If Australian sports brands want to thrive in 2025, they need to stop operating like it is 2015. The demands on creative teams have skyrocketed, yet many organisations are stuck in outdated structures that are no longer fit for purpose.

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The Problem: Overworked and Undersupported Teams

Creative teams in sports are being stretched far too thin, leading to burnout and missed opportunities. The challenges are clear:

• A single social media manager is expected to juggle every platform, track performance metrics, and deliver insights.
• A small design team is tasked with everything from game-day graphics to sponsor proposals and dressing room signage.
• One videographer is expected to shoot, edit, and deliver same-day content while also creating long-form videos for multiple platforms.

These teams are trying to compete with global brands and entertainment platforms that have entire departments of specialists and agencies working together to produce exceptional content. It is an uneven playing field, and the current approach is not sustainable.

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What Needs to Change

To succeed in 2025, sports brands must rethink their approach to creative and content production. Here is how:

1. Resource Like You Mean It

Creativity is not a side hustle; it is the backbone of your brand. Invest in building teams that are equipped to deliver. This means hiring sports designers, art directors, strategists, and support staff. If internal resources are not enough, bring in external creative partners for key projects and events - we are always here to help!

2. Prioritise Quality Over Quantity

A single, standout piece of content will have more impact than ten rushed or mediocre posts. Focus on delivering exceptional creative that resonates with your audience instead of churning out content for the sake of it.

3. Diversify Your Talent Pool

Creativity thrives on variety. Expand your team by bringing in individuals with different perspectives, styles, and skill sets. Diversity within your creative team will lead to fresher ideas and more innovative solutions. 

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It is time to stop thinking of creative as an expense and start seeing it as an investment. Great sports creative work drives brand loyalty, fuels growth, and generates revenue. The teams that adapt to these realities will be the ones who succeed in building stronger connections with their audiences.

Winning in today’s landscape is not about doing more with less. It is about building teams and strategies that align with the modern demands of content creation.

Invest in your creative backbone, prioritise quality, and bring in diverse perspectives to create work that stands out. If you want to win in 2025, start building a team that can actually take you there.

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