Sport Matters

What Sport Matters does

Sport Matters is an Australian-registered non-profit organization (Company Limited by Guarantee, ACNC-registered charity) founded in 2011 and headquartered in Sydney, NSW. It operates as a sport-for-development specialist, using sport as a delivery mechanism for sustainable development outcomes including health, education, gender equity, disability inclusion, and social cohesion in developing communities across Australia, the Pacific, Asia, and Africa. Its program portfolio spans Sports Integrity and Diplomacy, Quality Physical Education in the Pacific (including a 2020 MOOC with the University of the South Pacific reaching 400+ participants from 24 countries), Youth Champions for Change, Disability Inclusive Partnerships, and Asian Sports Partnership Programs (Shuttle Time in Nepal/Bangladesh, Squash Classroom in Pakistan). The organization functions with a lean team of 6 employees supplemented by a network of volunteers and consultants, governed by a Board of Directors chaired by Christine Walton.

The business model is grant-and-donation-based rather than commercial. Revenue streams include tax-deductible public donations processed via PayPal, Australian Government grants through DFAT (notably the Asian Sports Partnerships Program), corporate social responsibility contributions, charitable trust and foundation funding, fundraising events, and professional membership fees (e.g., ACFID). Programs are not sold; they are delivered free of charge to end beneficiaries through partnerships with UNESCO, ONOC, USP, the Commonwealth Secretariat, WHO, IOC, national Olympic and Paralympic committees, and local implementation partners. The organization's go-to-market is community-led and event-driven, anchored on international advocacy days (IDSDP), parliamentary breakfasts, conferences, and co-hosted forums such as the 2025 Impact Investing and Sport Forum in Brisbane.

Technology is not the organization's core competency. Its proprietary asset is the Sport Matters Scorecard, an evidence-based internal framework for tracking progress on policy commitments (gender equity, disability inclusion, child protection, human rights). Digital infrastructure is limited to standard tools: the sportmatters.org.au website, PayPal donation processing, MOOC delivery via USP, and social media channels (Facebook, LinkedIn, Twitter/X, Instagram, YouTube). The organization holds no patents, has no technology acquisitions, and employs no dedicated AI or data science capability.

Name

Sport Matters

Legal name

Sport Matters

Website

https://sportmatters.org.au

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

1–10 employees

Short description

Sport Matters is a Sydney-based Australian non-profit founded in 2011 that uses sport as a tool for international development across the Pacific, Asia and Africa, delivering programs in physical education, youth empowerment, disability inclusion, and sports integrity through partnerships with UNESCO, ONOC, and USP.

Ownership category

akta.pro rank

Product category

Sport for Development Non-profit

NAICS

Promoters of Performing Arts, Sports, and Similar Events (7113)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Sports Compliance, Governance & Integrity Services (Safeguarding, Anti-Doping, Match Integrity) (MPAKAKAM)

akta.pro secondary industries

Regional/Continental Confederations & Associations (MPAKAFAD), Cause, Community & CSR-Linked Sports Partnerships (Foundations, Youth Programs) (MPAKALAJ)

Keywords

• Sport for development
• International development programs
• Community sport programs
• Capacity development services
• Nonprofit advocacy

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Donations: Tax-deductible donations from public donors processed through secure PayPal transfer or cheque/money orders. Donations help introduce sustainable community projects with partners in Australia, Pacific, Asia and Africa.
2. Government Grants: Funding from government bodies including Australian Government through programs like the Asian Sports Partnerships Program and Department of Foreign Affairs and Trade (DFAT).
3. Corporate Social Responsibility: Funding and support from corporate partners through CSR initiatives.
4. Fundraising Events: Hosted fundraising events at clubs and communities, as well as individual sporting achievement fundraising (marathons, triathlons, fun runs).
5. Trusts and Foundations: Funding from charitable trusts and foundations supporting development programs.
6. Membership Fees: Professional membership subscriptions to organizations like ACFID.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels11 records

Core offering

Sport Matters designs and delivers sport-for-development programs in Australia, the Pacific, Asia, and Africa, combining advocacy, capacity development, technical assistance, research, and direct program delivery. Its portfolio includes Sports Integrity and Diplomacy, Quality Physical Education, Disability Inclusive Partnerships, Youth Champions for Change, and the Asian Sports Partnership Program (Shuttle Time Nepal/Bangladesh and The Squash Classroom Pakistan). Impact is tracked through the proprietary Sport Matters Scorecard evidence-based framework.

Product overview

Sport Matters is a non-profit organization that does not operate as a traditional product company with a unified software platform. Instead, it offers a portfolio of sport for development programs and initiatives focused on the Pacific, Asia, and Africa. These include Sports Integrity and Diplomacy, Quality Physical Education in the Pacific, Youth Champions for Change, Disability Inclusive Partnerships, Asian Sports Partnership Programs, and the Sport Matters Scorecard for measuring development effectiveness. The organization also hosts events such as the Impact Investing and Sport Forum. These programs are delivered through partnerships with organizations like UNESCO, Oceania National Olympic Committees, The University of the South Pacific, and various government bodies.

Differentiator

Problem solved

Functional benefit

Products and services

• Sports Integrity and Diplomacy Program A program delivered in partnership with the Oceania National Olympic Committees (ONOC) through its International Relations Commission, focusing on sports policy, advocacy, research, sports integrity, and diplomacy activities across Oceania.
• Quality Physical Education in the Pacific Educational initiative delivered with The University of the South Pacific, including the region's first Massive Open Online Course (MOOC) on Quality Physical Education in the Pacific, building teacher capacity and regional physical education standards.
• Policy Development, Consultation and Advocacy UNESCO-engaged program leading regional consultations, policy development, and advocacy in the Pacific on sport, physical activity, and physical education, including contributions to the Pacific Sport, Physical Activity and Physical Education (SPAPE) Action Plan 2019-2030.
• Raising the Voice for Sport in the Pacific Regional initiative delivered with ONOC and UNESCO across 8 target countries (Fiji, Federated States of Micronesia, Kiribati, Papua New Guinea, Palau, Samoa, Tuvalu, and Vanuatu), capturing policy recommendations through 3 regional and 18 national consultations.
• Youth Champions for Change Youth-focused initiative in partnership with UNESCO and the Fiji Ministry of Youth and Sport, designed to help young leaders use their voices to advocate for youth and sport and become change-makers in their communities.
• Disability Inclusive Partnerships Technical assistance program provided to the Fiji Paralympic Committee, including stakeholder engagement workshops, a Paralympic Sports Exhibition, and design of the Fiji Inclusive Sports Framework.
• Inclusive Community Programs Inclusive sports event hosting and technical assistance on disability-inclusive development, including Olympic Day celebrations in Fiji that reached over 500 people with disabilities and their families.
• Asian Sports Partnership Program International development projects in partnership with Badminton Australia and Squash Australia, including Shuttle Time Nepal, Shuttle Time Bangladesh (delivering badminton training to primary school students through teacher training), and The Squash Classroom sport-for-development program in Pakistan.
• Sport Matters Scorecard An evidence-based monitoring and evaluation tool designed to assist the Board in tracking the organisation's progress against core policy commitments such as gender equity and disability inclusion, with a framework echoing policies in Child Protection, Disability, Gender Equity, Human Rights, Partnership, Transparency, and Feedback.
• Impact Investing and Sport Forum Forum hosted in Brisbane in November 2025 exploring sport as an asset class for impact investment, addressing the question of readiness to receive impact capital in sport. Co-hosted with For Impact Capital and Sport4Impact International Network.

Quantifiable outcome

• 400+ participants from 24 countries reached through first Pacific MOOC on Quality Physical Education
• +3 more outcomes

Named customers7 records

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

24 partnerships are on record, tiered major and core.

• For Impact CapitalmajorStrategic or Co-development Partner · 24 November 2025Partnership for the inaugural Impact Investing and Sport Forum held in Brisbane in November 2025, exploring sport as an asset class for impact investment.
• Sport4Impact International NetworkmajorStrategic or Co-development Partner · 24 November 2025Co-host of the Impact Investing and Sport Forum in Brisbane, working together to stimulate innovation in sport and social impact.
• United Nations Educational, Scientific and Cultural Organisation (UNESCO)coreStrategic or Co-development PartnerSport Matters has partnered with UNESCO on multiple initiatives including regional consultations, policy development, and advocacy in the Pacific on sport, physical activity and physical education. This includes the design of the Pacific Sport, Physical Activity and Physical Education (SPAPE) Action Plan 2019-2030 and the Youth Champions for Change project in Fiji.
• Oceania National Olympic Committees (ONOC)coreStrategic or Co-development PartnerSport Matters partners with ONOC through its International Relations Commission on activities across sports policy, advocacy and research. Focus areas include sports integrity and diplomacy. The partnership builds on the legacy of ONOC's Pacific Sports Compass Working Group active from 2015 to 2018.
• The University of the South Pacific (USP)coreStrategic or Co-development PartnerLong-standing collaboration on research, learning and teaching, regional and international partnerships, and campus and community engagement. Delivered the region's first MOOC on Quality Physical Education reaching 400 participants from 24 countries. Also partnered on Pacific Regional Sports Research Scholarships.
• Fiji Ministry of Youth and SportscoreStrategic or Co-development PartnerPartnership on Youth Champions for Change project designed to help young leaders in Fiji use their voices to advocate for youth and sport. The project incorporated capacity building workshops, local mentors, and peer learning.
• Badminton AustraliamajorStrategic or Co-development PartnerPartnership through the Asian Sports Partnership Program for 'Shuttle Time Nepal' and 'Shuttle Time Bangladesh' projects aimed at reaching primary school students through teacher training in badminton.
• Squash AustraliamajorStrategic or Co-development PartnerPartnership for 'The Squash Classroom' sport for development program in Pakistan as part of the Asian Sports Partnerships Program, aiming to empower youth through the sport of squash.
• Fiji Paralympic CommitteecoreStrategic or Co-development PartnerEngaged Sport Matters to provide technical assistance for stakeholder engagement workshops in Suva, SavuSavu, Labasa and Lautoka, a Paralympic Sports Exhibition, and design of a Fiji Inclusive Sports Framework.
• Fiji Association of Sports and National Olympic Committee (FASANOC)coreStrategic or Co-development PartnerTechnical assistance on disability inclusive development for Olympic Day celebrations and community outreach programs reaching over 500 people with disabilities.
• ChildFund AustraliamajorStrategic or Co-development PartnerSport for Development Program design and consultation in Nonghet, Laos. Also provided technical review for improved disability inclusion practices in ChildFund Pass It Back Project Proposal.
• Australian Sports CommissioncoreStrategic or Co-development PartnerPartnership for Australian Sports Outreach Program delivered in Honiara, Solomon Islands. The Commission is a key government partner for sports development initiatives.
• Pacific Islands Forum Secretariat (PIFS)coreStrategic or Co-development PartnerPartnership through the Strengthening Non-State Actors (NSAs) Engagement in Regional Policy Development and Implementation Programme for the Pacific Sports Compass publication and Raising the Voice for Sport in the Pacific project.
• Nepal Badminton AssociationmajorImplementation/ SI/ Consulting PartnerLocal implementation partner for Shuttle Time Nepal project delivering badminton training to primary school students through teacher training.
• Bangladesh Badminton FederationmajorImplementation/ SI/ Consulting PartnerLocal implementation partner for Shuttle Time Bangladesh project delivering badminton training to primary school students.
• Pakistan Squash FederationmajorImplementation/ SI/ Consulting PartnerLocal implementation partner for The Squash Classroom program in Islamabad, Lahore, Peshawar, and Karachi.
• Australian Council for International Development (ACFID)coreStrategic or Co-development PartnerFull member of ACFID and signatory to the ACFID Code of Conduct, demonstrating commitment to ethical practice and public accountability. Active participation in ACFID coalitions and initiatives.
• Australian Disability and Development Consortium (ADDC)coreStrategic or Co-development PartnerMember of ADDC network of Australian-based agencies with interest in disability-inclusive development. Contributions to policy submissions and advocacy.
• Women in Aid and Development (WiAD)coreStrategic or Co-development PartnerMembership in WiAD, an Australian-based membership organisation for women working in international aid and development. CEO Jackie Lauff facilitated WiAD events.
• International Council of Sport Science and Physical Education (ICSSPE)majorStrategic or Co-development PartnerMember of ICSSPE which maintains an inclusive perspective on sport, sport science and physical education disciplines and fosters collaboration between them.
• The Association For International Sport for All (TAFISA)majorStrategic or Co-development PartnerMember of TAFISA with more than 270 members from over 150 countries, working to achieve an Active World by promoting access for every person to Sport for All and physical activity.
• World Health Organisation (WHO)coreStrategic or Co-development PartnerCollaboration between WHO, International Olympic Committee (IOC) and United Nations to encourage individuals and communities to be 'Healthy Together', launched on Olympic Day June 23, 2020.
• Commonwealth SecretariatcoreStrategic or Co-development PartnerSport Matters is represented on the Commonwealth Secretariat's Open-Ended Working Group on Sport and the SDGs. The Commonwealth advocates for sport as a vehicle for development and peacebuilding.
• International Olympic Committee (IOC)coreStrategic or Co-development PartnerPartnership through the Olympic Movement Unit on the Prevention of the Manipulation of Competitions for webinars and workshops on sports integrity in Oceania.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Beyond Sport: Global sport-for-development network and award/fund operator. Comparable because both organisations curate sport-for-development knowledge, convene stakeholders, and channel resources toward community sport programs in emerging markets.
• Laureus Sport for Good Foundation: Foundation funding sport-for-development programs worldwide. Comparable business model (grantmaking, advocacy, partnership brokering) targeting similar community-level sport outcomes across underserved geographies.
• Right To Play: Global sport-for-development NGO operating programs across Africa, Asia and the Middle East. Most directly comparable peer because both organisations deliver sport-based development outcomes through partnerships with governments, schools and community organisations.
• Peace and Sport: Monaco-based organisation using sport to promote peace. Closely comparable mandate (Sport Matters received Peace and Sport's 2018 Award), with overlapping focus on integrity, diplomacy, and sport as a tool for social cohesion in conflict-affected regions.
• Women Win: International NGO that uses sport to advance gender equality and girls' empowerment. Comparable because both organisations target girls, women, and disability inclusion through sport and pursue multi-country program delivery with development donors.
• International Platform on Sport and Development (sportanddev): Global knowledge-sharing platform for the sport-for-development sector. Comparable because both organisations position themselves as thought leaders, publishers, and conveners for the sport-for-development community rather than direct service deliverers.

Broad incumbents

• The Association For International Sport for All (TAFISA): Global Sport-for-All network with 270+ members across 150+ countries. Sport Matters is a member; comparable mission (promoting access to sport and physical activity) but TAFISA operates at a federated, global scale rather than as a project implementer.
• Commonwealth Secretariat - Sport and Development: Intergovernmental body running the Open-Ended Working Group on Sport and the SDGs, of which Sport Matters' CEO is a member. Comparable policy mandate at much larger scale; provides the multilateral framework within which Sport Matters operates.
• UNESCO - Physical Education and Sport: UN agency driving the Kazan Action Plan, SPAPE-related frameworks and global policy on physical education. Sport Matters is a contracted implementing partner in the Pacific; overlap is significant in mandate though vastly larger in scale.

Others

• ChildFund Australia: Australian INGO delivering sport-for-development and child-rights programs in the Asia-Pacific (e.g., Pass It Back in Laos). Comparable because it both funds and operationalises S4D programs in overlapping geographies, and is itself a Sport Matters partner.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/sportmattersau
• YouTubeyoutube.com/channel/UCZ-aBZueT7L5ItF2XvsfWBw
• Facebookfacebook.com/sportmattersAU
• LinkedInlinkedin.com/company/sport-matters
• Instagraminstagram.com/17841400570118191

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

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 Sport Matters