Michael Bushell

Michael Bushell

Group Managing Director- Sports Marketing and Management

Michael has been involved in the Sports Marketing industry for over 43 years commencing his career with Speedo International as Promotions manager Manager involved in sponsorship of all aquatic sports in Australia and internationally.

Michael in 1986 became founding CEO of Sports Marketing and Management (SMAM) rising to full ownership and presiding over its growth in Australia and overseas for 37 years in its various forms (SMAM, Lagardère Sport and Entertainment, SportFive and now back to SMAM).

Michael is globally acknowledged for his specialist acumen in all levels of Olympic, Commonwealth and Paralympic Games and particularly Organising Committees navigating the complex commercial, contractual, governance and probity requirements of the various stakeholders including IOC, CGF, Federal, State Governments and host city authorities while maximising revenues through securing sponsorship partnerships to offset the significant costs of hosting a games.

This expertise has accrued through his leadership of the commercial programs of the Sydney Olympic Games and the last seven Commonwealth Games delivering record revenue on each occasion. 

During Michael's time leading the company it has commercially represented exclusively the AOC since 1986, CGA since 1988 and during its existence created significant revenue for Swimming Australia (1993-2014), Australian Rugby Union (1988-1993, 2008-2015), and for various major international events and sports in Australia.

Internationally Michael has represented the National Olympic Committees of Britain (creating the Team GB brand) , France, NZ and South Africa and consulted to the IOC, Discovery/EuroSport, Bridgestone’s Olympic program, UK Sport, European Swimming, British Swimming, Merlin Entertainment, Sydney Opera House amongst many others. 

Michael’s contribution to Australian sport has been recognised through various honours including the Australian Sports Medal, the AOC Olympic Order of Merit and the IOC Golden Rings awards.