Introduction — Why Field Position Exists

Field Position is the next iteration of Dixie Crawford's work across sport, storytelling, brand and business. A lifelong rugby league lover with a deep connection to the Koori Knockout, Dixie has spent years working across branding, communications, business development and strategy while increasingly finding herself behind the camera and on the sidelines of grassroots sport. In many ways, it all traces back to the Knockout. Sideline Sister grew from it. Studio West followed. Then came more time with clubs, players and communities, telling stories and seeing first-hand the enormous value that exists around sport beyond the scoreboard. Field Position brings those experiences together. It's a podcast about the business and brand of sport, exploring how clubs, teams and athletes can intentionally build reputation, audiences, stronger stories and long-term commercial value. It's not simply about creating more content or chasing social media numbers. It's about understanding what makes sporting organisations valuable, making that value visible and using media and storytelling more strategically. For Dixie, Field Position represents the evolution of everything that came before it — rugby league, the Koori Knockout, Sideline Sister, Studio West, business, branding, communications and everything in between. And it starts with The Attention Game.