Adelaide may hold the answers to crowd concerns
Columnist By Adrian Musolino, 23 Nov 2009 Adrian Musolino is a Roar Expert
- Tagged:
- A-League, A-League crowds, Adelaide United, football
Adelaide United's Sasa Ognenovski (centre) celebrates with team mates after their 1-0 win against Queensland Roar after the A league Preliminary Final match in Adelaide between Adelaide United and Queensland Roar, Saturday, Feb. 21, 2009. AAP Image/Rob Hutchison
There is a peculiar occurrence happening in Adelaide – one that is defying the A-League trend. Despite the Reds struggling to recapture the form that took them to last season’s Grand Final, Adelaide’s crowd average has risen ever so slightly.
This time last year Adelaide was sitting pretty in the A-League with big home wins against Sydney and Wellington – a 6-1 thumping – before they jetted off to Japan to compete in the World Club Cup and returned home to continue their charge to the Grand Final.
The crowd average, for A-League games, was 11,712.
This season the Reds are in shambles.
The public has turned on Aurelio Vidmar. Their one-dimensionality and struggle to score – two goals from the last four games – has frustration growing.
Unless they find some goal scoring form quickly, there is a distinct possibility they could miss out on the finals.
Yet, despite this and the ongoing question marks over the club’s ownership, crowds have increased with an average, thus far, of 11,758.
The 9,578 crowd who witnessed their lucky escape to the Gold Coast, on a wet night following a miserable week of weather in Adelaide, was the first crowd under the 10,000 mark all season, and dented the season average that was hovering above 12,000.
The fact that it has increased – ever so slightly – up until this point is remarkable considering the club turmoil, especially in a season in which A-League crowds are down across the country – aside from the resurgent Perth Glory.
If any fanbase had reason to turn their back on a team it was Adelaide fans. Remember the ‘pissant’ comment? Vidmar, with his rants, certainly hasn’t made it easy for the club to portray a positive representation of itself.
So, how is the club retaining, and seemingly growing, their crowd base in this environment?
Adelaide United could well be showing the ingredients necessary for A-League franchises to overcome their crowd concerns.
For one, the team enjoys a large media profile in Adelaide.
With the NRL and Union receiving little media attention in a state without professional representation in either code, it’s a fact that the so-called fringe sports receive more mainstream coverage in Adelaide.
Away from the AFL season, it’s typical for United to feature prominently in the back pages of the local newspaper, The Advertiser. When former coach John Kosmina criticised Aurelio Vidmar, it was the lead sports story on the back page of the paper last Thursday. On Sunday, it was Vidmar on the back page as the pressure builds on last year’s coach of the year.
The club has worked hard to build a relationship with media outlets in the state, and constant ticket giveaways and competitions not only help increase the number of people going to games, it also builds awareness of the club and its fixtures.
There has been another key factor to the healthy crowds.
While Brisbane was lumped with the unpopular Saturday afternoon time-slot for many of its early season matches, Adelaide has been blessed with eleven Friday night home-fixtures; a popular timeslot that avoids weekend social event congestion.
It’s an incredibly favourable draw for the club, and it has undoubtedly helped with crowds this season, despite Adelaide having some of the highest ticket prices for individual matches across the league.
In addition, the Adelaide United brand has gained significant traction in South Australia, and they stand side-by-side with the Crows, Power, 36ers and Thunderbirds as recognisable Adelaide representatives.
Their fanbase are certainly a loyal bunch, particularly demonstrating so this season, with a Facebook group with close to five-thousand members highlighting the sense of community building around the club, not to mention using such outlets as a highly effective means of promoting upcoming matches.
Yes, Adelaide United did have a season up on its A-League rivals – aside from Perth Glory – debuting in the old NSL; they enjoyed a phenomenal run in the Asian Champions League final that galvanised Adelaide; and, along with Melbourne Victory, they are one of the most successful A-League clubs.
The aforementioned has all been fuelled by healthy communtiy programs that are engaging with locals.
The ability to sustain crowds during a period of such on and off field turmoil points at the importance of such factors in the bigger picture scheme of a franchise’s development.
So, an increased media profile, brand recognition, community engagement, favourable fixtures and a dose of on-field success has ensured a stable crowd.
No great surprise in those factors contributing to a clubs success, is there? For all the doom and gloom that has surrounded crowd figures this season, Adelaide should be used as the example that proves how fundamental these factors are to sustaining and building a fanbase, despite Vidmar’s efforts to undermine them.
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November 23rd 2009 @ 10:39am
Jaredsbro said | November 23rd 2009 @ 10:39am | Report comment
Nah that’s just an excuse. In the case of RL/RU’s lack of penetration south of the Murray you have a point there keeper, but Soccer is equally popular in pretty much most metropolitan areas of every state. The AFL-media would hardly be threatened by Soccer and thus there’s little reason to suppress it…
I think Brian’s onto it. Soccer was actually not orginally the biggest drawcard in town in the original Football League, which tho had clubs in the richer regions of the North of England, was usually patronised by everyday Working Class fellas. It was the fact that the everyman could relate to the game, this was before the code was glamour fare. Over time money was invested but so were the hearts of local and then cross-town and later inter-regional supporters. In Australia it’s all happened too slowly in regards to the image of the game and too rapidly in regards to the game-day experience and the game-narrative. In these parts there’ll always be problems over identification, but there shouldn’t be problems with passion/enthusiasm amongst attendees..but in stadia like SFS the image is one of a lack of enthusiasm amongst fans (even if the reality is different).
You see it’s now a televisual experience, just like other codes: which is why Skilled look so awesome when filled-up with fans on T.V and so awful…well you get the picture. Hindmarsh is well-designed, has good decor, has character and is populated with fans who look good on T.V
Price of admission would usually have a say on the overall attendance but it’s the seemingly purpose-built stadia in Australia which do the best, passion/atmosphere are like a rolling maul if you get my drift
As I said Soccer took off slowly and this was in the days of increasing competition from other leisure-time pursuits such as bowls and lawn tennis 
November 23rd 2009 @ 11:02am
Luke W said | November 23rd 2009 @ 11:02am | Report comment
I can tell everyone that the timing of fixtures has a lot to do with it. Out of the Jets 13 home matches this season, 9 of them are on a Sunday afternoon. Since the Friday night fixture against the Central Coast, there are 6 straight Sunday home games (with some away Sunday games thrown in). It’s ridiculous. I am a Jets member and have only missed three home games since Season 1, but I am seriously considering not attending for the rest of the year until the final round Friday night match against Adelaide. I probably won’t, because I will only be punishing the team, but I’m sure droves of fans are staying away from Sunday matches, because it’s hot, there is no shade with one of the grandstands being renovated, and hot, dry conditions rarely mean good quality matches. It doesn’t help the fans, the team or the club, and something must be done.
November 23rd 2009 @ 11:21am
M1tch said | November 23rd 2009 @ 11:21am | Report comment
day games are more family friendly, especially at Newcastle they need some temp shading behind the goals
November 23rd 2009 @ 11:47am
Marshall said | November 23rd 2009 @ 11:47am | Report comment
Luke great post. The Ffa needs to spread Friday and Saturday night games so everyone gets a fair share. While Adelaide getting so many Friday night games is great for them, surely Tv viewers across the country are sick of seeing them on a Friday.
November 24th 2009 @ 3:23pm
midfield general said | November 24th 2009 @ 3:23pm | Report comment
Agreed Sunday games are a pain in the a. Not only for the reasons mentioned but psychologically, most of us suffer from Sunday afternoon blues dreading the prospect of Monday morning, not putting us in the mood to go out and enjoy a game of footy. And 5 or 6 pm KO times are totally not on when you’ve got kiddies going to school the next day. Thursdays will still not be ideal, but marginally better than Sundays.
November 23rd 2009 @ 12:01pm
phil said | November 23rd 2009 @ 12:01pm | Report comment
If Adelaide United had a descent marquee player we would be packing the stadium with 16,000 each home game. I think the answer to the good crowds ia that:
(a) we have a rectangular pitch that is suited to soccer and not Rugby or Aussie Rules. This gives it a better atmosphere.
(b) Friday night games are popular with most people.
(c) Local newspaper regularly has soccer articles.
(d) Increasing numbers of children are playing soccer and understand the game.
I believe that in the future, if Hindmarsh Stadium were upgraded and with the right marketing, we could have crowds of 20.000 and over.
November 23rd 2009 @ 1:25pm
Marshall said | November 23rd 2009 @ 1:25pm | Report comment
Phil good point. Adelaide not only doesn’t have a marquee, it doesn’t have an x-factor. Leckie could be such a player, but the lack of a star striker makes this crowd situation more impressive.
On that just read in the local that Lloyd “waste of space” Owusu and Cristiano could be transfered by the club come January.
November 23rd 2009 @ 1:45pm
jimbo said | November 23rd 2009 @ 1:45pm | Report comment
Adelaide are doing a good job off the field – imagine if they were top of the A-League and had a marquee player like Viduka or Kewell.
Owusu has been a disappointment after shining in the pre-season trials and AU chasing him across the globe to get his signature.
November 23rd 2009 @ 2:02pm
whiskeymac said | November 23rd 2009 @ 2:02pm | Report comment
off track but a good article – re bundesliga v EPL – which discusses how ze germans have gone about setting up their league and maintained crowds etc.
Affordability, members keeping majority ownership and FTA. not sure how much is transferable here but as many people like this model andit’s commented upon a lot, so, for those interested, http://www.guardian.co.uk/football/blog/2009/nov/22/bundesliga-premier-league-club-ownership
November 23rd 2009 @ 2:23pm
AndyRoo said | November 23rd 2009 @ 2:23pm | Report comment
Mike Tuckerman wrote a similar piece on this very site. I agreed with it then and I agree with it now
November 23rd 2009 @ 5:43pm
Freud of Football said | November 23rd 2009 @ 5:43pm | Report comment
Mike Tuckerman put forward no genuine arguments as to how the A-League should emulate the Bundesliga. German crowds would attend whether you charge 10 or 1000 euro, packed stadiums week-in, week-out regardless of opposition. Not to mention all of the other factors (huge tradition, higher level, intense rivalries, excellent transport infrastructure, short travel times etc etc.)
Fact is the Bundesliga is a lot like Switzerland, putting along doing their own thing and when the EPL falls over as the investors move on and La Liga clubs are saddled with debt as many of the Italians already are, only Germany will be self-sufficient.
November 23rd 2009 @ 6:41pm
AndyRoo said | November 23rd 2009 @ 6:41pm | Report comment
The core FTA, Cheap tickets and a membership culture would all work at growing football so I am for it.
Their league is now more evenly spread, it does worse in Europe as a result but I believe BL fans would be happy. That is also going to be an isue the FFA will have to deal with. do they scrap the cap so big teams can do better in the ACL or do the keep the cap to have a more open domestic league.
November 23rd 2009 @ 7:54pm
Freud of Football said | November 23rd 2009 @ 7:54pm | Report comment
Well please do explain how the A-League can simply copy the Bundesliga and introduce cheap tickets and a membership culture?
How is a team like Bayern, coming from Germany’s richest city, in it’s richest state with practically no competition (1860 are nothing compared to the Reds), with a huge backing population where football is by far the number one sport, how is that meant to be translated into something useful for an A-League club?
Apples and Oranges.
German fans are born into it, 5-6th generation while the A-League is in its infancy and is an artificial league, clubs have little affiliation with their host cities/areas other than they borrow the name and hope to seek out local sponsors whereas the German clubs are figureheads for their region, a gathering point to hold the people together.
Their league is more evenly spread (with the exception of Bayern) because of the strict regulations on ownership, not because of any cap which is the only way the A-League clubs can be held in a pack.
November 24th 2009 @ 9:00am
AndyRoo said | November 24th 2009 @ 9:00am | Report comment
Freud
But no other Football league has the same circumstances as Australia. I agree we can’t just transplant any model into Australia, even the Bundisliga (Promotion & Relegation would be a totally different beast in Australia).
But you can see the changes they have made and their points of difference to other leagues as giving an idea how things might work.
The Bundisliga from an outsiders view looks in much better shape than it did 10 years ago even though Bayern are no longer winning the Champions League. No doubt the World Cup giving them a bunch of upgraded stadiums and infrastructure is the largest reason for that but in regards tot the other replicable differences,
Putting a game on FTA would decrease the value to Fox but is important to increase exposure, and the payoff would be an increase in sponsorship dollars, not necessarily enough to make up for the fox money but you can see with the Bundisliga’s example it’s an important point…..if not commonsense.
The game is growing and trying to find a bigger audience but a lot of teams are pricing like it is a mature product. I really think Fury are on the right track although I guess there was an economic case for charge a premium now while the product is hip (now worn off) and then come in with more appropriate prices later.
Because they don’t allow private ownership they can’t spend more than they make, that is pretty much ½ the reason why we have a cap. The other half being to keep small regional teams competitive. When people say scrap the cap I think the Bundisliga is a good example, would you rather an Italian style league or a German one?
November 24th 2009 @ 9:17am
True Tah said | November 24th 2009 @ 9:17am | Report comment
AndyRoo
I would think the Irish futbol comp would face similar circumstances to Australia in that it is basically a development league which is being dominated by Gaelic football and increasingly rugby union, albeit of a much smaller population and in close proximity to other European nations.
We should probably be comparing ourselves to the USA, Russia or Canada in futbolling terms. In the US and Canada, futbol is (like Australia) not the professional sporting giant, and Im not sure if Canada even has a top tier professional league of its own? Like Australia, both nations are huge geographically. Russia has futbol as its dominant sport, but its teams are spread out over a huge area, I understand that a side from Vladivostok competed in the Russian Premier League at one point, this makes Sydney to Perth like a stroll.
November 24th 2009 @ 9:30am
AndyRoo said | November 24th 2009 @ 9:30am | Report comment
Canada sort of have regions and like NZ’s relationship with OZ have one team in the MLS (but I think with 2 more in the pipe line)
I originally thought of Americas MLS because it’s a development sport their with large participation but lesser specatator interest. They have a salary cap too.
But there are so many little differences (we cant name a stadium Dick’s Sporting Goods for example) and the way they bring players into the league (through the college system) is quite different. It’s definitely an interesting business case though.
Good points about Russia and Ireland. I think you look at as many competitions (including other codes) as you can and then try and figure out what bits would work in Australia and what wouldn’t based on our circumstances. How the Russians Coped/didn’t cop with the travel would be of interest when considering the New Caledonia idea.
November 23rd 2009 @ 4:04pm
Chook said | November 23rd 2009 @ 4:04pm | Report comment
Just the figure year to date.
AU – 08 -09 Season – 11721
This year – 10694
Bris – last – 12995
this year 8052
CCM – 10465
this – 7703
MV – last 20033
this 24516
NJ – last 9729
5284
PG – 7942
this 8457
SFC last 12375
this 12384
WP – 7193
this 7375
Overall last year average – 12166
this year average 9246
average down 13%
2920 less be round
Last year total crowd – 681301
This year 693452
up 12151
up 9.5%
The only thing is it year in year out football is what the A- League needs. Slow growth is key, it a fair reflection on the game adn allows clubs to work out what they need to do to get the crowds, it allow them to spend and to plan. nothing worse than a bumper crowd one week followed by a poor the next.
November 23rd 2009 @ 5:03pm
Chris said | November 23rd 2009 @ 5:03pm | Report comment
Almost every one of the figures you just gave are incorrect.
November 24th 2009 @ 1:06pm
Chook said | November 24th 2009 @ 1:06pm | Report comment
so what are your figures ???
November 24th 2009 @ 1:13pm
Pippinu said | November 24th 2009 @ 1:13pm | Report comment
I don’t want to get into an argument about whether the figures are right or not (overall, they close to the mark to me), but I will say that 12,151 is not 9.5% of 681,301.
November 25th 2009 @ 1:21pm
Chook said | November 25th 2009 @ 1:21pm | Report comment
good point I will have a look ….
November 25th 2009 @ 1:23pm
Chook said | November 25th 2009 @ 1:23pm | Report comment
1.7%
November 23rd 2009 @ 4:38pm
cab711 said | November 23rd 2009 @ 4:38pm | Report comment
Anything near 10k for a HAL club is great. We need a little perspective people. Also I am very much over the crowd debate, can we move on?
November 23rd 2009 @ 4:56pm
Realfootball said | November 23rd 2009 @ 4:56pm | Report comment
It is a real issue, though, and the argument is still evolving. This article quite rightly points to Adelaide and asks what can be learned. The answer is, Plenty. Mostly about the atrocious scheduling of matches and the impact that has had.
So yeah it has had a hammering, but it needs one. Most clubs do not attract break even point crowds. That is a serious problem and a very live issue.
November 23rd 2009 @ 6:08pm
Freud of Football said | November 23rd 2009 @ 6:08pm | Report comment
A few interesting points from Adrian’s article:
Firstly, Adelaide might be the laughing stock of much of the country but it’s right up there with Perth as far as being an excellent place to have a professional sports club goes.
The Croweaters are football (Aussie Rules) mad and the Crows have been a huge success, that Port has gone down the drain was inevitable, the AFL in their haste to reinforce their place in the SA market rushed into giving the license to Port, they would have been better served opting for another unaffiliated club and marketing it different, perhaps aimed at the country or Adelaide Hills but they thought that the Port supporter base was big enough, they were wrong.
That football (soccer now) gets so much coverage in the papers is certainly helpful but the whole sporting landscape is unlike that of the eastern cities. AFL dominates, it’s by far the most popular sport with pretty much 2 clubs (yes there are supporters of other clubs but that is a minority) dominating the entire state. There are no code wars, football has its place and that is in second. Even netball gets really good coverage in SA, in other states its behind 4 football codes.
Regarding the Friday night fixtures. After their success in the ACL, doesn’t it make sense that they get such a high proportion of quality fixutres? North Melbourne had the same deal in the late 90′s and Essendon around the turn of the millenium, when they were dominating they played half their season in prime time Friday night slots.
Last but not least:
“Their fanbase are certainly a loyal bunch, particularly demonstrating so this season, with a Facebook group with close to five-thousand members” – Interesting that this line hasn’t been torn apart by the unusually timid crowd today.
Musolino wrote an article on November 3rd regarding clubs making better use of the internet. At the time he was critical of Adelaide United for their lack of activity on Twitter yet he thinks the Facebook group is a good thing. I’d say on the contrary, 5000 members is nothing.
If you are getting 11,000 through the gates at week, that would be the absolute minimum you’d expect as fans on Facebook, it’s THE social networking platform in Aus so to pat yourself on the back for 5000 members, well let’s put that into perspective.
Minnesota Vikings (Ok, different country and but NFL competes with other codes in MN) DE Jarred Allen has 144,000+ fans. “Brett Favre THE VIKING” has 46K+ fans, this is a guy that the state has hated with a passion for nigh on two decades and he still has that many people following him on Facebook, yet Adelaide’s 5K is worth noting?
November 23rd 2009 @ 6:54pm
Marshall said | November 23rd 2009 @ 6:54pm | Report comment
Comparing fan numbers between an NFL team and Adelaide in the HAL… please. You’re just nitpicking, and not doing a very good job of it.
November 23rd 2009 @ 6:55pm
Adrian Musolino said | November 23rd 2009 @ 6:55pm | Report comment
Freud, if you refer back to that article, in which I use Twitter as an example, I was complaining about the fact it hadn’t been updated since the start of the season. The Facebook group is active and promotes home fixtures as ‘events’. There is a big difference between the two, not in terms of numbers but rather their activity.
November 23rd 2009 @ 10:25pm
Tifosi said | November 23rd 2009 @ 10:25pm | Report comment
The problem is that foxsports determine the schedule.
However if Foxsports can show the EPL with viewers choice( you can select which game you want to watch out of 5 that are playing at the same time) they can do it for the a-league.
If friday nights/saturday nights/ tuesday morning or whatever is the ideal time for fans to watch the A-league, all games should be played at that time.
I mean who seriously wants to watch players struggle to play in 41 degree heat at a stadium with no roof? Nobody, thats why only 4500 turned up to newcastle on the weekend.
November 23rd 2009 @ 10:27pm
Tifosi said | November 23rd 2009 @ 10:27pm | Report comment
The problem is that foxsports determine the schedule.
However if Foxsports can show the EPL with viewers choice( you can select which game you want to watch out of 5 that are playing at the same time) they can do it for the a-league.
If friday nights/saturday nights/ tuesday morning or whatever is the ideal time for fans to watch the A-league, all games should be played at that time.
I mean who seriously wants to watch players struggle to play in 41 degree heat at a stadium with no roof? Nobody, thats why only 4500 turned up to newcastle on the weekend.
November 24th 2009 @ 12:26pm
whiskeymac said | November 24th 2009 @ 12:26pm | Report comment
didnt fox sports state last week that they did NOT determine the schedule? if true (not saying it is but maybe the onus is on those alleging to prove otherwise?) the blame is at FFA solely.
Interestingly with Sydney getting some sort of FIFA party theme park for 2010 I wonder if the city will rise to the occassion and get the crowds? bit of a litmus test for future FIFA events maybe.