PACIFIC Sports, including Fiji, faces several challenges as it seeks to expand its brand locally and internationally, raising questions about the challenges of local and global commercialisation in the sports market.
“We must educate ourselves. No one owes us a living. I’m saying no one owes us. Sports organisations are living entities,” said Shane Hussein, the Fijian Drua Head of Commercial and Marketing
“We must deliver a return on investment and demonstrate it to partners and potential partners and must do the work ourselves first by upskilling in our marketing and commercial disciplines, then by securing funding and sponsorships.
“I’ll say it again: no organisation and no commercial partner owe us a living. We need to learn to stand on our own two feet and demonstrate that sponsorship is not just a generous donation.
“Of course it is, but it’s also an investment in marketing by potential partners. We must show the value, as investing should deliver a return. Sports organisations need to improve their marketing skills and meet their sponsorship obligations,” he said.
Sports organisations must proactively demonstrate their Return on Investment (ROI) to attract sponsorships, shifting from reliance on donations to an investment approach.
Hussein said,” I would never say that the business community supports sports voluntarily; the onus is on us to make them understand why. Why should they invest in sports and support sponsorships?”
“The responsibility rests with sports organisations.”
The Drua’s sponsorship ecosystem fosters Business-to-Business (B2B) partnerships, creating business opportunities among sponsors themselves.
“Sponsors are introduced to complementary service providers within the network, enabling mutually beneficial contracts and discounts.
“This model extends sports sponsorship beyond marketing to active business collaboration, increasing value for partners,” he added.
The Drua’s approach strengthens sponsor loyalty and creates a unique competitive advantage in the Pacific sports market.
This ecosystem supports both Business-to-Consumer (B2C) and B2B marketing efforts, enhancing commercial impact.
Business and Community Trust
Sports build trust and community goodwill, which are vital for business and trade relationships between Fiji and Australia.
Sports sponsorship acts as a trust-building tool that supports business entry and operations in local communities.
“Australian companies in Papua New Guinea used rugby league sponsorship to gain community trust for LNG projects.
“Investing in local sports creates goodwill that translates into warmer reception and smoother business dealings.
He said Trust built through sports sponsorships offers long-term ROI beyond immediate financial returns.
“Community engagement through sports reduces reliance on government funding by fostering private sector involvement.”