Keynote Interview: Unlocking the Hidden Potential of Cycling & Tennis Fans

Tuesday, April 29, 2025
9:25 AM - 9:55 AM

Details

Australia’s leading sports executives, Marne Fechner, CEO of AusCycling, and Craig Tiley, CEO of Tennis Australia, explore how digital transformation is reshaping fan engagement and participation in cycling and tennis. Fechner will share how AusCycling is using data-driven insights, digital platforms, and grassroots initiatives to connect with recreational riders and casual enthusiasts. Tiley will highlight Tennis Australia’s innovative use of AI, fan-driven content, and digital engagement strategies to attract and retain new audiences. Together, they will discuss how emerging technologies, personalised experiences, and digital-first strategies are redefining how these sports connect with fans and inspire participation at all levels. This dynamic conversation will provide valuable insights into the future of audience engagement in the digital age.


Speaker

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Marne Fechner
Chief Executive Officer
AusCycling

Panellist

Biography

Marne Fechner is a senior executive who has driven major growth and change in two of Australia’s biggest sports; Netball and Cycling. In 2020, she was appointed to lead one of the most significant reform programs in Australian sport – the unification of 19 entities across BMX, Mountain Bike, Road and Track into a single body. As Chief Executive of AusCycling, Marne has driven major administrative, cultural, and strategic change aimed at delivering a vibrant and sustainable sport from grassroots all the way to the Olympic podium. Formerly the CEO of Netball Australia and Netball World Cup Sydney 2015, Marne was responsible for delivering significant commercial growth, enhanced media rights and oversaw the introduction of Suncorp Super Netball.
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Craig Tiley
CEO
Tennia Australia

Panellist

Biography

Craig is recognized as one of Australia’s most innovative and forward-thinking chief executives. His charismatic and passionate nature, together with his business acumen, has leveraged him to the forefront of sports administration and the leader behind Australia’s largest and most successful international sporting event. He has been the driving force behind the growth of the Australian Open into a truly global brand and one of the biggest sporting events in the world. Craig’s incredible relationship with the players has long been a key to the success of the Australian Open right from when he was appointed Tournament Director for his first event in 2006. He was later appointed CEO of Tennis Australia in 2013. In that time, he has led unprecedented growth in the event’s global awareness and audience, revenue, player compensation, facilities and on-site activities for fans. As a result, the Australian Open has continually broken attendance records with the 2025 event attracting more than 1.2 million people across three weeks. The 2024 event delivered record economic benefits to Victoria, injecting $533.2 million into the state’s economy – cementing its position as the largest economic generator in sport in Australia with a global audience of more than 2.1 billion viewers. As Tennis Australia CEO, Craig has led the introduction of successful initiatives to shift the historical decline in tennis participation including the rollout of digital platforms, which has increased access to courts by over 350%. He has led the diversification of Tennis Australia with the creation of a global production unit, development of music and food partnerships, the launch of a venture capital fund and a successful incubator partnership. He also serves as the Chair of the Coalition of Major Professional and Participation Sports (COMPPS) in Australia and is on the Board of Safety Culture and Rising (Melbourne’s International Arts Festival.

Chair

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Hans Westerbeek
Professor of International Sport Business
Victoria University

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