Claire Nelson: Scottish netball and creating the ultimate female spectator sport

Sports Content Strategy with MrRichardClarke: Exploring sports content, journalism, digital and social media

The challenges facing netball are different to other sports. While we have seen growth in women's football, tennis and boxing in recent years, it has always occurred through the lens (or perhaps in the shadow) of established male forebears. Netball does not have this baggage. Its story, product and message can be tailored specifically toward women and girls.

Claire Nelson is CEO of Netball Scotland and the Strathclyde Sirens. Her focus is to capitalise on this advantage and carve out a unique niche for the sport north of the border. In this podcast, we discuss the key areas in which she is concentrating - sponsors, player development, marketing, messaging, media deals and, of course, content.

TOPICS

The overall landscape of netball

Adapting netball's story and building a sport and lifestyle brand

Working against established cultural habits

Why women's sport is "not a nice-to-have but makes economic sense"

How the storytelling focus changes for a 'female sport'

The untapped audience of women

The differences in the female fan - different message, spending patterns and the 'guilt factor'

Not limiting their vision to competition and 'bums on seats'. "There's sportainment and lifestyle"

The Fast Fives concept

Creating player pathways

Comparisons with women's football. "The men's game has decided to invest more into the women's game"

Moving to the Women's Super League from the 'amateurish' of environment leisure centres and into arenas

The influence of the Commonwealth Games this summer

The one thing netball most needs