Ministry Of Sport

What Ministry Of Sport does

Ministry of Sport, operated by BICON Entertainment Pty Ltd (an Australian proprietary limited company), is a sports business media and community platform founded to serve professionals working across the sports industry. Its core proposition is a unified content-plus-events offering covering news, insights, education, and live events aimed at sporting organisations, sponsors, brands, marketing agencies, media providers, government departments, education institutions, and athletes. The platform is delivered through a web-based content management and digital media backbone supporting a daily news site segmented by topic (Brands, Media & Broadcast, Olympic, Sponsorship, Sports Tech, Women's Sport) and sport, a weekly email newsletter, a fortnightly podcast (The Ministry of Sport Podcast with Lachlan Wills), and three marquee annual events (Unmissable Sports Forum, Unmissable Sports Lunch, and Women in Sport Summit), with additional reporting and networking formats layered on top.

The business model is hybrid: a freemium membership builds the top of the funnel with free access to news, insights, weekly newsletters, and event information; a paid membership converts that audience by unlocking data reports, education discounts, event ticket discounts, and exclusive networking. Sponsorship and advertising packages attached to the live events provide a second revenue stream, and education is distributed through partner organisations (QUT for the Futuresport 360 masterclass, Playa Power, and GIS) rather than built in-house. There is no mobile app, no public API, no disclosed AI capabilities, no patents, and no external funding on record.

Customer segments are organised as a hybrid of persona (sports business professionals) and business unit (sporting organisations, sponsors/brands, education institutions). GTM is described as a combination of community-led, event-driven, and sales-led motions, with direct website sign-up for the free and paid memberships and bespoke sponsorship deals closed through direct outreach. Ministry of Sport operates regional site variants for Australia/New Zealand, the Americas, and Europe/UK, and claims a global footprint, though no quantitative audience or revenue figures are disclosed and the company is privately held with no parent or external investors on record.

Name

Ministry Of Sport

Legal name

BICON Entertainment Pty Ltd

Website

https://ministryofsport.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Ministry of Sport, operated by BICON Entertainment Pty Ltd, is a sports business media and community platform delivering news, a podcast, paid memberships, and marquee live events to sports industry professionals, organisations, sponsors, and education partners across Australia/NZ, the Americas, and Europe/UK.

Ownership category

akta.pro rank

Headquarters

HQ city

Queensland

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Others

Revenue model

1. Free Membership: Free subscription providing news stories, insights, weekly newsletters, and event information to build the community base. This creates a large engaged audience for advertising and paid membership conversion.
2. Paid Membership: Premium membership tier unlocking data reports, education services discounts, event ticket discounts, and exclusive networking opportunities.
3. Live Events: Revenue from ticket sales for three marquee events: Unmissable Sports Forum, Unmissable Sports Lunch, and Women in Sport Summit.
4. Sponsorship and Advertising: Bespoke sponsorship packages for live events and advertising capabilities offered to brands and businesses wanting to connect with the sports business community.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels6 records

Core offering

Ministry of Sport is a sports business media platform that produces and delivers daily news, original podcast content, data reports, and educational programs, and organises live events (Unmissable Sports Forum, Unmissable Sports Lunch, Women in Sport Summit, Networking Series) for sports industry professionals. The platform operates on a freemium model with a free membership tier providing news, insights, and newsletters, and a paid membership tier unlocking data reports, education discounts, event ticket discounts, and exclusive networking. Bespoke sponsorship and advertising packages are sold to brands and organisations seeking access to the sports business community.

Product overview

Ministry of Sport operates as a unified sports business media platform delivering four core service pillars: news, insights, education, and events. The platform offers free and paid membership tiers, with paid members gaining access to additional data reports, education discounts, and event benefits. Key products include The Ministry of Sport Podcast with Lachlan Wills, the Unmissable Sports Forum and Lunch (annual marquee events), the Women in Sport Summit series, and the Networking Series. Education services are provided through partnerships with Playa Power, Data analytics providers, GIS sports mapping, and QUT professional education. The platform serves sporting organisations, sponsors, businesses, marketing agencies, media providers, government departments, education institutions and athletes.

Differentiator

Problem solved

Functional benefit

Products and services

• Ministry of Sport Platform A unified sports business media platform connecting sporting organisations, sponsors, businesses, marketing agencies, media providers, government departments, education institutions, and athletes through news, insights, education programs, and live events.
• The Ministry of Sport Podcast with Lachlan Wills A fortnightly original podcast hosted by Lachlan Wills that goes inside the business of sport, featuring interviews with industry leaders and executives covering sports tech, sponsorship, women's sport, and major sporting events. Distributed on Spotify and other platforms.
• Unmissable Sports Forum An annual marquee event bringing the sports business community together to deliver insights, inspiration, and networking opportunities focused on the business of sport.
• Unmissable Sports Lunch An annual marquee lunch event connecting sports business professionals for networking and industry insights.
• Women in Sport Summit An annual summit focused on women's sport, bringing together leaders and advocates to discuss the growth and development of women's sport.
• Women in Sport Futures Day A student-focused event held as part of the Women in Sport Summit, aimed at engaging the next generation of sports business professionals.
• Networking Series An ongoing networking events series connecting sports business professionals across the industry.
• Data Reports Sports business intelligence reports and data analytics providing insights into the sports industry, available to paid members.
• Education Services Sports business education delivered through partner organisations including Playa Power (golf), Data analytics providers, GIS sports mapping, and QUT professional education courses, available with exclusive Ministry of Sport discounts.
• Free Membership Free subscription providing access to news stories, insights, weekly newsletters, and event information delivered direct to subscribers.
• Paid Membership Premium recurring membership unlocking additional data reports, access to further education services, discounts on event tickets, and exclusive networking opportunities.

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered core and minor.

• CODE SportscoreGTM or Marketing Partner · 9 May 2024Exclusive partnership offering Ministry of Sport members a 3-month CODE Sports subscription for just $1. CODE Sports is Australia's new home for deeper sports coverage powered by Australia's biggest and most experienced sports newsroom. This partnership provides added value to Ministry of Sport membership tiers.
• Queensland University of Technology (QUT)coreStrategic or Co-development PartnerEducation partnership offering sports business courses through QUT's professional education platform. Ministry of Sport provides exclusive discounts to members for Futuresport 360 Navigating the Future of Sports Management Masterclass.
• Playa PowerminorStrategic or Co-development PartnerEducation partner offering sports industry education resources and courses to Ministry of Sport community.
• GISminorStrategic or Co-development PartnerGeographic Information Systems education partner offering specialised sports analytics education to Ministry of Sport community.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Sports Illustrated: Iconic consumer sports media brand with subscription offerings. Comparable as a sports-focused media brand with multi-revenue streams (subscription, advertising, events), but consumer-oriented rather than B2B.
• ESPN: Dominant global sports media platform with editorial, video, podcast, and event offerings. Comparable as a multi-format sports media business but operating at vastly larger scale and consumer-focused.
• Sports Business Journal: Long-established US-focused B2B sports business publication covering leagues, sponsorships, media, and facilities. Incumbent with deeper resources but narrower geographic focus than Ministry of Sport.

Direct peers

• Leaders in Sport: Sports business events and membership network serving executives at sports organizations. Directly comparable on the events/membership community model and the senior sports business professional audience.
• Sportico: B2B sports business news and data platform covering the commercial side of sports - sponsorships, leagues, media rights, finance. Direct competitor in the underserved B2B sports business information segment Ministry of Sport targets.
• SportsPro: Global B2B sports industry media platform covering sports business, technology, and sponsorship. Highly comparable in editorial scope, audience (sports business professionals), and event-adjacent monetization.
• The Athletic: Subscription-based sports media platform offering deep, ad-light coverage to a paying community of sports enthusiasts. Closest direct comparable to Ministry of Sport's paid news/community model, though broader in sport coverage and consumer-focused.

Emerging players

• SportTechie: B2B media platform focused on the intersection of sports and technology. Comparable in niche B2B positioning and digital-first delivery, but narrower in topical scope.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/ministry-of-sport-news

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Ministry Of Sport