When you’re investing over $250 million a year into Australian sport, you need to know how the public really feels about it. The Australian Sports Commission (ASC) turned to Crowd Reader to track sentiment across 69 recognised and funded sports – giving them faster, clearer, and more actionable insights than ever before.

The Challenge

The Challenge

The ASC needed a better way to measure how Australians felt about their national sports and sporting bodies, not just in times of triumph, but also in moments of crisis.

Conventional surveys were slow, costly, and increasingly unreliable. Response rates were dropping, biases were creeping in, and the ASC lacked the flexibility to track public sentiment in real time.

They also needed a way to measure the impact of their Winning Well strategy, an initiative aimed at driving both high performance and positive public perceptions, and to prove the value of their $250 million investment across 69 recognised and funded sports.

What they needed

What they needed

  • A faster, scalable way to track public sentiment for all recognised and funded sports
  • A way to benchmark and report on sport reputations over time
  • Fortnightly reporting cycles with easy-to-update insights
  • A modern, flexible research solution to complement existing methods
  • Clear, shareable insights to improve storytelling and comms strategies
How Crowd Reader helped

How Crowd Reader helped

Crowd Reader gave the ASC a powerful new way to monitor what Australians were saying about their favourite (and not-so-favourite) sports. By analysing millions of real-time, unfiltered online conversations, Crowd Reader captured authentic public sentiment as it happened.

With this information, the ASC could:

  • Track sentiment across all 69 recognised and funded sports
  • Measure the effectiveness of their Winning Well strategy sport-by-sport
  • Identify which sports were thriving in public perception and which needed extra support
  • Provide fortnightly updates to the ASC board as part of a new suite of key performance metrics
  • Benchmark performance over time with a clear traffic light system
  • Quickly share best practice comms tactics from high-performing sports with those needing improvement

With Crowd Reader, the ASC no longer had to wait months for survey results or second-guess how the public felt. The data was fast, candid, and easy to act on.

+64 (0) 21 860 139