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Yesterday, AFL CEO Andrew Demetriou addressed the National Press Club, the first such address since his predecessor Wayne Jackson did so ten years ago.
Demetriou presented some impressive numbers, and then went on to present some even more impressive forecasts.
In 2010, Australian Football had 751,015 participants and 614,251 members, the latter number representing one in every 36 Australians.
The game as a whole employs 10,000 people and generates nearly $4 billion in economic activity.
By 2016, the AFL is aiming for one million participants and one million members of AFL clubs – very ambitious goals.
Ambition epitomised Demetriou’s address, one full of lofty targets and noble objectives. A game that is equally accessible to all Australians, Demetriou declared. A game that brings all Australians together; a great ‘democratiser’; a “game that is inclusive, accessible and affordable…that does not discriminate.”
I thought it would be interesting to look back to Wayne Jackson’s address ten years ago, one which I was able to attend personally at the time, and reflect on what has and hasn’t changed ten years on.
North Melbourne
Within two years of winning their second premiership in four years, and being one of the best teams of the ’90s, North Melbourne was rumoured to be struggling financially and in desperate need of financial assistance. A consultant’s report at the time had recommended a move away from their Arden St base. Some things never change.
Umpires
Umps are always in the news, but this is an odd issue to recall ten years on. An apparent frenzy of player/umpire contact had resulted in some very stringent rules that saw some players rubbed out for many weeks for what appeared to be quite accidental contact. Ten years on, it’s something we rarely hear about. Put it down to one of those things that come and go never to be heard of again.
Expansion
Ten years ago Jackson told the National Press Club that the AFL was about to release a strategic plan that had as its primary focus expansion into NSW, Queensland, ACT and the Northern Territory. Tick.
Docklands
Now called Etihad Stadium, it was relatively new ten years ago, and a closed roof remained a novelty amongst both players and fans. One issue that continued for most of the decade was the quality of the turf. In 2001 it was replaced no less than three times. The turf has settled down ten years on.
TV rights
At the time of the Jackson address ten years ago, the AFL had just announced a $500 million TV rights deal. The new TV deal was notable not only for its scale, which many experts claimed would never be reached again, but also for the fact that the AFL had left Channel 7 after a 45 year partnership. From next year, the AFL commences a new five-year deal worth $1.25 billion with Pay TV and internet rights worth more than the FTA component.
Favourite footy team
A Roy Morgan research poll of 24,508 people in 2001 showed that the Swans were the most popular team with 1,289,000 fans, Essendon was a long way back in second spot with 789,000, and Collingwood was back in 5th spot with 642,000. Something tells me Collingwood would have caught and overtaken Essendon by now.
Memberships
In 2001, AFL memberships totalled 447,359. In number one spot was Adelaide with 42,014, West Coast was second with 38,649 and Essendon was third with 36,227. Brisbane was last with 18,330. In 2011, AFL memberships are set to reach 650,000, with Collingwood already over 70,000 memberships.
All-Australian team of 2001
Wing: Jason Akermanis (won Brownlow that year)
Centre: Brett Ratten (current Carlton coach)
Wing: Nathan Buckley (assistant coach at Collingwood, taking over from next year)
Half-fwd: Michael Voss (current Brisbane coach)
Half-fwd: James Hird, captain (current Essendon coach)
Fwd pocket: Ben Cousins
Ruck: Matthew Primus (current Port Adelaide coach)
RR: Simon Black (still with Brisbane)
Rover: Andrew McLeod (retired last year, currently playing with NT Thunder)
Best first year player: Daniel Kerr (still with West Coast)
Five present day coaches to be found out of the class of 2001, not a bad hit rate.
Top 8 after round 22 2001
1. Essendon
2. Brisbane (won first premiership of hatrick)
3. Port Adelaide
4. Richmond (only 2nd finals appearance of last 28 seasons)
5. Carlton
6. Hawthorn
7. Sydney
8. Adelaide
Today, Collingwood and Geelong are in the top two places, Brisbane and Port bring up the rear. Richmond is likely to make its third finals series in 29 seasons, a reminder that the wheel does eventually turn.
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