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Many sports organisations have a great product but their marketing sucks!

At last there is a book that offers practical solutions for small to medium sports organisations without massive budgets but who want to punch above their marketing weight!

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Game Plan Marketing offers a simple 5 Step approach to developing a compelling brand message, using effective marketing systems and identifying revenue opportunities. Its backed up with lots of useful resources on this website.



By implementing an effective Game Plan, sports managers, administrators and volunteers get to love their involvement in sport again, without worrying about money, sponsors and finding members.

This book will leave you feeling relieved that you have a practical solution and inspired about the future.

Ned and I have collaborated on a number of sport and brand projects over 15 years and every time I reconnect it reminds me of why I like working with him! He is a very effective communicator, extremely personable and delivers a professional outcome every time.
Matthew Cowling, Leading Sports Strategist

Ned is an outstanding operator who has a broad and deep knowledge of the sports industry as a whole. He is creative, results driven and engaging. I couldn't recommend Ned more highly.
Nick Mooney, Strategic Manager, School Sport Victoria, Department of Education

I have known Ned for over 25 years and in that time can attest to his professionalism, work ethic, integrity and thought leadership. Independent of the issue, Ned possess higher order problem solving skills that any business partner will benefit from.
Chris Carroll, GM Marketing and Digital, Medibank

Smaller organisations face the biggest hurdles in attracting members and participants, finding commercial partners and generating revenue. Despite having significant financial assets and many stakeholders, they often rely on volunteers and struggle with the day-to-day challenges of marketing and promoting their sport. This book has valuable lessons for anyone involved in the administration and marketing of sport or a sports-related business. It provides a ‘game plan’ for growing an organisation into a thriving community.

Sound familiar? Well this book will show you, clearly and simply, how to overcome these hurdles. You will learn how to develop the expertise and resources to brand and market your sports organisation, without selling your soul. As a result, you will have more time, energy and resources to deliver a better product and build a thriving sports community that leaves a legacy for the future.

When most people think of sports marketing the image of big sporting organisations comes to mind: the AFL, Tennis Australia or Super Rugby in Australia, the NBA, NFL and Major League Baseball in the US, and major football (soccer) competitions such as the English Premier League and SerieA in Italy. But this market represents only a fraction of sports participation and organisations around the world.

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For every major sports brand there are thousands of other sports organisations fighting for their own piece of turf. These sports businesses cater to literally millions of men, women and children, able-bodied and disabled, from many countries, who play sport at every stage from beginners through to elite level.

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Game Plan Marketing Book

Who is this book for?


This book has been written to help people who are involved in the management and marketing of sports organisations and sports-related businesses. The information in this book is relevant for:

  • local, community-based sports clubs and individual teams

  • leagues, such as junior football leagues, at the local, regional or state level

  • sports clubs catering to a number of different sports

  • community clubs, such as golf and tennis clubs

  • country clubs

  • school-based sports organisations

  • state-based governing bodies for sport

  • state and federal government organisations that focus on sport

  • national sporting organisations and governing bodies for sports

  • businesses supplying products and services to sports organisations

  • professional sports teams and leagues

  • school or holiday camp organisations and businesses

  • businesses that deliver sports products or experiences

  • local government offices responsible for delivery of sport services

  • state government departments involved in sport and recreation

  • federal government departments responsible for sport, health and wellbeing

  • events on a local, state or national basis

  • in general, any organisation where sport is the central theme.


Within these organisations the people who will get the most value from this book are those in an operational position, whether paid or volunteer, and the committees and boards of management. This includes marketing managers, CEO’s, general managers, administrators, officials and event directors.

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