Sport is played on the field. But the future of sport is built far beyond it.
Field Position explores the strategy, storytelling, media and business shaping sport from grassroots clubs to the professional game.
Hosted by Dixie Crawford, communication strategist, storyteller, sports enthusiast and relentless camera woman, Field Position goes behind the scoreboard to examine how sporting organisations build brands people care about, grow audiences, create commercial value and turn supporters into genuine communities.
We talk brand, content, social media, sponsorship, fan engagement, athlete profiles, leadership, community and sports media and challenge some of the old thinking about how sporting organisations communicate and grow.
Because posting isn't a strategy, followers aren't necessarily fans, and attention isn't valuable until you know what to do with it. When done right, strategic content and storytelling build brand equity, create commercial value and set your sporting club or organisation apart from the rest.
Field Position is the next iteration of Dixie Crawford's work across sport, storytelling, brand and business. A lifelong rugby league lover with a deep connection to the Koori Knockout, Dixie has spent years working across branding, communications, business development and strategy while increasingly finding herself behind the camera and on the sidelines of grassroots sport. In many ways, it all traces back to the Knockout. Sideline Sister grew from it. Studio West followed. Then came more ti...
1 Oct 2026
Episode 6. Don’t Lose the Audience by Monday
The final whistle ends the tournament. It shouldn't end your media strategy. Tournament weekends can generate some of the biggest attention your team sees all year new followers, increased reach, player recognition and highly shareable content. But reach isn't retention, and a spike in attention doesn't automatically mean you've built an audience. In Episode 6 of The Attention Game, Dixie breaks down what happens next. This episode covers: Why tournament attention is borrowed attention.The di...
1 Oct 2026
Episode 7. The Carnival Content Workflow
Great tournament content might look creative from the outside. Behind it is something considerably less glamorous: logistics. In Episode 7 of The Attention Game, Dixie breaks down the production workflow required to turn raw footage into content that actually reaches your audience. This episode covers: The plan, capture, transfer, select, edit, approve, publish and archive workflow.Why unpublished footage isn't content, it's storage.How working backwards from your required outputs prevents un...
1 Oct 2026
Episode 8. The Kit Bag
Before you buy another camera, lens or piece of gear, ask yourself one question: what job are we trying to do? In Episode 8 of The Attention Game, Dixie breaks down what actually belongs in a tournament media kit and why more expensive equipment doesn't automatically create better content. This episode covers: Why you should choose equipment based on the output and capability you need.The difference between phone, hybrid and more advanced media operations.Why expensive equipment can't rescue ...
1 Oct 2026
Episode 4. Your Tournament Media Machine
Tournament media gets chaotic quickly. Games run late. Players disappear. You’ve got hundreds of photos to sort, results to publish, interviews to capture and sponsor commitments to deliver all while trying to decide what content actually matters. In Episode 4 of The Attention Game, Dixie breaks down how to build a tournament media operation that can handle the pressure. This episode covers: Why tournament media should operate like a live newsroom.The now, today, this week and evergreen fram...
1 Oct 2026
Episode 3. Give People a Reason to Choose Your Team
If someone knows nothing about your team, isn't from your town and isn't connected to a player why should they choose to follow you? In Episode 3 of The Attention Game, Dixie explores positioning and how sporting teams can become recognisable for something beyond their logo, jersey or results. This episode covers: The difference between visibility, reputation and positioning.Why generic statements about family, pride and community don't necessarily differentiate you.Why evidence beats adjecti...
1 Oct 2026
Episode 2. Your Players Bring Their Audiences With Them
Your team account isn't your entire audience. Every player arrives with connections to clubs, towns, families, communities, workplaces and sporting networks creating opportunities to reach people well beyond your existing followers. In Episode 2 of The Attention Game, Dixie explores how to identify and intentionally activate those networks. This episode covers: The difference between your owned audience and networked audience.How to map the networks surrounding each player.Why follower count ...
1 Oct 2026
Episode 1. Your Carnival Starts 30 Days Before Kick-Off
Your tournament doesn't start when you arrive. Your campaign should start 30 days before kick-off. In Episode 1 of The Attention Game, Dixie breaks down how teams can use the lead-up to a tournament to build recognition, introduce their people and give audiences a reason to care before the first game. This episode covers: Why tournaments should be treated as campaigns, not just events.Why brand strategy needs to come before deciding what to post.How to establish what you want your team to be ...
1 Oct 2026
Episode 5. Would a Sponsor Invest in this?
Take your current sponsorship proposal and remove every logo placement. What’s left? In Episode 5 of The Attention Game, Dixie challenges sporting teams to rethink sponsorship as a commercial exchange, rather than simply asking businesses to help cover the costs of competing. This episode covers: Why your need for funding isn't a sponsor's business problem.Why gold, silver and bronze packages can limit commercial opportunities.How to understand what a potential partner is actually trying to a...
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