An iconic sporting event that needed a winning strategy to stay ahead of the game.
The Australian Masters Games engaged our services to drive sponsorship revenue by leveraging our expertise in securing strategic brand partnerships. Our proven approach helped attract key sponsors, enhance financial sustainability, and maximise the event’s commercial appeal.
THE PROBLEM
The Australian Masters Games (AMG) is one of the most iconic sporting events in Australia for the masters’ stage athletes.
With 80% of their over 8,000 participants the age of 50 or over, the games have a great opportunity to engage a corporate market looking to connect with this age group in a focused environment.
With the rights now owned and operated by UniSport Australia, there has been recognition that whilst government, council and participant funding has been the cornerstone of their revenue streams, they have been unable to ‘crack the code’ when it comes to the sponsorship side of the business.
Due to the Games being held every 2 years, a full-time team simply wasn’t an option, and hiring a part-time team or person is very difficult to achieve the right skill set balance for what would be a short-term contract.
UniSport searched for a solution for the Canberra 2025 Australian Masters Games, and Whitewall Sport provided the solution.
THE RESULTS
Through our unique Sponsorship Department service, UniSport engaged Whitewall Sport and are currently well on target for reaching their sponsorship revenue goals. This has provided a one of a kind full plug in sponsorship sales option for UniSport.
Our team have been able to clearly identify the business categories most interested in connecting with the AMG and the near 40,000 strong database, and have search across Australia to identify a long list of businesses to present the opportunity to.
With a large number of assets across the AMG promotion and delivery period, our team have also skilfully developed a strategy to help optimise the sponsorship and partnership opportunities presented to each of the new partners, ensuring that signage, digital, business development and sales opportunities are all a key part of the mix of assets delivering value to AMG partners.