they are able to reap the
positive benefits associated with the campaign and attach a tattoo, of self-worth and self-
empowerment.

Secondly, the campaign will also take inspiration from the US Womens National Soccer
Team by engaging with key influencers. The soccer team successfully sent out merchandise
to key American figures who then posted to their highly, followed social medias, photos of
themselves with said merchandise and thus declaring their support for the team and the sport.
The campaign will also send out merchandise branded with hashtag, #ClimbForYou, to key
Australian sporting women, with the same intention to attract new audiences

Alongside, these social media efforts, the campaign will also include a charity event that will
be live streamed across all platforms. The event in its nature, will draw new crowds and
promote encouragement for the sport. It will utilise those same influencers to help draw the
crowd. Most importantly, itll all be live streamed so that fans and audiences can follow and
join in on the event in the virtual world.

Ultimately, the campaign will utilise a tone of voice that is motivational, which will be
reinforced by engaging influencers, and solidified through the sharing of live action. All of
which will work to engage a young female audience to become involved with the sport to
help build its popularity to thus influence the Australian Sports Commission to fund sport
climbing as a sport, which will ultimately keep Australia present on the international stage.

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