From uncertainty to investment: saving Dunc Gray Velodrome

Iconic Olympic venue Dunc Gray Velodrome faced an uncertain future after the NSW Government withdrew from managing the site. AusCycling, the major tenant, was unwilling to take on operational responsibility without a $2.5 million investment to make the facility suitable for a broader range of sports and community use. With the Federal Election approaching, there was a narrow window to secure support and funding.

Primary developed and implemented a high-impact government relations and media advocacy strategy. This included: 

• Activating a targeted multi-level lobbying plan across key Federal stakeholders
• Developing a compelling campaign narrative around Olympic legacy and community benefit
• Securing high-profile media coverage, including a front-page story and broadcast interviews
• Organising a strategic on-site media event with AusCycling and Olympic advocates to reinforce urgency and support. The campaign positioned Dunc Gray Velodrome as a national asset in need of investment and engaged both political and public support.

Within 48 hours of campaign launch, the Federal Government committed $2.5 million to upgrade the Dunc Gray Velodrome for multisport use. The result secured the venue’s long-term future and enabled AusCycling to move forward with a sustainable management model.