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Game on for new pilot to boost sports visitors

The NSW Government is set to bring sporting precincts alive through a new $230,000 pilot program delivered as part of the Greater Sydney 24-Hour Economy Strategy.



Starting this weekend, in collaboration with various sporting clubs, the Sporting Precinct Activation Pilot will deliver family-friendly performances and activities, before, during and after seven AFL and NRL games across six sporting precincts through to 1 July 2022.

Minister for Enterprise, Investment and Trade Stuart Ayres said the pilot will boost engagement with local businesses and artists, including a focus on celebrating Indigenous culture.

“As we encourage our communities to get back out there, this pilot is about creating reasons for sports fans to arrive earlier and stay longer, and in doing so provide a welcome boost to local businesses, performers and artists by driving spending and supporting jobs,” Mr Ayres said.

“From experiences including markets, local musicians, DJs and family entertainment, this targeted support aims to leverage Sydney’s reputation as a diversified 24-hour economy and make our sporting precincts more attractive both day and night.”

24-Hour Economy Commissioner Michael Rodrigues said supporting sports events at all levels with music and other entertainment offerings will enhance the fan experience.

“This pilot is part of the 24-Hour Economy Strategy, which recognises that sports lovers are an integral part of the going out economy. While the fixture might be the fan’s focus, offering other entertainment options alongside will reward punters for getting off the couch and to the game itself,” Mr Rodrigues said.

“Fans are already back in droves and now’s the time to improve the attendee experience. We’ll monitor engagement of the pilot’s activations to inform future decision making as we prepare for major international sporting events including the upcoming ICC Men’s T20 Cricket World Cup and the FIBA Women’s Basketball World Cup 2022."

Activations will take place in locations such as Sydney Olympic Park, Parramatta Stadium, Campbelltown Stadium and the Sydney Cricket Ground.

The pilot includes the following activities:

  • Saturday 21 May (NRL): Dragons v Warriors at Netstrata Jubilee Stadium (Kogarah Oval) – concert featuring the Choirboys
  • Friday 27 May (AFL): Swans v Tigers at Sydney Cricket Ground (Indigenous Round) – street markets, dance performances and live music
  • Sunday 29 May (NRL): Bulldogs v Dragons at Belmore Oval (Indigenous Round) – kids face painting, Digeridoo players and other live performances
  • Sunday 12 June (NRL): Tigers v Sea Eagles at Campbelltown Sports Stadium – “Big Family Day Out” with family-focused activation including pre-game activities and fun for the kids
  • Saturday 18 June (NRL): Eels v Roosters at Parramatta Stadium – DJ set and dance party
  • Saturday 25 June (AFL): Swans v St. Kilda at Sydney Cricket Ground (Pride Round) – focus on creating a safe space for LGBTQI+ community through pre-game entertainment, face painting and Driver Avenue market stalls
  • Sunday 3 July (AFL): GWS Giants v Hawthorn at Sydney Olympic Park (Kids takeover Giants stadium) – live music and kids’ roving precinct entertainment.

More information on the NSW Government’s 24-Hour Economy Strategy can be found at Greater Sydney’s 24-hour economy - Investment NSW.