A telling weekend for crowds across Australia

By Adrian Musolino / Expert

Fremantle’s Aaron Sandilands flies for a ball during the AFL Round 15 match between the Richmond Tigers and the Fremantle Dockers at Etihad Stadium, Melbourne.

From the NRL’s rare visit to Adelaide to test the waters for possible expansion, to the visit of an English Premier League side (and their Socceroo) delivering a bumper crowd for Sydney FC, to two contrasting AFL crowd figures in Melbourne, it’s been a fascinating weekend across Australia, highlighting several key points for various codes.

Let’s examine them one by one:

NRL. Canterbury Bulldogs versus Melbourne Storm – Adelaide Oval. Crowd: 10,350

Arguably the most significant crowd figure of the weekend, as the NRL ventured to Adelaide.

Considering there was no local interest to entice South Australians to the truncated Adelaide Oval on a freezing winter’s night, the crowd of 10,350 was impressive.

It proved what many in the NRL foolishly ignore; that there is a core group of rugby league supporters in South Australia who could form the core support for a franchise based in SA.

In contrast with the AFL’s strategic expansion targets, the NRL remains, seemingly, non-committal on expansion, instead waiting for its Independent Commission to come in and save the day.

But what the crowd at Adelaide Oval and the similar success story in Perth (13,164 turned out when the Melbourne Storm and South Sydney headed west) showed is that the game needs to be putting the framework down in these two capitals for two new franchises.

There may be significant support on the Central Coast, but only by going to Perth and Adelaide can the NRL truly expand its national footprint – giving the league a presence in the five most populated cities/capitals in the country.

As for Adelaide, the Adelaide Rams were born and killed at the height of the Super League war. It was a tumultuous environment for a club and code to survive in enemy (AFL) territory. The NRL is a lot more of a stable environment for the rebirth of an Adelaide franchise, and the crowd at Adelaide Oval proved there is interest in the game to sustain it.

Remember, the expectations and commercial pressures on a potential NRL franchise are a lot less than an AFL one, and Adelaide remains the least congested sporting marketing of those five capital cities.

The potential is there.

Football. Sydney FC versus Everton – ANZ Stadium (Sydney). Crowd: 40,446

The huge crowd for this friendly in Sydney (notorious for fickle crowds) proved two points for football in this country: the power of proper marketing and the power of the pre-season friendly against visiting sides.

Undoubtedly the game benefited from the presence of Socceroos golden boy Tim Cahill, particularly so soon after the Socceroos’ World Cup campaign, but you couldn’t ignore the manner in which this game was promoted on television, in print and online, not to mention the decrease in ticket prices.

Getting the message out there was crucial for a pre-season friendly which has effectively launched the Australian club season, showing how crucial it is for A-League clubs to market extensively to entice the football fans that we know are out there.

Enticing EPL and other great clubs to tour Australia during the pre-season is a proven winner.

It’s just a case of working out a way to ensure those crowds back up for the A-League season.

AFL. Port Power versus Collingwood Magpies – AAMI Stadium (Adelaide). Crowd: 24,260

Playing one of their great rivals (the two great ‘Magpies’ Aussie Rules clubs) on a night they said goodbye to one of their favourite sons, Mark Williams, on a Friday night, when everyone knows the match would be delayed on Channel 7, Port Power couldn’t even pull 25,000 to AAMI – almost 10,000 down on the average figure for this fixture in Adelaide.

The Power was born out of the success of the Port Adelaide Magpies, but the reality is that supporter base was never big enough to sustain a franchise in a national competition.

For all its successes, Port represented one-ninth of the South Australian footy landscape (based on the nine clubs in the SANFL) in what is only Australia’s fifth biggest city. And in Adelaide you either love or hate Port. That dualism is what has flawed Port Power.

They were always going to struggle to expand beyond its Port origins, especially in a state where generic clubs who can draw support from the whole state (a lesson for a potential NRL franchise) rule – think Adelaide Crows, 36ers, Thunderbirds, United.

In debt, struggling for form and relying on the AFL for handouts, Port Power seems as vulnerable as ever. Whether they can survive long enough for the generation who have grown up with the Power to reach adulthood and sustain them remains to be seen. It’s their only hope of truly expanding their supporter base.

AFL. Richmond Tigers versus Fremantle Dockers – Etihad Stadium (Melbourne). Crowd: 25,707

Richmond’s recent run of form has shocked their critics and surprised their fans, yet they could only manage a 25,707 crowd against the in-form Freo in a week the Tigers were making headlines across the country (albeit the cause of that media frenzy, Ben Cousins, didn’t feature in this match).

When contrasted with the 69,220 at the MCG for the Geelong versus Hawthorn clash, what it shows is that at its core the great strength of the AFL, when it comes to crowds, is in its VFL origins and rivalries, not its national footprint.

ANZ Netball Championship. Adelaide Thunderbirds versus Waikato / Bay of Plenty Magic – Adelaide Entertainment Centre. Crowd: 9,200 (expected).

The final of the trans-Tasman netball series sold out in 12 minutes – impressive for what many consider to be a fringe sport.

The enormous growth of the ANZ Championship over the past two years is a testament to the power of free-to-air coverage. For a fringe sport, being afforded such extensive coverage on ONE HD has been an enormous fillip, particularly when contrasted with the growth (lack of) of sports stuck on pay-television.

It’s been a big weekend of sport that’s confirmed several home truths for these codes – a fascinating snapshot of where they stand, with their relative weaknesses and strengths.

The Crowd Says:

2010-07-16T01:21:22+00:00

JB

Guest


Firstly. DON"T CALL US PORT POWER!! We're Port Adelaide. Or the Power. Heck even Port for short. You wouldn't call them North Kangaroos, or St. Saints, or West Eagles. So don't call us Port Power. There is and always will be a place for Port Adelaide in the SANFL. But the problems with the club are due to SA supporters spite with the AFL. We love our footy, but the AFL bosses are ruining the game, and we don't like that so we go back to the SANFL which is now played much better than AFL. Also Port Adelaide is ripped off by the SANFL. You forget we make a lot of money, but the SANFL takes most of it due to bad stadium deal. So the handouts, are basically our money that we're are getting back. Port Adelaide also need to be able to move to Adelaide Oval as soon as next year so we can grow our attendences, and also must be given our own licence instead of SANFL owning it because they're only interest is themselves, not the Port Adelaide Football Club. Now onto NRL. I am becoming less and less interested in AFL, for some reasons outlined above, but more and more interested in rugby league. I was at the game at Adelaide Oval, and was really impressed with that crowd. Some may say it was just the novelty factor, but i do think the NRL really need to look at expansion and include Adelaide. We may be an AFL state, but we also love sport in general, and i think 10,000 each week if we had our own team is not unachievable. And that figure would be on par with many Sydney clubs, so what would be the problem. The NRL should look at introducing at least 3 games a year into Adelaide (Perth too probably), and allowing crowds to build and interest in the game to build. I have no doubt Adelaide would take to their own team, plus many interstaters who love NRL would also turn out just to see the sport they love. I picked the Gold Coast Titans as my team and while i rmeain committed to them, if an Adelaide team were to eventuate, they would have my support.

2010-07-15T20:22:41+00:00

Anthony

Guest


And unfortunately for all the soccer/rugby league cynics, AFL attendances & membership are heading for another record this year.

2010-07-13T23:20:03+00:00

Redb

Roar Guru


Nothing new, more dreams.

2010-07-13T23:15:41+00:00

Redb

Roar Guru


its not an exclusive RL thread, sounds to me that Jeff is losing ground.

2010-07-13T16:33:08+00:00

JVGO

Guest


So the main corollary of all these fantastic AFL crowds that can barely fit in the grounds down south is that the only way is down for AFL crowds. Also as far as expansion 70-80,000 crowds sets the bar very high for new teams like GWS, GC, Canberra or whatever. These teams will never get within 60,000 of those numbers even with the countless KHunt and Izzy fans attending. What is the cost of running an AFL side? 10 mil at least. So that's about 20 mil a year the AFL will be bleeding for this pretense of expansion. The only way for AFL to expand is really to export some more of these Collingwood and Carlton fans northward which has really been its main stategy thus far, a sort of zero sum game. NRL from its piddly crowd base has a ton of room to improve, especially with more dollars from an improved TV deal that enables it to staunch the bleeding of its stars to RU, the Northern Hemisphere and now even AFL. There are viable expansion targets in NZ, WA and QLD and the cost base of an NRL club is much lower than that of the AFL billionaires so a crowd of 10,000 is way more viable for Perth than it is for GWS. Expansion into NZ can improve Kiwi RL and offer another SOO, Bledisloe type rivalry. Wow the sky is the limit and we haven't even touched on the massive future growth of Football and RU in Vic. Then what will we do with all those empty stadiums down south? We could stage a soccer WC there maybe.

2010-07-13T13:39:27+00:00

Mr Cool

Guest


Too late mate, I'm already headed for 70 and was told "If ya ain't grown up by 65, you don't have too. so you guys are the only fun I have left. and I gues it was me on an AFL thread -- How sad!!. enjoy life mate -- its too good to waste. -- I guess I better bug off back to my NRL site. sorry if I caused you to traumatise about the size of anything.

2010-07-13T13:02:20+00:00

Beaver fever

Guest


Free country, anyways this thead is about crowds across several sports, grow up. Choice is good, you have a choice not to post. BTW i did not even realise that this is a RL thread.

2010-07-13T12:52:26+00:00

Akazie

Roar Rookie


REDB, English RL fans do not sing swing low sweet chariot, they hate that song, it's a Union song, and that game had 10,000 from the original Barmy Army come out, not a bunch of coal miners. The Barmy Army was first used in RL way before cricket and R Union as RL used to get plenty of poms travelling out here to follow the tours. The Crowd at Princes Park Melbourne was 31,005.

2010-07-13T12:16:52+00:00

Jeff

Guest


No one is doubting that the AFL are pulling huge crowds. what most are saying is that there is now more choice and with choice comes competition for the peoples hard earned cash. But all I hear from you AFL guys is : " We get bigger crowds than youz NNYYyyaaa!!!." Very petty ..... I just don't care, I get the same pleasure standing on a smaller ground amongst 13.000 fans who are just as passionate about NRL as you are about the size of your crowds. . I want to read about my chosen sport on this forum, can you guys Please do me a favour and bug off back to the AFL blogs and compare the size of everything you hold dear to you whilst you are there..

2010-07-13T11:52:01+00:00

Beaver fever

Guest


Interesting post and perspective, not being a stats man of great note the only thing i can state is that these things can only really be answered at the end of the year when all info is in. Melbourne average crowds are down at the moment but things like this may make a difference, surely Collingwood who's next seven games are at the G will bring up the average somewhat for EX...... Rd 16: St Kilda at the MCG - should be a tough battle. At least 65k. (Saturday afternoon game). Rd 17: Richmond at the MCG - The Tigers are firing, time for the rivalry to be ignited. 85k at least. (Saturday afternoon game). Rd 18: Carlton at the MCG - If Carlton find form, 80k. If they continue as is, 60k. (Saturday afternoon game ) Rd 19: Geelong at the MCG - Hawthorn/Geelong have pulled 65 - 70k lately. Would expect Collingwood/Geelong to hit 90k (Saturday night game). Rd 20: Essendon at the MCG - Another great rivalry match, Bombers not quite up to scratch, still get 60-65k. (Friday night game). Rd 21: Adelaide at the MCG - Well...............Collingwood will drag 45k through themselves. (Saturday afternoon game). 22: Hawthorn at the MCG - On current form and last game of the year, 65-70k. (could be, round not finalised yet. Saturday afternoon game). This would be last year the AFL can realistically be expected to break attendance records on club averages, next year the GC will drag down averages, but possibly the year aggregate will rise. Lucky for WA that the Dockers are doing OK, because the Eagles are pathetic.

2010-07-13T11:51:30+00:00

Jeff

Guest


Each sport has its merits and there is room for each in every State. to say that the kids coming through school now will take to AFL, Soccer or RL is highly presumptuous. I am a RL desperate, but I do not go on door knocks trying to convert the Masses, I am however, open minded enough to see that Schools in our area of Melbourne are leaning more to Soccer, with AFL and Rugby League being offered as 'side sports'. If the rest of Melbourne follows this mode of schooling, Soccer will eventually gain ground on AFL. I don't believe that Rugby League will ever be a sport that attracts 50.000 to its games, what I do know is that there are many people like myself who wouldn't spend the money to watch either AFL or Soccer. I am sickened when I see the teams run on the field and start pulling each others arms and shirt before the kick off whistle is blown! Pansy stuff!!!. I also bring to everyone's attention that The AFL have become VERY GReedy, My daughter pays nearly twice the entrance fee to watch Geelong than I pay to watch the Storm. In these days of financial hardships, how long will people be able to meet the ever increasing costs of taking their families to this sport.?. or any sport ???. I won't even mention Cricket, that sport is dying very fast! OH and I must mention that this is without david in charge. hehehe.

2010-07-13T11:18:01+00:00

The Link

Guest


Kovana - the hits are bigger in League than in Union.

2010-07-13T11:00:26+00:00

Whatever

Guest


Average H&A Attendances By State (since 1982) Year VIC NSW WA QLD SA TAS ACT NT 2010 41959 30091 35952 31616 29596 16234 14308 8848 2009 43508 30505 34761 25612 32393 17402 9927 11306 2008 43973 31691 36765 23923 32496 17528 12494 11373 2007 42118 35632 39328 24933 35466 17403 12892 11449 Source: http://stats.rleague.com/afl/crowds/summary.html#05 This is the real picture of the AFL over the last 3 years and 2010 - shows decrease in VIC/WA/SA the strongest states, Decrease in NSW and the novelty seems to have waned in Tas/NT. Looking good for ACT (likely more swans games and no more North Melbourne) and huge jump in Qld (likely to Voss + Fevola/Brown pariing - now they have failed will be interesting to see fallout). In fairness QLD has been in a slow upward increase before this. One thing with QLD is they do tend to support other sports even the Roar (prior to GCU, leave them out of it) would get 15k crowd averages and $30k for finals - until they stuffed it all up. Shows if marketed correctly there is room to grow in QLD. For NSW I think the AFL is beating a dead horse. This shows the trend that the AFL has peaked crowd wise in its key markets hence the need (not want) to expand into NSW + Queensland. Everyone forgets the VFL (most clubs) were dead and buried in the late 1980's early 1990's but it was expansion and huge licence fees that saved it from new clubs in AFL states. The key point is that the current new clubs will only bleed the coffers more unlike the early exapnsion which was already in established AFL states - this is why they need the TV deal to be higher to keep everything going. Also shows the 2 edge sword of expansion - more teams mean less are winning and likely to win, standrd drops therefore less interest less crowds - SA proves the point when they do not do well the faitweather fan finds something else to do. In NSW the average after Grand Final year was $36,153 where has 20% of the crowd gone? Indicates not building the loyal support that occured in Melbourne. Interesting times for the AFL as it suffers from its biggeset disadvantage - Big Fish in Small Pond. NRL Home & Away Year Gm Total Ave. 2010 128 2063567 16122 2009 192 3084481 16065 2008 192 2993469 15591 2007 192 3024040 15750 2006 180 2808055 15600 2005 180 2964288 16468 Sorry could not get the state breakdown but NRL also shows like AFL that may have peaked crowd wise. Not sure where it goes for growth. In SA and WA on one really cares for this sport (I am from Adelaide) and once the Novelty wanes no one will go - same probolem as AFL maybe it has peaked and is a Big Fish in another Small Pond. The question is who can make the pond bigger? Just thought would throw this in there.

2010-07-13T04:34:11+00:00

Redb

Roar Guru


Hate to shock you JVGO, but international union, league and soccer has been been played in Melbourne for sometime. For example: 1992 - Aust v GB in rugby league test at Optus Oval, 7,000 travelling British coal miners singing :"swing low sweet chariot" in the rain - the Poms won. ( I was at this game) Mid 1990s - Bledisloe Cups 1990's - Soccer, Aust v Iran. its nothing new.

2010-07-13T04:27:36+00:00

kovana

Guest


Yes, scrums, rucks and mauls are hardly physical in RU.... I would love to see how a RL scrum would hold up against a RU SCRUM....

2010-07-13T04:24:31+00:00

The Link

Guest


Corey, agree, RL has the biggest physical contact of any code (maybe NFL gives it a run), its a key differentiator.

2010-07-13T04:19:43+00:00

JVGO

Guest


What bubble should I get in instead Redb? Yours? I have to admit that I have only been to the MCG once for a Swans and Hawthorn game and it was decidedly underwhelming, but I was probably expecting too much due to all the hyperbole I have heard over the years. I live in the US and I would say all the sports over here have a better atmosphere. The Oakland Raiders are particularly crazy, but even the SF Giants baseball is superior atmospherewise. GS Warriors fans are considered among the best in the NBA also.

2010-07-13T04:17:33+00:00

kovana

Guest


Agreed.. "RL is the greatest game.. Ever... " I dont know why anyone would state such things....

2010-07-13T04:17:32+00:00

M1tch

Roar Guru


I remember Sheedy say 'we dont want rugby league players' ;)

2010-07-13T04:17:21+00:00

Redb

Roar Guru


he did mention the Hawks v Geelong game, but dismissed it.

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