Commercial

The commercial driver refers to ensuring participation products are financially sustainable and how a sport is able to maximise financial gains from its assets.

Consider:

• understanding the potential market size for new products
• testing perceptions and analysing risks within product models
• developing accurate costing models to price products accordingly
• implement a nationally-aligned brand, to attract corporate investment through sponsorship
• conducting a review of commercial assets across the sport.

Sport organisations who do this well will:

• collect and use evidence of sport and industry participation activities
• apply evidence when developing participation products to bring value to consumers and commercial partners
• pursue a commercial return from all parts of the business, including nationally-aligned participation products and assets.

Examples of SMART performance measures for this driver:

• Number of products generating a surplus to grow from X to Y by 2020
• Total value of our sponsorship assets to grow from $X to $Y by 2020
• Total commercial revenue to grow from $X to $Y by 2020.