Baseball NSW launches “Play Ball NSW” strategy to shape the future of baseball across NSW
Baseball NSW has today released Play Ball NSW, its Strategic Plan for 2026–2029, setting out a long-term vision to grow participation, strengthen pathways and build a more sustainable future for baseball across the state. Alongside the strategy, BNSW has confirmed a new organisational design to ensure the plan is delivered on the ground, not just on paper.
A strategy shaped by our baseball community
Developed through extensive consultation with the community, as part of the State of Play research, which drew more than 650 responses from across every part of the baseball community — players, parents, coaches, umpires, volunteers and administrators. It was further informed by the State League and Women’s League 2025/26 Competitions Review. Together, these reports shaped a strategy that reflects where the sport is strong and where the work is needed most.
Reports are available via the links below:
- Baseball NSW — State of Play Consultation Report
- State League and Women’s League 2025/26 Competitions Review
Four priorities, one direction
Alongside the launch of the strategy, BNSW has introduced a new organisational design aligned to its four strategic pillars — Play, Perform, People and Profile — ensuring the Play Ball NSW is supported by clear accountability, leadership and action:
- PLAY — participation, access and experience across every age, format and region
- PERFORM — clear, trusted pathways from club to national representation
- PEOPLE — focused support for the volunteers, coaches, officials who run the sport
- PROFILE — stronger visibility, storytelling and commercial partnerships
By 2030, Baseball NSW is targeting 10%+ participation growth with 70%+ player retention, female participation reaching 20% of the total playing base, 70%+ of volunteers feeling supported and confident in their roles, and 80%+ participant satisfaction across our programs, among other key measures set out in the plan.
Progress against the strategy will be monitored and reported regularly to ensure transparency and accountability to members.
New structure to deliver the strategy
To turn this vision into action, Baseball NSW is introducing a new organisational structure that aligns leadership, accountability and resources with the Play Ball NSW’s four strategic pillars: Play, Perform, People and Profile.
Leading the Perform pillar, Tyson Crocker has been appointed Head of Performance and Operations, overseeing high-performance programs, operations at Blacktown International Sports Park (BISP), and Baseball NSW’s performance partnerships with the Doosan Bears and Sydney Blue Sox. This work will be delivered on the ground by Graham Cassel, Player and Coach Development Manager, and Nathan Howarth, Pathways Lead, to strengthen player and coach development and create clear pathways from grassroots baseball through to national representation.
Heading the Play pillar, Darren Kelly has been appointed Head of Growth, Experience and Delivery, with responsibility for growing participation, enhancing the member experience and delivering competitions across New South Wales. Supported by Sebastian Matthews, Events and Competitions Lead, and Ticara Geldenhuis, Women’s Development Lead, the team will focus on making baseball more accessible, inclusive and enjoyable for participants of all ages, abilities and regions.
The People pillar will be supported by Mel Goodrich, Member Services Lead, ensuring volunteers, coaches, officials and clubs receive the support and resources they need to thrive and sustain the sport into the future.
BNSW will also strengthen its focus on the Profile pillar by renewing its emphasis on storytelling, communications, digital engagement and commercial partnerships, increasing the visibility of baseball and creating new opportunities to invest back into the game.
“ BNSW is committed to ensuring we deliver meaningful outcomes for the Baseball NSW community across the state. Play Ball NSW represents an important step forward in achieving this. It reflects the voices of our members, the realities of a changing sporting landscape, and our shared ambition to grow the game over the next three years. I would like to thank our CEO, Matt, and the Baseball NSW team for their combined leadership, dedication and hard work in bringing this strategy to life.
On behalf of the Board, I am proud to endorse this strategy and excited for the opportunities it will create for our clubs, players, volunteers, officials and communities across NSW.” – Sue Cunningham, Chairperson, Baseball NSW.
“We move forward confident in our community, and clear-eyed about the work ahead. Our members helped shape this strategy, and this structure ensures we can deliver on what matters most – growing participation, strengthening pathways, supporting our community and raising the profile of baseball.“ – Matt Rippon, Chief Executive Officer, Baseball NSW.