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Marketers urged to ‘add experiences’ to core sport offering

Speaking at SportNXT, the new thought leadership summit in Melbourne, leading executives at a panel discussion on 'Marketing & Fan Engagement in the Digital Age' urged sports federations to add more content and experiences to meet the needs of a rapidly evolving audience.

Richard Heaselgrave, chief revenue and fan engagement officer at World Rugby, spoke of an approach to marketing which broadened the offer beyond the pitch or court, citing his previous tenure at Tennis Australia where his team reimagined the Australian Open into a full-blown festival, with music, food, and family activities – including a water park.

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