Business Plan

Executive Summary

Nesian Gummas is a socio-cultural empowerment initiative leveraging the Women’s National Rugby League (NRLW) as a platform to uplift and unify Aboriginal, Torres Strait Islander, and Polynesian women. Grounded in cultural pride, resilience, and sisterhood, Nesian Gummas aims to address socioeconomic barriers, intergenerational trauma, and gendered stigma by developing a strong network of support, training, and opportunity through sport.

By providing culturally safe environments, mentorship, athletic development, and leadership training, Nesian Gummas empowers Indigenous and Pacific women to thrive—on and off the field.

Rooted in cultural pride, athletic excellence, and community empowerment, this business plan outlines a robust framework for sustainable growth, investor returns, and societal impact.

Rationale

The underrepresentation of Aboriginal, Torres Strait Islander, and Polynesian women in elite sports is not due to a lack of talent, but a lack of infrastructure, visibility, and investment. Nesian Gummas addresses this gap by building high-performance programs that integrates cultural identity, athletic development, and brand storytelling. With a growing global interest in women's sports and diversity-driven sponsorships, this initiative is positioned to deliver strong ROI for investors and measurable outcomes for government stakeholders.

Vision Statement

Where sisters become legends. More Than a Team. A Movement.

To create a future where Aboriginal, Torres Strait Islander, and Polynesian women rise through cultural strength, sports excellence, and community leadership—changing the game and rewriting the narrative.

We’re a team led by women who know what it means to protect, uplift, and lead with heart. Nesian Gummas is more than just footy. It’s about empowering young women from all walks of life through sport, culture, and sisterhood.

We’re here to guide, support, and show the next generation what’s possible — no matter where they start, or what they’ve been through. United by pride, driven by purpose, and powered by the spirit of the ocean and the strength of the land — this is more than a game. It’s a legacy.

Mission Statement

To empower Aboriginal, Torres Strait Islander, Melanesian, Micronesian and Polynesian women through rugby league—celebrating cultural identity, unity, and strength. We are not just a team. We are a movement writing history, claiming power, and uplifting the next generation of women athletes, leaders, and cultural warriors.

Rugby League is a vehicle for healing, empowerment, and social change—building pathways for First Nations and Pacific women to overcome barriers, celebrate identity, and lead the next generation.

Our Story / Our Purpose

Nesian Gummas are born through challenge, not comfort. When things get tough, we don’t fall apart — we step up. Through the hard moments, we find our purpose: to stand strong for our women and create something real.

Core Values / Brand Pillars

Culture First - Honour and embed Indigenous and Pacific cultural values in everything we do. We honour the stories, strength, and spirit of our ancestors through every tackle, try, and triumph.
Sisterhood & Unity - Foster strong bonds of sisterhood across communities and oceans. we unite as one. Our strength is shared. Our legacy is collective.
Empowerment through Sport - We create pathways for young women to dream big, play hard, and lead boldly. We equip women with tools to succeed on the field and in life.
Reclamation & Representation – We break barriers, rewrite narratives, and stand tall in spaces once closed to us. Champion representation in sports, media, and leadership.
Healing with Movement – As a team, we’re committed to the wellbeing of every woman in our circle. This isn’t just about playing the game—it’s about creating a culture where each of us feels supported, valued, and connected. We honour our cultural roots and make space for emotional, spiritual, mental, and physical growth. Together, we build a safe and uplifting environment where every girl can show up as her whole self, thrive in her own time, and know she’s never alone.

Strategic Objectives

The below strategic objectives are to be scoped and executed within the first three years of the Nesian Gummas initiation:

Program Launch & Development

Develop the Nesian Gummas Empowerment Framework

This will include; Las Vegas Rugby 9s elite athlete team, Cultural knowledge sessions led by Aboriginal, Torres Strait Islander, and Polynesian elders, Cross-community exchange events celebrating diversity and unity, Education resources for schools and sporting organisations (further scoping to come)

Pilot the program with 4 NRLW-affiliated clubs across Queensland and New South Wales
Assemble the inaugural Nesian Gummas Las Vegas Rugby 9s team to compete and succeed in February 2026
Develop a scalable athlete development pipeline

Expand into schools, correctional programs, and remote communities by Year 3

Training & Education

Deliver leadership, wellbeing, and cultural workshops to 100+ women
Integrate trauma-informed care, mental health support, and team-building modules into the program

Community Engagement

Host 8 regional culture-and-sport events annually (e.g., Sisterhood Games)
Partner with elders, community leaders, and cultural practitioners
Establish partnerships with educational institutions, health organisations, and cultural bodies to amplify impact

Media & Advocacy

Launch a digital storytelling campaign (#NesianGummasRising)
Launch our culturally resonant brand that attracts sponsorship, merchandise sales and media partnerships
Advocate for policy inclusion and funding for women in Indigenous/Pacific sport

Sustainability & Growth

Secure $1M in funding over 3 years from sponsors, government, and philanthropy
Deliver a 5-year ROI through diversified revenue streams including events, licensing, and digital content

Implementation Plan

Our implementation plan lays out how we will build and launch the Nesian Gummas, step by step, to achieve our priority strategic goal: entering a strong, united team in the Las Vegas Rugby 9s 2026. The plan covers team formation and staffing, training and development, operations and logistics, marketing and community outreach, and a timeline of key milestones. Each element is designed to stay true to our brand – empowering, culturally rich, and inspiring – while being practical and achievable.

Team Formation & Staffing

Building the right team off the field is just as crucial as finding talent on the field. We will establish a dedicated founding staff who share the Nesian Gummas vision and bring the expertise needed to turn it into reality.

General Manager – Richard Monaei

Our visionary captain off the field, driving strategy, securing partnerships, and ensuring every project element aligns with our mission.

Operations Lead – Sarah McRoberts

The organizational powerhouse managing day-to-day logistic, from training schedules to travel plans, so the team runs like clockwork.

Creative Director – Gino Hawkins

The creative heart of our brand, sharing the journey through media and storytelling to engage fans, partners and our communities worldwide.

Athlete Engagement Lead – Te Huinga Sun

The mentor for our players, focused on their well-being, personal development and connecting them with community initiatives at home and abroad.

Staffing & Structure: Under this leadership team, we will recruit additional support staff such as coaches, a high-performance trainer, a physiotherapist, and ground team for international travel. In line with our values, we aim to hire personnel from First Nations and Pasifika backgrounds for key roles wherever possible. This not only provides cultural credibility and understanding within our program but also builds capacity in those communities.

Future Workforce Plan:

Executive Director (Indigenous or Pacific heritage preferred)
Program Manager
Community Engagement Lead
Cultural Liaison Officers
Creative & Digital Media Team
Volunteer and Mentorship Coordinators
Coaches
Logistics Officers

Player Recruitment: In parallel, we will assemble our inaugural playing squad. Talent identification will occur through community tournaments and clinics across Australian Indigenous communities and Pacific Islander groups. We plan to scout in key regions and at events such as the Murri and Koori carnivals (for Aboriginal and Torres Strait talent) and local Pasifika sports festivals. Our aim is to select a squad of passionate, high-potential women who embody the spirit of the Nesian Gummas. Once selected, players will be under the guidance of our Athlete Engagement Lead, ensuring they feel supported culturally and personally as they join the program.

By establishing a strong foundation of staff and players who resonate with our mission, we create a “family” environment from day one. Everyone – from Mangoes Monaei steering the ship to the newest recruit on the field – will understand the vision and values driving the Nesian Gummas. This unity sets the stage for all the training, outreach, and competitions to follow.

Training & Development

To achieve elite performance by 2026, we will implement a comprehensive training and development program for both players and staff. Our approach emphasises athletic excellence, cultural strength, and continuous learning:

Athlete Training Program: Our players will undergo a structured high-performance training regimen. This includes regular team training sessions focusing on rugby skills, fitness, and game strategy, ramping up in intensity as we approach 2026. We’ll schedule seasonal training camps where the squad can train together in a professional environment. During these camps, players will also receive education on nutrition, sports psychology, and leadership. We will develop our players holistically. They’ll learn to handle media, serve as role models, and carry themselves with the pride of their heritage, so they are prepared not only to win games but to inspire off the field.
Professional Coaching & Mentorship: We will bring on experienced coaches, including specialists in Rugby 9s to refine our tactics for the Las Vegas tournament. Additionally, we’ll establish a mentorship system: pairing our younger or less experienced players with seasoned mentors. These mentors can guide our players on everything from game techniques to balancing sport with personal life.
Staff Development: We are equally committed to empowering our staff. Each staff member – from coaches to the operations team – will have opportunities to upskill. We’ll sponsor relevant certifications (for example, elite coaching licenses for assistant coaches, sports management workshops for operations). We plan to engage with programs like the NRL’s RISE initiative or other sports administration courses to ensure our staff are following global best practices in athlete development. This means our training camps will double as professional development clinics for Indigenous and Pasifika sports professionals: they learn by doing, and we gain enthusiastic, culturally aware staff support.
International Readiness: Competing overseas brings unique challenges. To prepare, we will host travel workshops with staff and athletes to keep them engaged and informed. We’ll also include sessions on cultural exchange training – educating our team about being ambassadors of our culture abroad, as well as respecting the cultures we’ll encounter. This could involve basic language or protocol tips for Las Vegas and any international teams we meet, ensuring we represent the Nesian Gummas with grace and openness.

Through these multifaceted training and development efforts, our team and staff will grow confident, skilled, and cohesive. We want to arrive in Las Vegas not only in peak physical condition, but also with the mental resilience and cultural pride that define our brand. By investing in our people’s development, we ensure that when the whistle blows in 2026, the Nesian Gummas stand ready to shine.

Operations & Logistics

A dream can only take flight with solid operations underpinning it. Our Operations Lead, Sarah McRoberts, will orchestrate the countless details that make the Nesian Gummas program run smoothly. Key focuses include:

Daily Operations: From the outset, we’ll set up efficient administrative systems for the team. This means implementing scheduling and communication tools to coordinate players spread across different regions. We will use a centralised platform for disseminating training plans, tracking player wellness and performance data, and logging feedback from coaches. Sarah will ensure that every training session, meeting, and community event is planned – venues booked, equipment ready, people informed. This reliability allows players and coaches to focus their energy on performance, knowing the logistics are handled.
Financial & Resource Management: Operationally, we will establish a budget management system to track expenses and funding. This includes things like equipment procurement, facility rentals, and travel costs. By maintaining transparency and control here, we make sure all resources are used effectively toward our goals (and we can report back to investors and sponsors with confidence).
Travel & International Logistics: One of the biggest operational challenges will be the Las Vegas 2026 trip. Preparation for this will start well in advance. We’ll handle passports and visas for all team members by Dec-2025, to avoid any last-minute issues. Sarah will coordinate booking flights (likely a group booking to keep the squad together), accommodations near the tournament venue, and local transport in Las Vegas. We will plan the travel itinerary to minimise fatigue.
Equipment & Health Logistics: We’ll develop a checklist for all gear and medical needs. This includes team uniforms (with spares), training equipment (balls, cones, etc., which we might ship ahead of time), and medical supplies. Our physio or team doctor will ensure we carry a comprehensive medical kit and have access to facilities or clinics in Vegas if needed. Additionally, we’ll advise on insurance for international competition for all participants. Nothing is left to chance: even details like hydration and diet will be thought through.

In essence, Operations & Logistics is about turning our plans into reality without hiccups. By being meticulous and proactive, our operations will provide the backbone for the Nesian Gummas’ success, from our training camps in Australia to the final whistle in Las Vegas. It ensures that the passion and hard work of our players and staff are fully supported every step of the journey.

Timeline

Our road to the Las Vegas Rugby 9s in 2026 is mapped out in phases with clear milestones. Below is a timeline highlighting the journey from inception to the international stage:

Phase 1: Foundation & Launch (June 2025 – February 2026)

Goal: Establish core team, launch brand, and prepare for Las Vegas Rugby 9s

Month

Milestone

June 2025

Finalise governance structure and secure Year 1 funding ($200K)

July 2025

Recruit core staff (Program Manager, Engagement Lead, Coaches)

August 2025

Launch brand identity and digital platforms

September 2025

Begin athlete scouting

October 2025

Host first training camp and cultural induction

November 2025

Finalise Las Vegas squad and begin visa/passport processing

December 2025

Launch media campaign: “Unstoppable Together” and begin merchandise sales

January 2026

Final training camp and community send-off events

February 2026

Compete in Las Vegas Rugby 9s and host cultural exchange event

Phase 2: Growth & Visibility (March 2026 – December 2026)

Goal: Expand reach, deepen community engagement, and build revenue streams

Month

Milestone

March 2026

Debrief and publish Las Vegas impact report

April 2026

Launch school outreach and youth mentoring program

May 2026

Begin digital content monetisation

June 2026

Secure Year 2 funding ($300K) and new sponsors

July 2026

Commence 2027 Las Vegas Program

August 2026

Release first documentary episode and podcast series

October 2026

Host 4 regional Sisterhood Games and clinics

December 2026

Publish annual impact report and KPIs

This timeline is both ambitious and achievable. It ensures that by the time of the 2026 Las Vegas 9s, our team will be well-prepared and supported by a wave of community enthusiasm. Each phase builds logically to the next: establishing foundations, developing talent, gaining competitive experience, and finally showcasing our vision on the world stage.

Financial Plan & Budget

The financial strategy for Nesian Gummas is designed to balance cultural integrity with operational excellence. All cost estimates have been scoped through benchmarking similar sports development programs, consultation with logistics and training professionals, and alignment with our strategic objectives.

Initial funding will support athlete recruitment, training camps, marketing, and operational logistics. Projected returns include sponsorship deals, merchandise revenue, and prize winnings. Government investment will yield social ROI through health outcomes, youth engagement, and international representation.

Our funding model blends government grants, philanthropic support, and a tiered sponsorship program to ensure sustainability and scalability.

Start-up costs

These costs reflect the foundational investments required to launch the Nesian Gummas program and prepare for international competition.

Operational costs

These costs reflect the ongoing investment required to deliver high-quality programming, athlete support, and community engagement. This will be scaled and confirmed after the 2026 Las Vegas Rugby 9s tournament.

Category

Year 1

Year 2

Year 3

Scoping Rationale

Salaries (Core Staff)

TBC

Based on award rates for nonprofit and sports sector roles.

Athlete Stipends & Support

$100,000

$120,000

$140,000

Includes travel allowances, wellness support, and part-time stipends.

Training & Development

$1,000

$10,000

Covers coaching, leadership workshops, and trauma-informed care.

Community Outreach & Clinics

$5,000

$15,000

Based on 8 regional events per year including travel and facilitation.

Marketing & Media Production

$5,000

$10,000

Includes social media, documentary production, and PR.

Travel & Logistics (Domestic)

$1,000

$3,000

$5,000

For inter-state travel to camps, clinics, and events.

Las Vegas 9s Travel (Year 3)

$140,000

$160,000

$90,000

Includes flights, accommodation, insurance, and local transport.

Admin, Insurance, Contingency

TBC

General operations, risk management, and buffer.

Total Operational Costs

$200,000

$300,000

$500,000

Revenue Streams

Our revenue model is diversified to ensure resilience and long-term growth.

Source

Description

Scoping Notes

Government & Philanthropic Grants

Targeting Indigenous health, education, and sport funding bodies.

Based on eligibility for programs like Indigenous Advancement Strategy and Sport Australia grants.

Corporate Sponsorships

Tiered packages with brand exposure, co-branded merchandise, and CSR alignment.

Benchmarked against similar women’s sport initiatives.

Merchandise Sales

Jerseys, apparel, and culturally designed items.

Forecast based on 1,000 units/year at $50 average price.

Workshops & Consulting

Cultural safety training for schools, NGOs, and sports orgs.

Delivered by Cultural Liaison Officers and Elders.

Digital Media Licensing

Web series, documentaries, podcasts and educational content.

Monetised via YouTube, podcasts, education platforms, and partnerships.

Events & Clinics

Ticketed cultural events and rugby clinics.

Includes “Nesian Nights” and school activations.

Multiyear projections

Following the successful completion of our foundational year (2026), we anticipate scaling operations and revenue generation through expanded programming, increased brand visibility, and deeper community engagement. These projections are based on conservative growth assumptions and informed by comparable programs in women’s sport and Indigenous community development.

Year

Revenue (AUD)

Expenses (AUD)

Net Position

Notes

2026

$200,000

$175,000

+$25,000

Growth driven by Las Vegas 9s exposure, new sponsors, and merchandise sales.

2027

$300,000

$220,000

+$80,000

Expansion into schools, remote communities, and digital content licensing.

2028

$500,000

$350,000

+$150,000

Launch of national academy model and international partnerships.

These projections assume a 20–30% year-on-year increase in sponsorship, merchandise, and consulting revenue, with operational costs scaling proportionally to program expansion.

Scaling Strategies

To support this growth, we’ve identified several scalable pathways:

1. Geographic Expansion

Year 2–3: Extend outreach programs to additional regions across Australia.
Year 3–4: Establish satellite hubs in New Zealand and the Pacific Islands to build a transnational sisterhood network.

2. Program Diversification

Launch a Nesian Gummas Academy: A year-round development program for emerging athletes, including residential camps and leadership intensives.
Introduce school-based modules on cultural identity, sport, and wellbeing, co-designed with educators and Elders.

3. Digital Monetisation

Expand the storytelling platform into a subscription-based content hub featuring exclusive documentaries, athlete diaries, and cultural education.
License content to education providers and broadcasters (e.g., SBS, NITV, Pacific networks).

4. Corporate & Government Partnerships

Develop long-term sponsorship packages with brands aligned to health, sport, and culture (e.g., Telstra, Nike, Origin Energy).
Secure multi-year government funding through Indigenous Affairs, Women in Sport, and Health portfolios.

5. Merchandise & Licensing

Scale merchandise operations through e-commerce and retail partnerships.
Launch limited-edition collaborations with Indigenous and Pasifika designers.

6. Consulting & Training Services

Offer cultural safety and leadership training to sports clubs, schools, and NGOs.
Package our Empowerment Framework as a consulting product for other organisations seeking to engage Indigenous and Pacific communities.

Funding Ask

We are seeking a total of $1 million AUD in philanthropic, government, and corporate investment over three years. This funding will be deployed in a staged approach to match the program’s growth and ensure sustainable scaling:

Year

Funding Ask

Purpose

2025 (Year 1)

$200,000

Seed funding to establish core operations, recruit staff and athletes, and launch the Nesian Gummas brand.

2026 (Year 2)

$300,000

Expansion of training programs, community outreach, and media production; preparation for international competition.

2027 (Year 3)

$500,000

Full-scale delivery of the Las Vegas 9s campaign, national program rollout, and launch of digital and consulting revenue streams.

This phased funding model ensures that each dollar is tied to measurable outcomes and strategic milestones. It also allows funders to engage at different levels of commitment and impact.

Marketing & Community Outreach

Inspiring people is at the heart of the Nesian Gummas brand. Our marketing and outreach strategy will ignite interest, rally support, and ensure our mission resonates far and wide – from local communities at home all the way to Las Vegas.

Marketing Channels & Storytelling: Led by Gino Hawkins, our Lead Storyteller, we will share the Nesian Gummas journey through dynamic, multi-platform storytelling. Key channels include:

Social media: We’ll maintain an active presence on platforms like Instagram, Facebook, TikTok, and Twitter. Instagram and TikTok will showcase short, impactful videos – imagine clips of our training days, player introductions with their cultural heritage, or fun behind-the-scenes moments (like a traditional dance after a good practice) – to engage a younger audience. Facebook will help reach community groups and families, especially in Indigenous and Pacific Islander networks. Consistent hashtags (e.g., #NesianGummasRising #OurTimeOurTeam) will be used to build online momentum. We want our followers to feel like they’re part of the journey, rooting for their sisters, daughters, and friends.
Documentary & Web Series: To deepen the connection, we plan to produce a short YouTube web series (or even a documentary film) chronicling our preparation for the Las Vegas 9s. Episodes might cover our team formation story, the cultural workshops we hold, personal stories of a few players overcoming challenges to make the team, and updates as we get closer to departure. This longer-form content can draw media attention and serve as a powerful narrative for sponsors to align with. It’s not just a rugby story – it’s a human story of dreams and community.
Traditional Media & PR: We will proactively engage with sports journalists and media outlets. Press releases and media days will be organised around major milestones (for example, announcing our final squad or unveiling our team jersey). We especially aim for coverage in Indigenous and Pacific media outlets – like National Indigenous Television (NITV), SBS Pasifika, and community radio – as well as mainstream sports media. The uniqueness of our team (first-of-its-kind representation) is itself a newsworthy angle. Additionally, if any high-profile figures (ex: an NRLW star or a noted community leader) are involved as mentors or supporters, we will leverage their presence in PR efforts.

Community Outreach Strategies: The Nesian Gummas exist for the community, and we’ll keep that connection strong through various outreach initiatives:

Grassroots Clinics and Workshops: Before and after Las Vegas, our players and coaches will host free rugby clinics for girls in Indigenous and Pasifika communities around Australia. These clinics offer skill training but also serve as mentoring sessions – our players will share their experiences, encourage young girls to pursue sports or education, and reinforce positive lifestyle choices. Each clinic is an opportunity to find the next generation of Nesian Gummas too, keeping our pipeline growing.
Cultural Exchange and Storytelling Events: We will organise community events where the team can celebrate culture with supporters. For example, a “Nesian Night” in a city with a large Indigenous or Pacific population: the team could share a meal of traditional foods with fans, and have a Q&A session about what representing their culture in sport means to them. These events build a loyal fanbase that feels personally connected to the team’s mission. We’ll also invite community elders to speak or give blessings at significant team gatherings, symbolically rooting us in community values at every step.
School and Youth Outreach: Our Athlete Engagement Lead, Te Huinga Sun, will spearhead visiting schools and sporting clubs to deliver motivational talks. Picture our players standing in front of a school assembly, telling their story of how they made it to an international competition. This can light a spark in hundreds of kids. We’ll distribute simple takeaways – maybe a postcard of our team with an inspirational quote or a small booklet about careers in sport – so that our message stays with them.

Year 1 Launch Sites: Brisbane (QLD), Redfern (NSW), Logan (QLD), Western Sydney (NSW)

Las Vegas Community Program: While in Las Vegas for the 9s, we see it as not only a competition, but an outreach opportunity on a global stage. We plan to coordinate with the tournament organisers and local community groups for a community outreach event in Las Vegas. This could be a youth rugby clinic in the city, where our players teach basic rugby skills to local kids (many of whom might be new to rugby) and share a bit of Australian Indigenous and Pasifika culture – maybe teaching a simple dance or song. We would invite local Pacific Islander associations and even Native American groups to join in a cultural exchange through sport. This event will underline that the Nesian Gummas aren’t just visiting athletes; we are ambassadors of cross-cultural friendship. It also generates goodwill and media stories abroad, strengthening our international brand as the “team with a big heart.”
Digital Community Building: To tie all these efforts together, we’ll create an online community hub – possibly a Facebook Group or a section on our website – where supporters can follow updates, share their messages of support, and even participate in our journey (like submitting questions for the team’s Q&A, or sharing their own cultural sporting stories). This makes even those who can’t meet us in person feel included and heard.

Through passionate marketing and genuine community outreach, we will build a movement around the Nesian Gummas. By the time we arrive in Las Vegas in 2026, we want the world to know who we are and what we stand for. And when we return home, we’ll bring back not just a record of tries scored, but also new friends, inspired young followers, and a strengthened network of communities that believe in the power of this team. Marketing and outreach ensure that our impact off the field is as great as our performance on it.

Branding Positioning & Storytelling

Nesian Gummas is not just a team—it’s a story the world hasn’t heard yet. A story of strength, sisterhood, and cultural pride. Our brand is built on the lived experiences of First Nations and Pasifika women who have long been underrepresented in elite sport, yet carry generations of resilience, leadership, and excellence in their blood.

We position Nesian Gummas as a movement brand—one that transcends sport and speaks to identity, healing, and legacy. Every element of our brand—from the jersey designs to the way we show up online—is intentional, rooted in culture, and designed to inspire.

Our Brand DNA

Cultural First: Our visual identity, language, and tone honour the stories, symbols, and protocols of Aboriginal, Torres Strait Islander, and Pasifika cultures. We work with Elders and artists to ensure authenticity and respect.
Empowering & Real: We don’t polish over the hard stuff. Our brand embraces the real journeys of our athletes—the challenges, the triumphs, the growth. We show what it means to rise.
Global & Local: While grounded in community, our brand is built to resonate globally. We are proud to represent our cultures on the world stage, and we do so with humility and power.

Storytelling as Strategy

Our storytelling is not an afterthought—it’s a core strategy. We will use digital media, live events, and grassroots engagement to tell the Nesian Gummas story in ways that move hearts and shift narratives.

Social Media: Short-form content on Instagram, TikTok, and Facebook will showcase training moments, cultural practices, and behind-the-scenes sisterhood. We want our followers to feel like they’re part of the journey.
Web Series & Documentary: A long-form YouTube series will follow the team’s preparation for Las Vegas 2026—highlighting personal stories, cultural workshops, and community impact. This content will be used to attract sponsors, media coverage, and educational partnerships.
Cultural Events: “Nesian Nights” and community clinics will double as brand activations—where fans can meet the team, experience cultural exchange, and purchase merchandise that tells a story.
Ambassadors & Allies: We will partner with high-profile athletes, artists, and community leaders who align with our values to amplify our message and reach new audiences.

Brand as a Platform

We are building a brand that lives beyond the field. Nesian Gummas will become a platform for:

Merchandise: Culturally designed apparel that celebrates identity and funds our programs.
Education: Storytelling resources for schools and clubs that teach cultural respect and leadership.
Consulting: Cultural safety training and program design for organisations seeking to engage First Nations and Pasifika communities.

By positioning our brand at the intersection of athletic excellence, cultural storytelling, and social impact, we are creating something that resonates far beyond the field. We are building a brand that people don’t just watch—they believe in, wear with pride, and carry forward.

Target Markets

Target Participants & Recruitment Strategies

Target Participants: The core participants for our program are talented women athletes of First Nations (Aboriginal and Torres Strait Islander) and Pasifika heritage. This includes players from diverse communities across Australia (urban, regional, and remote) who have the skill and passion for rugby league, as well as coaches and staff from these backgrounds to foster a culturally supportive environment. By focusing on Indigenous and Pasifika backgrounds, we aim to build a team that truly represents those communities at the elite level.

Recruitment Strategies: Attracting and engaging these participants requires culturally sensitive and proactive approaches. Key strategies include:

Community Outreach & Talent Identification: We will work closely with community groups, and local clubs to identify emerging talent. This involves hosting clinics in community hubs and schools and attending popular Indigenous and Pasifika sporting events (for example, the Koori Knockout or Pasifika rugby tournaments) to scout players. By bringing selection opportunities to their home turf, we lower barriers to entry and show commitment to our communities.
Mentorship and Role Models: We plan to engage established Indigenous and Pasifika athletes and coaches as mentors in the program. Having trailblazers like former or current NRLW players of similar heritage take part as coaches or role models will inspire trust and ambition in recruits. This model will instill leadership training – encouraging participants to give back to our hometowns. This dual focus (sporting excellence and community leadership) is a compelling draw for young women who aspire not just to play, but to uplift others. It adds a sense of purpose to participation, beyond just competition.
Community Endorsements: We’re seeking the backing of community leaders and organisations, Rugby league clubs, schools, youth services, allied health professionals and social workers in these communities – to publicly endorse the team. When respected figures encourage participation, it validates our program’s intentions. Such endorsements build trust at the grassroots level, making parents more comfortable in letting their girls take part, and galvanizing local pride around trying out for the team.

By implementing these strategies, we aim to build a pipeline of enthusiastic, skilled players and staff who are drawn not only by the chance to play rugby league, but also by the opportunity to be part of a greater cultural movement. Our approach is about meeting participants where they are, honouring their identity, and providing the pathways and support they need to thrive. This will ensure we attract the best Indigenous and Pasifika talent and maintain their commitment to the program.

Target Market for the Business Proposal

Our business proposal is crafted to appeal to a broad range of potential investors and supporters who each have unique motivations for backing this team. The target audience for the proposal includes:

NRLW Clubs & Players: Established clubs in the National Rugby League Women’s (NRLW) competition, and individual players or alumni, are key stakeholders. Their interest lies in growing the game and its talent pool. By supporting our team, NRLW clubs can develop a pipeline of skilled players from Indigenous and Pasifika backgrounds (addressing a current underrepresentation) and demonstrate leadership in diversity and inclusion. For example, current pathways like the First Nations Gems have already funneled talent into NRLW clubs. Partnering with us helps clubs fulfill their social responsibilities and league expansion goals. For NRLW players (especially those of Indigenous or Pacific heritage), supporting this initiative can be a way to “give back” and shape the future of the sport.
Indigenous Land Councils and Communities: Aboriginal and Torres Strait Islander Land Councils and community leaders are crucial audience members, especially for grants or community investment. Their primary interest is in opportunities that empower their people and build community pride. We show that this team is a national platform for Indigenous women, creating heroes and role models that inspire youth in their communities. Our proposal underlines outcomes like increased participation in sport, amplified health and wellbeing, and stronger cultural preservation through the team’s activities. By supporting us (whether through advocacy, funding, or resources), Land Councils can further their mission of improving Indigenous wellbeing.
Pacific Islander Community Organisations: Groups that represent Pasifika diaspora (such as community associations, churches, or Pacific cultural organizations) form another segment of our audience. Supporting the team will highlight Pasifika women’s contributions on a national stage and help address the gender gap in sports representation for our communities. We also outline community engagement plans special to them (like cultural nights featuring Pacific arts or partnering on youth programs for Pacific girls). By aligning our vision with their goals of cultural pride, youth development, and community solidarity, we make a compelling case for their support. Their endorsement and grassroots promotion is valuable.
Government Bodies (Sport and Indigenous Affairs): Key government departments (e.g., Department of Sport, Department of Indigenous Affairs, or state-level sports and community ministries) are a major target audience, particularly for grant funding and political support. We align our proposal with government policy objectives. This means demonstrating how the team will contribute to increasing women’s participation in sport, improving Indigenous health and education outcomes, and promoting social inclusion. We also highlight the creation of leadership roles and mentoring (which addresses government aims to foster Indigenous leaders and role models). Our proposal makes clear that government investment in this project would be highly visible and politically positive. We ensure to outline rigorous governance, accountability, and measurement of outcomes, because government audiences need to see that public funds will be used effectively and transparently. In essence, we position the team as a vehicle to achieve the very outcomes the government is seeking – offering them a partnership where success for the team translates into social progress that they can count toward their targets.
Nonprofit Organisations (Health, Sport, Women’s Empowerment): Several nonprofits could be interested in our initiative, such as Deadly Choices (Indigenous health promotion), Oceania Rugby or other Pacific sports development bodies, and Women Sport Australia (advocacy for women in sport). Each of these has specific missions, but they share a desire to use sport as a tool for positive change. In our proposal, we note that by supporting the team, they can reach more people with their message (as fans and community members gather around our events).

we show nonprofits that partnering with us amplifies their impact. We offer to share data and stories (for example, how many community members engaged due to their joint initiatives with the team), so they see a clear return in mission terms. Essentially, we invite them to collaborate on program elements – making the team a living platform for shared social and development goals.

Corporate Sponsors: Lastly, but critically, our target audience includes corporate entities and brands (like the apparel companies LSKD, Lorna Jane, Nike, ISC, Asics, or big companies such as Origin Energy and Telstra). These potential sponsors are approached with a business mindset: we detail a sponsorship value proposition that aligns with their marketing and corporate social responsibility objectives.

Brand Exposure & Customer Reach: We provide projections of the audience size and media reach of our team’s games and community events. Brands are keen to know that their logo on a jersey or their ad at our event will be seen by a significant and engaged audience. We highlight the unique reach into Indigenous and Pasifika communities that our team offers – a demographic that traditional campaigns might struggle to authentically penetrate.
Brand Values & Storytelling: Modern consumers care about what companies stand for. We will show sponsors how their support of our team tells a powerful story of equality, and empowerment, which reflects positively on them. Supporting a women’s team from diverse cultural backgrounds demonstrates a commitment to inclusion.
Customised Engagement Opportunities: We outline various ways sponsors can activate their sponsorship beyond a logo: co-branded merchandise (for apparel companies, imagine a special edition jersey with Indigenous artwork – a story in itself), naming rights to community programs (e.g., “The Telstra Connectivity Clinics” teaching tech skills along with sport in remote communities, tying in Telstra’s core business), or content creation (Origin Energy might sponsor a documentary series on the team’s journey, highlighting both the team and their community initiatives). By presenting creative ideas tailored to each sponsor category, we show that we’re not offering a one-size-fits-all package, but a partnership that they can mould to meet their marketing goals.
Return on Investment: Ultimately, we assure corporate sponsors of a solid ROI. We will include any available metrics or estimates (such as expected attendance numbers, social media reach, community size, and media coverage projections) to quantitatively show what they get. Additionally, our tiered sponsorship structure in the proposal offers flexibility – whether they come in as a major naming sponsor or a supporting sponsor, they can choose a level of investment that aligns with their budget and desired exposure, making it easier for them to say “yes.”

In summary, the target audience for this proposal spans community, public sector, and private sector stakeholders, each with distinct motivations. Our proposal is structured to address each of these motivations explicitly:

We speak to the heart for community organisations and nonprofits, highlighting cultural pride, social impact, and legacy.
We speak to the mind and mission for government bodies, with data and alignment to policy outcomes.
We speak to the wallet and brand for corporate sponsors, showcasing marketing ROI and value alignment.

By clearly segmenting our target audience in the proposal (just as done above) and tailoring the value proposition to each, we increase the likelihood of resonating with all parties. Different sections or cover letters can be adjusted for each stakeholder type, but the core document covers all bases. The strength of our project is that it hits a sweet spot where altruistic goals and organisational goals intersect – the proposal makes it evident that supporting this team is a win on multiple fronts for any target audience member: be it growing the sport, uplifting communities, or enhancing one’s brand and mission. Every stakeholder can see themselves benefiting while contributing to something profoundly meaningful.

Key Target Partnerships

Key Stakeholders:

NRLW Clubs & Players
Aboriginal and Torres Strait Islander Land Councils
Pacific Community Organisations
Government Bodies: Dept of Sport, Dept of Indigenous Affairs
Nonprofits: Deadly Choices, Oceania Rugby, Women Sport Australia
Sponsors: Nike, ISC, Asics, Origin Energy, Telstra (focus on cultural and social impact)

Marketing Channels

Our marketing strategy is rooted in connection—reaching our people where they are, and inviting the world to witness who we are. We use storytelling as our superpower, and every channel we activate is a chance to uplift, inspire, and unite.

Social media: Platforms like Instagram, TikTok, and Facebook will showcase our journey—training days, cultural moments, and sisterhood in action. These channels are where our community gathers, and where our story will grow.
Documentary & Web Series: Long-form storytelling on YouTube and streaming platforms will follow our path to Las Vegas and beyond, offering sponsors and supporters a front-row seat to the movement.
Community Events: Every clinic, school visit, and “Nesian Night” is a live brand experience—where fans meet the team, share culture, and become part of the legacy.
Media & PR: We’ll engage Indigenous, Pasifika, and mainstream media to amplify our voice and spotlight the impact of our work.
Merchandise & Digital Hub: Our culturally designed apparel and online platforms will serve as both revenue streams and brand ambassadors—carrying our message into homes, schools, and communities

Promotion of Sponsors and Partners

Our sponsors and partners are not just logos on a jersey—they are part of the story. We promote our supporters with the same heart and intention we bring to everything we do: through visibility, authenticity, and shared values.

We offer tailored, high-impact promotion across our marketing channels:

Branded Content: Sponsors are integrated into our storytelling—featured in social media campaigns, web series episodes, and behind-the-scenes content that reaches deeply engaged audiences.
Event Visibility: At every clinic, cultural event, and tournament, sponsor branding is front and centre—on signage, uniforms, and merchandise, with opportunities for co-hosting and speaking roles.
Digital Amplification: Logos and acknowledgments are featured on our website, newsletters, and digital community hub, with options for sponsored posts and collaborative campaigns.
Co-Branded Merchandise: We offer limited-edition apparel and gear that blends sponsor identity with our cultural designs—creating products that people wear with pride.
Impact Reporting: We provide quarterly updates with reach metrics, community engagement stats, and stories that show how your support is making a difference.

We don’t just promote brands—we build partnerships that matter. When you walk with us, your brand becomes part of a legacy of empowerment, culture, and change.

Community Engagement

Our community is our foundation—and our greatest amplifier. Every event we host is more than a gathering; it’s a moment of connection, celebration, and storytelling. These events are central to our marketing strategy, building grassroots loyalty, media visibility, and long-term impact.

Key Events & Activations

Event

What We Do

Purpose

Expected Outcomes

Community Clinics

Deliver rugby league clinic in indigenous and Polynesian communities. Led by players and coaches, with cultural elements woven in.

Skill development, mentorship, and early talent identification.

Build trust, inspire youth, and grow the next generation of Nesian Gummas

Sisterhood Games

Host regional rugby clinics and mini-tournaments for girls and women. Include cultural ceremonies, dance, and storytelling.

Talent identification, cultural celebration, and community pride.

Build our athlete pipeline, strengthen local support, and generate media content.

Nesian Nights

Evening events with food, music, and cultural performances. Players share their journeys and connect with community.

Deepen emotional connection to the brand and honour cultural roots.

Grow our supporter base, attract local sponsors, and create shareable content.

School & Youth Visits

Players and staff visit schools to run workshops on leadership, identity, and sport.

Inspire the next generation and promote positive role models.

Increased youth engagement, brand trust, and future recruitment.

Cultural Exchange Events

Partner with Elders and community leaders to host intergenerational storytelling and cultural knowledge sessions.

Embed cultural integrity and strengthen community ownership.

Authenticity, trust, and long-term community alignment.

Las Vegas Community Day

While abroad, host a youth clinic and cultural showcase in Las Vegas. Invite local Indigenous and Pacific Islander communities.

Position Nesian Gummas as global cultural ambassadors.

International media coverage, goodwill, and brand differentiation.

Why It Matters

These events are not just outreach—they are brand activations with heart. They create powerful moments that live on through word of mouth, social media, and community pride. Every handshake, haka, and highlight reel becomes part of our story—and part of our strategy.

Social Impact & Cultural Significance

At its heart, Nesian Gummas is more than a team—it is a movement. A movement that uses rugby league as a vehicle for healing, empowerment, and generational change. Our impact is not measured solely in wins or tries, but in the lives we uplift, the stories we reclaim, and the communities we strengthen.

Empowering First Nations and Pasifika Women Through Sport

Nesian Gummas is built to address the systemic underrepresentation of Aboriginal, Torres Strait Islander, and Pasifika women in elite sport—not because the talent isn’t there, but because the pathways have been historically inaccessible. Through culturally safe training environments, mentorship, and leadership development, we are creating a new model of athletic excellence—one that centres identity, community, and pride.

Our program is designed to:

Break cycles of exclusion by offering structured, supported entry points into elite sport for women from regional, remote, and urban communities.
Foster leadership by equipping participants with skills in public speaking, cultural advocacy, and community engagement.
Promote wellbeing through trauma-informed care, mental health support, and holistic athlete development.
Celebrate identity by embedding cultural protocols, language, and storytelling into every layer of the program—from training camps to international competition.

A Platform for Cultural Reclamation

Every jersey worn by a Nesian Gumma is a statement of survival, strength, and sovereignty. Our athletes are not just players—they are cultural ambassadors. Through haka, dance, language, and ceremony, we honour the wisdom of our ancestors and pass it forward to the next generation.

We work in partnership with Elders, cultural practitioners, and community leaders to ensure that our program is not only respectful, but regenerative. This includes:

Hosting cultural exchange events and “Nesian Nights” that bring together diverse communities in celebration.
Integrating cultural education into athlete development, so players understand the significance of the symbols they wear and the stories they carry.
Creating digital storytelling platforms that amplify the voices of Indigenous and Pasifika women in sport—through documentaries, podcasts, and educational content.

Measurable Social Outcomes

Our impact will be tracked through a robust set of KPIs, including:

Number of women engaged in training, leadership, and mentorship programs.
Retention and satisfaction rates among athletes and staff.
Community reach through clinics, school visits, and cultural events.
Media engagement and representation of Indigenous and Pasifika women in sport.
Transitions of participants into professional pathways, education, or leadership roles.

These outcomes align with national and state-level priorities in Indigenous health, women’s empowerment, and youth development—making Nesian Gummas a high-impact investment for government, philanthropic, and corporate partners.

A Legacy Beyond the Field

The Las Vegas Rugby 9s is not the finish line—it’s the launchpad. Our long-term vision is to establish a national academy, expand into schools and correctional programs, and build a permanent cultural-sport hub that continues to serve First Nations and Pasifika women for generations to come.

Risk Assessment & Mitigation

Building a movement as bold and culturally significant as Nesian Gummas requires courage—and careful planning. We recognise that delivering a high-performance, culturally grounded program comes with challenges. Our approach to risk is proactive, transparent, and rooted in community accountability.

Below are the key risks we’ve identified, along with the strategies we will use to mitigate them:

Risk

Description

Mitigation Strategy

Cultural Misrepresentation

Misuse or misinterpretation of cultural symbols, language, or protocols could damage trust and credibility.

Engage Elders and cultural advisors from the outset. All branding, storytelling, and program delivery will be co-designed with community leaders to ensure cultural integrity.

Funding Shortfalls

Delays or gaps in funding could impact program delivery, travel, or staffing.

Diversify income streams (grants, sponsorships, merchandise, consulting). Maintain lean operations in Year 1 and build reserves in Years 2–3. Develop multi-year funding agreements with key partners.

Athlete Burnout or Injury

High physical and emotional demands may lead to burnout or injury, especially for athletes balancing other life pressures.

Implement holistic athlete support: load management, mental health services, and culturally safe wellbeing programs. Embed rest and recovery into training cycles.

Community Distrust

If the program is perceived as extractive or disconnected from grassroots needs, it may lose community support.

Prioritise co-design, transparency, and long-term relationship building. Employ local staff, host regular community events, and ensure feedback loops are in place.

Logistical Challenges (e.g. Las Vegas travel)

International travel for a large team can be complex and costly, with risks around visas, health, and coordination.

Begin planning 12+ months in advance. Assign a dedicated Operations Lead. Secure group bookings, travel insurance, and contingency plans for medical or visa issues.

Media Misrepresentation

Misreporting or stereotyping in media coverage could undermine the team’s message.

Develop a media engagement strategy with clear messaging. Provide media training to athletes and staff. Build relationships with trusted Indigenous and Pasifika media outlets.

Staff Turnover or Capacity Gaps

Loss of key personnel or lack of skilled staff could disrupt program delivery.

Invest in staff development and succession planning. Build a strong volunteer and mentorship network. Prioritise hiring from within the communities we serve.

By identifying these risks early and embedding mitigation strategies into our operations, we ensure that the Nesian Gummas program is not only visionary—but resilient. Our commitment to cultural safety, community trust, and operational excellence is what will carry this movement forward, even in the face of challenge.

Conclusion

Nesian Gummas is more than a sports initiative—it is a cultural movement. It stands at the intersection of athletic excellence, ancestral pride, and modern empowerment.

It is a platform for cultural pride, gender equity, and economic opportunity. We invite investors and government partners to join us in rewriting the narrative for Indigenous and Pacific women in sport and creating a legacy of excellence that transcends borders.

Through rugby league, we build community. Through sisterhood, we build legacy. Through culture, we build a future where Indigenous and Pacific women lead—strong, visible, and united.

By investing in Nesian Gummas, you are not just funding a team. You are backing a legacy. A legacy of strong women, proud cultures, and communities that rise together.

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