A new national business event – the Sport Strategy Summit will debut in Brisbane this July.
This initiative brings together corporate leaders, sporting organisations and decision-makers to examine how sport can be strategically leveraged to drive commercial growth.
Founded by sports marketing and commercial strategy specialist Jason Greenhalgh, the one-day event responds to increasing demand from businesses looking to build brand relevance, connect with customers and unlock value through sport and major events.
Greenhalgh, Founder of The Front Office Agency, has spent 35 years working across sport, business and major events.
His experience includes internal roles at the Brisbane Broncos and Queensland Reds, as well as advisory work with the Wallabies, Socceroos and other professional teams.
“Sport is no longer just entertainment – it is one of the most underutilised growth platforms available to business,” Greenhalgh said.
He added that many organisations want to tap into the momentum building towards the Brisbane 2032 Olympic and Paralympic Games, even if they are not official partners.
“The Sport Strategy Summit will provide practical insights, real-world case studies and proven strategies that help organisations move beyond transactional sponsorships and towards partnerships that drive measurable commercial outcomes,” he said.
Focus on legacy and long-term value
The Summit will feature keynote presentations, panel discussions, and case studies spanning partnership strategy, brand alignment, fan and customer engagement, data-led decision-making, and the evolving commercial landscape of sport.
Confirmed speakers include Karl Morris (Chairman – Brisbane Broncos; CEO & MD – Ord Minnett), Anthony Ryan (CEO – Brisbane Economic Development Agency), Natalie Cook (five-time Olympian and Olympic gold medallist), Kylie Blucher (Managing Director, Nine Queensland; Director – Queensland Firebirds), Simon Rabbitt (COO – Paralympics Australia) and James Tuma (Managing Partner – Urbis).
With Queensland entering a decade of major event activity in the lead-up to 2032, the event will also explore how business and industry can create sustainable legacy outcomes beyond individual sponsorship cycles.
“The timing is right for a forum that brings business and sport into the same room, focused not on theory, but on what actually works,” Greenhalgh said.
The inaugural Sport Strategy Summit will take place on Thursday, 30 July at the Brisbane Convention and Exhibition Centre.
Further program details and speaker announcements are expected in the coming months; more info here.
Top Image: The Front Office Agency