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The NRL rights deal has given the AFL a reality check

11th August, 2015
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Roar Guru
11th August, 2015
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The NRL signing the richest free-to-air TV rights deal in Australian sporting history with Channel Nine – a whopping $925 million – has delivered the AFL a major reality check.

From 2018 the NRL will have revolutionised the way the code is broadcasted and will deliver more money to its clubs than at any time its history.

It is expected this deal will nearly double once pay-TV and live streaming rights are signed off.

The NRL now also has the confidence to expand and may consider fast tracking the admission of the West Coast Pirates and the Brisbane Bombers to be in the NRL premiership come 2018.

Not only that, four live NRL games will be broadcasted on free-to-air TV.

It has given Gillon McLachlan and the AFL Commission some serious thinking to do, especially as far as New South Wales and Queensland are concerned.

While the Sydney Swans get decent crowds at the SCG and have been closing in on 50,000 members, the AFL must be careful handling each of the four northern clubs.

It seems baffling that club bosses in traditional Australian football states and at AFL heartlands cannot see why the academies for northern clubs are crucial for the development of the game in traditional rugby league states.

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Why would it matter if any of those clubs were able to recruit from their academies – especially when Sydney, Western Sydney and Queensland do not have the Australian football grassroots like their Victorian, South Australian and Western Australian counterparts?

The AFL has been shooting itself in the foot with its expansion markets, starting with taking the Brisbane Lions’ retention allowance away in 2003. The club has since struggled to retain players and former Carlton now-Brisbane CEO Greg Swann has discovered the reality of what running an AFL club in a traditional rugby league state and city is like.

The Lions have been in a world of hurt and Australian football development in Queensland has been stalling.

Meanwhile, the AFL put an unfair trade ban and restriction on the Sydney Swans as the AFL phases out the cost of living allowance. And then, in a knee-jerk reaction, introduced an awkward points-bidding system for any northern club to draft academy players.

Since the academy has barely produced the stream of players rival clubs, particularly in Victoria, have been fearing, the points system made no sense.

No wonder the Lions are pitching for a priority draft pick.

Both the Lions and the Swans were effectively punished for winning premierships and being successful. No wonder former Sydney Swans president Richard Colless lashed out AFL Commission boss Mike Fitzpatrick.

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Just think if the northern clubs were able to recruit more from their own states and develop the game – there would not be a need for a COLA or any allowances.

The AFL has tremendously underestimated the NRL’s capacity to compete for big money. Now the NRL will significantly increase its clubs’ salary cap capacity – something AFL have been stalling at doing.

And now the AFL finds itself in an awkward situation where its main rival has enough money in the kitty to not only expand, but to make life incredibly difficult for the AFL’s own expansion.

The NRL already had the upper hand in Western Sydney with the grassroots – now it has the money to keep them.

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