Expansion methods of the local football codes

By The_Wookie / Roar Guru

Never before have so many football codes been on the lookout for expansion, and each code uses different criteria and methods to establish what they all hope will be a successful franchise system.

In this article, I want to take a look at the various methods used by governing bodies to expand their premier leagues in this great country.

I have deliberately not included the A-League in this article due to its relative newness which would make for unfair comparison. Similar applies to Super Rugby, for the simple reason that it has a far shorter history.

It’s important to acknowledge that soccer played its role as the pioneering National League in 1975 with the formation of the National Soccer League.

Although this league no longer exists – subsumed as it was into the A-League after its collapse – it was the first to be truly national with a presence in most states and territories with the usual obvious exceptions.

The AFL Experience
In 1979, the then Victorian Football League began to explore the possibility of playing matches in Sydney, leveraging greater television exposure not then available to it in Victoria.

By 1980, the VFL were looking at sending the hapless South Melbourne to the Harbour city, and by 1982 the Bloods were completely based in Sydney.

In 1986, the VFL decided to expand further seeking interest from WA and SA state leagues, when SA opted out, the VFL setup the Bears in Brisbane. It would be another 4 years before Adelaide would be represented, in 1995, Fremantle were admitted, and in 1997 Port Adelaide finally received entry.

To date no expansion teams have come near collapse, in fact most of them are doing extraordinarily well, especially in Perth and Adelaide.

Sydney and Brisbane have both been harder sells to their respective cities, both clubs dabbling in private ownership, requiring the VFL/AFL to bail them out and take them over before turning them over to the membership structure common to all AFL teams (except Fremantle).

The only VFL/AFL clubs to cease operating at the top level, have been University (due to the first world war where most of the team was involved), and Fitzroy, who merged their AFL operations, but still exist in the Victorian Amateurs, and remain the only club to play at all levels of the Victorian club competitions since inception (AFL/VFL/VFA/VAAFL).

The NRL Experience
In 1982, the New South Wales Rugby league expanded outside of Sydney, to Canberra and Illawarra, and in 1985 decided to go beyond New South Wales to Brisbane, where it was voted down in 1987.

Nevertheless in 1988, the Broncos joined the NSWRL, along with Gold Coast-Tweed Heads and Newcastle. Of these clubs, only Gold Coast-Tweed no longer exists.

The NSWRL expanded to Perth in 1992 with the Western Reds, and the competition became multi-national with the Auckland Warriors (now New Zealand Warriors) joining the league in ’95. The NSWRL became the Australian Rugby League in 1995, introducing the Auckland Warriors (now New Zealand Warriors) and North Queensland Cowboys.

This period later set off a chain of events leading to the infamous Super League war. Super League introduced two teams of its own the Adelaide Rams, and Hunter Mariners.

No one from rugby league likes to rehash the Super League days, but I must briefly dwell upon it. The 1998 NRL season could have had as many as 22 teams sign up to play. Three teams had to go, and room had to be made for the new Melbourne Storm.

The financial basket cases at the Western Reds and the South Queensland Crushers were closed, and News Ltd. closed the Hunter Mariners believing the region could not support them, and the ARL premiership winning Newcastle.

At the end of 1998, News Ltd. closed the unprofitable Adelaide Rams, while the ARL inexplicably closed the Gold Coast Chargers despite them being profitable and having more than $3 million in the bank when they were wrapped up.

Further changes as a result of the peace agreement was the forced reduction of teams to 14 by the year 2000 in the premier competition. Stringent criteria were laid out that included crowds, finances, sponsorship and success rates.

Clubs were offered a great deal of money to merge. St George merged with Illawarra in 1998, Balmain and West, as well as Manly and Norths merging in 1999. Souths were eliminated at the end of the 1999 season for failing to meet the critera.

Its important for non-rugby people to understand that mergers werent the result of any financial insolvency, and most merged clubs have maintained a second division team in the level directly below the Telstra Premiership.

Norths are attempting to be reborn as the Central Coast Bears and are currently pressing for a bid for inclusion in the 2013 season.

The Reds have arisen again in under 18s, due to the diligence of the WARL. And like a phoenix, a new Gold Coast side (take three) has become a success.

The only league failures can really be pointed at the Western (Perth) Reds in their original incarnation, the Adelaide Rams, the South Queensland Crushers, and two seperate versions of the Gold Coast. The Chargers were not a failure, and the reasons for its closure remain baffling to me (although I’d love to be enlightened from a more knowledgeable person).

Today
In recent years we’ve seen a flurry of expansion activity as the A-league ramps up, the AFL moves out of its heartland into hostile waters, Rugby Union goes to Melbourne and Perth, and the NRL gains its much awaited Independent Commission.

The Australian Football League announced teams into the Gold Coast and Western Sydney. Pundits from the NRL community have continuously mentioned that both clubs aren’t wanted, and bring up the fact that no one bid for them.

This ignores the process.

Besides Port Adelaide (SANFL) and Southport (QAFL), the AFL doesnt use a bidding process to determine where its next teams come from.

Over the years we’ve seen excellent bids from Tasmania which have been ignored for the moment, and Southport, where a compromise of sorts has been reached with Southport being the patron sponsor of the new Suns.

The NRL are currently receiving bids from the WA Reds, Central Coast Bears, Central Queensland, Ipswich, Brisbane and rumours abound of a possible second New Zealand entrant.

In almost all cases, these are being driven from the ground up, instead of an AFL style top down approach.

The AFL has taken a very business like approach, based on population centres, market research, income streams and growth of the game itself. It then uses this information to determine where a team is most desirable.

The Gold Coast and Western Sydney are huge population centres, with untapped sporting populations where not everyone likes rugby league. Further boosting its national profile – the AFL remains present in all major states, with a massive bid in its pocket from Tasmania, where Hawthorn play four matches a year.

The AFL does not allow private ownership having spent some years battling issues in Brisbane, Sydney, and more recently at North Melbourne.

The AFL has strict deadlines for each new club to meet, which includes more than 100 sponsors and stadium arrangements to be in place before the teams place in the league is finalised.

In contrast, the NRL does take bids to determine popularity and team requirements, the Central Coast Bears and Central Queensland bids are populist, grassroots driven movements from the heartland of Rugby league and cannot be easily dismissed by anyone with a heart for the game.

The Western Reds, while a theoretical success in potential crowds, is more of a business call to make if for no more reason that its historical antecedents. Second teams in Brisbane and New Zealand also make a lot of sense from a commercial perspective.

There is currently no word on NRL criteria for teams, but NRL officials have been quite favorable in their opinions on several of these entries lending hope for their inclusion in 2013.

Neither side is wrong in their approach. The NRL is to be commended for their commitment to the heartland, and its supporters are to be commended for keeping the dream alive for so long and despite so much opposition and adversity.

Likewise, the AFL is to be commended for its business approach and attention to detail, as well as its ability to assemble media, government and sponsor support for its new ventures.

Neither side just creates a team for the sake of expansion. As long as NRL and AFL can commit to these new enterprises and support them, there’s no reason to doubt their success.

The Crowd Says:

2011-02-10T05:57:53+00:00

Jon

Guest


How embarrassing indeed: http://www.austadiums.com/forum/viewtopic.php?t=3266&sid=8912e482c0b65e91674e9761f3a9bb69 As I said, at least the ABS is trustworthy to a point.

2011-02-03T13:11:24+00:00

MyLeftFoot

Roar Guru


Are we talking about the showgrounds? The AFL pays for a quarter of it, but the NSW Govt maintains ownership, other sports and leisure activities get a boost out of it, and the AFL generates income to maintain the infrastructure in perpetuity. I'm wondering what other Government infrastructure projects can boast a better business case?

AUTHOR

2011-02-03T13:01:42+00:00

The_Wookie

Roar Guru


when you have a proven track record of commitment to your new clubs and establishments, a 20 year minimum team, and a 100 million guaranteed budget, approving a 40 million facility - which the AFL is paying 10 million of - isnt that much of a white elephant

AUTHOR

2011-02-03T12:58:29+00:00

The_Wookie

Roar Guru


theres a variety of reasons why people get angry with gallop - a lot of them seem to do with him being a news ltd stooge (oddly news ltd seem to be afl stooges...in a roundabout way that makes gallop an afl stooge!), In the other hand, all the Aussie rules crowd can be irritated with is rule changes. Dont really have a lot to be angsty about down here.

2011-02-03T12:11:42+00:00

MyLeftFoot

Roar Guru


JVGO re thinking for ourselves, 2 points: 1. This is a general sports site, with a tiny aussie rules footprint - all serious aussie rules discussion is saved for aussie rules specific sites where the people all understand what your're talking about (and I think that is probably true to a lesser extent for League discussions). 2. We went through our period of angst 20 to 30 years ago. Been there, done that - there was a time when we were convinced that the very thing your are begging for in your game was about to destroy our game - we criticised every single decision that came out of Jolimont, and did so for a solid 10 years without respite. Then one day it dawned on us (or on most of us) that absolutely every single decision that had been taken had been spot on the money. Twenty eight years on, from a position of near bankruptcy, we are a billion dollar per annum comp on the verge of a billion dollar TV deal. It's pretty hard to get too angry.

2011-02-03T11:47:05+00:00

JVGO

Guest


Of course thses things are all generalisations OFS, and we're entitled to be proud of whatever heritage we have but just look at the way the Southern football fans argue on this site, all spouting exactly the party line. Talk about conformist. It's like they've replaced loyalty to the queen with loyalty to their imperial expansionist majesty Andy Demetriou. The League fans seem to me far more a free thinking rabble, much more likely to question Gallop and their own codes authorities. I think also you'll find there were no Melbourne born people or Aussie Rules supporters at the Eureka stockade, I believe they were really either all NSWelsman or immigrants.

2011-02-03T11:29:47+00:00

JVGO

Guest


We are locked into the the absurdity of a cold war style arms race for market share, AFL expands into Sydney and Brisbane, NRL must expnd into Melbourne, soon Perth Adelaide etc. It is like the domino theory. More TV footprint, more bucks, in order to assure the security of what you already have you have to match the enemy. In the end it is like mutually assured destruction because in the end the owners of the money pot, News Limited won't allow either code to win, they believe it is better to have multiple healthy codes feeding big events that crossover to the other audiences. It's a completely pointless waste of time and resources. Both the NRL and the AFL are the best competitions in their codes in the world, further expansion likely dilutes them and makes them weaker but there is no turning back. The ridiculous thing is we will likely end up pretty much where we started, the AFL and NRL pretty evenly matched but both with National Corporatised competitions instead local geographically based leagues. The fans don't really want any of this at all,it is entirely HQ Executive driven.

2011-02-03T10:47:03+00:00

OzFootballSherrin

Roar Pro


JVGO - re caring for expansion or not, most don't care. Too true. Some do. For a variety of reasons. For many 'expats', expansion is pretty important to allow footy on ovals. So what?? Why do the soccer folk go on and on about the next clubs in the A-League, or the RL folk who are talking up Central Coast, or Perth, or PNG or Logan, or the RU people who are talking up the Rebels. Sheesh, they're all doing it. Must all be on the pay roll?

2011-02-03T10:43:31+00:00

OzFootballSherrin

Roar Pro


JVGO - the irony though, is that the Sydney-Melbourne characteristics you put forward ignore that Melbourne, as an illegal settlement also provided the 8 hour day, the home of the union movement, the first steam railway and Ballarat just up the road the Eureka stockade. Sporting wise, the MCC and MCG were surpassing Sydney cricket institutions, the first test match of (pre fed'n) Aust vs Eng held in Melbourne. re pro-British, it's interesting, as Melbourne and Sydney rivalry probably evolved more in the late 1800s where Melbourne for a time went past Sydney as the largest city in the pre-federation era, and as such, there was such an even lobbying to become nations capital that the compromise of Canberra was devised. What's interesting is the collected essays of Richard Twopenny from the time ("Town life in Australia") which compares Sydney, Melbourne and Adelaide on a number of criteria. Really interesting stuff from an Englishman as a neutral observor. Anyway, if as you say the Melbournians were more 'conservative' (perhaps the cooler winters drive that, via daytime attire alone!!!), the irony is sporting wise, football wise, that the Melbournian's took the very radical and isolating step of NOT falling in line with the British games (as they established themselves later in the 19th century).

2011-02-03T10:02:20+00:00

JVGO

Guest


I don't know what fear you are talking about Redb or why you are bringing the DT into it. I have total respect for Melburnians who stand by their traditional culture. Melbourne culture by definition takes place in Melbourne. I have zero respect however for the corporatisation of all aspects of culture, including the corporatisation of Aussie Rules by the AFL, and hence its expansionist predatory corporate behaviour, its marketing stunts and complete disrespect and arrogance regarding Sydney culture. People like yourself who want to live their lives rah rahing every piece of empty marketing jingo put forth by an entity like the AFL are simply selling your souls. You would be much better off thinking for yourself occasionally and dealing with people as people on their merits than living your life as some sort of spokesman for Andrew Demetriou. I think that you will find that most real fans of any code don't really care about expansion at all in regard to their own code, they are pretty happy the way things are. In regards to GWS it was pointed out to me today the Sydney City Basketball has been trying for 10 years to get approval for a new 8 court facility that would be used at capacity 7 days a week and they are extremely resentful that the uselss politicians that htis state have approved a white elephan $40 million facility for the AFL simply because the AFL have the megabucks to wine and dine them at the Swans games. Redb these are the things that make NSW people angry with the both the AFL and its own politicians. Watch the vote in the next election.

2011-02-03T01:33:18+00:00

GoGWS

Roar Guru


With respect MLF, I think you're only partly right in what you're saying. Certainly it's probably true that many Vics perhaps cared a little less about representing their state but for players/fans from WA and SA the SOO was a much bigger deal hence large/passionate SOO crowds those states (and SOO games were more frequently hosted in WA/SA than in Vic for that reason).... I attended the first SOO game which was in 1977 at Subiaco - WA v Vic....it was a sell out crowd and WA thrashed the Vics...after decades of the then VFL pilaging the best talent from the WAFL (and SAFL) and winning all interstate clashes it was fanatsic to finally bring the WA players 'home' to make a single WA team to finally be able to stick it up the Vics....to recognise the wonderful WA talent and the superior team... it was justice... long overdue.. SA and WA teams used to love these SOO games because it was a chance to blend Victorian based players with local talent from the WAFL/SAFL which were very much stonger competitions back in pre- AFL days (as an indication of the strength of the WAFL - the WAFL premiers in '86 (Subiaco) played the VFL premiers (Hawthorn) in an game that went to the wire (I seem to recall Laurie Keene missing a easy shot in the dying minutes that would have given victory to Subiaco). Since the advent of the AFL the WAFL and SANFL are shadows of their former selves - it would now not be realistic to try to blend local talent from WAFL/SANFL into any SOO teams because the gap in satndard is too large - and far fewer people in WA & SA closely follow the local teams so they'd not know the local players that well anyway. RL copied the SOO concept from the VFL and introduced it in 1980 after it saw what a huge success it was. Initially SOO in RL was very successful but no more successful than it was in the VFL/WAFL/SAFL in the late 70s and early 80s (I think an 1989 SOO at the MCG was played in front of 90K). Had their been no expansion of the VFL into the AFL I'm sure SOO would still be huge with AFL players/fans - fans have now switched allegiances to the Eagles, Freo, Port and Crows... that's where they get their weekly fix of state pride because a core of players in these teams are generally home grown. I don't know why the same thing hasn't happend in the NRL. http://en.wikipedia.org/wiki/Interstate_matches_in_Australian_rules_football

2011-02-03T00:00:43+00:00

Redb

Roar Guru


The Link, Firstly the AFL is not at 95% yet. For that to happen we would be talking about ten years down the track when GC & GWS are bedded in. Then you might look at Tassie, Nth QLD/NT. The NRL has a worse track record with its expansion teams. So there is no guarantee these new clubs will stick and RL contracts again.

2011-02-02T23:56:42+00:00

Redb

Roar Guru


No I listen to the sports medicos who have worked for both AFL and NRL clubs who back up what Hunt says.

2011-02-02T23:52:55+00:00

Redb

Roar Guru


JVGO, Betamax Why does the DT feed this fear? Its called protecting their product. The Syd v Melb thing is a convenient excuse. That you or anybody cannot see the hypocrisy of endorsing Melb Storm and rugby league in Melbourne and hope it grows is beyond me. Most AFL fans would never seriously beleive the AFL would ever dominate Sydney, its virtually impossible given the history and long held club loyalties. You say don't diss Sydney culture yet many NRL fans are quick to dismiss Melbourne culture and AFL is very much ingrained into our culture and I see it disrespected daily here. Code wars have served the News Ltd agenda well in Sydney becuase the NRL is the 'home' code. Note they dont play these games in Melbourne's Herald Sun becuase it does not serve them to drive resentment against the 'invader' NRL amongst the heartland AFL fans. Thus the Syd v Melb theory which so often is beleived to only come from Melbournians supposed inferority complex about Sydney is drawn upon in Sydney but not Melbourne. Surely if News Ltd like to play on the Syd v Melb thing it would work even better in Melbourne becuase we are so envious of Sydney and protective of our home code. Yet News Ltd owner of the Melb Storm protect their product by not engaging in the same games. Its plain to see.

2011-02-02T09:42:36+00:00

BigAl

Guest


. @matt s... . '. . . how much for those AFL rights in NZ?' . .What's that got to do with anything ?? - ok then , how much for spinnach in NZ ?????

2011-02-02T09:10:16+00:00

Republican

Guest


Punter I have absolutely no doubt that this plays a significant part in attracting the female viewer to the Indig code but I don't believe this to be the 'fairer sex's' only criteria. Conversely, I know quite a few women who prefer the more compact and combative looking rugby types. These are die hard Brumby supporters I used to attend Union games with, when i was a member in their foundation years. My daughter also played Netball - up until last season and has bucked the trend in that she disliikes Soccer both as a spectator sport and a participation sport. She prefers Australian Footy to watch with no prompting from myself I may add and really enjoyed playing touch Footy at one point. Cheers

2011-02-02T08:47:37+00:00

MyLeftFoot

Roar Guru


For the moment, we can believe what Hunt says. At the end of the day, he's living the dream.

2011-02-02T08:11:53+00:00

JVGO

Guest


I can see you MLF Redb Wookie and all the other AFL vanguard gving yourselves a big hug. But I expect we northerners will stay out of it, you guys would have to be a lot less arrogant and ignorant and a lot more respectful of our traditions before you'd earn even a handshake I'm afraid.

2011-02-02T08:04:35+00:00

db swannie

Guest


So you listen to Hunt.. The same Hunt that AFL fans continually stress was only purchased for his publicity value.. So now when given the script by Vlad to say how hard ,tough & great AFL is ...he says it. Wow...If Vlad told him to say the moon was purple he would....anyone would with millions in your bank account. You know when RL players went to RU ,they had press conferences where they raved how great ,& tough & wonderful it was to play RU.... Face facts Redb ..money talks.. You cant have it both ways ,either he is a marketing tool & is saying what he is told to .. Or he is the most overpriced player in AFL history,because he had very very little background in AFL.

2011-02-02T07:38:49+00:00

NF

Guest


MLF How about a handshake also to show our mutual respect between NRL & AFL fans since the majority think the code war is garbage we can both flourish it's only the minority who are hook,line, and sinker into this 'code war' and make the outrageous comments which are a bad representation of either code.

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