In this instalment in the series on Australian Football’s overseas outposts, I talk to Ben MacCormack, General Manager of AFL Europe.
MacCormack had worked with the AFL in NSW and ACT in development, as well as the ACT Government, before moving to Europe with the intent of working with the Olympics.
He found out about the AFL Europe job through contacts and now works as the only full-time Australian football officer in Europe.
AFL Europe was set up by the Australian football playing nations in Europe. It is responsible for the organisation of international tournaments including the nine-a-side Euro Cup, the AIS Easter tours and the 18-a-side European Championships.
AFL Europe also assists with start-up grants for new clubs, as well as general information and coaching and umpiring development.
AFL Europe is composed of 21 nations. There are 127 male teams and five female teams in the zone plus around 50 youth teams, based mostly in the United Kingdom.
There are a number of new teams coming on board throughout Europe, including Wearside in England, as well as the Kingdom Kangaroos in the Scottish league.
AFL Europe maintains a start-up grant and assistance program that includes things like goal posts, footies and donated equipment like jumpers from clubs back in Australia.
The number of expats – and thus the influence of the Australians on the game in Europe – is lessening as more and more Europeans get involved in the game. Countries such as Croatia have no Australians involved, while the French have about 10-12 Australians out of 200 players.
MacCormack says that the big international tourneys are vital to the the running of the competition, because some leagues are so far apart that it’s very easy to feel isolated. It’s vital to gather together with like-minded individuals who are having the same troubles and fighting the same fights.
The Axios Euro Cup this year was held in Bordeaux, France. England played France in the final before almost 2000 non-football playing or coaching personnel. Eleven nations were featured in the tournament, which is completed by the Crusaders – an amalgamated side from countries who couldn’t send a team.
The European Championship is an 18-a-side competition held every three years – typically the year before the International Cup – to get the sides some preparation.
This year only six sides competed in Dublin, with a number of sides unable to make it due to numbers withdrawing. MacCormack says that, all things favourable, there are probably 10 to 12 countries that could put together a full 18-a-side team.
At last count, MacCormack says the number of Australian football players in Europe has cleared 5,000 registered participants, with a lot of those in the United Kingdom. Numbers have grown year on year since they began to be collected a couple of years ago.
The United Kingdom has several junior programs, with activities currently held in Newcastle, Wolverhampton and Huddersfield. MacCormack adds that junior footy has other little programs running all over Europe without there being a single Europe-wide program like Auskick.
Investing in junior footy is time, finance and resource intensive, and one of the challenges for AFL Europe is to set up a self-sustaining and viable program, as well as balancing the demands of 21 different countries.
The biggest barriers to growth, according to MacCormack, are the lack of development officers who can focus on promotion and development. AFL Europe believes the game is strong and has a great product, but it likes the money to be able to really make a strong case.
MacCormack also mentions that AFL Europe is talking with a self-funding and self-reliant company called AussieX, which has had some success in Canada. It delivers an Australian experience – cricket, Australian football and netball – to thousands of children in Canada.
AFL Europe is examining whether this kind of program could work in Europe.
MacCormack hopes to see the game develop a stable base. He’s realistic, saying that radical shifts are unlikely – he doesnt expect the game to take over Europe in the next few years –but does believe that it’s a generational thing.
He wants people to have a great experience playing footy, and have that experience shared with their children. With that in mind, he says that it could be 20 years before we see any kind of wide shift.
If you would like to be involved in Australian footy in Europe, the AFL Europe website has a list of countries with clubs you can join.
Or if you are moving to a country with no footy, get in touch with AFL Europe. MacCormack says that clubs, and eventually leagues, have gotten started simply from a couple of guys going down to the park for a kick.
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