Understanding Sports Consumers

Curriculum Area and Standards

Australian Curriculum: Year 9–10 Health and Physical Education
Strand: Personal, Social and Community Health
Sub-Strand: Contributing to healthy and active communities
Content Descriptions:

• Plan, implement and critique strategies to enhance health, safety, and wellbeing of their communities (ACPPS096).
• Examine the role of physical activity, outdoor recreation, and sport in the lives of Australians and investigate how this influences the formation of identities (ACPPS098).

This lesson will combine theoretical learning with practical engagement, engaging students in critical thinking about sports consumers in the context of Australia's culture and economy while addressing marketing principles.

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Key Learning Objectives

By the end of this lesson, students will be able to:

1. Define what a “sports consumer” is and explore various types of sports consumers (e.g., spectators, participants, online sports viewers).
2. Analyse how sports organisations target different types of consumers through marketing strategies.
3. Reflect on how sports marketing influences personal and societal behaviours in Australia.

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Lesson Plan Structure - 70 Minutes

Introduction (10 Minutes)

1. Hook/Engagement Activity:
Display the question on the board: “Why do Australians love sports?” and discuss briefly.

Have students think-pair-share for 2 minutes: What makes YOU a sports consumer? Do you buy tickets, stream matches, play sports, or buy team merchandise?

Quick Class Poll: Ask students: "Raise your hand if you've paid for sports-related content or products this year." (~1-minute discussion of poll results).
Transition by linking personal experiences to the broader concept of sports marketing.

Teacher Talking Point:
Explain that today's focus is understanding who sports consumers are, why they’re important, and how organisations target them.

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Main Body (50 Minutes)

Part 1: Defining Sports Consumers (10 Minutes)

1. Classroom Discussion with Teacher-Led Instruction:

• Define sports consumers (e.g., participants, spectators, consumers of media, team supporters).
• Illustrate examples specific to Australia such as:
  • Spectators at AFL, NRL, cricket, or netball games.
  • Participants in community sports like Auskick, parkrun, or surf lifesaving programs.
  • Apparel buyers (e.g., Sydney Swans merchandise, Matildas jerseys).

2. Group Activity:
Students will get into groups of 4 and answer the following question:

• "What motivations drive Australians to become sports consumers? Think in terms of individual and societal factors."

Each group will write their answers on a whiteboard/large sheet of paper. Possible answers include:

• Entertainment.
• Community and belonging.
• Physical health and fitness.
• Cultural pride.

Teacher Talking Point: Summarise how sports consumers play a fundamental role in supporting the sports industry via tickets, merchandise, subscriptions, and more.

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Part 2: Sports Marketing Strategies (20 Minutes)

1. Video Viewing (5 Minutes):
Provide context by showing a short video (suggested title: “The Business of Sports Marketing in Australia”). This video should explore themes like sponsorships, advertising, and digital engagement.

2. Class Discussion After the Video:
Ask students:

• “What did you find interesting or surprising in the video?”
• “How do you think Australian sports teams advertise differently compared to international teams, like those in the NBA?”

3. Interactive Small Group Task (10 Minutes):
In groups of 3-4, students complete a task sheet that includes:

• Describe one example of how Australian sports teams (e.g., NRL or AFL teams) market themselves to attract consumers (e.g., promotions, sponsorship deals, celebrity endorsements).
• Predict if there are any challenges in marketing sports to Australians (consider demographic diversity, economic factors, etc.).

Each group presents their findings briefly in ~1 minute.

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Part 3: Reflection & Critical Thinking (20 Minutes)

1. Independent Reflection Activity (10 Minutes):
Distribute an article (e.g., “Is Sports Marketing Changing How Australians Consume Sport?”). Suggested subheadings in the article should cover trends like streaming services, social media engagement, and gameday experiences.

Questions for students to answer in their books/notebooks:

• Who do you think has the most influence on how Australians consume sport: sponsors, athletes, or media companies? Why?
• What do you think is the largest growing audience for sports in Australia (age group/demographic), and how could teams/brands target them better?

2. Class-Wide Debate (10 Minutes):
Pose the question: “Do you think sports marketing positively or negatively affects Australians’ relationship with sport?”
Divide the class into “for” and “against” groups for a brief debate.

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Conclusion (10 Minutes)

Quick Recap Activity:

• Ask students to share one thing they learned about sports consumers that they hadn’t considered before.
• Summarise the role of sports marketing in influencing consumer behaviour and the sports industry.

Exit Ticket:
Pass a sticky note to each student and ask:

• What’s one way YOU have been influenced by sports marketing?

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Summative Assessment Task (Optional Homework)

Students will create a marketing proposal for their favourite Australian sports team. This will include:

• A target audience analysis based on age, gender, or interests.
• Three marketing strategies tailored to their identified audience.
• A reflection on how these strategies will engage Australians as sports consumers.

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Resources

1. Printable Articles: Provide a reading exploring sports marketing trends in Australia with relevant data points.
2. Suggested Video Title: “Introduction to Sports Marketing in Australia”.
3. Whiteboard, markers, and sticky notes for interactive activities.

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By involving critical thinking, group tasks, and reflections, this 70-minute lesson fosters deeper learning and aligns well with the Australian Curriculum focus areas for Year 10 PE.