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AFL to target rugby states
By TIM MORRISSEY
February 19, 2004
THE battle of footy codes in NSW and Queensland is to intensify after AFL chief executive Andrew Demetriou yesterday outlined his new three-year strategic plan.
Demetriou revealed the AFL has targeted the rugby heartlands as the key to sustaining growth for Aussie Rules at all levels.
With the Sydney Swans' success and the Brisbane Lions' third straight premiership in 2003, the AFL saw a jump in attendances, television ratings and junior participation in NSW and Queensland.
Swans crowds were up 26 per cent last year while the Lions enjoyed a 16 per cent rise.
TV ratings rose 24 and 31 per cent in Sydney and Brisbane respectively and participation in NSW and the ACT rose 16 per cent.
"We believe the best way is to capitalise on the tremendous growth in NSW and Queensland," said Demetriou. "Now is not the time to consolidate nor is it the time we think to put the pedal down.
"We are going to invest further in NSW and Queensland and capitalise in our investment in Auskick and in getting more clubs up and running ? get more fans, get more participants.
"But we are not naive enough to think in NSW, with their rich history of rugby league ? and it has a wonderful history ? that we are going to overtake rugby league as the No. 1 code.
"We understand the competition from rugby union and respect it and we know what's happening in soccer.
"We can't control what they do. All we can control is what we do."
"Our whole focus and certainly our executive team is absolutely hungry to keep growing our brand and growth and participation in NSW.
"What the other sports do is up to them."
But the AFL's strategic plan doesn't include new teams in either Sydney or south Queensland. He said the strategic plan focuses on maximising current revenue streams and the AFL's presence in NSW and Queensland while the Swans and Lions consolidate their own positions.
"The Sydney Swans have just come off a very difficult year financially off the field," he said.
"They have got to be a strong football consistently for a number of years to even think about a second team in Sydney.
"The Brisbane Lions have had a terrific year off the field in 2003 coming off a not-so-successful year in 2002, where they had a loss.
"You've got to see a long period of sustained growth and stability in both those two states before you'd even think about [another team]."
Demetriou believes it would cost $20-$40 million to establish a second team in Sydney or Brisbane.
THE 2004 AFL season hasn't started yet but planning for the 2006 season ? and how to avoid clashing with the Commonwealth Games ? has already begun.
The AFL yesterday said it would start the 2006 season later than normal after the Games, which are scheduled for March 15-26.
The MCG is the main venue for opening and closing ceremonies and track and field events, so the earliest the 2006 AFL season could start would be mid-April, pushing the end of the season back by several weeks.
The late start might mean the traditional Anzac Day clash between Collingwood and Essendon could be played at Telstra Dome.
The AFL is also keen to avoid scheduling two games a weekend in Perth or Adelaide, preferring to play one game a weekend in the two cities throughout the season.
The 2006 schedule will be very different to the 2000 AFL season, which began in early March and finished on September 2 to avoid clashing with the Sydney Olympics.
By TIM MORRISSEY
February 19, 2004
THE battle of footy codes in NSW and Queensland is to intensify after AFL chief executive Andrew Demetriou yesterday outlined his new three-year strategic plan.
Demetriou revealed the AFL has targeted the rugby heartlands as the key to sustaining growth for Aussie Rules at all levels.
With the Sydney Swans' success and the Brisbane Lions' third straight premiership in 2003, the AFL saw a jump in attendances, television ratings and junior participation in NSW and Queensland.
Swans crowds were up 26 per cent last year while the Lions enjoyed a 16 per cent rise.
TV ratings rose 24 and 31 per cent in Sydney and Brisbane respectively and participation in NSW and the ACT rose 16 per cent.
"We believe the best way is to capitalise on the tremendous growth in NSW and Queensland," said Demetriou. "Now is not the time to consolidate nor is it the time we think to put the pedal down.
"We are going to invest further in NSW and Queensland and capitalise in our investment in Auskick and in getting more clubs up and running ? get more fans, get more participants.
"But we are not naive enough to think in NSW, with their rich history of rugby league ? and it has a wonderful history ? that we are going to overtake rugby league as the No. 1 code.
"We understand the competition from rugby union and respect it and we know what's happening in soccer.
"We can't control what they do. All we can control is what we do."
"Our whole focus and certainly our executive team is absolutely hungry to keep growing our brand and growth and participation in NSW.
"What the other sports do is up to them."
But the AFL's strategic plan doesn't include new teams in either Sydney or south Queensland. He said the strategic plan focuses on maximising current revenue streams and the AFL's presence in NSW and Queensland while the Swans and Lions consolidate their own positions.
"The Sydney Swans have just come off a very difficult year financially off the field," he said.
"They have got to be a strong football consistently for a number of years to even think about a second team in Sydney.
"The Brisbane Lions have had a terrific year off the field in 2003 coming off a not-so-successful year in 2002, where they had a loss.
"You've got to see a long period of sustained growth and stability in both those two states before you'd even think about [another team]."
Demetriou believes it would cost $20-$40 million to establish a second team in Sydney or Brisbane.
THE 2004 AFL season hasn't started yet but planning for the 2006 season ? and how to avoid clashing with the Commonwealth Games ? has already begun.
The AFL yesterday said it would start the 2006 season later than normal after the Games, which are scheduled for March 15-26.
The MCG is the main venue for opening and closing ceremonies and track and field events, so the earliest the 2006 AFL season could start would be mid-April, pushing the end of the season back by several weeks.
The late start might mean the traditional Anzac Day clash between Collingwood and Essendon could be played at Telstra Dome.
The AFL is also keen to avoid scheduling two games a weekend in Perth or Adelaide, preferring to play one game a weekend in the two cities throughout the season.
The 2006 schedule will be very different to the 2000 AFL season, which began in early March and finished on September 2 to avoid clashing with the Sydney Olympics.
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