True Sport ushers in a new age of sports culture with Marketforce and Flare

True Sport, an initiative powered by SportWest, was launched in September with strategy, branding, creative and videography by Marketforce and Flare.

True Sport was established with the idea that thriving sporting environments help create thriving communities and that sport, played the ‘Aussie Way’ – true and fair – enriches people’s lives.

True Sport provides ongoing, practical support for every code and organisation to navigate the evolving needs of community sport and promote proactive positive cultural practices. It’s all about creating the environment for sport in Western Australia that allows the industry to thrive and prosper for generations to come.

Supported by brand design and creative services from Marketforce, in collaboration with content and film assets created by Flare, True Sport launched with huge industry support at Optus Stadium. The event was a smash hit, with over 200 representatives from every sporting code in the state, as well as government and media personal.

SportWest A/Chief Executive Officer Ashleigh Apps, said: “For the first time, True Sport will enable a cohesive, all-sport approach that aligns positive values and culture for sport delivery across WA and give a better sporting experience for all players and participants. We love the passion that the team put towards bringing the True Sport message to life.”

Head of Flare, Mason Fleming, says: “This was an awesome way to contribute to the ongoing sports culture of WA. We’ve all been touched in some way by the impact and influence of sports on our lives, and it was great to reflect some of that in the work we created.”

Alongside the rollout of strategic, creative, design and content services, Marketforce has also produced thousands of resource assets that aim to equip sporting organisations with the tools they need to implement the True Sport program across a range of areas such as sideline behaviour, mental health and child safeguarding.

Credits
Flare
Director & Editor: Mason Fleming
DOP: Giac Patroni
Producer: Krista Song
Soundbyte Studios
Sound Engineer: Brad Habib
Marketforce
Client Director: Joslyn Davies
Associate Creative Director: Luke Williams
Head of Creative: Josh Edge & Rikki Burns