A legacy beyond Gold 

 

As the 2032 Olympic and Paralympic Games near, Brisbane is set to become a key economic hub, opening numerous new business opportunities. Natalie Cook OAM OLY, a volleyball legend and Olympic Gold and Bronze medalist, was someone we knew we had to chat with about her expertise in getting ahead of the curve.

Having competed for Australia in five Olympic Games, winning gold in Sydney 2000, she remains a prominent figure in Australian sport by founding the Aussie Athlete Fund. A foundation that supports and builds sustainable athlete economies across Australia. Few understand the significance of the upcoming Olympics better than Natalie.

"I know what it means to compete on home soil. The energy, the crowd, the pride - it is something that cannot be replicated. It will inspire millions of young Australians to take up sport and dream big,” Natalie shares.

Before establishing The Aussie Athletes Fund, Natalie served as the director of the Olympic and Paralympic Games Organising Committee, while holding a position on the World Olympians Association board.

Why put in so much effort? Like us, Natalie envisions the Games serving as more than just an economic or structural boom for Brisbane, with an impact that marks a cultural turning point. “What excites me most is the legacy - not just the stadiums and infrastructure, but the human legacy,” explains Natalie.

However, as Natalie’s own experiences show, the reality behind sporting success and the financial rewards for professional athletes can be insignificant compared to outgoing expenses.

“The honest truth is that direct athlete funding in Australia remains severely inadequate," she explains. "Most Olympic and Paralympic athletes do not earn a liveable wage from their sport. Many juggle casual jobs, university, and full-time training just to get by."

These challenges motivated Natalie to create the Aussie Athlete Fund, which provides education, opportunities, mentoring and networking to help build a sustainable financial future. While these new funding initiatives have been designed to help support athletes throughout their sporting careers, Natalie notes that the systems in place remain inadequate in addressing the multifaceted challenges athletes face.

"We believe athletes should benefit from the economic value they generate and the ecosystem they contribute to," she argues. Elaborating, "They need access to direct funding opportunities, mental health services, financial literacy, career transition assistance, and networking events. We’re improving in some of these areas, but there’s still a long way to go."

Despite these hard truths, Natalie emphasises how Brisbane’s local businesses can step in to address these gaps.

"Local businesses can make a huge impact. Sponsorship doesn’t have to mean a multimillion-dollar deal with a national team. Even a sponsorship(or use the word (tax deductible) contribution) of $5,000 or $10,000 to a local athlete can cover training, travel, or equipment costs, making a real difference," she explains.

Building on this idea, Natalie encourages small- and medium-sized business owners to connect with local athletes training nearby or involved in community sports, suggesting they reach out to the Aussie Athlete Fund for assistance.

Drawing on her own experience, Natalie recalls how impactful the support from local Queensland businesses during her first Olympics in Atlanta in 1996 was to her volleyball journey. Providing her with personal connections and financial support through sponsorships, networking, and community encouragement throughout her career.

“When I was coming up through the ranks, beach volleyball was not well funded and not well understood. Having sponsors and supporters who backed my dream, not just as a podium prospect, but as a person with big goals, gave me the confidence and the financial security to keep pursuing the dream through the hard years.”

As Brisbane prepares for the global spotlight in 2032, Natalie believes our local businesses are uniquely positioned to support the next generation of athletic champions long before they step on the podium.

"The message I want to share with Brisbane’s business community is this: the athletes who will represent us in 2032 are putting in the hard yards now - in our gyms, on our beaches, and in our pools. They need your support today. Don’t wait for the gold medal - be the reason they get there.”

For Brisbane businesses, the road to 2032 presents more than possible economic opportunities. It presents the chance to join the journey and invest in the people, stories and communities that will define not only the games but Brisbane’s business community for generations.