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The business of sport to be revealed in free seminar


Zuleika Henderson
28 October 2009

The popular Business Insights series will continue on Wednesday, November 4 with a free public seminar on the business of sport.

Hosted by Southern Cross University’s Graduate College of Management at the Sofitel in Broadbeach, the seminar will feature guest lectures from Dr Dave Arthur, head of the Graduate College of Management’s Sport Business Unit, and Don Knapp, CEO of Australian University Sport and former CEO of the Australian Baseball Federation.

Mr Knapp, who is responsible for bringing the Major League Baseball Academy Program and the Australian University Games to the Gold Coast, will present ‘Taking the Gold Coast Sport Industry Global,’ which will provide insights into the opportunities available within the sport industry.

“The Gold Coast is a great location that suits the needs of many sporting events, but it seems there is not always a strong recruitment drive for these events - and as such, growth in the area of sport and sport tourism on the Gold Coast has been almost accidental,” said Mr Knapp.

“People may be surprised at the total number of dollars the industry of sport in Australia adds up to, and it’s important the Gold Coast positions itself to get a share of this market.

“Sport tourism has an economic impact far beyond the people directly involved in the sporting event and I will be talking about the tremendous opportunities connected to sport available to people in all areas of business.”

Dr Dave Arthur, who has worked extensively as a consultant and sport business analyst with organisations from the National Rugby League to Greyhound Racing NSW and the Gold Coast Sport Business Taskforce, will present on the advantages of using sport sponsorship as a marketing tool.

“Modern and well-conceived commercial sponsorship is an essential facet of the communication arsenal of any organisation,” said Dr Arthur.

“It doesn’t have to be large-scale and expensive, and when done correctly sponsorship can work to drive the essential relationships at the heart of modern business.

“Allied to this is Australia’s sporting obsession, and the Gold Coast has the potential to be the sporting capital of Australia,

“I will be talking about the practical ways sport can be used in context with the marketing mix for both sport related and non-sport related products and services.”

The evening will close with an informal meet and greet with the presenters to give guests the chance to discuss all their business-related questions.

The free Business Insights evening entitled ‘Sport Business’ will take place on Wednesday, November 4, at the Sofitel in Broadbeach at 5.30pm (Queensland time) for a 6pm start. Seats are limited. For more information call 07 5506 9306, email

Photo: Don Knapp, CEO of Australian University Sport will be speaking at the next Business Insights evening (high resolution image available on request)