AFL eyes an expansion into China

By John Davidson / Roar Guru

Forget the Pacific Islands, the AFL is looking at China as one of its biggest targets for international growth of the sport.

Yesterday the AFL announced that it had help launch the first purpose-built AFL oval in Tianjin as part of its ongioing commitment to grow Aussie Rules. A collaboration between the City of Melbourne, the AFL and the Melbourne Football Club saw $1.5 million spent on a new field.

This follows the game between Melbourne and the Brisbane Lions that was played in Shanghai in front of 7000 people last year. The AFL says it is planning to hold AFL Combine and exhibition matches in China in the future.

China, as the NBA, Rupert Murdoch, Bobby Charlton and Google will attest, is a tough market to crack. Many more companies and brands have tried and failed over the past few decades.

But it is so lucrative and so vast that there is always those lining up for a shot.

The AFL, cashed up and eager for expansion, is no different.

But how should they go about it?

I think they should first target Chinese nationals living in Australia, and those Australians with a Chinese background. Australia has a huge Chinese-Australian population, and their links and interest in AFL should be built and strengthened first. Has there been any professional AFL player with Chinese heritage or Chinese links?

Judging by the NBA’s experience, the AFL will need a talented player who is either Chinese or has some Chinese ancestrey to break into the AFL to get real traction in China. The example of Yao Ming with the Houston Rockets show that the Chinese are a patriotic and a very proud race, and if they see one of their own break into the big time and take on the best in a particular sport, they will follow it devotedly.

Building ovals and AusKick programs to China is important. Starting in one province and then building from there is a good strategy. Holding yearly exhibition games, and securing free-to-air TV coverage is also crucial.

Breaking into a China is 30-50 year plan for the AFL, at least. Personally I think they should look closer to home and build the sport in Tasmania and perhaps New Zealand first before heading into Asia.

But if their minds are swayed by the riches of China’s economic might, then they need to be realistic, patient and have a very long-term plan. Because there’s no greater challenge in world sport or business.

The Crowd Says:

2013-05-18T08:21:38+00:00

Dinga

Guest


I don't envisage this ever working and I don't care either. Japan is a better bet they embrace the warrior spirit China view us violent.

2011-10-21T03:10:13+00:00

Republican

Guest


I did again put forward my view as to why we shouldn't be helping NZ of all places Cat however, that piece of diatribe was beamed up to the black hole for distasteful comment by the moderators me thinks. Ho hum, the sacred cow i.e.then Trans Tasman love fest has again closed rank and you know what, I didn't vilify anyone or thing in the process but only explained why I believe this NZ focus could well prove harmful to the national cause.

2011-10-20T10:17:12+00:00

The Cattery

Roar Guru


Republican I think we can be sure of two things: the average age of the NZ players were definitely higher than the vic ammos, and yes, that they were not necessarily the best 25 or so players the ammos could put together - but why should that surprise us? At the moment the Deniliquin U18s would beat pretty much all teams outside of Australia - and I'm talking about their senior teams. But we can at least try and help some of these teams improve.

2011-10-20T04:10:31+00:00

Republican

Guest


Stu, I sincerely hope your'e right for our codes sake.

2011-10-20T02:16:34+00:00

Republican

Guest


Cat your'e right - should be happening to ensure equity however it seems only NZ glean this type of support. Of course I hold very strong opinions on why this is so. It most certainly is not based on their footy pedigree or any sort of merit system The NZ side were, according to WFN sources, average age of 17 yrs which is odd given their billing as an U20 side. I believe again they are talking the NZ effort up and this is one way of giving an impression of age and size parity. I reckon there would have been some big boys in the Kiwi side as always with a significant number of 19 year olds - as in previous years. For all the attention on NZ i am far from convinced they are worth the investment and don't see any improvement despite their distinct advantage in respect of the Trans Tasman bind. While numbers may be growing through their token HANZUP schools programme, which is little more than a novelty PE exercise akin to kids here suddenly having a novelty discipline introduced to the school curriculum, PNG are playing second fiddle. PNG actually offer compelling grass roots potential in spades. To keep some perspective on these sorts of contests, the VAFA lads were again chosen fairly randomly and not for their pedigree and had players between 15 and 18 in the cultural exchange side according to my sources. Cheers

2011-10-19T11:03:08+00:00

The Cattery

Roar Guru


The Victorian Amateur U18s have just completed a tour of NZ where they played the NZAFL U20s. The Vic Ammos won the first game by 77pts, but NZ fared better in the second game, going down by 42 points, or exactly 7 goals. I'd like to see the Vic Ammo U18s do more of this sort of thing, playing other U20 teams to help the development of footy in places like PNG, NZ, Sth Africa, Nth America and Europe.

2011-10-18T06:49:06+00:00

Emric

Guest


[i]The constitution states that in order for NZ to join our federation a referendum must first be held, not only in NZ but also here in Australia.[/i] Chapter VI of the Constitution of Australia allows for the establishment or admission of new states to the Federation. It may also increase, diminish, or otherwise alter the limits of a state, form new states by separating territory from an existing state, or join two states or parts of states, but in each case it must have the approval of the parliaments of the states in question

2011-10-17T09:30:42+00:00

The Cattery

Roar Guru


The Ontario Australian Football League is a growing footy comp, now with two mens divisions and a women's division. The Etobicoke Kangaroos made all three grand finals on the weekend, winning two of three, and as Meatloaf so famously sang.... http://www.worldfootynews.com/article.php/20111016160300684

2011-10-17T09:24:54+00:00

The Cattery

Roar Guru


What does it mean to be recognised by the Government? Which sports in Australia are recognised by our government??

2011-10-17T09:09:07+00:00

Stu Wilsons Gloves

Guest


AFL expending into China what a load of bollocks.

2011-10-17T08:39:28+00:00

Stabpass

Guest


Thats OK, plenty of people like it, 650,000 people put their hard earned up, to become members of AFL clubs Hundreds of thousands of kids play it, they like it, thanks for your interest.

2011-10-17T08:35:35+00:00

Stabpass

Guest


Just like weepu the other day, nothing is as easy as it seems, especially when pressure, or percieved pressure is on.

2011-10-17T07:55:02+00:00

The expert

Guest


Stabpass remember you get rewarded in a peculiar fashion for missing ,what terrible sport for kids ,its ok son your half assed ill give you a point

2011-10-17T07:52:55+00:00

The expert

Guest


Stabpass top codes like union allways look at other ideas its dosent mean the athletes in afl are flash ,you are talking about a code thats meant to be all kicking and every week i see guys miss 20 m out right in front too

2011-10-17T06:41:50+00:00

Republican

Guest


Emric The constitution states that in order for NZ to join our federation a referendum must first be held, not only in NZ but also here in Australia. I think you will find no such loop hole exists. By assume I refer to the many comments left by NZers especially in the NZ Herald, that assume that all they need do is agree to join without any consultation with the actual states of Australia. It is also interesting to note that last count, 43% of Kiwis were keen to look at this seriously however this was identified as for purely economic incentives rather than holding any affinity with this country. For me, that's a very important distinction to be made and one many gullible Australians need to heed if ever this were to ever go to a referendum

2011-10-17T05:41:36+00:00

Stabpass

Guest


@the Expert, i saw the kicking between the AB/AUS, and it did leave quite a bit to be desired, they could learn quite a bit from Australian football, there was a reason why Ex Hawthorn/Sydney Swans player Micheal Byrne was the AB kicking coach for quite a number of years, and from memory still a consultant, it is quite amusing/mystifying why the Australian rugby team does not use kicking coaches from AFL teams.

2011-10-17T04:25:39+00:00

The expert

Guest


Having said that looking at the kicking skills of our rugby players we would dominate afl if we could be bothered ,you see they lure of a kid to be an all black international sports star will allways rule out most other sports in nz ,take into account australia has no team of the same status /aura as the all blacks on a world scale in a footy code

2011-10-17T04:14:22+00:00

The expert

Guest


The other problem afl would struggle with in nz is that it lacks class as rugby union does ,all schools or good schools are rugby schools in nz ,so for example the average kiwi thinks sydney has some good schools qld a few and the rest of australia cant read or write ,victoria to us is just irish

2011-10-17T02:23:18+00:00

Matt S

Guest


How many of these AFL organisations are recognised government sports in their respective countries, out of interest?

2011-10-17T02:07:56+00:00

The expert

Guest


What next perhaps you clowns could play at giant stadium new york or wembley ,oh no dam they are rectangular

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