Publicity the chief motivator for AFL's expansion signings

By Michael DiFabrizio / Expert

Karmichael Hunt addresses the media after defecting from the NRL to AFL signing with the Gold Coast

The Karmichael Hunt and Kevin Sheedy experiments may very well end up unmitigated success stories that go on to revolutionise the way we look at both recruiting and coaching. But something tells me the main reason they’ve been snapped up isn’t all that football-related.

Consider that Hunt, the rugby league convert signed to play for the Gold Coast, will line up in just two of his side’s VFL matches next year after returning from his stint playing union in France.

A bridging season in the reserves seemed like the perfect avenue to gradually facilitate his code switch, yet it seems he’ll be largely on the sidelines instead.

Consider also that Sheedy, the legendary coach signed to steer the new Greater Western Sydney outfit, will not be in charge of the team that lines up in the TAC Cup next year, despite it being the first year of his contract. He will take the helm in the team’s VFL preparatory season and their first AFL season.

Then his contract expires. And already people are speaking about possible succession plans and post-2012 replacements.

It makes you wonder just how serious both these signings were.

It’s not as if league players defect to footy all the time. It’s not as if Sheedy is the most in-demand coach, either. He wasn’t deemed suitable for Melbourne’s coaching gig two years ago. This year, he was unwanted by North Melbourne and farcically entered then withdrew from the Richmond race.

As far as the football side of things go, Hunt is just another cap-exempt rookie – a gamble.

As for Sheedy, he’s just another experienced coach placed in a mentor role. It’s the same as Ron Barassi at Sydney in 1993.

In other words, Hunt – despite his salary – will not be an integral part of his side’s list. Sheedy’s role, too, may not be the be-all and end-all for his side. He’s not expected to guide them to a premiership, which would’ve been the case if he’d ended up at a Richmond or North Melbourne.

After all, despite the fact it is looked back on positively, Barassi’s three-year stint at the Swans saw that team finish 15th, 15th and 12th.

So what’s all the fuss about? Why would the AFL try so desperately to land a player who has never played at the elite level and a coach that has been written off by the existing clubs?

Well, the answer should be obvious. They both have a value to these new teams that goes beyond their playing and coaching abilities.

They attract publicity.

And for two brand new clubs without much of an identity at all, that publicity is worth its weight in gold.

Front pages around the country featured the Gold Coast’s newest recruit holding up a jumper with the team colours and logo. Newspapers ran with the story of Team GWS and its first coach as if it were the killer blow that knocked out the NRL for good.

The stories filtered through TV sets, radio sets and the internet. They were major news. Major enough to put two teams that hadn’t even entered the AFL yet well and truly in the national spotlight.

Because of that, the signings have already paid off.

According to the Sport Confidential section of the Herald Sun yesterday, research has revealed the Sheedy signing “would have cost the AFL $6,414,200 in advertising if it had to pay for the coverage.” Hunt’s signing was valued at $7.5 million.

Whether or not that’s entirely accurate is irrelevant. There’s no doubting the value of the publicity caused by the signings exceeds what the two teams will be paying for the two men in salaries, and their journeys have only just begun.

Hunt’s every step will be monitored by the media from here on in. Even in his later years, Sheedy was spruiking his way into news bulletins. It will be the same up in Sydney’s west.

From a marketing perspective, both moves were masterstrokes.

From a football perspective, time will tell.

But something tells me they’ve already made good on the investment made by the AFL and its two new clubs. Anything from here will just be a bonus.

The Crowd Says:

2009-11-24T22:07:49+00:00

Redb

Roar Guru


pay that. The chinese only heard 'ping pong' and said "were in" :-)

2009-11-24T22:05:57+00:00

Redb

Roar Guru


MC, No it was a new Powerade Ad. MyGen, Over 50 metres. Redb

2009-11-23T23:37:45+00:00

Michael C

Roar Guru


Sean Fagan referenced quotes about Messenger: Born in Sydney, he learned his kicking skills growing up in South Melbourne watching some of the greats who played Australian Rules. Dally spent a part of his teenage years in South Melbourne, where he learnt to play Australian Rules. He attended the Albert Park Public School - the same school that produced Roy Cazaly barely a decade later. Messenger was involved in negotiations between the VFL and NSWRL to merge Australian Rules with rugby league in 1908 - the hybrid game was to be called "Australeague". Both of Dally's younger brothers chose to play Australian rules instead of rugby. Rumours persist that Dally played for the East Sydney club in 1903 (where Victor Trumper was the secretary) before deciding to seriously take up rugby two seasons later. Dally Messenger, the greatest footballer to ever grace the rugby codes, had played Australian football for two seasons while living at Albert Park (South Melbourne) - he had idolised Essendon's Albert Thurgood and Melbourne's Pat O'Dea, two of the greatest kickers in Australian Football history. "It would be the most wonderful thing in the world of sport if a game could be evolved containing the best features of rugby league and Australian rules," said Messenger. ANd Firestarter - you need to understand that RL founder Victor Trumper had 5 years earlier worked together with politician Edward O'Sullivan to establish an 11 team Aust Football league in Sydney (inspired by federation and a desire to be more 'Australian'). It was predominantly the financial success of the NZ based 'All Golds' tour that fully swayed Trumpber, Giltinan and included and effectively secured Messenger.

2009-11-23T23:20:31+00:00

M1tch

Roar Guru


first game they play it will be a sell out and rate pretty well, after that its still AFL lol

2009-11-23T23:19:14+00:00

M1tch

Roar Guru


he played union first then went to league... so really rah rah stole him :O

2009-11-23T23:03:50+00:00

bever fever

Guest


Yep Messenger played aussie rules in Sydney as did his 2 brothers, was pretty good as the story goes, stolen by money from league.

2009-11-23T20:36:52+00:00

MyGeneration

Roar Guru


Messenger spent some time in South Melbourne as a kid and played the local game. Doubt he was too concerned about code wars at the time. The games were probably a lot closer together in nature in those days as well.

2009-11-23T20:23:15+00:00

Firestarter Bob

Guest


So Messenger played AFL? I doubt it.

2009-11-23T12:47:11+00:00

bever fever

Guest


Are you for real FB, next you will be telling us that the AFL signed Hunt as retaliation for rugby league signing Dally Messenger in 1908. ( who played a couple of seasons with Easts AFL club in Sydney) Perhaps you should have a closer look at the crawford report. And what do you mean about cotton wool parents and female teachers, unless you have had your head in the sand this has been going on for about 20 years. A lot of one child families around and this is what tends to happen as a result of this.

2009-11-23T07:54:20+00:00

Pippinu

Roar Guru


That's the problem right there - all state governments are broke.

2009-11-23T06:37:54+00:00

Michael C

Roar Guru


There's still this soccer myth of being 'safer', in a particular US example re 'children' playing/training the injury rate per 100 kids: baseball, 1.7; softball, 1.0; soccer, 2.1; and (US)football, 1.5. However, of those, for soccer, 1% were 'serious' and in US Football 14% were serious. So, ironically, more likely to get injured from soccer, but, more likely to be seriously injured from US Football. but, back 10 years ago, The epidemiology of sports and active recreation injury in the Latrobe Valley Monash University Accident Research Centre – Report #151 - 1999 rates of population participation per 10,000 persons over 4 years of age were: walking 2,315/10,000; swimming 746; bicycling 710; basketball 712; Australian football 477. The rank order of medically treated injury frequency by sport, however, was Australian football, basketball, bicycling, netball, cricket and soccer. the highest rates of injury per 1,000 participants were: cricket (242/1,000), horse riding (122/1,000), soccer (107/1,000), netball (51/1,000) and Australian football (37/1,000). Almost one-half (47%) of self-reported injuries in the community survey were inconsequential Soccer actually came up worse in this survey. around that time, Monash Uni Accident research centre document titled "Preventing Soccer Injuries", back then, with in 1997, 270,000 registered soccer players, soccer represented 8.1% of adult and 6% of child sports related injuries presenting to hospital emergency dept's. Soccer ranking then, 3rd for adults and 5th for children in such terms. Main types - general sprains, strains etc that all the codes will suffer, Lower limb injuries esp ankles/knees due being kicked/collisions/tackles Head injury - associated with headers, either high impact ball 'strike', head to head or head to boot others inc. falls, overuse, over-exertion and general being struck by the ball anyone claiming soccer is 'safe' is stretching the friendship.

2009-11-23T06:29:31+00:00

MyGeneration

Roar Guru


I thought they did versions of it for different channels/markets, inserting the appropriate player via CGI, which makes me a little sceptical of the HS story in the first place, although I heard something about a new one being done at the SCG last week, so maybe that's what redb refers to.

2009-11-23T06:03:11+00:00

Michael C

Roar Guru


if it was the Powerade ad, wasn't that Adam Goodes?

2009-11-23T04:41:12+00:00

MyGeneration

Roar Guru


In the article you mention, Nathan Gibbs (ex-Rabbitohs captain, now long-time Swans team doctor) also named Inglis a likely candidate. The Broncos' doc named RL halves and outside backs in general as having the right sort of physique. Gibbs also said players like Tony Lockett would struggle with the increased running in AFL now. Does this mean that only a few years ago there would have been less impediments to conversion? And if a few rules were re-tweaked so that AFL went back to less of a running game, would those impediments disappear again? Just a thought. BTW, did Folau say Judd ran him off his feet over 40m, 400m or 1500m?

2009-11-23T04:35:01+00:00

BigAl

Guest


Now thats what I call thinking outside the centre square ! It's amazing how often that comes up in AFL thinking.

2009-11-23T04:21:19+00:00

jimbo

Guest


The AFL aren't stupid - they are promoting the China AFL exhibition game in as Arial Ping Pong and have signed up China's top Ping Pong player - Wai Yu Jo Kin - to line up for the Demons. They are also using a smooth round white ball and setting up a net across the centre square which players have to kick the ball over . . . Goal umpires will have white ping pong bats instead of white flags to wave . . .

2009-11-23T04:17:04+00:00

Pippinu

Roar Guru


capt This is one of the more "unique" recruiting stories of the year, not too far removed from the Mike Pyke story (the Canadian rugby player). This bloke is about 22 years of age, had played college basketball, soccer and was also a high jumper, didn't play NBA, but played two years professionally in Germany (basketball). He sent a DVD of himself around to the clubs, and Collingwood happened to have someone in the States already, and asked him to pay him a visit, and then they brought him back for a 2 week trial, extended to three then signed him up as an international rookie (which effectively by-passes the draft). Now judging by the DVD, this bloke can't kick to save himself - but - like Pyke, he's about 6ft 7 in and extremely athletic - so clubs are always going to be attracted to a bloke like that (because they can teach him to ruck in the AFL sense). As for the salary - I can't imagine it being too much more than $60,000 per annum for two years. What's his motivation? Got no idea.

2009-11-23T04:16:56+00:00

Firestarter Bob

Guest


being a big issue you would think they might like to canvass the issue from all perspectives.

2009-11-23T04:12:31+00:00

Redb

Roar Guru


Hmmm... might mean the AFL and NRL seasons are over. ;-)

2009-11-23T04:11:20+00:00

BigAl

Guest


At the time, he did appear to be 'the perfect fit' for the Gold Coast - is that deja vue I feel coming on ?

More Comments on The Roar

Read more at The Roar