AFL CEO Gillon McLachlan yesterday announced the freezing of finals ticket prices for the second consecutive year as another measure to bring footy fans back to ‘Australia’s Game’.
Having marketed the 2015 season as one ‘for the fans’, a number of measures have been put in place to engage fans disillusioned with the game.
However, stats show these initiatives have proven unfruitful, with attendance averages down on last year with a fortnight still remaining in the regular season.
It comes as a significant blow to the AFL, given crowds last year in Victoria were the worst recorded since 2005.
With the traditional big four Victorian clubs aside from Richmond failing on-field, crowds in the state have continued to plummet while the interstate teams hold up their end of the bargain.
Veteran journalist and The Age senior football writer Rohan Connolly said the disconnect between footy fans and clubs is greater than it has ever been.
“In past years, the AFL has made attempts to reconnect but they’ve been tokenistic measures,” Connolly said.
“They didn’t give a lot of focus to what facilitates fan engagement, which saw some wacky ideas thrown up and come into play.”
Connolly suggested the AFL should go back to the proven formula of years gone by, where the solution to sandwiching games was simply the concept of more footy.
“It’s not rocket science: bring back the kick-on-the-ground after the game, play more curtain raisers and showcase more of the VFL, especially for standalone clubs,” he said.
Earlier this month, AFL spokesperson Patrick Keane revealed to The City Journal the success of the existing curtain raisers and other implemented measures would be assessed at season’s end.
“The AFL will sit down with our clubs post-season and assess with them the impact that curtain raisers have had on the match-day response by fans, when they’ve been played,” Keane said.
“Along with the scheduling of some curtain raisers, these moves were designed around increasing attendance numbers at games, as match-day attendance remains the key priority for the AFL.”
Two clubs who utilised the curtain raisers are powerhouses turned perennial strugglers Carlton and Essendon, who – despite their ladder position – both feature in the top six for average attendances this season.
Meanwhile, Collingwood has been pipped from its perch with Richmond, claiming top spot of the average attendance list. Overall, crowds are down to 32,634 from 33,696 on average in 2014.
In past years, the AFL has focused on the expansion on the game, both on Australian shores and externally.
It has seen the invention of two new teams based in Gold Coast and Western Sydney, while inroads are constantly sought after in international markets.
However, Connolly said the AFL should shift its focus much closer to home.
“I tend to think they should shift their focus on their own backyard, rather than any other expansion,” Connolly said.
“We don’t have the appeal of other global sports. They should sure up the supporter base here rather than focusing on drawing spectators internationally.”
With the historic broadcasting deal cemented last week, Connolly said the primary investment with the new influx of money should be dedicated to giving back to footy fans.
“How about trying to give the clubs enough money so they don’t have to flog off corporate packages to the Grand Final?” Mr Connolly said.
“In my view, it should be a right for members to have the chance at Grand Final tickets: give the game back to the fans.”
Image: Fans enjoy an all too rare kick-to-kick on the MCG after the Carlton-Melbourne Round 21 clash.
