1. From Diversity Comes Innovation and Growth Social, Generational and Broader Demographic Matters in Sport Bernard Salt 11 May 2015

2. © 2015 KPMG, an Australian partnership and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved. The KPMG name, logo and "cutting through complexity" are registered trademarks or trademarks of KPMG International Cooperative ("KPMG International"). Liability limited by a scheme approved under Professional Standards Legislation. Disclaimer These slides are not for commercial use or redistribution. The information contained herein is of a general nature and is not intended to address the circumstances of any particular individual or entity. No one should act on such information without appropriate professional advice after a thorough examination of the particular situation. KPMG have indicated within this presentation the sources of the information provided. KPMG has not sought to independently verify those sources unless otherwise noted within the presentation. No reliance should be placed on additional oral remarks provided during the presentation, unless these are confirmed in writing by KPMG. KPMG is under no obligation in any circumstance to update this presentation, in either oral or written form, for events occurring after the presentation has been issued in final form. The findings in this presentation have been formed on the above basis. Forecasts are based on a number of assumptions and estimates and are subject to contingencies and uncertainties. Forecasts should not be regarded as a representation or warranty by or on behalf of KPMG or any other person that such forecasts will be met. Forecasts constitute judgment and are subject to change without notice, as are statements about market trends, which are based on current market conditions. Neither KPMG nor any member or employee of KPMG undertakes responsibility arising in any way from reliance placed by a third party on this presentation. Any reliance placed is that party’s sole responsibility. The presentation (and the accompanying slide pack) is provided solely for the benefit of the conference attendees and is not to be copied, quoted or referred to in whole or in part without KPMG’s prior written consent. KPMG accepts no responsibility to anyone other than the conference attendees for the information contained in this presentation.

3. Sydney Melbourne Hobart Adelaide Perth Darwin Brisbane Canberra Source: Based on Australian Bureau of Statistics data; KPMG Demographics Australians have always been driven by lifestyle Areas of high population growth (>2% pa) and loss (<-1% pa) between 1992 and 2014 WINNERS LOSERS

4. © 2015 KPMG, an Australian partnership and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved. The KPMG name, logo and "cutting through complexity" are registered trademarks or trademarks of KPMG International Cooperative ("KPMG International"). Liability limited by a scheme approved under Professional Standards Legislation. The outlook is for steady elevated growth in South Australia Components of population growth from 1982 to 2032 in South Australia Source: Based on Australian Bureau of Statistics data; KPMG Demographics 20142025

5. © 2015 KPMG, an Australian partnership and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved. The KPMG name, logo and "cutting through complexity" are registered trademarks or trademarks of KPMG International Cooperative ("KPMG International"). Liability limited by a scheme approved under Professional Standards Legislation. South Australia is an Anglo-Mediterranean-Asian-Indian fusion culture Source: Based on Australian Bureau of Statistics data; KPMG Demographics United Kingdom 122,300 1 New Zealand 12,900 5 China 15,900 4 India 18,700 3 Italy 20,700 2 Top 10 population by country of birth in South Australia at the 2011 Census 9 Philippines 225,000 Vietnam 12,000 6 Greece 9,800 8 Netherlands 7,300 Germany 11,400 7 10

6. © 2015 KPMG, an Australian partnership and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved. The KPMG name, logo and "cutting through complexity" are registered trademarks or trademarks of KPMG International Cooperative ("KPMG International"). Liability limited by a scheme approved under Professional Standards Legislation. New acronyms for our newest tribes PUMCINS … → Professional Urban Middle Class In Nice Suburbs …NETTELs ← Not Enough Time To Enjoy Life KIPPERS … → Kids In Parents Pockets Eroding Retirement Savings …LOMBARDS ← Lots Of Money But A Real Dickhead Source: KPMG Demographics

7. © 2015 KPMG, an Australian partnership and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved. The KPMG name, logo and "cutting through complexity" are registered trademarks or trademarks of KPMG International Cooperative ("KPMG International"). Liability limited by a scheme approved under Professional Standards Legislation. It’s lifestyle, resources and commuting that drives population growth Percentage growth in population over 12 months to June 2014 for the 100 largest significant urban areas (SUA) in Australia Source: Based on Australian Bureau of Statistics data; KPMG Demographics Melton Ellenbrook Kalgoorlie-Boulder 46.Victor Harbor-Goolwa72.Mount Gambier 52.Port Lincoln78.Whyalla 53.Adelaide85.Port Pirie 61.Murray Bridge95.Port Augusta Moe-Newborough Karratha Grafton

8. © 2015 KPMG, an Australian partnership and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved. The KPMG name, logo and "cutting through complexity" are registered trademarks or trademarks of KPMG International Cooperative ("KPMG International"). Liability limited by a scheme approved under Professional Standards Legislation. Adelaide has a culture of volunteering and most likely in sporting activities * Excludes suburbs with total population less than 1,000 Source: Based on Australian Bureau of Statistics data; KPMG Demographics Per cent comparison of selected social indicators in Adelaide at the 2011 Census Volunteers* Birdwood34% Stirling34% Aldgate34% Netherby31% Bridgewater31% Tusmore31% Eden Hills31% Crafers30% Glenalta30% Burton9% Australian avg.19% 20-29* Adelaide41% Bedford Park35% Kent Town29% Kurralta Park27% Munno Para West27% North Adelaide25% Brompton23% Norwood23% Wayville23% Stirling6% Australian avg.14% Belief* Newton85% Waterloo Corner85% Fulham Gardens85% Kidman Park84% Netley83% Croydon Park83% Findon82% Ferryden Park81% Hectorville81% Sellicks Beach51% Australian avg.75%

9. © 2015 KPMG, an Australian partnership and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved. The KPMG name, logo and "cutting through complexity" are registered trademarks or trademarks of KPMG International Cooperative ("KPMG International"). Liability limited by a scheme approved under Professional Standards Legislation. Men lean towards team sports whereas women often choose individual leisure activities possibly with friends Source: Based on Australian Bureau of Statistics data; KPMG Demographics Sports and physical activities participated in by Australians by sex in 2013 - 2014 Population (‘000) Fitness/Gym Walking Jogging/Running Yoga Pilates Netball

10. © 2015 KPMG, an Australian partnership and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved. The KPMG name, logo and "cutting through complexity" are registered trademarks or trademarks of KPMG International Cooperative ("KPMG International"). Liability limited by a scheme approved under Professional Standards Legislation. Net change in South Australian population by 5-year age group over 10 years to 2013 and 10 years to 2023 Source: Based on Australian Bureau of Statistics data; KPMG Demographics The emphasis on sport in South Australia will shift to children, to young parents and to active grandparents -10,000 -5,000 - 5,000 10,000 15,000 20,000 25,000 30,000 0-45-910-1415-1920-2425-2930-3435-3940-4445-4950-5455-5960-6465-6970-7475-7980-8485+ 2003-2013: 0.15 million (1.52m to 1.67m) Kids & teenagers School & sports Active retirees Volunteers & supportersCoaches & sponsors Mature adultsYoung adults Team sports & social 2013-2023: 0.17 million (1.67m to 1.85m)

11. © 2015 KPMG, an Australian partnership and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved. The KPMG name, logo and "cutting through complexity" are registered trademarks or trademarks of KPMG International Cooperative ("KPMG International"). Liability limited by a scheme approved under Professional Standards Legislation. Increasing life expectancy is creating new stages of the lifecycle … and new sporting opportunities later in life Source: Based on Australian Bureau of Statistics data; KPMG Demographics 0901020304050607080 Child AdultOld 1934 Child TeenOldAdult 1974 71 Child AdolescenceLifestyleOldRetired 2014 Adult 82 63 Change in life expectancy over 80 years in Australia

12. © 2015 KPMG, an Australian partnership and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved. The KPMG name, logo and "cutting through complexity" are registered trademarks or trademarks of KPMG International Cooperative ("KPMG International"). Liability limited by a scheme approved under Professional Standards Legislation. From Boomers to Xers and Ys … and finally to Zeds Source: KPMG Demographics Forgotten generation Wrong place … wrong time No workplace guilt Angsty about Ys X GENERATION ■Born 1965 – 1982 ■Today 32 – 49 Hierarchical Indulged their kids Depression era parents Sandwich generation BABY BOOMERS ■Born 1946 – 1964 ■Today 50 – 68 Y GENERATION Special … bubble-wrap Chaotic connection Entrepreneurials Disappointed generation? ■Born 1983 – 2000 ■Today 14 – 31 Parents results-oriented Youth in straitened times Highly educated, global Pragmatists … fixers Z GENERATION ■Born 2001 – 2019 ■Today 0 – 13

13. © 2015 KPMG, an Australian partnership and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved. The KPMG name, logo and "cutting through complexity" are registered trademarks or trademarks of KPMG International Cooperative ("KPMG International"). Liability limited by a scheme approved under Professional Standards Legislation. There has been a shift in the Australian economy towards knowledge workers Healthcare & Social Assist. Professional/ Scientific/Tech. Public Admin & Safety Accom & FoodAdmin & SupportMiningEducation & Training Arts & RecreationFinancial & Insurance Other ServicesRetail TradeWholesale TradeRental/hiring & Real Estate Info Media & Telecoms Manufacturing 6 years February 2009 – up 1.4m (9.4m – 10.8m) Electricity/Gas/ Water & Waste Agriculture/Forestry & Fishing Transport/Postal/ Warehouse Healthcare & Social Assistance Professionals & Sciences Education Accommodation & Food 6 years February 2015 – up 1.0m (10.8m – 11.8m) -100,000 -50,000 0 50,000 100,000 150,000 200,000 250,000 300,000 Construction Source: Based on Australian Bureau of Statistics data; KPMG Demographics

14. © 2015 KPMG, an Australian partnership and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved. The KPMG name, logo and "cutting through complexity" are registered trademarks or trademarks of KPMG International Cooperative ("KPMG International"). Liability limited by a scheme approved under Professional Standards Legislation. Sporting jobs that are rising … and falling Net change in sports-related occupations in Australia over 5 years to 2011 Source: Based on Australian Bureau of Statistics data; KPMG Demographics Occupation2011 2006-11 % Occupation2011 2006-11 % Other Sports Coach or Instructor (basketball, cricket, football) 4,99044%Horse Riding Coach or Instructor70016% Sports Umpire3,29038%Tennis Coach2,43013% Swimming Coach or Instructor10,28036%Footballer1,61011% Sportspersons (athletes, tennis players, cyclists, cricketers, surfers, racing drivers) 99026%Sports Centre Manager3,5805% Gymnastics Coach or Instructor2,51023%Snowsport Instructor550-4% Sports Administrator2,27019%Jockey590-9% Sports Development Officer1,07019%Golfer1,090-10%

15. © 2015 KPMG, an Australian partnership and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved. The KPMG name, logo and "cutting through complexity" are registered trademarks or trademarks of KPMG International Cooperative ("KPMG International"). Liability limited by a scheme approved under Professional Standards Legislation. Source: KPMG Demographics Why sport is so central to the Australian lifestyle Sport in communities delivers social cohesion and a strong sense of community … it also delivers physical wellbeing Australia’s ethnic mix is changing from Anglo-Mediterranean to an Anglo- Mediterranean-Asian fusion … this new culture may not value sport which would present challenges for the development of “premium” athletes Ageing of the population creates opportunities for new sporting/leisure pursuits … bowls, bush-walking … as well as scope for sporting involvement … umpires, sponsors, coaches, volunteers The rise of knowledge work and the demise of labouring work might mean an expansion into sport, leisure and creative pursuits … activity delivers unity

16. © 2015 KPMG, an Australian partnership and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved. The KPMG name, logo and "cutting through complexity" are registered trademarks or trademarks of KPMG International Cooperative ("KPMG International"). Liability limited by a scheme approved under Professional Standards Legislation. Introducing Adelaide’s bachelor hotspot … Source: Based on Australian Bureau of Statistics data; KPMG Demographics Hotspot suburbs for single men and women aged 25-34 at the 2011 Census Vale Park 1.56:1 Trinity Gardens Glenside 1.34:1

17. © 2015 KPMG, an Australian partnership and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved. The KPMG name, logo and "cutting through complexity" are registered trademarks or trademarks of KPMG International Cooperative ("KPMG International"). Liability limited by a scheme approved under Professional Standards Legislation. @bernardsalt Bernard Salt Demographer linkedin.com/in/bernardsalt bsalt@kpmg.com.au +61 3 9288 5047 www.bernardsalt.com.au @bernardsalt Connect