Cameron O’Shea of Port pressured by Matt Priddis of the Eagles during the AFL Round 02 match between Port Adelaide Power and the West Coast Eagles at AAMI Stadium, Adelaide.
“Football in South Australia is Port Adelaide,” said former president Bruce Weber, when the club first applied for admission into the AFL in 1990. Two decades later, that flawed logic is haunting Port Power, leaving the AFL to nurture the ailing club to protect the integrity of the league.
When Port Adelaide went its own way to try and gain admission into the expanding AFL in 1990, going against the planned combined SANFL entry, it further ostracised itself within the South Australian football community.
When the Adelaide Crows were born, as a composite team representing the whole of Adelaide and the SANFL, beating Port to the AFL, any notion of Port Adelaide entering the national competition should have been shelved.
But the AFL eventually awarded Port a ticket into the AFL in time for the 1996 season.
Their 15 seasons have thus far netted one premiership, two grand final appearances, three minor premierships and consistent finals challenges throughout the noughties.
But that success only exaggerated their true support base, and eventually crowd numbers decreased as the club struggled to support itself on and off the field. And it will be a slippery slope from here on, with the lowest football department spending in the league, around $5 million less than Collingwood.
Port Power is a weirdly manufactured club, trying to represent its Port Adelaide roots in the national competition, but having to forego the very identity people connected with that great legacy – the black and white stripes and the Magpies moniker – in order to gain entry in the first place.
The addition of teal blue and the move away from stripes only eroded its Port legacy, creating a schism between the real Port Adelaide identity and that of the Power, severely hurting the Port Adelaide Magpies SANFL brand.
Their remarkable success in the SANFL – 36 premierships in the state league – only inflated their delusions of grandeur, prompting the “football in South Australia is Port Adelaide” claims.
The reality is Port only represents a fraction of Adelaide – its tiny corner, which, when you carve South Australia and suburban Adelaide into its SANFL factions, represents one-eighth of the state.
And let’s not forget, Adelaide and South Australia are already one of the smallest markets in the AFL, not growing to any great degree.
The ostracising results of their first AFL bid together with the rise of the Adelaide Crows, who draw their support from the wider Adelaide community, leave Port as an isolated figure in South Australia. Aside from its core Port Adelaide supporter base, it was always going to find it difficult to significantly grow its fan base – not to mention competing against the Crows for market share and corporate dollars in Adelaide’s modest economy.
Melbourne can sustain its multiple clubs because the AFL is essentially the VFL plus two representatives from West Australia, South Australia, Queensland and New South Wales. Port Power is an SANFL/ suburban club thrown into a national competition, minus the image and branding associated with its legacy and history.
And while comparisons are often made with Fremantle over in West Australia, the reality is the Dockers can draw from the 25,000-plus people who live within the Fremantle city, not to mention the surrounding suburbs geographically distinct from Perth. Port Adelaide’s population would be lucky to reach the 2000-mark.
In many ways Port is a victim of its own success – arguably too big for the SANFL, yet not big enough for the AFL.
There’s no indication from the AFL that Port Power will be dumped. The AFL has stressed it needs to have 18 clubs, a minimum of two in each participating state, ensuring weekly games in each major state (crucially in Adelaide to justify the Adelaide Oval redevelopment). And there are no clear expansion targets to replace them – Tasmania, Darwin and Canberra hardly the major markets the AFL is after.
So, where to for Port Power? There’s still some wait until they and the Adelaide Crows can take their home games into Adelaide’s CBD at Adelaide Oval – 2014 the best estimates, if the redevelopment goes off without a hitch.
And even then there are some suggestions that the controversial redevelopment could be reexamined given Port’s perilous state. Why invest so heavily in a city stadium if it’s only going to be occupied by one club once a fortnight, the suggestion being.
The move into the city will provide the Power with a $3.5 million a year windfall, hopefully enticing the club’s supporters and neutrals alike to get to games. But Port Power can’t rely solely on the Oval move.
The problems for the club and limitations of its market reach are too severe and deep-rooted to be solved by the city relocation. It is, after all, a city that is in the main incredibly hostile towards the Power – and there appears no end in sight to that hostility.
Generations of non-Port fans who grow up despising the Magpies/Power aren’t suddenly going to switch their allegiance to the black, white and teal.
With the Power now in the AFL’s hands, one wonders whether the league should take the brave step in pushing for a partial Power relocation to Darwin, perhaps with a handful of home games up north – but not too many, as the league cannot jeopardise its commitment to the new Adelaide Oval.
Power has made seven trips to Darwin for home and away matches and is in the best position to represent Darwin, the Northern Territory, not to mention Port Adelaide and the parts of South Australia outside of the Adelaide Crows’ net. Given the historical and geographical ties between South Australia and the Northern Territory, and the Power’s desperate need to expand its reach, Port is the perfect fit to become Darwin’s de facto AFL club.
Such a move would obviously be a big undertaking for the AFL, and they would need to sell the idea to other clubs as, for the move to work, it would need to close the opportunity for other clubs to sell their home games to Darwin (as Richmond did last round). But that should be a motivating factor for the AFL: stopping that loophole which makes a mockery of the home and away competition while giving Darwin a greater AFL presence and connection.
The reality is it may be the only way to adequately increase Port Power’s fan base and market reach, unless Adelaidians end the hostility and embrace their second AFL team.
Follow Adrian on twitter @AdrianMusolino
Stacy Weber
Guest
If Port were the first team to represent SA - then maybe they wouldn't be ostracised to the degree that they are. The South Australian media, and let’s not forget to mention other SA team representatives did a fantastic job of representing Port in a negative light - such propaganda and false representation of what happened when Port initially applied for admission into the AFL ... no wonder there is such a HUGE divide by the two SA teams, rather than embracing two very competent and strong (Port not so much this year) teams. Where is the sense of pride in your own state - who cares if it is not the region you live in - these players represent the state overall. I have lived on the Gold Coast since I was 8, yet I am a Port supporter through and through. I am proud of my heritage - as too, I was proud to watch the Crows win the Grand Final in '97 & '98 and Port in 2004. Maybe South Australia needs to embrace the two teams they have – at the end of the day Port is just a name, but many of the boys who represent them are South Australian talent. As for the comment “Football in South Australia is Port Adelaide” a little arrogant I have to agree, but this came from a man who truly was passionate about the Port Football Club and was proud of their achievements.
amazonfan
Roar Guru
If you're referring to the tab, it is indeed incorrect, and it is also extremely annoying. The name of the sport is Australian Football, not Australian Football League or AFL.
Mr Man
Guest
What about "AFL"? I play AFL. "I play Australian Football League". Doesnt sound right!
amazonfan
Roar Guru
The name of the Western Bulldogs is either the Western Bulldogs or simply the Bulldogs. Some refer to it as Footscray, which is its former name, however that is incorrect.
Mr Man
Guest
Yes agree! "Power" is the stupidest aussie rules name. What about Port Adelaide Redlegs?
Mr Man
Guest
I thought it was the Port Powder? Thanks for clarifying that. BTW, is the name of the Western Bulldogs football club simply "Western"?
Mr Man
Guest
Agree. Dentists are cheaper than they were in the 80's, so less toothless PA supporters. The new generation will never know what the quality of the PA supporters once was.
amazonfan
Roar Guru
If it's a choice, then we absolutely must keep the salary cap. I think the worst thing the AFL could do is to eliminate the salary cap. As for the draft, I do think we need one, however we can change whom is eligible for the priority picks.
brendan
Guest
PaddyBoy.If the draft is open and the salary cap is enforced and the lower clubs have more selections clubs can rebuild .Abolish the rookie list and when clubs need to supplement players due to form or injury they do via the lower competitions such as the vfl.These players from the lower leagues obviously are on lesser wages are tied to that club for the current season whether needed or not.I ts not rocket science the lower leagues help develop the players ,recruiting is more flexible and local players can be recruited if desired.
Marc David
Guest
You can talk politics as much as you want, as the reason for Ports downfall, but tell me this - if they were winning and top of the ladder do you really think they would be struggling? The blame for this is the board! Especially since Brian Cunningham left. They brought in Haysman and all these outsiders that none of the port crowd know and they have ruined the team. They destroyed Mark Williams. He had 2 hands tied behind his back and they didn't let him coach! If they did then Shaun Burgoyne would be our captain! Williams couldn't even pick who he wanted as captain! The board and Haysman chose who they wanted. It alienated the team, Williams and Burgoyne had to leave. Get rid of the board and bring some pro Port people back
Tom Conley
Guest
While we know that people like Musolino like to troll, one would expect decent analyis, not unsubstantiated rubbish like this. No attempt to make comparisons with other struggling clubs over recent years. Port is undoubtedly going through difficult times, but it will recover and re-build. While it will never have the supporter base that the Crows have, over time the connections to the Magpies will become less significant. A new generation of fans will make a call based on performance and perhaps simple things like gurnseys and colours. Port's memebership base certainly isn't the smallest in the AFL. Time generally shows that arguments that equate short term crises with long-term unsustainability are weak attempts to write a 'controversial' story.
brendan
Guest
Paddy Boy .What i am saying is with a salary cap you dont need a draft.When you want to be recruited you put a price on yr head and the lower clubs are allowed to recruit more of the better players.Any club would be able to therefore get a player they need to make them better the lower clubs would have for example have two selections of these better players as opposed to higher clubs one.I reiterate my main point in the Afl with the small pool of talent available it is stupid that clubs cant get access to local talent.
PaddyBoy
Guest
What, so to improve the situation you're going to either a. Make sure they can't ever compete with the bigger clubs by removing the salary cap (alternatively they can spend themselves into oblivion trying to win) or b. Add development costs to clubs who are already struggling. I never said it wasn't already happening, just that you proposal would either leave the status quo, or make it worse. I'd love to hear your genius reason for how removing the salary cap will help poorer clubs stay afloat.
kmav23
Guest
at least their not the Cronulla Sharks in NRL.
Ian Whitchurch
Guest
The AFL will not dump Port Adelaide. Port delivers them two Showdown games a year, wins a flag occasionally and basically is a club in good standing in the AFL. The SANFL, on the other hand, does nothing for the AFL. You know, that SANFL that pulls a great deal of money out of Port Power's balance sheet, thus creating problems for the AFL. Yeah, that SANFL. I'm sure I can see a solution here ...
James B
Guest
Well said Walt! The lack of leadership and and misalignment of priorities from the SANFL (and SACA whilst I am at it) is a disgrace and breathtakingly stupid. Unfortunately the leaders of these institutions have clearly been making decisions based upon self interest and past grievances. For the SANFL to allow Whicker to hold the position of General Manager since 1984 displays a complete lack of robust corporate governance. To Walts point the SANFL is screaming for some decent leadership.
bystander
Guest
Time for a total rebranding a team for all those who hate the Crows but can't bring themselves to support a club with an SANFL history such as Port's bring on the "Southern Sharks"
Victer
Guest
The AFL's chink is not that one team is falling. If that were the main problem the AFL would probably comfortably live with it. The problem is the growing inequality the league. Sure most teams will have good and bad years but the more powerful clubs are learning to rebound quicker and stay on top for longer. Also TV stations are asking for these more popular teams to be played on more popular time slots creating more exposure for them. Sure the TV rights will help even out things but the problem is much deeper than that. In a high scoring game the teams which are able to reinvest in the their sporting departments more are starting to get more consistent results from this. More equalisation tools are needed for the AFL.
brendan
Guest
That happens now .Look at Collingwood Jolly ,Ball and Krakouer.In the next few years the poorer clubs and those down the bottom wont be able to improve.The present recruiting system makes it impossible to improve your list.Clubs such as Port and North will wither on the vine.You just wait and see how much the traditional football follower will feel when collingwood, gold coast, gws, westcoast.and a couple of other teams year in year out are top four.If stkilda cant win a flag with three no one picks and a no two pick who can.Gary Ablett leaving Geelong was good for the club it freed up salary cap room ,enabled the playing list to stay together and will deliver two first round draft picks.The draft is a fallacy.All the best PaddyBOY.
Julian
Guest
Hahaha what? You really have a narrow minded and no doubt contradictory view of what a club is. Were Hawthorn established in the 1940's? Because they only became the Hawks then, before that they were the Mayblooms. Nicknames and colours are very juvenile ways of determining a club. Port were always too big for the SANFL and thus moved into the AFL, with the SANFL keeping a team in the local league.