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Forget the Pacific Islands, the AFL is looking at China as one of its biggest targets for international growth of the sport.
Yesterday the AFL announced that it had help launch the first purpose-built AFL oval in Tianjin as part of its ongioing commitment to grow Aussie Rules. A collaboration between the City of Melbourne, the AFL and the Melbourne Football Club saw $1.5 million spent on a new field.
This follows the game between Melbourne and the Brisbane Lions that was played in Shanghai in front of 7000 people last year. The AFL says it is planning to hold AFL Combine and exhibition matches in China in the future.
China, as the NBA, Rupert Murdoch, Bobby Charlton and Google will attest, is a tough market to crack. Many more companies and brands have tried and failed over the past few decades.
But it is so lucrative and so vast that there is always those lining up for a shot.
The AFL, cashed up and eager for expansion, is no different.
But how should they go about it?
I think they should first target Chinese nationals living in Australia, and those Australians with a Chinese background. Australia has a huge Chinese-Australian population, and their links and interest in AFL should be built and strengthened first. Has there been any professional AFL player with Chinese heritage or Chinese links?
Judging by the NBA’s experience, the AFL will need a talented player who is either Chinese or has some Chinese ancestrey to break into the AFL to get real traction in China. The example of Yao Ming with the Houston Rockets show that the Chinese are a patriotic and a very proud race, and if they see one of their own break into the big time and take on the best in a particular sport, they will follow it devotedly.
Building ovals and AusKick programs to China is important. Starting in one province and then building from there is a good strategy. Holding yearly exhibition games, and securing free-to-air TV coverage is also crucial.
Breaking into a China is 30-50 year plan for the AFL, at least. Personally I think they should look closer to home and build the sport in Tasmania and perhaps New Zealand first before heading into Asia.
But if their minds are swayed by the riches of China’s economic might, then they need to be realistic, patient and have a very long-term plan. Because there’s no greater challenge in world sport or business.
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