Leading South Australian sport clubs are finding dynamic new ways to build meaningful engagement and social impact through new community programs and technologies.
Three of the most disruptive trends - generational change, technology innovation and the social role of sport - were discussed at 'The Future of Fandom' panel discussion hosted by Flinders University this week.
Guest speaker and sport management expert Professor Adam Karg - with a panel of key executives from Port Adelaide Football Club, Adelaide United Football Club and the South Australian Cricket Association (SACA) - exchanged ideas, discussing current research and insights on how their organisations are responding to these emerging trends.
"More than sport clubs just performing on field, they are increasingly involved in making social community impact. Most Australian clubs do it well, but needing to deliver and perform across multiple areas can create tension for clubs and managers," says Professor Karg, director of the Sport Innovation and Technology Lab at Deakin University.
"Fandom patterns around the world are changing and we are seeing the rise of 'fluid' fandom as new technologies change the way consumers access and enjoy sport as traditions and rituals start to fade.
"Gen Z and younger generations are becoming more tech focussed, changing their consumer behaviour and becoming more socially focused. Our challenge as an industry is to find new ways to bring the next generation of fans on the journey.
"Sporting clubs and codes offer a very important range of outcomes for the community and clubs are widening their outreach, connection and relevance in many ways."
Professor Karg says some of the most successful programs are providing ongoing engagement with feedback from the fan base and local community.
The forum held at Flinders University's City Campus included students from Flinders University's sport management courses - including new diploma courses delivered in conjunction with education partners the Port Adelaide Football Club, Adelaide United and SACA.
The courses are delivered at Alberton Oval, Adelaide Oval and the new Flinders City Campus.
Sri Lanka-born Thisama Kottahachchi is studying the Diploma of Sports Management (Cricket) at SACA's Adelaide Oval headquarters - taking her love of love of cricket to new levels after recently completing the association's Emerging Leaders' Program.
"My whole family has a massive passion for cricket. This was passed on to me and my siblings by our father," says Thisama, 18, of Mount Barker, who has played club cricket through high school.
"I have loved the diploma and am considering the pathway to further sport management learning at university."
Local SA professional clubs are helping other young people with diverse backgrounds, abilities and sporting interests to get ahead.
Paris and Tokyo Paralympics gold medallist, Amanda Reid OAM, 28, is enrolled in the Diploma of Sports Management at the Port Adelaide Academy of Sport this year while also studying a Bachelor of Disability and Community Inclusion at Flinders University.
She says the extra study is a positive move while taking a break from her hectic training for international competitions in paracycling and more recently para-snowboarding.
Currently recovering from hip surgery after an accident while training in Europe last year, she says the club and university are looking after her needs.
"I'm really enjoying the diploma and cohort of students at Alberton Oval," says Indigenous student Ms Reid, whose assistance dog also attends classes at Port Adelaide.
Fellow PAFC student Jamie Stott, who represented SA in national Over-50s masters hockey competitions in Sydney last year, says the diploma at Port Adelaide is helping her transition into a career in sport.
"This is a great time for women in the sporting industry and there are lots of opportunities," says Ms Stott, 51, who also plays first division baseball for Henley-Grange.
"I'm not sure what that will look for yet but after 30 years of business management, people and leadership experience, I figure I can add value somewhere."
After running an environment related retail business until Covid shutdowns and playing hockey and other sport from junior to senior level, she started the diploma course because she loves sport.
"I wanted to pivot into a new career in sport, and found so many mental and physical benefits from getting back into sport," she says.
Flinders University Professor Michael Gilding, Vice-President and Executive Dean of the College of Business, Government and Law, says the event helps to put the spotlight on the positives of sport management education as a career pathway.
