AFL to work with Etihad Stadium and MCG, will give clubs bigger say on fan experience at gamesGrant Baker
Herald-Sun
August 21, 2014 THE AFL will work with Etihad Stadium and MCG management to cut red tape and allow clubs a bigger say on fan experience at games.
The league has identified “match-day experience” as an area for improvement in Victoria, where restrictive contracts with stadium operators and logistical difficulties prevent clubs from following the lead of interstate rivals, particularly the Adelaide clubs.
Other work is being done on the fixture and ticketing.
Richmond boss Brendon Gale — who went to Brazil for the World Cup this year — said much could be learned from how FIFA handled the fan experience, and that he feared Victorian clubs were being left behind.
Gale said recently that “we try to provide the best match-day experience we can at the MCG, our home ground, but from the moment they (Tigers fans) walk into the ‘G, apart from what happens on the field (in the match), we lose control”.
Restrictions placed on the Victorian clubs include:
* A LIMIT of 10 minutes for non-commercial airtime and five minutes’ commercial airtime from when gates open.
* NO club personnel in the scoreboard production team.
* COSTS incurred for the placement and removal of temporary signage.
* A $5000 additional clean-up cost at Etihad Stadium if clubs use paper products for promotional purposes.
* THE prohibition and risk of fines if anything (such as footballs or T-shirts) is thrown or propelled into the crowd — as routinely happens in other sports.
* AFL sign-off on any activity outside normal practise.
Victorian teams say their little say on scoreboard content puts them at a disadvantage to interstate teams, who can create a virtual TV show that adds to the partisan feel.
They have also been told they will have even less input at finals matches this year, with the league to assume even more control.
Clubs have been reluctant to pursue online initiatives because of poor internet connectivity, particularly at the MCG.
North Melbourne boss Carl Dilena said there would be “ongoing discussion with those venues as to how we can work together to make it a great event to come to where the home side has some ability to create some activation in the venue”.
“In Victoria it is very, very restrictive at the stadiums because of the setups in terms of what you can do.”
The flow-on effect for clubs is the limited availability and attractiveness for sponsors to contribute to match days.
AFL commercial operations boss Darren Birch said the league knows “home club atmosphere is a really important element of attending matches for many supporters, and Metricon Stadium on the Gold Coast and Adelaide Oval have shown what is possible.
“The AFL is actively working with the clubs and venue managers to identify ways to enhance the ‘home ground’ experience for fans.”
Gale said soccer governing body FIFA controlled every aspect of the fan experience at the World Cup.
“FIFA owned Brazil, they owned the city ... they owned and they controlled the whole experience for fans; what the place looks like and feels like and sounds like and how it is presented,” Gale said on SEN.
“(In Melbourne) there are so many third parties — there are ticket agencies; there are signage companies; there is the venue … and we just lose control.”
http://www.news.com.au/sport/afl/afl-to-work-with-etihad-stadium-and-mcg-will-give-clubs-bigger-say-on-fan-experience-at-games/story-fnelctok-1227031173452
