Netball’s Hidden Market: Can Fake Tan Be the Game-Changer?

Jamie-Lee Price, a netball fan favorite and recent transplant to Melbourne, has been vocal about her frustrations with the sport she loves. As one of the most popular players in Super Netball, she knows firsthand the game’s potential for growth and appeal.

While other sports have successfully leveraged partnerships with big-name beauty and fashion brands, Super Netball has struggled to draw in new audiences. Price notes that the WNBA, in particular, has become a masterclass in crossover appeal, where players’ pre-game looks are an integral part of the build-up.

Super Netball’s traditional approach to marketing has been criticized for being out of touch with modern times. As Price puts it, “We’ve always done things one way, which works and that’s fine, but we’re not keeping up.” This sentiment is echoed by other sports, such as soccer and AFLW, who are continually pushing the boundaries of their branding and fan engagement.

Netball Australia has long struggled to convert netball players into Super Netball fans. Price believes that tapping into the world of fashion could be the key to solving this problem. By allowing players to express themselves through their on-court attire, netball can create a more dynamic experience for spectators.

Record attendances in Super Netball last year were a notable achievement, but with only a 10% increase from the previous season, it’s clear that the sport is plateauing. Meanwhile, other women’s sports like soccer and AFLW continue to grow, posing an increasingly daunting challenge for netball.

Price argues that netball needs to keep evolving and pushing its game forward. While it has traditionally relied on its reputation as a prime sport for women and girls in Australia, this is no longer enough. The solution lies not just in fake tan but in reimagining the way netball presents itself to the world.

By embracing innovation and creativity, Super Netball can tap into the same market as its more fashion-forward counterparts, like the WNBA and soccer. This won’t be easy – there will likely be resistance from traditionalists who resist change – but for Price, it’s a necessary step forward.

As she puts it, “We need to keep doing things a little bit differently.” By embracing this mantra, Super Netball can not only survive the rise of other sports but thrive in its own right. The question is: will they take the leap?