Netball's pivotal year

By Linda Pearce
 
With sturdy foundations now in place for a sustainable future, Netball Australia’s big build has begun.
 
Carefully and incrementally, for now, but bolstered by a third consecutive operating surplus that in 2024 climbed almost threefold to $650,833 - the highest amount since 2012. 
 
The improved result was delivered while reducing debt from $4.2 million by $1.2 million under a structured plan designed to see it paid off in full by mid-2027.
 
Netball Australia CEO Stacey West credits a record-breaking Suncorp Super Netball season, the irresistible success and drawing power of the world No.1 Origin Australian Diamonds and enduringly strong participation numbers - over one million nationwide - for consolidating the platform for growth.
 
As the 10-year strategic plan nears completion, and Suncorp Super Netball 2.0 takes shape ahead of the next broadcast deal post-2026, the countdown is on for a centenary year cake iced by Sydney’s hosting of a 2027 Netball World Cup that aims to be the biggest and best ever staged.
 
After well-documented financial challenges linked to the challenges of the coronavirus pandemic, West said the healthier balance sheet unveiled in the 2024 Annual Report would allow bolder investment in the crucial period ahead.

 With attendances, viewership, membership across six of the eight teams and other metrics at all-time highs, key numbers from the 2024 Financial Year include: 

• An SSN attendance record of 366,222 spectators (up by 25 per cent year on year, for an average crowd of more than 6000 per game) across 14 rounds and four sold-out finals that was the highest ever for an Australian female sports league.
   
• The best broadcast result for SSN in the three years of the partnership with Foxtel and Kayo (up 18 per cent to an average of 57,000 viewers per round).
   
• A 50 per cent rise in ticket sales for Diamonds events and resulting increase in income as part of a push into larger venues for the all-conquering national team.
   
• Five commercial partners renewing long-term sponsorships - Origin Energy, Asics, Virgin Australia, Westfield and Suncorp - and Woolworths continuing its support of a revamped Woolworths NetSetGo program following a six-month pilot across 25 centres nationwide.

 
Plus the fruits of an integrated new digital strategy, and much more here.
 
“It was a really important year to consolidate, and it’s a really strong financial result,’’ says CEO Stacey West, almost 12 months after her permanent appointment following six months in a caretaker role.
 
“It’s a third consecutive surplus, year-on-year, which is so important for our sport, and what’s most insightful for us right now is that it’s the netball component that’s continuing to thrive. 

“It demonstrates that netball is consumed, is popular, is played; that we are gathering the building blocks necessary for the sport to take its next step in terms of decision-making and growth and investment.’’
 
After a period of turmoil, West believes 2024 was the year that netball had to have.
 
“It absolutely was,’’ she says.

"We had to reset. We had to deliver, and we did that very successfully. We had to build confidence in the system and provide reassurance to investors and partners, which we’ve done, and which enables us to now drive the major strategic decisions going forward.
 
“The 10-year strategic plan will really help us understand where those growth opportunities are and where those investments need to be made to make the greatest impact.’’
 
The Annual Report data will form the basis of media rights negotiations ahead of the next deal starting in 2027, with NA happily partnered with the Foxtel Group Australia for the rest of this season and next, and broadcast metrics up across the board.
 
“Our fan data and our participation data and the way that netball continues to engage is still my ‘wow factor’ in these numbers,’’ West says.
 
“How collectively Netball Australia and our Suncorp Super Netball teams and our member organisations generate all the other opportunities around revenue, reach, and around retention really demonstrates that the power of netball is pretty special.’’
 
The strengthening of government relationships and partnerships has been significant, and debut initiatives in 2024 included the First Nations carnival in Melbourne in September. Internally, Megan Simpson was appointed to the newly-created position of Executive General Manager of Netball and Ben Slack as EGM of Commercial and Brand.

West acknowledges the delicacy of balancing the repayment of the debt accrued in 2020-2021 with managing a thriving present and positioning the sport for a “supercharged” future.
 
“We’re looking forward to using 2025 and 2026 to set ourselves up, because all roads lead to 2027. Everything aligns then,’’ says West. 
 
“We’ve got a home World Cup that will be transformative for the sport, accelerate growth and provide a legacy for decades to come. We’ve got a new media rights deal starting, and we’ve got Suncorp Super Netball 2.0, which will unveil the next version of the world’s best domestic competition in that same year.’’
 
A bid for inclusion in the 2032 Brisbane Olympics remains part of a broader strategy to expand netball’s reach into new markets.
 
“We are growing,’’ says West.

“Our teams are doing a fantastic job of filling stadiums and accelerating viewership so I think we're in our best position this Suncorp Super Netball season to really continue that push. 

“We will continue to get this great game out to all the people that love it and showcase it to the people that don't know about it yet who will love it.
 
“The fact that there’s still more to do is what's exciting and keeps us engaged, because this financial consolidation allows us now to look with great intent and optimism  to our future.’’
 
With two experienced new directors, Vivek Bhatia and Louise Ayres, joining the board at Tuesday’s Annual General Meeting, former Diamonds captain Liz Ellis was elected for a second year as Chair.
 
“The sport is thriving under Liz’s leadership and her ability to drive not just a vision but also outcomes for the game,’’ West says.
 
“The board is really aligned, there’s lots of energy, lots of drive, lots of big, bold ambition, but also a really detailed plan of how we go about it to ensure the sport sets itself up for the next one to 10 years.’’