- Video
-
Club Roar
Captured a great grassroots sporting moment? We want to see it!Content Collections
The Roar Community
- Join
- Login
The date November 9th was a pivotal day in the life of the fledgling Greater Western Sydney AFL team for two important reasons. The first of course was the appointment of legendary coach Kevin Sheedy as the team’s inaugural coach.
The second, while less obvious may be even more critical. It was the AFL unveiling their strategy to become a force in the region.
It’s not a strategy to convert life long NRL fans, it’s not a strategy to attract to teenagers, and it’s not even a strategy to appeal to the many people interviewed on the street who had no idea who Kevin Sheedy was.
It’s a well-calculated and well mapped out campaign to appeal to one market segment: Mothers.
You just had to take a quick look at the media conference to see the campaign in action. Who was it sitting there introducing the well-respected 61-year-old mentor, to the mothers of Sydney?
Was it the CEO of the AFL Andrew Demetriou? No.
Was it the Chairman of the AFL commission and Rhodes scholar Mike Fitzpatrick? No.
It was Sam Mostyn, a leading businesswoman and the AFL’s first ever-female commissioner. Both Mostyn and Sheedy then proceeded to wax lyrical about the opportunities the new team would give the Western Sydney area.
“I hope the kids grab the opportunity, I hope the parents love the opportunity.” Sheedy said.
This strategy would not have such a good chance of succeeding if not for the season the NRL has just endured.
It started with poster boy number one, Brett Stewart has been charged with the sexual assault of a teenage girl and finished with poster boy number 2, Greg Inglis being charged over the alleged assault of his girlfriend. Interspersed between were countless alcohol fueled incidents by both players and coaches.
This is a strategy that will take time, but with the huge amounts of money and resources the AFL are pumping into the area and the continued oafish behavior of NRL players it just may be effective.
Who’s in your ultimate team? Pick the best team and compete with other fans for daily prizes on Draftstars. For the best odds on the game try out Aussie bookmaker PlayUp. Think. Is this a bet you really want to place? Set a deposit limit.