plugger66 wrote:So the AFL has gone backwards in the last 10 years. Dont make me laugh. It is bar far the most successful footy code in Australia and has increased the difference between itself and the other codes in the last 10 years. NRL are a laughing stock and the ARU isnt even worth speaking about. Just about every soccer club is in debt where as most AFL clubs are making money whee as 10 years ago more were in debt. Obviously the AFl administration has made errors in the last 10 years but compared to other codes they have made many less.
I agree it all looks good on the surface ATM: indeed, as a spectacle, the game has never been more exciting or entertaining. The strong Aboriginal element in the game gives it a uniquely Australian flavour which has growing global appeal.
However, there are some fundamental problems with the AFL's strategy that have been papered over by the inflated TV revenue and the problems experienced by competing codes (eg: rugby league raped and pillaged by News Limited, soccer taking far too long to get its act together in terms of moving away from ethnically-based clubs with ageing, declining supporter bases).
The strategy of the AFL since the 1980s has been to seek to expand into the strongholds of the rugby codes: Sydney and south-east Queensland. Progress here has been consistently over-rated IMO I would be interested to see a decent survey that showed the % of members of the Lions and the Swans who were not born or raised in one of the AFL states.
Regardless of what people at AFL HQ think, the Swans have at best a cult following in Sydney. Their Saturday night TV games are frequently outrated by all the other channels, even SBS. The following in Brisbane is perhaps a little better, but hardly outstanding given the great success of the Lions over the past decade.
Yet, despite these far from encouraging signs, the AFL is pushing on with more expansionism into this hostile territory. Meanwhile, traditionally strong AFL areas like southern NSW/ACT and Tasmania have been treated like dirt and even WA and SA have hardly been given red carpet treatment. There is no question that the numbers of players and supporters of AFL have been declining in southern NSW and the ACT relative to the rugby codes. If I were the AFL, I'd also be a little bit worried about the long-term prospects of WA, which has a relatively high rate of influx of people from overseas and NSW and Qld who might generally favour soccer over AFL. Tassie and SA will remain strong, but these states are continuing to decline in economic and demographic significance.
The great strength of AFL over, say, rugby league has been that it has enormous grass roots support which flows over into large memberships and huge crowds. Rugby league is increasingly a TV-based game which appeals to an ageing, indoor audience. AFL is still a great afternoon/night out.
However, in terms of a day/night out, a Swans game isn't much chop. Even when the Swans were flying high, they couldn't regularly pull a full house at the tiny SCG (I went to a Swans-Roos game there a week or so before their triumphant 2005 finals, and the ground was about 1/3 full).
A Western Sydney or Gold Coast game will be even less of an event. The new twilight games on Sunday are also not that electric. But, of course, all of these experiences are designed to attract pay TV viewers, not spectators. The draw and draft rules will continue to be manipulated to try to help these otherwise dud propositions to remain alive, and we might even see more mucking around with the rules of the game such as happened in the Hall case.
If the AFL had decided to expand its comp by introducing, say, a third WA team, or (although I'm a bit doubtful) a Tassie team, or even an Albury-Wodonga or Canberra team, we would be likely to see sizable memberships, good crowds, teams featuring plenty of local lads, etc, etc.
Why does the AFL choose the path of creating more phoney NSW and Qld teams to play in empty grounds to (perhaps) larger TV audiences rather than look to plant in more fertile ground in southern Australia? Is the (surely marginal) increase in TV revenue that important to the AFL's survival?
As I see it, the addtional TV revenue is important for the following reasons:
1. Creating a pool of funds to employ lots of additional administrators at AFL HQ and to give the AFL bosses the sorts of increases in salaries and perks (especially travel) to which they believe they are entitled.
2. Propping up the ailing heartland clubs that have declining numbers of supporters and little prospect of getting more: Roos and Demons are the prime cases along with - in a disturbing recent development - Port Adelaide. I would exempt the Bulldogs for the time being because, at least in theory, they have a large untapped base of potential supporters in western Melbourne. We are also exempt, at least for now, but must remain vulnerable for the foreseeable future.
The second point is the one that I see as the inherent structural weakness of the AFL's current strategy. Basically, phoney additional TV product is being created to pay for the cost of propping up unsustainable heartland clubs. If Western Sydney and the Gold Coast were really going to provide sustainable supporter bases for AFL clubs over the longer term, then the strategy might be ok (eg, because two ailing clubs could be moved to these areas). However, it isn't clear that even the Lions and Swans - who between them won four out of ten GFs in the 2000s and had two losing appearances besides - would be sustainable without a lot of help from the AFL. So IMO it's all a bit of a charade to chase the TV dollar.
Is this the right way for the AFL to go? I don't believe so. The market for televised sport is becoming increasingly globalised, with an ever-growing emphasis on representative competition (when I was young, club rugby union and interstate cricket used to be regularly televised and get reasonable crowds: but no more). Even domestic club soccer in European countries is under ever-increasing competition from European championships, and a breakaway European "super league" must remain a strong possibility in the medium term.
I think the AFL ultimately can't compete in the area of televised sport in front of empty stadiums. Other codes can do this much better.
But, in Australia, only 20/20 and one day cricket (and the odd test match) can compete with AFL in terms of providing a live spectator experience in terms of the excitement generated by vocal mass crowds. This is the strength I would be building on if I were in charge of the AFL.
"It is useless to attempt to reason a man out of a thing he was never reasoned into."
- Jonathan Swift