Experience

Total Sport + Entertainment

• Australia
• Spectator Sports
• 1 - 100 Employee

• CEO

  • Jul 2017 - 6 years 6 months

  Lvl 2, 360 Pacific Highway, Crows Nest Total Sport & Entertainment (TSE) was Australia's first dedicated sponsorship leverage and activation company, founded in 1994. Owner and CEO, Paul Smith exited his role as Head of Commercial at the Australia PGA with a strong belief that many brands in Australia needed help to maximise their sponsorship investment. Throughout it's 23 year history the company has worked with major brands, sports rights holders & broadcasters. The companies capacity to deliver results is best proven by… Show more Total Sport & Entertainment (TSE) was Australia's first dedicated sponsorship leverage and activation company, founded in 1994. Owner and CEO, Paul Smith exited his role as Head of Commercial at the Australia PGA with a strong belief that many brands in Australia needed help to maximise their sponsorship investment. Throughout it's 23 year history the company has worked with major brands, sports rights holders & broadcasters. The companies capacity to deliver results is best proven by the longevity of its relationships with leading brands including Gatorade who has been a client for 20 years. In 2018, TSE is undergoing a major transformation, with a goal to be Australia's leading sport and entertainment agency. Our service offering is based on being able to work with brands & rights holder to drive passion, build advocacy and achieve commercial objectives. Brand – Sponsorship, Marketing & Communications We facilitate, implement and execute sponsorship related marketing and communications strategies We work with consumer brands to understand and meet their specific objectives through targeted sponsorship investment and effective rights exploitation to deliver maximum return on invest Events - We conceive, create, commercialise and deliver events. We have experience in conceptual development, maximizing revenue, minimizing cost, sales & marketing strategy, broadcast integration and event presentation. Since inception we have created our own events, worked in joint partnership on and project managed delivery of events for rights holders and promoters. Commercial Consultancy - We have a deep understanding of maximizing profit from sport and entertainment revenue streams. We have a proven track record in driving improved commercial outcomes while maintaining positive stakeholder relationships. We currently work for both rights holders & brands to drive commercial outcomes. Show less



Kind Agency

• Australia
• Advertising Services

• CEO

  • Aug 2015 - Jan 2018

  Suite 1, Ground Floor, 188 Oxford Street, Paddington, NSW, Australia KIND specialised in the delivery of commercial and marketing services in the sport, media and entertainment industries. The business provided the following services; Major Event Project Management Commercial Consultancy Business and Brand Strategy Advertising Production Management Digital Social I was proud to have delivered work for FOXTEL, FOX Sports, Harvey Norman, The Star Group, TEG Live, NSWRL, Fairfax Events, rebel, Netball Australia… Show more KIND specialised in the delivery of commercial and marketing services in the sport, media and entertainment industries. The business provided the following services; Major Event Project Management Commercial Consultancy Business and Brand Strategy Advertising Production Management Digital Social I was proud to have delivered work for FOXTEL, FOX Sports, Harvey Norman, The Star Group, TEG Live, NSWRL, Fairfax Events, rebel, Netball Australia, Australian Paralympic Committee. Show less



National Rugby League

• Australia
• Spectator Sports
• 400 - 500 Employee

• Head of Commercial

  • Oct 2013 - Feb 2015

  National Rugby League As Head of Commercial I was responsible for all NRL revenue generation including broadcast, sponsorship, licensing, major events, stadium strategy & wagering partnerships. This role allowed me to focus on revenue generation with a key goal to identify and grow non-broadcast revenue while preparing the game for the next broadcast rights deal.

• Director of Commercial and Marketing

  • 2002 - Dec 2013

  Sydney, Australia In this role for 11 years I was responsible for the following: Brand identity and marketing including the annual marketing campaign. Retail marketing of major events: State of Origin, All Stars, Test Matches, Finals Series and Grand Final Weekly NRL Club retail marketing across thePremiership Season in partnership with Clubs Digital Media Strategy Consumer Research Game Events – including game presentation & VIP Hospitality at 14 NRL controlled events including NRL… Show more In this role for 11 years I was responsible for the following: Brand identity and marketing including the annual marketing campaign. Retail marketing of major events: State of Origin, All Stars, Test Matches, Finals Series and Grand Final Weekly NRL Club retail marketing across thePremiership Season in partnership with Clubs Digital Media Strategy Consumer Research Game Events – including game presentation & VIP Hospitality at 14 NRL controlled events including NRL Grand Final, Finals Series, State of Origin, International Test Matches and the All Stars celebration. Corporate Events – Season Launch, Dally M Awards, One Community Awards. Major Event Projects – including Grand Final Week, All Stars, Four Nations Tournament, Auckland Nines, the 2008 Rugby League World Cup and the 2008 year-long Centenary celebrations. Commercial Sponsorship – I grew sponsorship revenue 500% through the addition of new partners and renegotiation with existing sponsors to drive increased prices for existing assets and broaden their sponsorship portfolio. Licensing – Rugby League licensing represents 50% of Australian sports licensing sales and is the country’s leading program. I was responsible for royalties rising from $2.5m to more than $12m. Ticketing – I controlled the ticketing function from event build and pricing, pre-event buying windows, public on-sale strategy and event delivery for the 14 major NRL event matches. Corporate Hospitality – I managed corporate hospitality sales at NRL controlled events including Grand Final and State of Origin. Venue Agreements – I negotiated hiring agreements / contracts for major events Rugby League Films – I managed the game’s film archive, delivery of new media video content, television commercials, game promotions videos, retail DVDs and television documentaries. Digital Sales – I worked with Telstra to maximise revenue for the game’s online assets.



The Promotions Department Pty Ltd - Australia

• General Manager

  • Feb 1992 - Oct 2002

  Australia's leading Sport and Entertainment Public Relations and Events consultancy.