Footynomics: the economics of the AFL's future

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Footynomics: the economics of the AFL's future

Authored by: seanlacey
on Tuesday, December 29 2009 @ 06:17 pm ACDT

Fantastic Article Chris and if I may say, an encouraging one.

There are other forces at work locally that I would like to discuss though.

I have become increasingly concerned, from my vantage point here in Melbourne, of what I consider to be attempted sporting regime change by the FFA (Football Federation Australia) from their main staging point which seems to be 1116 SEN, the local AM sporting channel. I see the charge lead by its drive time presenter Francis Leach and his sidekick Ox who used to be an Australian Football legend however has now become brow beaten into a Sutherland supporting intellectual subordinate to the far more savvy Leach.

Leach has a long career in Australian Radio and has an active interest in politics (Labour/Democrat) and studies a Bachelor of Arts in such in his off time. Having this background and learning enables him to have a fine grasp of the English language and associated debating techniques. He is easily able to control and dictate terms on “The Run Home” and the Ox is often left floundering in his intellectual wake.

Recently, with the debate on whether the soccer World Cup should be staged in Australia, it has been one Francis Leach leading the charge to re educate his listening audience in believing that soccer has a God given right to stage its premier event in Australia and anyone who dares disagree with this is obviously an uneducated bogan. Apparently it is incumbent upon the AFL and the NRL (and to say nothing about the Australian Cricket Board) to forgo their rightful income from Stadiums and TV rights and allow FIFA, that’s right both codes biggest potential competitor, to do as it pleases if Australia is so fortunate to be “anointed” a World Cup.

We see Francis Leach effectively without any competent debate from his overwhelmed counterpart Ox, spewing out 3 hours of free FFA spin on the premier Melbourne sporting station SEN in their prime time drive show. Ben Buckley must have posters of Leach up in his bedroom.

I write this as a warning as the FFA, with SEN in tow (re Melbourne Victory sponsoring the station and logo on SEN website), are attempting to buy goodwill and support by pretending to be the underdog. Imagine that. The biggest sport in the world attempting to be the underdog, and the Melbourne sporting public are being fed it on a stick every 4 to 7 pm and the tax payer funding it to the tune of what 20mil, 30 mil? Your taxes at work.

But I digress…

I do have one question though Chris, with regard to the economics, its all well and good to say with media diversification different sports will find their demographic home etc but what concerns me is this, Australia is a country of 20 million people and only half of those have any interest in AFL. A small base by any measure. NFL, NHL, NBA, MLB all have a base of 300 million mostly English speaking cashed up westerners as a base.

The AFL has a fundamental branding problem for international use in that its “Australian”. Not like Soccer (or Football) Rugby or Cricket. No mention of a nationality there, any nation can embrace that. But having the word Australian in the name will be a marketing impediment. No wonder the South Africans call it Footywild. Smart move.

Thoughts?

Sean Lacey

Footynomics: the economics of the AFL's future

Authored by: Christopher P. Adams, Ph.D.
on Wednesday, December 30 2009 @ 01:13 am ACDT

On branding. It is definitely and issue that lots of people in international development have thought about, discussed, argued about, thrown chairs at each other over. In the US, it was decided to use "Footy" and "USFooty". It has the advantage of having "US" in the name and not being "Aussie Rules" which to many Americans conjures up ESPN's "No Rules Football" coverage in the 80s. Other countries have taken similar approaches - FootyWild, KiwiKick etc. This is certainly a problem for the AFL. The AFL has worked to get "AFL" to be the name of football with "AFL Canada", "AFL Tonga" etc, but they have a hard slog.

On being overwhelmed by bigger numbers and economic wealth. I guess that was part of the point of the article in saying that it wasn't obvious this would happen given the big US sports have no incentive to look outside the US, and soccer has too much incentive and have difficulty getting everyone to tow the line.

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Carna Revos!

www.usfootynews.com

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Carna Revos!

www.usfootynews.com

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