Sports Marketing Summit: Football Australia comms head says inclusivity in modern sports is ‘no longer optional’
Mumbrella's Sports Marketing Summit returns to Sydney this month. Football Australia's chief corporate affairs, brand and communications officer, Peter Filopoulos believes social issues and inclusivity are no longer optional - they are central to the conversation in modern sports.
Inclusion in sports is about creating a space where everyone feels welcome, respected, and valued. It goes beyond mere representation to ensure that diverse voices are not just present, but truly heard.
According to Football Australia’s chief corporate affairs, brand and communications officer, Peter Filopoulos, modern-day sporting brands must bear this in mind when planning their marketing activities.
“Brands that embrace diversity and support important causes build stronger, more meaningful connections with their audiences,” he said.
Filopoulos is locked in to present at the Mumbrella Sports Marketing Summit 2024, where he will join a panel of guest speakers to delve into the behind-the-scenes of the successful Matildas Til It’s Done campaign, developed by Ogilvy.
We sat down with him to chat all about it.
Marketing is at the heart of what you do. What are the key brand and marketing principles that you follow in your role?
At the core of my marketing philosophy is a strong alignment between brand purpose, community engagement, and a clear value proposition. Whether it’s building iconic national teams like the Socceroos and Matildas or enhancing fan experiences, every brand touchpoint must resonate with the audience’s passion for the sport. Consistency, authenticity, and storytelling are crucial – each campaign or strategy must evoke emotion and drive engagement, grounded in a deep understanding of both the fans and the sport.
What lessons from sports marketing do you think are applicable to brands outside of sports?
Sports marketing thrives on the ability to build passionate communities around a shared cause. Brands outside sports can learn to tap into this emotional connection. The principles of authenticity, fan-centric engagement, and leveraging influencers and ambassadors to tell a compelling story are universal. Whether it’s a retail brand or a tech company, creating a sense of belonging and building experiences that go beyond the product is crucial.
Above all, understanding your audience is essential. In sports, we meticulously study fan behaviour and preferences to craft campaigns that resonate deeply. Brands outside sports can benefit by investing in consumer insights, allowing them to create personalised, relevant content that drives loyalty and engagement.
When you are dealing with internal stakeholders and aligning the business to your campaigns, what works best for you?
Communication and alignment are paramount. I work closely with internal stakeholders, ensuring there is a shared vision. This means regular updates, feedback loops, and fostering a collaborative environment where ideas flow freely. Tailoring the narrative to show how campaigns align with broader business objectives – be it fan growth, revenue targets, or community engagement – helps build a cohesive, unified approach.
How are technology and data analytics shaping the future of sports marketing?
Technology and data have transformed sports marketing, making it more targeted and measurable. From digital fan engagement platforms to leveraging data analytics for real-time insights, we can now personalise content and experiences at scale. Data informs everything from ticketing strategies to audience segmentation, allowing us to optimise campaigns, predict trends, and understand our fans better. For example, our digital transformation in my role at Marvel Stadium and data-driven strategies in my current role for Football Australia have significantly enhanced fan engagement and commercial outcomes.
What advice would you give to brands looking to leverage sports partnerships for maximum engagement?
Understanding your audience and aligning with the right values is key. Values alignment comes first, followed by strategic alignment with a clear road map for Return on Objectives (ROO) and Return on Investment (ROI). Successful partnerships go beyond logo placements – they involve genuine integration into the fan experience. Brands must seek authentic ways to enhance the sporting journey, whether through exclusive content, fan experiences, or leveraging athletes as ambassadors.
A crucial component of successful partnerships is ensuring sponsors allocate strong activation budgets to fully leverage the opportunity. It’s also critical to have a clear measurement strategy to track engagement, brand impact, and ROI to ensure long-term success.
How do you measure success in a sports marketing campaign?
Success is multi-faceted. Beyond traditional metrics like ticket sales or viewership, I look at engagement, brand sentiment, and long-term fan growth. For example, with the FIFA Women’s World Cup, we not only achieved record-breaking attendance but also saw an unprecedented rise in digital engagement and brand health metrics for the Matildas and the organisation more widely. We also factor in the commercial side – sponsorship activations, media coverage, and the overall impact on revenue growth.
What role do social issues and inclusivity play in modern sports marketing, and how can brands do it well?
Social issues and inclusivity are no longer optional – they are central to the conversation in modern sports. Brands that embrace diversity and support important causes, like our Legacy ‘23 plan that secured over $370 million in government funding, build stronger, more meaningful connections with their audiences. It’s about walking the talk – aligning with causes that resonate authentically and making real commitments to inclusivity in both representation and action.
Don’t give the game away, but what do you hope attendees of Mumbrella Sports Marketing Summit 2024 take from your presentation?
I hope attendees walk away with a deeper understanding of how sports brands can not only engage fans but also transform communities. I’ll be discussing the importance of strategic partnerships, leveraging data to drive results and the evolving role of technology in shaping fan experiences.
Understanding your audiences and how to find them in a proliferated media landscape is one of the biggest challenges today. With shrinking attention spans and the demand for instantaneous gratification, especially among younger generations who are not consuming free-to-air television or traditional media platforms, marketers must be more innovative than ever. Most importantly, I’ll highlight how sports marketers can build lasting, authentic relationships that go beyond the game itself.
What are you hoping to gain from the Mumbrella Sports Marketing Summit 2024?
I’m excited to hear from other leaders across different sports and industries, share insights, and explore new ways to innovate. The sports marketing landscape is evolving rapidly, and it’s always valuable to stay at the forefront of emerging trends, technologies, and strategies that will shape the future of fan engagement and brand building.
Mumbrella’s Sports Marketing Summit takes place September 19 at the Australian Turf Club, Sydney.
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