Early indicators are showing that the AFL is kicking goals in 2015; with new match day incentives for supporters, ensuring 2015 is truly the ‘Year of the Fan.’
Both clubs and stadiums have been working hand in hand to create an overall positive experience for fans on match day, after many complaints delivered to AFL Chief Executive Gillon McLachlan last season.
According to Richmond FC’s Fan Development Manager Sarah Hart, the consensus has been that “fans no longer just want to come and watch the footy,” with entertainment and “getting bang for your buck” being key to the overall experience.
Therefore the AFL has “encouraged clubs to take a different approach to their match day experience” this season.
The league has provided the opportunity for representatives from all clubs “to meet with speakers from all over the world to get their advice on how to improve fan satisfaction and the match day experience.” Said Hart
This has seen many different ideas from clubs, with some investing heavily in their match day,” From fireworks, to hovercrafts and LED signage” and some, like Richmond taking a more simple approach to “build on current initiatives” appealing to traditional fans.
Including “honoring past players” and having themed matches such as “ANZAC eve,” with both approaches proving to be successful early on.
Richmond has received “fairly positive” feedback for its “club funded match day initiatives,” said Hart, but conceded that there is “always going to be those who would prefer no match day entertainment” at all.
However “The Richmond footy club have had great attendances thus far” and have “exceeded” the club’s targets.
The MCG has also been a key contributor to AFL fan initiatives introducing lower food pricing and allowing ‘kick to kick’ after Sunday matches on the iconic ground.
According to MCC Marketing Coordinator Michael Tarran, the lower food pricing initiative “has been very successful thus far,” with “very positive fan reviews.”
The exact increase in revenue however, “is too early to comment on,” but most likely be included in “a media release at years end.”
The “most well received initiative,” according to Tarran, is the AFL’s ‘kick to kick’, allowing fans to “kick the footy on the MCG, at the conclusion of all Sunday matches”, bringing back an old favourite tradition and in doing so strongly engaging with footy fans.
Attendances have risen substantially when compared to “targets” and fixtures last season, by as much as 10%, largely attributable to the league’s fan oriented initiatives.
Early signs appear to be excellent for the AFL, with fans showing their support for the new incentives and this trend will only get better as the season progresses.
