A new era for netball

By Linda Pearce
 

Netball Australia has plotted the bold course that will carry it through the next decade, with a two million-strong nationwide community among the ambitions to be powered by the comprehensive 2025-2035 Made in Netball Strategic Plan. 

Developed through consultation with Member Organisations, communities, participants, partners and other stakeholders, the Made in Netball platform is designed to allow NA to diversify, differentiate and drive commercial success as a modern, purpose-led and unified organisation. 

The key objectives are to:  

• Achieve growth and excellence at every level, create a stronger sport and business and more opportunities at community level. 
• Deepen community connection and audience engagement by creating moments that matter, inspire and engage. 
• Amplify netball’s impact and legacy for future generations, including providing greater support and opportunity for First Nations Australians. 

So how to get there?  

By maximising and leveraging data and technology, prioritising governance and people, building safeguards and integrity. 

Made in Netball demonstrates the way, given the clear urgency of the why. 

“The most important decade yet for the future of our sport" is how Netball Australia Chair Liz Ellis described it, while calling for a collective effort to build “a bigger, stronger and more resilient future for our game”. 

CEO Stacey West defined Made in Netball as “more than a roadmap; it’s a rallying call” to shape the sport’s future and ensure longevity over the next 100 years, thus leaving a legacy for generations to come. 

There is much of substance on which to build: the all-conquering deeds of the world champion Origin Australian Diamonds; Suncorp Super Netball as the pacesetter among national leagues globally; grassroots participation and a community connection that courses through suburbs, cities and regions. 

There is also a huge amount still to do: keep the Diamonds’ cabinet filled with every trophy available; accelerate Suncorp Super Netball’s status as the elite domestic destination of choice; grow commercial investment and prosperity; expand the family of playing and non-playing members to the magic number of two million by the end of the decade. 

Which means developing new markets, products and partnerships, while nourishing what has served Australian netball so well leading into the 2027 centenary celebrations highlighted by Sydney’s hosting of the 17th Netball World Cup. 

It means improving opportunities for Aboriginal and Torres Strait Islander Peoples on home soil, with Ellis hailing “a refreshed focus and deep commitment to build our First Nations strategy in partnership with communities and our new First Nations Cultural Council". 

All while simultaneously tapping into the Indo-Pacific growth market, leaning into Australia’s leadership role on the global stage and remaining relevant and influential at a time of unprecedented competition for the hearts, minds and athletic talents of women in sport. 

Indeed, continuing to develop and empower female leaders and role models dovetails with implementing a unified system approach in the important growth area of men and boys in this, a sport for all. 

The first pinnacle event during the life of the plan is the 2026 Glasgow Commonwealth Games, starting on July 23, followed by the home Netball World Cup 2027 and potentially, just maybe, the game-changer that would be inclusion in the 2032 Brisbane Olympic Games.  

A passion project is also a priority for Ellis and the sport more broadly; one being pursued jointly with World Netball, for the Olympic opportunity is unlikely to come again.  

The campaign is building. The time is now. 

Key elements of the Made in Netball 2025-2035 Strategic Plan include: 

• Ensuring the Diamonds remain world #1 and are the most recognised national female team in Australia, fed by the world's strongest talent pipeline, with diverse representation and clear grassroots-to-elite pathways. 
• Maintaining Super Netball as the world’s most followed netball league and Australia’s most popular women’s sports competition, powered by a robust commercial economy. 
• Establishing Netball Australia as a pioneer in sustainability, gender equity and social responsibility within global sport. 
• Exploring the establishment of a Netball Talent Academy to build a long-term pipeline of administrative and corporate talent for NA and MOs. 
• Identifying and implementing industry-wide operational efficiencies, including research and media buying, plus a shared services model to streamline key administrative functions between NA and MOs. 
• Introducing and enforcing measures and policies that promote a safe and inclusive environment and reduce the risk of integrity-related threats to the game; preventing discrimination, abuse and misconduct; providing education and training on safeguarding, integrity and ethical and respectful behaviours. 
• Developing a collective national data strategy for netball in Australia, incorporating secure AI opportunities, establishing a fan data platform and developing a Super Netball App as a central digital hub. 

“We know the scale of our ambition," West said.  

“We want to elevate participation, strengthen our high-performance system, engage more fans and build a stronger commercial foundation to future-proof the sport. 

“But we cannot do it all at once. This 10-year plan allows us to take a structured, strategic approach, ensuring we make the right moves at the right time while staying true to our long-term vision. 

“This strategy is not just a plan - it’s a promise to future generations. Let’s build the next century of netball, together."