2012 will see the introduction of Greater Western Sydney to the AFL, the second new club to enter the competition in as many seasons.
This means the AFL will now have an 18-team league – crammed into the five major states – as it looks to consolidate its position as Australia’s most popular football code and win over areas outside the game’s original heartland in Melbourne.
It’s clear that when the AFL plans for expansion and growth of the game, they automatically think that more teams is the only answer.
Australia’s population is around is around 22 million people, from as many different backgrounds as you can imagine. In the United States the population is closer to 300 million, yet their most popular sporting codes think 30 is the right number of teams for the elite level of their game – spread across 25 states. One team for every 10 million people, as opposed to the AFL soon having a team for every 1.2m people.
It’s interesting to note that 25 of the US states have neither an NBA, NFL, MLB or NHL team. These are the most professional sports organisations in the world, and they have realised that expansion doesn’t mean setting up teams in every geographical region. The Sacramento Kings’ impending move to Anaheim suggests the owners understand when a market – California – has become saturated and there are more opportunities elsewhere.
Promoting growth of the game outside of the regions that are already sold on the product doesn’t have to mean more teams. Not only does it mean current teams eventually have less prospective fans/areas to market too, it also stretches the talent pool even thinner.
There is over 800 players on AFL lists already, and many argue that the last couple of teams to sneak into finals each year are just there to make up the numbers. No team has come from outside the top four to win a flag since the AFL introduced the McIntyre final eight system in 2000.
But more teams has already led to discussion of a bigger finals series, some suggesting even ten teams should qualify. While the eagerness to grow such a great game is the obvious next step, it isn’t worth diminishing the product. Expansion can be done in other ways.
Take the NBA’s examples from just this weekend. Two of the top teams, San Antonio and Miami, became the “Los Spurs” and “El Heat” for the night in a Latin-themed game promoted strongly in South America, continuing a campaign that began in 2009.
This played second fiddle to another match on Saturday though – the New Jersey Nets and Toronto Raptors played the first ever NBA regular season games in Europe, with two games at London’s O2 Arena.
Obviously, basketball is a well established global game already. But it did originate in the USA and its no coincidence that it still holds the game’s biggest league. Despite this, the international expansion efforts of the NBA have lead to the 2010/11 NBA season kicking off with 84 international players on team rosters.
It will take a long time before Australian Rules Football is that well developed in so many countries, but in order to reach that point, the code needs to ensure it doesn’t lessen the quality of its showcase, the AFL.
More teams, particularly with the impending free agency and potentially much larger salary caps, leads to possible disruption of competitive balance. Poorer clubs are likely to slip further away from the wealthier ones. More one-sided finals are not good for the image and reputation of the game.
Therefore, more teams is not necessarily the answer for growth. A greater focus on converting existing impartial followers of the game into passionate customers would make more sense. There are already big issues with the lop-sided fixture, and perhaps less teams is the way to go.
Imagine 14 teams, where each team plays each other twice, once at home and once away, in a 26 round season. The pre-season competition would need to be removed or shortened, and teams would want at least two mid-season breaks, but there could be no complaints regarding the fairness of the fixture at all.
Reducing teams is probably the last thing on the AFL’s mind. But it would inevitably lead to a better overall product. It’s only a matter of time until 10-team Victoria becomes untenable and struggling clubs should be given every incentive to play regular season games in developing Aussie Rules markets – not just those within our shores.
There are many different methods of expansion, and although it may be too late now, the AFL needs to think outside of the large but sparsely populated square that is Australia.
Patrick Angel
Roar Guru
As well, the NFL has profit sharing, meaning they would definitely want more teams if they increase overall revenue.
Jason
Guest
No need to get overly sensitive, Of course I know Westies are Aussies, but AFL isn't universally Australian. You need to come to grips with that. As for kiwis "contempt" for Australia, I find that quite a broad generalisation I think their contempt for AFL would be through the nature of the game more so, not because it is "Australian". Well thats what I've found in my experiance. No need to get offended just because up north we relate more to kiwis than Vics. That seemed to be the case at school anyway
Republican
Guest
NF There is one for every tabloid rag - to be sure
NF
Guest
On the AFL side add Patrick Smith to the tosser list he should focus on AFL vice versa with Masters on League but they can't help sniping at each other.
Republican
Guest
We all know RM is a tosser. He's paid to be given his profession i.e. hack sport, well League, journalism. Gallops got cred though..
KickIt2Duck
Roar Rookie
What a superb write up. Lengthy, crossing all frontiers for comments, and the one person amongst it all who looks a tosser is Roy Masters.
MyLeftFoot
Roar Guru
This is an excellent expose of AFL chief, Andrew Demetriou, giving some background info on the AFL's expansion plans: http://www.smh.com.au/afl/afl-news/andrew-demetriou-the-goalkicker-20110321-1c34a.html
MyLeftFoot
Roar Guru
As the quality of education expands through the Greater West, so too will their knowledge of such things.
The_Wookie
Roar Guru
The government collects the rent from Aami park too, the situation is not the same as Carrara where all match day revenues - including hospitality and catering - will end up in the Suns pocket. I presume they will try the same deal at the Showgrounds where they are paying a similar amount.
The_Wookie
Roar Guru
Its actually the uniform that is worth more financially, after all theres more to the uniform than the Jumper. The Swans uniform includes their million dollar shorts sponsorship. this tips it over the line. Colliongwoods jumper might be worth the most, it doesnt mean they are getting paid the most for it. yet.
Republican
Guest
It may not be their preferred code however West Sydneyites are Ozzies first and foremost and they are lucidly aware that Australian Footy is the indigenous code of this country, despite the efforts of those i.e. yourself to militate otherwise. Those who set out to devalue the codes status in this country are simply in denial. I assure you NZ's contempt knows no bonds when it comes to Australia, which is evidenced on many fronts and not just in sport. In respect of Australian Footy, that they take exception to our game being branded 'Australian' is a fairly compelling case study of this underlying contempt, being the ONLY collective on the planet that overtly display an aversion to 'Australian' Football, based purely on it's cultural DNA. I am not sure who is the most' out of tune' Jason, however I can say that your ingrained 'contempt' for our code that would cause you to write off a whole demographic of your fellow countrymen and women, based purely on their sporting preference, would indicate just how dangerously small your world is. Victorians are Australian - NZers are not no matter how you pitch it. If you really feel that fervently anti Victorian, that your affinity for a foreign culture is influenced solely on your disdain for Australian Football , perhaps your obvious Kiwi sporting persuasions would be better served in that country. This would certainly go some way to bucking the trend of excessive NZ migration to our fatal shores and it is clear that your unrealised pedigree would see you welcomed with open arms. Perhaps you could join the NZ campaign to appropriate another piece of Australian culture in claiming it as their own? Cheers.
Jason
Guest
lol their indigenous code? good luck trying to find a westie who would call AFL their code. Seriously just shows how out of tune you are with the west when you keep referring to the area as 'GWS', you've obviously been reading into too much AFL spin as they seem to be the only ones that call it that. I reckon NZ would have more contempt towards AFL not necassarily Australia because they share a similar culture to people up north. I myself find I can relate more to kiwis than Vics.
Republican
Guest
Jason. I guess the difference with GWS is that they are integral to Oz and consider themselves so. They also know more about their Indig code than any Kiwi does, whether they like the code or not. There is also a significant grass roots Aust Footy culture in reasonable proximity to GWS compared to NZ, which has NO grass roots to speak of. The good folk of GWS do have an affinity with that aspect of our great game as with all demographics in this country whether or not their preference is with League, Soccer or otherwise, whereas NZ have more contempt for Australia's cultural influence than anything else.
Jason
Guest
Theres not much cultural affinity up here either but hey, suppose when you look at it that way nz is possible
Republican
Guest
Jason I agree with you in as much that NZ don't have any cred now and are unlikely to in the future in respect of Aust Footy. Their pedigree is non existent even compared to their less fortunate Pacific neighbours and most certainly they don't hold a candle to PNG. To even entertain the idea of an AFL team being based there on that criteria anyway, is akin to sabotage. That said, we all know that this criteria has little to do with growth of any elite sporting code in this day and age and I would suggest that NZ are very much on the AFL's radar, sadly for commercial reasons rather than potential grassroots talent which PNG does offer our code. If they did decide to afford NZ any AFL brand however, the problems that they would encounter would make those of their Western Sydney crusade pale in comparison. I trust they, the AFL, remain rational and steadfast in this cold war code, to avoid at all cost the folly that is any NZ expansion which would pit the code against League, Soccer and Union in an unforgiving market in a country of philistines who hold nothing but contempt for anything to do with Australia, as well as offering absolutely NO grassroots or cultural affinity for the best footy code on the planet.
Andrew Leonard
Roar Pro
MLF - As Mark Hawthorne recently wrote in the Fairfax papers Collingwood's jumper is worth the most in the country of all foootball codes. This comes from an independant report from Repucom into sporting media coverage and assigning a dollar value to that coverage. http://www.theage.com.au/business/afls-success-in-black-and-white-20110308-1bmk6.html
Norm
Guest
NRL records are only recirds as compared to their past. They are way below the AFL - which are world standard. NRl can only be talken seriously when you exclude NZ attendances...& then it's not serious!
KickIt2Duck
Roar Rookie
re expansion and the like, the announcement today that the Suns who have the sole stadium management rights at a 'clean' Carara have landed a 4 year $3million naming rights deal with Metricon. Being a 'clean' stadium, the Suns will start out at an advantage compared to teams like North Melbourne stuck at the premium high cost Docklands in Melbourne. 15,000 crowds for the Sun will probably turn a reasonable profit whereas North will be losing money. The AFL at least has contributed $10 million to the project (about 8%) which has effectively bought the management rights (for what term I wonder?). It does compare still to the govt gifted rectangular stadium in Melb where non of the resident codes contributed a cent. Also, comparable - is the amount of money the AFL has earmarked to 'invest' in the growth markets in coming years, and you can understand why the AFL get's co-op projects with govt happening.
AC
Guest
Over 201,000 attended the first round of the NRL. I remember when that was AFL type of crowd figures. Great work NRL. You are going from strength to strength. The NRL is not the lame dog the AFL thinks it is. Now after saying that i hope Aussie rules has a great year also.
woodsman
Guest
Guff I believe that they can count to about 4 or even 5 at a stretch so they can keep track of who is winning. It was all too confusing while Australia was playing in Oceania as they would need to bring in foreign experts to count into multiple-figures, better to take the team into Asia where there were enough mathematicians on hand to help them figure it out. As for the more negative opinions in this article, I believe it has already been treated with an appropriate amount of disdain. Even as a Collingwood supporter who loves a traditional match-up, I am looking forward to the day we have 24 teams (add Tassie, Canberra, NT, Newcastle, FNQ and a third WA side- keep it simple and National- a joke that NRL had to 'expand' by running overseas; no need to involve NZ or PNG- and the latter will be more deserving in the near future than the former anyway) play each other once per season and thus have a final eight that truely, fairly rewards the elite. Long live Football!