Australian Sports Commission: ‘Play Well’ program launched to get Aussies moving

The Federal Government has kicked in $10 million to get Australians off the couch and into sport emphasising the need to be more open and inclusive.

Melbourne City‘s Mat Leckie and former Matildas captain and City goalkeeper Melissa Barbieri with Omid Hasani (12), Umeed Haidri (11), Hannah Nguyen (11) and Yalda Ehsani (12). Picture: Jake Nowakowski

Almost half a century after Aussies were first told to get off the lounge and start exercising to get rid of their beer guts, a new - and more sophisticated - national sport participation strategy is being unveiled for the Brisbane 2032 Olympics and beyond.

Called Play Well, the new program comes bow-wrapped with a $10.3 million starter gift, courtesy of the federal government’s Australian Sports Commission, so anyone can get moving without having to bust the bank.

The messaging is simple - rekindling memories of the iconic: Life Be In It campaign that started with the mid 1970, but with a 21st Century spin.

There’s no body-shaming with pot-bellied characters like Norm this time.

Instead the catchwords are about inclusion and finding ways to help everyone participate in sport - whether it’s competitively or socially.

“We know Australians value sport – it’s part of the fabric of who we are – but sport also needs to change,” ASC chief executive Kieren Perkins said.

“It needs to be more open and inclusive and we need to ensure that we are providing more opportunities for all Australians to be involved in sport in whatever role they choose.”

Launched at the start of the long build-up to the 2032 Brisbane and Olympics, the strategy is a back-to-basics approach centred around having fun.

Olympic champion swimmer and ASC chief executive Kieren Perkins. Picture: Liam Kidston

That’s a similar approach to the high performance strategy for the Brisbane Games but involves all sectors of the sports ecosystem, with input from all the states, territories, the sports themselves as well as and physical activity providers.

It’s the first time the sector has come together with the scheme also aimed at a much wider audience, irrespective of athletic ability or age, background or gender, and a united approach to improving facilities, reducing costs and breaking down barriers to inclusion.

There’s no surprises with this but one of the biggest hurdles that has already been identified is the case squeeze because so many ordinary Australians are having to tighten their belts because of the rising costs of living.

That’s exactly why the ASC has contributed to the kitty to get the ball rolling, announcing a $10m grants program for sports, local governments and activity providers to create innovative ways to address the issues the sector faces.

“We’ve listened to the system and we recognise that sport needs to change so that everyone feels welcome,” Perkins said.

“We acknowledge that delivering community sport is getting harder. Spaces to play sport are few and far between, especially in regional areas, and the current sport system is often too structured which turns participants away.”

The Strategy is built around six priority areas:

* Empowering people and organisations

* Driving lifelong involvement

* Activating places and spaces

* Building connections

* Equitable access

* Transforming culture

Melbourne City‘s Mat Leckie and former Matildas captain and City goalkeeper Melissa Barbieri with Omid Hasani (12), Umeed Haidri (11), Hannah Nguyen (11) and Yalda Ehsani (12). Picture: Jake Nowakowski

New South Wales Sport CEO Stuart Hodge welcomed the strategy.

“The National Participation Strategy presents an incredible opportunity for the sector to align and focus on what is needed into the future for Australians to Play Well,” he said.

“Community Sport plays a massive role in building communities. An aligned, national plan will lead to better connections between those involved in sport and result in greater recognition, investment and support for the sector.”

Socceroo and Melbourne City star Mat Leckie hopes the new initiative will encourage more people to take up sport.

welcomed the new approach.

“I’ve been fortunate to have some great opportunities presented to me through sport,” he said.

“And I’d love to see more Victorians participate to experience the huge range of benefits, no matter what your age, ability or background.”

Sunil Menon, Head of Community at Melbourne City FC said inclusion was paramount:

“We want everyone to feel comfortable and reflected in sport, to be able to consume it at their own pace and time,” Menon said.

“We know there are many changing factors involved in participation, and I hope that we can

look back in years to come and say that we made the most of this great opportunity to advance the participation of sport in Australia.”

Queensland-based Courtney Fewquandie, the general manager of First Nations Football at Football Australia said the new program was a game changer for Australian sport.

“This Strategy is for all of us, so we all feel welcome and accepted in sport whether that’s as a participant, a volunteer or as an administrator,” she said.”

“No-one should feel like sport isn’t for them. By transforming our sporting culture, we can change the way that people young and old engage with and enjoy sport.”

Maia Tua-Davidson: National Manager Welcoming Clubs, Welcoming Australia / head coach of Souths Logan Magpies in the Queensland Premiership Rugby League competition said: “If we get this right for all stakeholders, if we work towards the same goalposts, it’s a real opportunity to frame the future of sports participation in Australia as a place where everyone can belong, contribute, and thrive.”