Super Netball could be missing a trick by not marketing itself to its key audience. But doing so might be easier said than done.
Six weeks before the 2020 Super Netball season started, the league dropped a bit of a bombshell., in a bid to attract a new audience to watch the elite domestic competition.
So if the sport is truly leading the way for women, why is it struggling to convert their attention from weekend sport to Super Netball?Jessica Macartney has been involved with netball since she was eight years old, playing and coaching in her native New Zealand before moving to Sydney, where she has continued to engage with the sport.
"It seems when you do go to the elite level games that the target audience is 10-year-old girls who clap thunder sticks," she said. "There's an entire part of their participation base and active community that actually would be easier to convert to Super Netball fans. Now working as a commentator and as the newly appointed Scotland national coach, Greenway thinks the breakdown might be occurring because the sport is not tailoring its strategies around the challenges women face when they try to engage with the game.
Greenway — like Macartney — believes the elite level needs to build a stronger connection with its grassroots pathways, and she thinks sponsorship might be the best way to do it. The sponsor was able to quickly turn around a social media video for release the next day, that channelled the outrage from the netball community and defended the sport's fearlessness.Neysa Goh, head of marketing at Puma, said the response to that video showed fans were passionate and could be engaged.
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