​If our industry can resolve this challenge, we can strengthen our business case for investments in elite sport, grassroots programs, major sporting events and the infrastructure that supports the above. This article introduces the WELLBY methodology, a new approach to quantifying social impact in monetary terms. MI Global Partners (MI) has partnered with the Sydney Roosters and Easts Group to implement this evidence-based framework, transforming social outcomes (i.e. improved physical activity, increased life satisfaction, civic pride, and social connections), into investment returns that demonstrate the true value sporting organisations deliver to our communities.

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Why Is Measuring Social Impact So Hard?

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Through MI’s 24+ years working with national and state sporting bodies, professional sports teams along with event and venue operators, we have found sports organisations face three critical challenges when demonstrating their true community and social value:

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• A lack of standardised framework – The sports industry currently lacks standardised frameworks for measuring social impact across organisations. Without common methodologies, it's impossible to compare initiatives and programs, benchmark performance or demonstrate improvement over time.

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• Measuring impact across diverse outcomes – Sports organisations create impact across multiple dimensions, from health and wellbeing to education and crime reduction, typically utilising different measurement approaches. How can we fully capture the impact of increased physical activity and volunteerism and compare it to the philanthropy endeavours of sporting organisations?

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• Quantifying social impact in monetary terms - Traditional economic tools struggle to assign monetary value to social benefits. How can we quantify the community connections formed through match attendance or the wellbeing improvements from sports participation? Until now, these critical outcomes have remained unmeasured and undervalued.

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A Common Currency

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The WELLBY methodology provides a common currency for measuring social impact across all dimensions.

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What is WELLBY?

 

A WELLBY measures a one-point change in life satisfaction (on a 0-10 scale) per person per year.

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This evidence-based approach, adopted by HM Treasury (UK) and the New Zealand Treasury, allows sports organisations to convert social impacts into monetary terms by measuring society's willingness to pay for increased life satisfaction.

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Research shows how common life events correspond to measurable WELLBY changes, for example:

• Unemployment: -0.5

• Marriage: +0.3

• Doubling income: +0.2

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Leading Organisations Who Have Already Demonstrated WELLBY's Effectiveness:

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• Sport England adopted WELLBY to quantify sport participation benefits, finding that physically active adults (vs. inactive adults) experience +0.16 in life satisfaction improvements. It quantified the annual social value of community sport and physical activity at £107.2 billion.

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• Parkrun applied the methodology to their free community running events, revealing $150 million in wellbeing value against operational costs of just $4.5 million, demonstrating exceptional social return on investment given its expenditure-light operating model.

 

However, all methodologies have their limitations and the primary concern, as highlighted by WELLBY researchers, is determining the duration and persistence of life satisfaction benefits when measuring the effectiveness of social programs. This often requires more academic validation, either longitudinal tracking or retrospective assessment of both activity levels and wellbeing outcomes.

 

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Sydney Roosters and Easts Group Partnership

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Sydney Roosters and Easts Group play a vital role in contributing to the livelihood and liveability of Eastern Sydney, and the adjacent areas. MI was entrusted to design a comprehensive social impact framework for the Sydney Roosters and Easts Group, measuring impact across all Roosters Football and Community activities and the operations of four licensed clubs, noting the below:

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• No precedent existed for measuring social impact across all operations of an NRL club;

• Data was distributed across multiple departments and entities, requiring organisation-wide audit and stakeholder consultation;

• MI’s analysis goes beyond measuring economics benefits and health benefits traditionally used in the sports industry and adopted innovative approaches, leveraging the WELLBY methodology to measure social impact across all facets of the business.

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MI’s comprehensive analysis revealed the Easts Group and Sydney Roosters delivered $124 million in combined social value in 2024. Here are some highlights from our work:

 

Community Rugby League - At the core of this community are 8,135 participants, mostly children, lacing up boots each year through Roosters-affiliated Rugby League clubs and competitions. From Bondi United to Clovelly Crocodiles, these clubs teach more than rugby league skills. Research by the Australian Sports Commission confirms team sports build resilience, mental wellbeing and lifelong friendships. The grassroots program's $41.2 million social impact reflects healthier lifestyles, greater life satisfaction and a generation more likely to give back. Supporting this ecosystem, 2,216 volunteers contributed 807,000 hours in 2024, creating an additional $11.5 million in social value while boosting their own mental health and sense of purpose.

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ClubGRANTS Program - The grants scheme enables a club’s participation, support and leadership within their local area by providing funding for projects, services and programs that benefit their community. Easts Group's three licensed clubs contributed $285,230 in 2024 to communities across Bondi Junction, Kingswood, Berkeley, Woy Woy and Waverley. This investment generated $2.6 million in social impact, reaching over 450 individuals, including parents, young people, children with learning disabilities, families in crisis and Aboriginal and Torres Strait Islander communities.

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Match Day Experience, Civic Pride and Social Connection - The Sydney Roosters have transformed match attendance into a powerful engine for social wellbeing. In 2024, 570,772 fans attended home and away games of Sydney Roosters NRL and NRLW teams, experiencing the unique atmosphere of live sport, civic pride and social connection. Attending Roosters’ matches delivered $35.6 million in quantifiable social impact through increased life satisfaction, community connection and shared identity.

 

MI’s evidence-based approach enables sports organisations to demonstrate their true community value, guide future investments for maximum social return and create compelling narratives for stakeholders, sponsors and government partners.

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Sport serves as a powerful catalyst for change and innovation, shaping both local and global economies while leaving a lasting impact on society - providing a unique platform to drive social progress, strengthen community connections and generate significant economic benefits.

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With a deep understanding of key indicators such as diplomacy, economic, trade, tourism, health, inclusions/equality, job creation, infrastructure and participation outcomes, all driving the value and societal influence of sport – MI assist clients to accurately measure and communicate these. We can assist with:

• Quantifying the total social impact of a sporting organisation’s activities (i.e. charity work, participation programs)

• Social return on investment (SROI) analysis

• Community impact research and assessments

• Assessing the social value of women’s sport

 

Want to learn more? Get in touch with us at info@mi.com.au