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Australian business lends Sport a $282 million helping hand

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Media Release Jackie Kelly Minister for Sport and Tourism Tuesday, 20 July 1999 99 217


Australian businesses are big supporters of sport, with a new national survey finding that the corporate world funded sporting events, teams and individuals to the tune of $282 million in 1996-97.

Business Sponsorship o f Sport, produced by the Australian Bureau o f Statistics (ABS) for the Sport and Recreation Ministers’ Council, found that 23 per cent of all large businesses (200 employees or more), 13 per cent of all medium-sized businesses (20-199 employees) and 3 per cent of all small businesses (less than 20 employees) were sport sponsors.

Big business contributed $175 million to the sports coffers, medium-sized business $51 million and small business $56 million.

The manufacturing industry sector was the largest contributor, providing $90 million (32 per cent of total sport sponsorship), while the retail sector provided $42.6 million (15 per cent) and the finance and insurance sector $42.2 million (15 per cent).

Federal Minister for Sport and Tourism, Jackie Kelly, welcomed the level of corporate support for sport in Australia, saying that business sponsorship played an important role in helping sporting organisations to deliver programs, attract participants and host events.

“The generosity of our business community helps to ensure that many individuals and teams are able to participate in the way that they do, that we are able to stage the impressive national and international sporting events that we do, and that we are the great sporting nation that we

are,” the Minister said.

“With sport currently attracting more than 60 per cent o f the total business sponsorship dollar, the future challenge, however, will be to convince sponsors of the continuing benefits o f their support, to ensure existing deals are retained and new investments are captured.

“This will be particularly important in the post-Olympic era when many organisations will be reviewing their sponsorship programs,”

Business Sponsorship o f Sport was produced to provide a national perspective on the nature and extent of business sponsorship o f sporting activities.

It is available from Sport and Tourism, Department of Industry, Science and Resources, (02) 6213 7011, 1800 804 465 (toll free), or email:

Media inquiries: Barry Haydon CMR329 National Centre for Culture &

Recreation Statistics (08) 8237 7301 Parliament House. Canberra ACT 2600 Tel: (02) 6277 7080 Fax: (02) 6273 4571