Long-time netball administrator Sheryl Dawson believes the commercial value of the sport has been undersold in New Zealand.

It comes as the ANZ Premiership fights for survival with Netball New Zealand chair Alastair Carruthers believing the competition must be re-designed to stop haemorrhaging money.

Dawson, who has been the CEO of the Magic previously as well as president of the sport's international federation, says they have to capture the excitement of the sport and sell it to fans and corporates.

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