Exclusive by CAMERON BELL
March 6, 2005
THE AFL is planning to launch an audacious $20 million raid into rugby league's heartland and build momentum to launch a second Sydney team.
In an exclusive interview with The Sunday Telegraph, AFL chief executive Andrew Demetriou said expanding the game in NSW was a huge part of his code's strategic plan.
The grand vision of the AFL is to eventually have a second Sydney team based in the west and playing home games out of Telstra Stadium.
Currently, the AFL is putting $8.5 million into the code in NSW and, with the game's broadcast rights set to be renegotiated for a huge price at the end of the year, the AFL is going to be flushed with cash to embark on a big invasion into enemy territory.
"What we are spending at the moment in NSW and Sydney is really not enough," Demetriou said. "We are obviously hoping for a positive outcome from the broadcast rights and that will enable us to spend substantially more in NSW and Sydney from next year."
Asked how much more, Demetriou remained coy.
"Substantially more usually means a lot more," he said.
But the money will at least be doubled as the AFL looks to creep up on league and union – still the two main codes in Sydney and NSW.
Demetriou said the AFL wasn't about to dream about becoming the No 1 code in town.
"We have no illusions about knocking off the rugby codes and we understand and respect what rugby league means to the people of NSW . . . almost as much as what AFL means to people in Melbourne," he said.
"Rugby union and soccer also have a significant presence.
"But this is all about finding a niche and I'm sure Sydney is a big enough city to cater for all the different football codes."
The multi-million dollar investment into Sydney will primarily be used to build new AFL facilities, upgrade existing ones, set up a genuine schools competition and foster the grass-roots area of the game.
"At the moment, we are struggling getting the game into schools," Demetriou said. "We want to shore up our investment in teenagers in an effort to attract the best athletes to our game.
"We are also planning on working with local governments in looking at new facilities."
Demetriou praised the efforts of the Swans in developing the game in NSW and bringing a new generation of followers to the code. He has no doubt Sydney will one day be big enough to cater for two AFL teams.
"At some stage in the future, Sydney will have a second team," he said. "But we are thrilled with our investment at Telstra Stadium and, strategically, that has been a very good move for us.
"I'm not saying a second team will happen during my term.
"But Sydney is one of the biggest sporting markets in the world. First we've got to shore up the Swans' success. If you are going to introduce a team, it has to be at the right time.
"I think, down the track, there can be some very healthy competition between the Swans and a second Sydney team."
NRL chief executive David Gallop said he took the rival code's endeavours seriously.
"But the success we've had over the last few years has also enabled us to pump millions of extra dollars into grass-roots rugby league," Gallop said.
"As a result, we've seen a huge increase in the game's numbers – especially in western Sydney.
"We have to keep our eye on the ball and ensure we remain the dominant code in our heartland.
"In regards to a second team in Sydney, it's their decision and obviously there is a lot of pressure in Melbourne given the amount of teams they have based there."
