What four years on the Easts Board taught me about community, brand and impact
This week marks my last week serving on the Eastern Suburbs Rugby Club board after four very rewarding years. It genuinely feels like yesterday that I joined, but during that time, the club has secured 13 premierships and 2 club championships across various grades and women’s teams, reflecting a high‑performing, community‑driven organisation.
Highlights beyond the scoreboard
On paper, the results speak for themselves, with standout seasons across Colts, Grade and Women’s teams over the past four years. However, what has impressed me most is the professionalism throughout the club and the way success has been shared by players, coaches, volunteers and supporters.
This year, the club appointed an exceptional General Manager, Fleur Steinberg. Her calm, capable, and values-driven approach has ensured the club not only runs smoothly but that its culture genuinely thrives. Witnessing the way Fleur leads with both high standards and deep care for people has reinforced my belief in the critical role of great management in building a strong and sustainable club environment.
Why grassroots sport matters
Earlier this year in my blog, I reflected on how match days at Easts Rugby Club capture the essence of grassroots sport and that unmistakable buzz when the community shows up in force. Moments like these remind us that clubs like Easts are far more than rugby clubs; they are community anchors where families, alumni, sponsors, and local leaders connect over shared values, pride in our locale, and a genuine sense of belonging.
On Tuesday at our AGM, our club patron, Jim Tate, acknowledged that through my role on the board, I had helped to revolutionise the club, a compliment that was both humbling and deeply affirming of the work and care I invested over the past four years. Looking around the room at members proudly wearing their Easts shirts, it was impossible to overlook the passion and purpose they feel for the club, vividly illustrating what genuine community connection looks and feels like in practice.
Value for business and community
For businesses, investing in grassroots sport is no longer just a "nice to have"; it is a practical approach to demonstrating social impact, supporting health and inclusion, and building authentic relationships with local stakeholders. Aligning with clubs that have strong governance and deep community roots allows organisations to contribute meaningfully while strengthening brand trust and employee pride.
When organisations choose to partner with clubs like Easts, they are not simply putting their logo on a jersey; they are backing a living, breathing community where the next generation learns resilience, teamwork, and leadership. This alignment between purpose, brand, and meaningful impact transforms sponsorship from transactional to transformational.
Gratitude and what’s next
I feel incredibly fortunate to have worked alongside experienced, passionate and genuinely good people around the board table, all focused on what is best for the club. I’m equally grateful for the coaches, volunteers, staff and members including Fleur whose day‑to‑day efforts turn strategy into a great experience for everyone who walks through the gates.
While I’m stepping away from the formal role, I’ll continue to champion the role that grassroots sport plays in community cohesion and in helping organisations bring their purpose to life, and I am excited to support Easts from the sidelines in its next chapter. I will always cherish the Beasties and the truly amazing culture Easts has built on the field, in the clubhouse and across the community.
If you’d like to explore how your business can partner with grassroots sport in a more strategic, community‑driven way - Book a call.