Home Smart 100 2012 Know the Game (SMART 100)

Know the Game (SMART 100)


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The following SMART 100 profile and the information it contains is a duplication of content submitted by the applicant during the entry process. As a function of entry, applicants were required to declare that all details are factually correct, do not infringe on another’s intellectual property and are not unlawful, threatening, defamatory, invasive of privacy, obscene, or otherwise objectionable. Some profiles have been edited for reasons of space and clarity. More about the SMART 100.

Know the Game (NSW)

This innovation initially came to life when…

I considered how to combine my corporate skills with personal passions to create a sustainable, long-term business venture. Having spent close to two decades working in the male-dominated corporate arena of investment banking and professional services, I recognise sport is a key way to build rapport with colleagues, clients and senior executives. The Australian culture is pervaded by sport and for those who have not grown up watching or playing Australian sports it can be difficult to engage with others, particularly when much of our corporate networking and social interaction relates to sport.


The purpose of this innovation is to…

Provide a level playing field giving people a fundamental, or more detailed, understanding of popular Australian sports so they can confidently engage in conversations centred around sport, or go to a game and follow what is happening.

It does this by…

Running face-to-face workshops about Australia’s favourite sports including AFL, cricket, golf, horse racing, netball, rugby and tennis. We impart knowledge about the aim, format and rules/laws of the game, key terminology, player positions, teams, major competitions and recent media headlines.

We also present on the parallels of sport and business in the context of leadership, management and team building.


This innovation improves on what came before because…

People who are unfamiliar with Australian sports have previously been left to their own devices to learn about it. They could try to learn by watching a game, reading a book, googling the rules or asking friends to explain. Know the Game applies adult learning principles to provide engaging, easy-to-understand workshops with an environment where “no question is too silly.”

Its various benefits to the customer/end-user include…


  • Increased confidence to build relationships with others
  • Local neighbourhood or school community inclusion


  • Leverage of sporting sponsorships by introducing greater client diversity to corporate events

Sporting clubs…

  • Tapping into nontraditional audiences
  • Building game day audiences and club memberships


In the past, this problem was solved by…

Reliance on sourcing your own information via textbooks or Internet searches and then having the time to read it. Alternatively, a patient and willing friend or family member was required.

When it comes to understanding sports, many feel left out without a certain level of understanding, so Know the Game plugs that knowledge gap.

Its predecessors/competitors include…

No one! There are no direct competitors. We’re creating a niche market.

Having said that, there are some frustrated spouses out there who don’t appreciate trying to explain the game to their significant other while they are watching the game!


It is made for…

Anyone who doesn’t know Australian sports. This may include:

  • CEOs, business development staff and other employees required to host clients at sporting events or networking functions where sport is discussed;
  • Businesses that entertain at sporting events and/or invest in sporting sponsorships;
  • Migrants, corporate secondees and temporary residents;
  • People who have moved interstate where the sports are different (e.g. a rugby-loving Queenslander who moves to Victoria without knowing AFL);
  • Parents with children playing sports they are unfamiliar with who want to engage with coaches, teachers and other parents on the sidelines; and
  • Spouses and partners of the sports-obsessed.


It is available for sale through…

Our website — www.knowthegame.com.au — for public workshops and, for tailored and/or in-house forums, through direct contact with owner, Paula Ward. Our public workshops are also promoted on various women’s network websites.

Our marketing strategy is to…

Grow brand awareness and our client base through extensive networking to facilitate word of mouth, directing potential clients to our website, submitting proposals to key national sporting associations to align with their sponsorship offerings, guest blogging for women’s networks, media attention through newspapers and community radio and increasing our social media presence on Facebook, LinkedIn and Twitter.



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