Australian Sport Clubs Reaching Out Next-gen Fans

Leading sports clubs in South Australia are harnessing innovative approaches to foster meaningful engagement and social impact through newly developed community programs and technologies.

A panel discussion called The Future of Fandom, hosted by Flinders University, centred on three significant trends currently shaping the sports landscape: generational change, technological innovation, and the evolving social role of sport.

Featuring sport management expert, professor Adam Karg alongside executives from Port Adelaide Football Club, Adelaide United Football Club, and the South Australian Cricket Association (SACA), the panel exchanged insights on how these organisations are adapting to emerging trends.

Commenting in the discussion, Karg, who also directs the Sports Innovation and Technology Lab at Deakin University, said: “Sports clubs are evolving beyond just performance on the field; they increasingly play a role in generating significant social impact within their communities.”

“While many Australian clubs excel in this area, balancing responsibilities across multiple domains can create real tension for clubs and managers.

“Globally, we’re witnessing the rise of ‘fluid’ fandom, as technological advancements transform how fans engage with and enjoy sport, prompting a shift away from traditional rituals.

“Clubs and sporting codes must broaden their outreach and enhance their connections to remain relevant in a fast-evolving landscape,” he said.

The forum at Flinders University’s City Campus also incorporated students enrolled in its sport management courses, alongside new diplomas developed in collaboration with Port Adelaide, Adelaide United, and SACA. These programs are conducted at Alberton Oval, Adelaide Oval, and the new City Campus.

Local professional clubs are also empowering young individuals from diverse backgrounds, abilities, and sporting interests.

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