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Office of Sport

Trendspotter Forum

The Her Sport Her Way Trendspotter Forum brings the best minds together to explore the trends shaping values-based decision making in women's sport.

Trendspotter '23 Program & Speaker Line-Up

Session 1 - What are the Consumer Trends for '23 - Where Are The Diamonds?

This session will delve into the consumer trends of the moment and the opportunities this presents for brands, women’s sport and the media landscape.


Toby BoonDirector of Strategy & Client Solutions, Nine
Click Here to View Presentation (PDF, 754.58 KB)

Andrew Condon - Managing Director, Gemba
Click Here to View Presentation (PDF, 743.54 KB)

Jane Combes – National Head of Strategic Investment and Partnerships, OMD
Click Here to View Presentation (PDF, 980.51 KB)

Session 2 - The New Women's Sport Playbook: Clever Collaboration

Fans are packing the stands to see the Matilda’s play. Brands are clamouring to be part of the action. In this session, we will deep dive into how innovative partnerships have generated an unprecedented breadth and depth of investment that is changing the game for women’s sport in Australia. How did brands uncover the opportunities and what is the new ROI?


Tom Rischbieth – Head of Commercial & Events, Football Australia

Session 3 - Visibility Matters: Widening the Media Playing Field

Storytelling both on and off the field has provided a new and powerful way to engage with fans on broad entertainment platforms beyond sport. How did these partnerships happen? What went into the production behind the scenes? And where are the opportunities for the future?


Sarah Walsh – Head of Women’s Football, Women’s World Cup Legacy & Inclusion, Football Australia

Sam Squiers - Sports Journalist

Matildas: The World At Our Feet - Disney+

Session 4 - Visibility Matters: At the Cusp of Change - What's Next?

To better understand the sports we love, we turn to journalists, commentators and experts. But when it comes to women’s sport whose stories are we hearing, and whose remain untold? Who holds the mic, and who is kept on the sidelines?

There is a strong demand for more women’s voices from diverse backgrounds in sport, making female athletes and teams visible in ways that resonate with fans, creating meaningful interactions for partners.


Stephanie Brantz – Sports Presenter; Board Member Football NSW; Chair; Sports Diplomacy Advisory Council

Rana Hussain - Champions of Change Coalition Program; Broadcaster

Chloe Dalton - AFLW player; Founder of the Female Athlete Project; Olympic Gold Medallist, triple sport athlete

Ellie Cole - Paralympian with 17 medals - six gold, five silver and six bronze; Presenter, Inclusion & Disability Advocate

Marlee Silva - Author, Presenter, Sports Commentator


Sam Koslowski – Co-Founder, The Daily Aus
Click Here to View Presentation (PDF, 4.78 MB)


Will Koukouras - National Director of Sport & Entertainment, Publicis Groupe & Marijke Spain - Creative Director, Leo Burnett

Click Here to View Presentation (PDF, 559.58 KB)
Campaign #1 - Correct The Internet 
Campaign #2 - Aguila Beer: Half-Fans
Campaign #3 - Nike: Dream Crazier
Campaign #4 - Bundaberg Rum: Bundy Mixer

2022 Trendspotter Content

Session one: Trendspotting for competitive advantage

Lisa Walton, Director Deloitte Digital Australia/Olympian

Global Trends presentation (PDF, 15.06 MB)

Emma Montgomery, CEO Leo Burnett

Consumer Trends presentation (PDF, 2.26 MB)

Ellen Purvis, Senior Account Manager at Nielsen 

Sports Landscape Trends presentation (PDF, 1.12 MB)

Session two: Power and passion

Madison de Rozario OAM, Paralympian Gold Medallist

Molly Taylor, Professional Rally Driver, Extreme E Champion

Kate Aitken, Vice President, People and Culture at Optus & Co-Founder Minerva Network 

Minerva presentation (PDF, 4.08 MB)

Session three: Emotional connection to commercial joy

Georgie Maynard, Founder True North Research

True North Research presentation (PDF, 2.42 MB)

Nikia Shepherd, Free Thinker, Thinkerbell

Video: Vegemite - 'Tastes like Australia' with Ash Barty

Yasmin Armes, Group Director, Herd MSL

Stephanie Doyle, Brand Director, Proctor & Gamble

Ribbon of Strength presentation (PDF, 5.31 MB)

Rapthi Thanapalasingam, Head Brands & Sponsorship Suncorp

Team Girls presentation (PDF, 1.93 MB)

Session four: Reimagine investment for women's sport

Ellen Purvis, Senior Account Manager at Nielsen 

Sponsorship Selection presentation (PDF, 328.74 KB)

Sarah Walsh, Head of Women’s Football, FFA

Karen Jones, CE, Office of Sport

Dianne Everett, GM, Brand, Social  & Sponsorship – CommBank

Nick Hockley, CEO Cricket Australia

Session five: Visibility Ecosystem

Anna Cherry, National Head of Strategy, Spark Foundry

Kim McConnie, Director of Marketing, KAYO

Casey Dellacqua, Sports Commentator, Former Professional Tennis Player

Annabelle Russell, Head Media Publishers, Content Partnerships at TikTok

Click here to read the 2022 Trendspotter Post-Event Blog

Event Program

View the Full Trendspotter '23 Program

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