• Georgia Musolino

Case Study: Mum books AFL star to raise funds for research into daughter's cancer

When Melbourne mum Rachelle Beulke decided to host a fundraiser to raise money for research into her daughter's rare cancer, she knew that securing a sports star would be a powerful drawcard for her event. So she used PickStar to book St. Kilda AFL legend Leigh Montagna to participate in the night's activities.


Rachelle Beulke


Leigh Montagna (retired AFL player, St Kilda)


Secure an AFL star to participate in the Ewing's Sarcoma Cancer Research Fundraiser on 27 March 2019.

Connecting with PickStar:

In 2018, Rachelle Beulke’s daughter, Alex Beulke, was diagnosed with Ewing's Sarcoma, a rare bone and soft tissue malignant cancer which mainly affects children aged 10 to 20 years old.

Despite the aggressiveness of Ewing's Sarcoma, there is currently little research funding available, and any research conducted is fully dependent on donations.

So Rachelle and her sister decided to take the matter into their own hands and host a fundraising event, with money raised to be donated to the Australia and New Zealand Sarcoma Association for research.

Rachelle knew that securing a high profile sports star would help attract more people to the event, so she approached PickStar looking for a past or present AFL player to shine a spotlight on Ewing's Sarcoma and create a memorable experience for footy fan Alex.

Rachelle shortlisted sports stars and submitted a budget and a brief, which was sent to the athletes she had selected through the PickStar system.

Retired St. Kilda star and accomplished media personality Leigh Montagna was inspired by Alex's story and responded with his interest in being involved.

Leigh and Alex (source: Instagra, @leighmontagna)


With Leigh's help the fundraiser sold out and was a huge success. Leigh thoroughly enjoyed the night and had a lot of fun mingling with attendees, posing for photos and signing autographs.

Rachelle was thrilled with Leigh’s enthusiasm and ability to engage with event attendees. Leigh even took his involvement a step further by raising awareness of Ewing's Sarcoma and Alex's story on social media.

(source: Instagram, @leighmontagna)

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