Welcome to our resource page for our webinar From the Field to Community: Measuring the Impact of Sport with NRL Cowboys House:
- Request a consultation with Seer Data and/or Torch Advisory on how to use data and impact measurement to strengthen programs, storytelling, and funding outcomes, or an introduction to Fiona Pelling, CEO Cowboys Community Foundation
- Watch the recording from our webinar on 23 April 2026.
Watch webinar recording
Sport has always had the power to bring people together – but what happens when our biggest clubs use that influence to drive real, measurable community change?
In this webinar, we explored the pioneering work of the North Queensland Cowboys and the Cowboys Community Foundation, and how sport can act as a powerful anchor for social impact. From supporting education pathways for young people in remote communities to building trust with families across North Queensland, the NRL Cowboys House shows what’s possible when community programs are backed by meaningful impact measurement.
Watch the recording to hear Fiona Pelling, Chief Executive Officer of Cowboys Community Foundation share the story behind the work, the lessons learned, and why more sporting organisations are now moving toward measuring and demonstrating their impact with data.
We were also joined by James Shoring, Manager at Torch Advisory Group, who bring deep experience working alongside organisations to strengthen strategy, partnerships, and long-term impact both in Australia and across the globe. James shared perspectives on why measuring and demonstrating impact is becoming increasingly important across the sport and cultural sectors, and what this means for organisations looking to lead with purpose and accountability.
