• Rugby World Cup
• Sydney Olympics 2000 – Drug Testing program
• Business Club Australia
• ITL – Innovating Technologies for Life
• Brumbies Rugby

CASE STUDY

Business Club Australia

There is a strong link between business and sport. The attraction of major sporting events fits neatly with the need for business people to meet and get to know each other. It’s at these meetings that the conversations leading to trade and investment outcomes begin.

Austrade recognised the potential for business networking at major sporting events at the Sydney Olympics. The first generation of Business Club was born and it was an overwhelming success.

contentgroup was appointed by Austrade as an advisor to the second and third business club programs, Rugby Business Club Australia, which ran during the Rugby World Cup 2003, and Business Club Australia Melbourne 2006, which ran during the Melbourne Commonwealth programs.

contentgroup’s role was to provide advice and guidance in all areas of the Business Club story. The program areas included communication, media, hospitality, sponsorship, stakeholders and events.

Contentgroup Achievements

• Developed an overarching plan that directed the operation of the two business club programs.

• Managed the reputation of the Business Club program.

• Successfully raised the profile of Austrade and the Victorian government.

• Successfully managed the input of an influential group of 22 key stakeholders from business, government and industry associations.

• Generated media coverage in excess of $2 million (advertising value) of media coverage across the two programs.

• Negotiated an agreement between the Victorian and Australian Governments that resulted in a joint investment in the Business Club Australia Melbourne 2006 program of $2 million.

 

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