THE HOCKEY REVOLUTION A GLOBAL GAME INSPIRING THE NEXT GENERATION CONTENTS THE GLOBAL HOCKEY GROWING VISIBILITY TOWARDS 60 PROJECT FACILITIES - OUR REVOLUTION - GROWING FEMALE FUTURE NEEDS 1 6 12 LEADERSHIP 17 MEMBER DATA AT THE NSW PRIDE - REAL ACTIVE KIDS WHAT DO WE DO? HEART OF STRATEGIC HOCKEY. REIMAGINED. 2 DIRECTION 7 13 18 STAKEHOLDER GROWING SOCIAL STATE CHAMPIONSHIPS ROLES AND PHILOSOPHY MEDIA FOOTPRINT - DRIVING NSW VISITOR RESPONSIBILITIES 3 8 14 ECONOMY 19 NSW PARTICIPATION OUR FOCUS AREAS OUR PATHWAY TO OUR STRATEGY ON A 4 SNAPSHOT 9 15 SUCCESS 20 PAGE WHAT MAKES HOCKEY SUPPORTING A FACILITIES - OUR DIFFERENT TO OTHER DIVERSE HOCKEY FOOTPRINT 5 SPORTS? 10 COMMUNITY 16 PARTNERSHIP, SPONSORSHIP & ADVERTISING OPPORTUNITIES To discuss new opportunities contact: David Thompson – Hockey NSW [email protected] 0409 126 556 CONTACT DETAILS Sydney Office Level 3, Sydney Olympic Park Hockey Centre Shirley Strickland Avenue Sydney Olympic Park, NSW, 2127 Telephone (02) 9764 1911 Email [email protected] Website www.hockeynsw.com.au For more information on NSW Pride memberships and team enquiries contact: NSW Pride [email protected] (02) 9764 1911 Our Men’s State Team competing in the Under 18 Australian All photos courtesy of AAP Photography & Click InFocus Hockey Championships at Launceston, Tasmania. Hockey NSW Pride | 2 THE GLOBAL HOCKEY REVOLUTION GLOBAL 3RD 30 MILLION MOST POPULAR PLAYERS TEAM SPORT IN THE WORLD ACROSS THE GLOBE Football (Soccer) 4 Billion Cricket 2.5 Billion PLAYED Hockey 2.3 Billion IN OVER Basketball 1 Billion 100 DIFFERENT COUNTRIES NATIONAL NSW 31% VIC HOCKEY STATE 20% QLD 18% WA BY STATE 14% SA 8% HIGHLY REVERED ACT TAS OLYMPIC TEAMS 4% 4% NT 1% HISTORY OF GOLD MEDAL INTERNATIONAL WINS NSW HAS THE MOST HOCKEY PLAYERS IN AUSTRALIA ESTIMATED NATIONAL FAN BASE OVER MORE THAN 5.5 MILLION 214,000 RENOWNED FOR SOCIAL PLAYERS IN INCLUSIVENESS, GENDER EQUALITY AND ALL AGES AUSTRALIA PLAYERS Hockey Revolution 1 PLACING MEMBER DATA AT THE HEART OF STRATEGIC DIRECTION Hockey NSW in partnership with the SPRINTER research group from Sydney University and RevolutioniseSport, has been able to harness the power of data to improve the organisation’s strategies and key projects and is recognised as a leader within the sports industry. Evidence-based data Real-time insights. Localised insights Cloud-based interaction over speculation Better responsiveness. and analytics and engagement SPRINTER SPRINTER are a collaborative Sport and Physical Activity Research Group led by Dr Lindsey Reece within the Charles Perkins Centre, Prevention Research Collaboration at the University of Sydney. SPRINTER’s analysis of Hockey NSW member data and feedback provided a deeper understanding of member motivations which were used to shape recent projects. Projects shaped by SPRINTER data: ‘Retake The Field’ COVID-19 Safety Increased Diversity Media Campaign Response & Plans & Inclusion Programs /// Membership Snapshot RevolutioniseSport 19425 RevolutioniseSport is an online management tool for Hockey Clubs and Associations across NSW, in addition 7514 7755 to being a data management asset for Hockey NSW. RevolutioniseSport provides unparralled information on member history, engagement, contact and frequency of play. NEW RETURNING LOST Unlike other sports, Hockey NSW is able to define its lost, Churn returned and new players by distinct parameters and clearly 29% see any divergence in consistent data. 2 Hockey Revolution STAKEHOLDER PHILOSOPHY • Volunteers • Partners • Media • Participants • Government • Affiliated Members (Clubs & Assoc.) Hockey NSW has a simple stakeholder philosophy Educate Create learning opportunities for all stakeholders Appreciate Treat all stakeholders with respect Motivate Make it fun and rewarding Advocate All stakeholders are advocates for the sport and organisation Hockey Revolution 3 NSW PARTICIPATION SNAPSHOT TOTAL PARTICIPATION 60% 40% REGIONAL METRO 94,917 68% 32% Club Participation Indoor Hockey State Championships Multicultural 27,245 10,021 12,160 4,841 All Abilities Indigenous State Teams Schools 4,841 1,192 636 34,012 Camps/Clinics Social Hockey Volunteers 2,230 2,720 5,914 AGE SPREAD Children Youth Adults Older Adults 5-14 years 15-17 years 18-54 years 55+ years 35% 10% 49% 6% 4 Hockey Revolution WHAT MAKES HOCKEY DIFFERENT TO OTHER SPORTS? Female 60% Participation Hockey is the most gender balanced team sport in Australia. 1,978 Regional players were 70% Participation born overseas Hockey is an important part of the fabric of our communities. Strengthens social networks and builds a sense of belonging. A Game For Life Truly a family sport with a player 4,841 age spread from 4 years to 83 One or both parents years. born overseas The map opposite highlights in BLUE the 90 different countries of birth our members represent. Hockey Revolution 5 HOW WE ARE GROWING THE VISIBILITY OF HOCKEY METRO AND REGIONAL LIVESTREAMING AIRWAVE COVERAGE NATIONAL SOCIAL WEEKLY CHAMPIONSHIPS 400,000 LISTENERS MEDIA LIKE NEVER BEFORE INFORMING, PROMOTING DEDICATED HOCKEY AND CONNECTING ONE PROGRAMMING IN NSW NSW’S HOCKEY CLUBS 5 YEAR BROADCAST MULTIPLE GAMES FEMALE + MALE 1000 ATTENDEES DEAL WITH KAYO PLAYED ACROSS TEAMS UNDER THE FOR AN AVERAGE AND FOXSPORTS NSW + AUSTRALIA SAME BANNER HOME CROWD 2021 2023 2025 2022 2024 6 Hockey Revolution REAL HOCKEY. REIMAGINED. NSW Pride is the elite Women’s and Men’s hockey team in the Sultana Bran Hockey One league. Members Fans + Tickets Media Coverage Sponsors Upcoming seasons will ‘The Lion’s Den’, our We receive national NSW Pride has a number build upon a record- home stadium at Sydney and state-wide radio, of sponsors to support breaking 500 foundation Olympic Park, hosts newspaper and television the teams. Kennards Self members joining our over 3500 fans for coverage including on Storage became a major Pride - the most of any numerous season games the Sports Entertainment partner in 2020, with team in Hockey One. and Hockey One final Network with dedicated Rydges and Snap Printing matches. weekly programming. partnering in 2021. Mascot Female + Male Teams Event Day Volunteers Roary became an instant Our female and male Our home matches Dozens of volunteers sensation with Pride fans athletes play under the provide a multitude of assist throughout Hockey in the first season of same banner - a historic entertainment beyond the One, including ball kids, Hockey One, he can’t wait first for NSW’s national game, incl. inflatables, media interns and match to make more friends at hockey team. giveaways and day assistants. the games ahead. merchandise. Hockey Revolution 7 HOW HOCKEY CONTINUES TO GROW ITS SOCIAL MEDIA FOOTPRINT Social Media Audience Audience Growth 5-Year Trend 334% All platforms 25k 13,000+ 8,000+ 2,000+ 20k 15k Combined Audience 23,000+ 2017 2018 2019 2020 2021 Digital Engagement Total likes & comments Hockey NSW’s Instagram engagement has undergone spectacular growth in the last 5-years with a 3,300% improvement in performance. TOP 5 TOP 10 of NSW State Sporting of NSW State Sporting - SHUNT Applied Creative Organisations (SSO) Organisations (SSO) Hockey NSW’s clubs are Hockey NSW’s Clubs and Associations a grassroots powerhouse (Facebook) having improved their social media engagement (Facebook) by 184% in the Combined Audience 42,845 last 5-years. Productivity 5-Year Trend - SHUNT Applied Creative 45% 8 Hockey Revolution OUR FOCUS AREAS Media Partnerships Diversity and Inclusion Keeping Kids Safe More hockey on the airwaves than ever Our goal is to provide every person, at all Hockey NSW with Hockey Australia before thanks to Sports Entertainment stages of their life regardless of gender, is launching Safe Hockey, a national Network (SEN) deal. With regular weekly ability or ethnicity, and no matter where framework with a suite of user-friendly segments, hockey will reach thousands they live, with the chance to participate policies, procedures & guidelines. of listeners throughout the State, in hockey. To do this, we celebrate Hockey NSW has also commenced including in many regional areas. Our diversity, promote inclusion, and most proceedings to join the National State Championships are also reaching importantly, make people feel like they Redress Scheme, ensuring survivors of a wider audience with previews and belong with a number of programs institutional child sexual abuse under livestreams on the Daily Telegraph specifically designed to reduce the our jurisdiction are acknowledged, website. barriers to participation. recognised and supported. Retake The Field Female Leadership Program Virtual Education Creating a data-driven campaign Attracting, developing, and retaining A norm shifting concept designed aimed at re-engaging thousands more female coaches, officials, and to deliver easily accessible virtual of identified previous hockey leaders in hockey with the ambitious education year round aimed at participants using industry-leading goal to lift the female off-field upskilling our grassroots hockey analysis from the University of participation to 60% so that it mirrors community through dozens of online Sydney’s SPRINTER research group. our female on-field participation. learning sessions on various topics. Hockey Revolution 9 SUPPORTING A DIVERSE HOCKEY COMMUNITY Vision Hockey NSW will pilot a number of engagement activities designed to encourage participation from outside traditional hockey populations as part of our strategic commitment to increase diversity and inclusion activities. Multicultural The global footprint of Hockey