High Performance

The Role of Sport

Australians over 18 years feel that Olympic, Paralympic, and Commonwealth Games (OPC) athletes and teams: ³

More than 70% of Australians (18+) believe that Australia’s elite athletes are some of the best role models. ³

Sport creates an estimated $55 billion value for Australia each year, approximately 30% (or $16 billion) of the total value is attributable to high performance sport. ⁴

Investment in High Performance Sport

Government

Around 80% of Australians (18+) believe that Australia’s national athletes, including our Olympic, Paralympic, Commonwealth Games athletes and teams are worthy of government investment. ³

The rationale for government investment in high performance sport will often capture a number of public sector led policy objectives, including: ⁴

• to inspire and raise the profile of the benefits of sport and physical activity to a wide population
• leverage the hosting of a major sporting event as a catalyst for economic stimulus and urban infrastructure renewal
• project or showcase a positive national identity to the world for cultural, socio-political and/or economic purposes.

Investment in a wide variety of high performance sports provides the opportunity to better engage with diverse communities and people from different cultural backgrounds and encourages greater community inclusion. ^{3, 5, 6, 30}

54% of Australian adults and 64% of Australian children participate in a sport or physical activity that can be linked to a Olympic, Paralympic, or Commonwealth Games event. ²⁶

2500 categorised athletes are supported by Australia's HP Sport System at any one time, across Olympic, Paralympic and Commonwealth Games sports. ²⁸

Pride and inspiration

Australia is widely recognised as a passionate sporting nation. Sport plays a significant role in promoting our popular national culture. It has the capacity to project our shared positive values across many communities within our increasingly diverse and multicultural society.

In 2023-24 Australians 18+ who had been more physically active on purpose, started, or looked for information about a new sport in the past 12 months were inspired by: ³

• watching sport on TV or live (64%)
• an Australian athlete being a good role model (60%)
• Australians succeeding internationally (61%)
• seeing / hearing about Olympic, Paralympic, or Commonwealth Games sports/athletes (55%).

High performance sporting success or hosting sporting events can lead to short-term increases in sport participation (playing and volunteering). These increases are stronger for those who are already engaged with sport and may be caused by: ¹⁸

• demonstration effects
• positive role models
• increased familiarity with sports through broadcasting and media coverage.

Sport, particularly high performance sport, is one of the most powerful and popular attractions or activities for people to watch/experience either in person or via broadcast. In 2023-24: ³

• 49% of Australians (18+) watched a live sporting event
• 28% went to a live sports event
• 14% bought or wore supporter merchandise for an Australian professional team.

The shared camaraderie of watching or cheering for high performance athletes and teams has a strong impact on developing community cohesion. Research suggests that certain groups within the community are more likely to feel pride and happiness from the achievements of elite athletes in international competitions, including: ^{3, 5, 6, 7, 8}

• individuals with lower educational levels and/or lower incomes
• black, Indigenous, or migrant backgrounds
• older respondents.

Long-term participation impact requires additional resources and planning, at both national and local levels, to turn interest into sustained engagement. ^{10, 11, 12, 13, 14, 15, 16}

International diplomacy and reputation

Australia's leadership role in international sport, which includes a reputation for quality athlete performances, coaching, and research, enhances our reputation as a respected global partner. ¹⁷

Australia has been highly successful in attracting many of the world’s highest profile sporting events, such as Olympic, Paralympic, and Commonwealth Games, world championships and cups in various sports, the Asian Football Confederation Cup, Formula One Grand Prix, and many more. These events stimulate tourism inflows, international exposure, and other potential economic and social benefits. ¹⁸

Australia's high performance sport science, medicine, coaching, and administration expertise makes it a highly desirable international partner. This 'soft power' influence can be used to connect and promote the value of partnering with Australia in various projects both within the Indo-Pacific region and other key markets. ^{19, 20, 22}

Despite its relatively small population, Australia is one of the most prolific contributors to sports science and medicine research in the world. This demonstrates a significant investment in evidence based research in Australia. ^{23, 24, 25, 27, 29}

Challenges

High performance sport, and in particular Australia’s Olympic, Paralympic, and Commonwealth Games athletes and teams, continue to enjoy support from the majority of Australians.

However, with an increasingly fractured media, broadcasting and content landscape, and a growing number of options for entertainment and physical activities there is a risk that Australians may move away from valuing sport to the same degree.

High performance sport, especially international competitions, are also more likely to be impacted by global events such as increased geo-political tensions, war, terrorism, disease outbreaks, and climate change.²¹

Sport in Australia will need to focus on continuing to provide high quality sporting experiences for players, fans, volunteers, and the broader community, with integrity and inclusion being key factors in maintaining people’s engagement.