[AKBC webinar] Soft Power: Using Sports Diplomacy to score business outcomes


AKBC is pleased to invite you to our upcoming webinar, “Soft Power: Using Sports Diplomacy to score business outcomes,” which will be held on Friday 19 June 2020, from 11.00AM – 12.00PM AEST.

Sports diplomacy is increasingly becoming recognised as a tool to rethink collaboration between countries and generate economic outcomes. Outlined in the Australian Government’s Sports Diplomacy 2030 strategy, it is a direct objective of the Department of Foreign Affairs and Trade to use sport as a medium through which they can strengthen and evolve their relationships with countries in the Indo-Pacific region.

The Republic of Korea and Australia have a strong cultural, economic and diplomatic relationship, yet little attention has been paid to our sporting bonds ‘off the pitch’, so to speak. How sporting events can be strategically employed as nation-branding exercises, or business networking events with measurable outcomes, remains obvious but elusive. As a critical enabler of sports diplomacy, businesses could consider ways to engage our sporting industries, understand their unique soft power offering, and leverage sport to generate mutually reciprocal, win-win outcomes with Korea. Sponsorship of sporting events as a market entry strategy, allying with and accessing embassy support, broadcasting Australian sporting matches into Korea to promote Australia as an attractive tourism destination and playing recreational sports to build people-to-people connections are all examples of how sports diplomacy can play a role in furthering tangible trade and investment outcomes with Korea. COVID-19 has presented a blank canvas, an opportunity to re-imagine the role that sport can strategically play in your business plans, relationships and engagement with Korea.

Speakers at this webinar include: Cam Vale, CEO of Baseball Australia, Andrew Walton, CEO of Rosterfy and Founder of InteractSport and Bruce Djite, Director of Football at Adelaide United  Trent Smyth, CEO of the Sports Diplomacy Foundation will deliver the closing remarks and Liz Griffin, Executive Director of the Australia-Korea Business Council will moderate the discussion.

This webinar will examine:

  • How the introduction of an all-Korean team (Geelong-Korea) into the Australian Baseball League has resulted in viewership of over 10 million people in Korea, and provided a pathway for Korean Professional Baseball teams to view Australia as an ideal spring training camp destination.
  • The tremendous growth of the esports industry around the world and how Korea’s status as the home of competitive esports presents opportunities for Australian teams to engage in cultural exchanges and promote a positive image of Australia.
  • How people-to-people connections can be strengthened through sports, promote our cultural identify and ultimately, help unlock opportunities off-field between Australia and Korea.

Please note registrations are essential, click here to register.

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Australia Korea Business Council
PO Box 24430
Melbourne, Vic 3001 Australia
Liz Griffin – Executive Director

The Australia-Korea Business Council is the leading national body committed to strengthening the Australia-Korea economic relationship.