SMA provides Local Government Areas with specialised services to secure, develop, market, and grow Events

Sports Tourism with strategic event placement is Big Business...
and it's Growing

To further develop this industry, while ensuring the needs of all parties are satisfied, Sports Marketing Australia (SMA) has developed the much lauded 'Events Placement Program', which has been embraced by event owners and Local Government Areas (LGAs)nationally and internationally.

The objective is to attract and host major events that provide economic, community and branding benefits within our partnering regions. The result is a Win - Win scenario for event owners, LGAs and the business communities within our partnering Council areas.

 SMA is currently contracted by 62 LGAs and tourism organisations across Australia and we have a relationship base and place events for in excess of 700 event owner nationally and internationally. The number of contracted LGA's is growing to meet the demand of an expanding event base. SMA's role is to consolidate as much sporting, entertainment and event activity as possible in our partnering regional centres across Australia contributing to the growth and development of each of their local economies .

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The highly strategic Events Placement Program has developed over the past 20+ years. While Sports Marketing Australia (SMA) places and has access to elite level events that provide strong branding benefits through international tv distribution and exposure, the majority of its activity revolves around high participation events that are tourism focused. There are 4 key benefits that our partnering Councils look for from the events that SMA places:

  • Economic benefit: Tourism Research Australia values a sports tourist whose purpose of travel is to compete in or spectate at a sporting event at $275 per person per day (year ending June 2020)
  • Branding benefits through high profile or elite events that are broadcast, live streamed, and/or attract high level media attention
  • Introducing people to a region who may never have visited that region in their lifetime had they not participated in or been a spectator at particular events. Repeat Tourism.
  • Community benefits through local fundraising, coaching courses, upskilling local club volunteers, "come and try" sessions that help to grow and develop the sport locally, as well as allowing the youth in the region to get up close to their heroes for elite events.



  • Bathurst Regional Council
  • Clarence Valley Council
  • Cobram Barooga Business and Tourism
  • Edward River Council (Deniliquin)
  • Goulburn Mulwaree Council
  • Griffith City Council
  • Inverell Shire Council
  • Mid-Coast Council
  • Murray River Council
  • Orange City Council
  • Penrith City Council
  • Port Macquarie-Hastings Council
  • Port Stephens Council
  • Shoalhaven City Council
  • Wagga Wagga City Council
  • Destination Wollongong


  • Alexandrina Council
  • Barossa Council
  • City of Port Adelaide Enfield
  • Rural City of Murray Bridge
  • City of Onkaparinga


  • Brisbane Economic Development Agency
  • Cassowary Coast Regional Council
  • City of Gold Coast
  • Major Events Gold Coast
  • Gladstone Regional Council
  • Gympie Regional Council
  • Ipswich City Council
  • City of Logan
  • Mackay Regional Council
  • Moreton Bay Regional Council
  • Townsville Enterprise Limited


  • City of Albany
  • AROC Regional Organisation of Councils (Northam, Goomalling, Dowerin, Toodyay, Victoria Plains, York)
  • City of Bunbury
  • City of Joondalup
  • City of Kalgoorlie-Boulder
  • City of Mandurah
  • City of Stirling
  • City of Wanneroo


  • Ararat Rural City Council
  • Bass Coast Shire Council
  • Baw Baw Shire Council
  • Benalla Rural City
  • City of Greater Bendigo
  • Cobram Barooga Business and Tourism
  • Colac Otway Shire
  • East Gippsland Shire Council
  • Greater Shepparton City Council
  • Horsham Rural City Council
  • Latrobe City Council
  • Mildura Rural City Council
  • Rural City of Wangaratta;
  • Southern Grampians Shire Council
  • Warrnambool City Council
  • Wellington Shire Council


  • Hawkes Bay Tourism
  • Palmerston North City Council


Strong Relationships

As is the case in all industries, relationships are critical in the development of any business model. Sports Marketing Australia's (SMA) unparalleled relationships in the sports, business, entertainment, and events industry as well as State and Local Government sectors have been instrumental in the development of the Events Placement Program. The success of the Events Placement Program and the trust that is engendered through the scheme has led to Councils and event owners to engage SMA to supply additional services like:

  • the customised online sports software and database management system
  • engaging SMA to undertake strategic planning consultancies like future needs analysis, signature events, gaps analysis etc.


Proactive Representation

Many Local Government Areas (LGAs) embrace the concept of hosting events. Most are aware of the huge economic and extensive community benefits delivered through "hosting" sporting, entertainment and other types of events. Many Councils have a grants application process that requires event owners to apply for funding and fill out the appropriate paperwork before waiting on a decision.

SMA reverses the reactive approach and instead takes a proactive, directional approach by representing its partnering Councils and Tourism Organisations in the very competitive Events Industry.

SMA's strong relationships with event owners and the weekly interaction with senior decision makers in the events industry ensures that our partnering Councils win the large percentage of potential, suitable events across Australia. SMA advocate for our partnering regions and attempt to alleviate any concerns that event owners might have about hosting their event in the region whilst ensuring that the key selling points of the region are highlighted. This can often be the difference between a region securing a desirable event (or missing out).    

Streamlined Process

SMA'shighly successful Events Placement Program was crafted to ensure the right event is placed in the right region for the right reasons. It was deliberately designed to take the guesswork out of event placement by event owners in specific Local Government Area.

SMAundertakes a Capacity and Capability Assessment (CCA) in each of the LGAs it represents. The unique findings of the assessment form the framework for discussions between the SMA Events Team and the senior decision makers in the Sports and Events Industries. It allows SMA's events team to proactively demonstrate the real capacity of our partnering LGAs to host events in particular disciplines. SMA then acts as a conduit between the Council and the Event Owner to ensure the appropriate processes are in place to provide a positive, rewarding event experience for all parties.

Reduced Costs

With National/State Sporting Organisations, event promoters, and other event owners being predominately based in each capital city of Australia as well as many regional centres, it is not financially possible for Councils to have representation in all markets. SMA has representation in each of these markets.

SMA's event team presents the LGA's that they represent to senior decision makers in the events team on a daily basis ensuring that they are front of mind when decisions are being made about event hosts.


SMAplaces more than 589 state, national and international level events every year. These events range from both elite and mass participation sporting events to those involved in the entertainment, arts and cultural, music, food and wine, business and tourism-based television programs for example.



Major events provide branding and positioning opportunities for SMA's partnering regions. 


Mass participation events provide significant direct expenditure into SMA's partnering economies, underpinning local economic development.


SMA events are an important part of the development of vibrant sustainable local communities, contributing to the community social fabric.


SMA place a wide variety of events ranging from Business Events, Arts and Cultural, Entertainment, Music, and Food & Wine. 


Event Owners who SMA have placed events for previously:


  • AFL Masters Australia
  • Australian Cricketers Association
  • Australian Futsal Association
  • Australian Jet Ski Association Inc
  • Australian Parachuting Federation
  • Australian Rugby Union
  • Australian Shooting
  • Australian Winter Swimming
  • Badminton Australia
  • Baseball Australia
  • Basketball Australia
  • BMX Australia
  • Bowls Australia
  • Calisthenics Australia
  • Cricket Australia
  • Cycling Australia
  • Darts Australia
  • Disability Sports Australia
  • Football Federation Australia
  • Golf Australia
  • Gridiron Australia
  • Gymnastics Australia
  • Hockey Australia
  • Inline Hockey Australia
  • Judo Australia
  • Karting Australia
  • Lacrosse Australia
  • Lloyd McDermott Rugby Development
  • Masters Swimming Australia
  • Motorcycling Australia
  • Mountain Bike Australia
  • Netball Australia
  • Outrigging Australia - AOCRA
  • Oztag Australia
  • Paddle Australia
  • Pony Club Australia
  • Royal Lifesaving Australia
  • Sailing Australia
  • Skate Australia
  • Softball Australia
  • Special Olympics Australia
  • Squash Australia
  • Surf Lifesaving Australia
  • Swimming Australia
  • Table Tennis AUS
  • Taekwondo Australia
  • Tennis Australia
  • Tenpin Bowling Australia
  • Touch Football Australia
  • Triathlon Australia
  • Ultimate Disc Australia
  • UniSport Australia
  • Volleyball Australia
  • Water Ski Australia
  • Waveski Surfing Australia


  • Athletics QLD
  • Badminton QLD
  • Baseball QLD
  • Basketball QLD
  • Bicycle QLD
  • Bowls QLD
  • Cricket QLD
  • Cycling QLD
  • Dancesport QLD
  • Darts QLD
  • Diving QLD
  • Football QLD
  • Golf Australia (QLD)
  • Gymnastics QLD
  • Handball QLD
  • Hockey QLD
  • Judo QLD
  • Karting QLD
  • Little Athletics QLD
  • Masters Swimming QLD
  • Motorcycling QLD
  • Netball QLD
  • Paddle QLD
  • PGA of Australia (QLD)
  • QLD Dragon Boats
  • QLD Futsal League
  • QLD Rogaine Association
  • QLD Rugby
  • QLD Rugby League
  • QLD School Sport
  • QLD Touch Football
  • Queensland Masters Squash Association
  • Rowing QLD
  • Softball QLD
  • Surf Lifesaving QLD
  • Table Tennis QLD
  • Taekwondo QLD
  • Tennis QLD
  • Tenpin Bowling QLD
  • Triathlon QLD
  • Ultimate QLD
  • Volleyball QLD
  • Water Polo QLD


  • Basketball TAS
  • Bowls TAS
  • Football Federation TAS
  • Motorcycling Tasmania
  • PGA Tasmania
  • Squash TAS
  • Touch Football TAS


  • Badminton VIC
  • Baseball VIC
  • Basketball VIC Country
  • Bowls VIC
  • Bushwalking VIC
  • Calisthenics VIC
  • Cricket VIC
  • Cycling VIC
  • Dancesport VIC
  • Darts VIC
  • Disability Sports & Recreation VIC
  • Diving VIC
  • Dragon Boat VIC
  • Football Federation VIC
  • Golf VIC
  • Gridiron VIC
  • Gymnastics VIC
  • Hockey VIC
  • Indoor Sport VIC
  • Judo VIC
  • Lacrosse VIC
  • Lifesaving VIC
  • Little Athletics VIC
  • Masters Swimming VIC
  • Motorcycling VIC
  • Netball VIC
  • NRL Victoria
  • Outrigging Southern States
  • Paddle VIC
  • Rowing VIC
  • Rugby Victoria
  • School Sport VIC
  • Skate VIC
  • Softball VIC
  • Special Olympics Vic
  • Squash VIC
  • Swimming VIC
  • Table Tennis VIC
  • Tennis Seniors Victoria
  • Tennis Victoria
  • Touch Football VIC
  • Triathlon VIC
  • Ultimate VIC
  • VIC Karting Association
  • Vicsport
  • Victorian Athletic League
  • Victorian Country FL
  • Victorian Masters Squash Association
  • Volleyball VIC
  • Yachting VIC


  • Athletics SA
  • Bike SA
  • Bowls SA
  • Cricket SA
  • Cycling SA
  • Judo SA
  • Little Athletics SA
  • Motorcycling SA
  • Paddlesport SA
  • PGA SA
  • Rowing SA
  • Rugby SA
  • SA Ultimate
  • School Sport SA
  • Softball SA
  • South Australian Junior Soccer Associations Inc.
  • Squash SA
  • Surf Life Saving SA
  • Surfing SA
  • Swimming SA
  • Tennis SA
  • Volleyball SA


  • Badminton WA
  • Baseball WA
  • Bicycling WA
  • BMX WA
  • Bowls WA
  • DanceSport WA
  • Floorball WA
  • Football West
  • Golf WA
  • Gymnastics WA
  • Hockey WA
  • Judo WA
  • Little Athletics WA
  • Masters Swimming WA
  • Motorcycling WA
  • Netball WA
  • PGA of Australia (WA)
  • Rowing WA
  • School Sport WA
  • Surf Life Saving WA
  • Surfing WA
  • Swimming WA
  • Table Tennis WA
  • Tennis West
  • Touch Football WA
  • Triathlon WA
  • Ultimate WA
  • Volleyball WA
  • WA Disabled Sports Association
  • WA Squash
  • Water Polo WA
  • West Coast Futsal
  • WestCycle


  • Archery NSW
  • Athletics NSW
  • Baseball NSW
  • Basketball NSW
  • Bicycle NSW
  • Bowls NSW
  • Boxing NSW
  • Bushwalking NSW
  • Calisthenics NSW
  • Cricket NSW
  • Cycling NSW
  • Diving NSW
  • Drift Sport NSW
  • Football NSW
  • Golf NSW
  • Gymnastics NSW
  • Hockey NSW
  • Hockey NSW Mens Masters
  • Indoor Sports NSW
  • Judo NSW
  • Karting NSW
  • Little Athletics NSW
  • Masters Swimming NSW
  • Motorcycling NSW
  • Netball NSW
  • NSW Country Rugby League
  • NSW Rugby Union
  • NSW Touch Football
  • NSW Water Polo
  • NSW Women's Bowls Association
  • Orienteering NSW
  • Outrigging NSW
  • Paddle NSW
  • Rowing NSW
  • Skate NSW
  • Softball NSW
  • Special Olympics NSW
  • Surf Life Saving NSW
  • Surfing NSW
  • Swimming NSW
  • Table Tennis NSW
  • Tennis NSW
  • Triathlon NSW
  • Ultimate Frisbee NSW
  • Volleyball NSW
  • Wheelchair Sports NSW


  • Sports Marketing Australia also works with a large number of promoters across Australia and internationally within the sport, entertainment, arts & culture, music, food & wine and business events categories providing significant opportunities for all of our partnering regions.


SMA's partnering Councils undertake a specialised Capacity and Capability Assessment (CCA) to determine which events can be held in their regions in which disciplines and at what level. Event owners at all levels have strict criterion for determining requirements for their events. SMA then marries those event requirements with region that has the capacity to satisfy their needs.

  • The capacity and capability of local sporting associations and community groups to assist in the conduct of major events.
  • Event Infrastructure. The ranking of events facilities and infrastructure (both Council and privately owned) against set criteria
  • Natural attributes which double as event venues (like mountains, waterways, vineyards, parklands, or beach reserves) are also identified and assessed
  • Transport linkages, both internal and external
  • Accommodation and hospitality characteristics, in particular seasonal bedding capacity
  • Existing tourism patterns to ensure events are conducted at the most beneficial times for the local economy
  • Key selling points of the region
  • Feedback from National and State Sporting Organisations and Event Owners about perceptions and experiences they have had in hosting events in the region.


How Sports Marketing Australia uses the assessment information:

  • Sports Marketing Australia matches the event owner's requirements with the findings of the Capacity and Capability Assessments in various regions.
  • The results of the assessment enable event owners to know exactly which of their events could potentially be hosted in various regional locations.
  • The final assessment provides councils with an accurate understanding of the events they have the capacity to host and in which sporting disciplines.