AFLX is a profitable idea. There, I stated it
AFLX is serving its objective and as soon as once more proving that the AFL Fee, regardless of all of the criticism over its dealing with of AFLX and AFLW continues to be the best-run code in Australia, (maintain your beers), if not the southern hemisphere.
What the critics seemingly can’t fathom is that AFLX is the footy equal of the rugby league Nines from a number of seasons again combined with the Aboriginal/Maori All Stars recreation — it’s not a lot the entree to the common season because the amuse bouche: an preliminary style of the footy that guarantees thrilling issues to return.
Submit-AFLX, the NAB Cup and trials are scheduled and the common season countdown begins. Moreover – and importantly – AFLX makes use of many advertising and marketing options of sports activities with a younger and numerous following to develop the already giant AFL supporter household.
These factors are misplaced on the older, extra conventional footy followers who bear in mind watching their sport on cathode ray tube TVs and the AFLW fanatics who vent from one social media thread to a different.
They attempt to discover an viewers to seize their outrage over how their promising, however fledgling, competitors shouldn’t be precedence primary for the AFL and extensively on free-to-air.
The craze and consternation are weird however provides to the amusement over AFLX.
As famous, it’s fairly clear to this newbie author that the AFL is shaking issues up within the pre-season to showcase elements of their sport in a unique mild, drawing on match ideas discovered within the NBA – the drafting of superstar groups, the flashy and cheesy ‘vogue runway’ entrances, the superhero theme.
As with many issues AFL, they’re maintaining with the most recent traits. The NBA is rising at a fast charge, and this progress is fuelled by millennial and technology Z curiosity.
The NBA leverages social media to succeed in an more and more younger, numerous and multi-national viewers, and far of the Instagram, Twitter and YouTube content material is complemented by the flashy, ‘cheesy’ ideas seen within the pregame section of Friday night time’s AFLX.
By including new guidelines, the sq. area, AFLX is shaking issues up in a manner that may curiosity and at worst get the eye of the ignorant fan and get the children excited.
It was by no means designed for the 56-year-old male footy fanatic who’s salivating for the principle meal of Richmond versus Collingwood at a pumping MCG in July.
The notion that the AFL is losing cash on AFLX additionally bemuses – they’re bleeding cash propping up GWS and the Suns in two powerful markets; thousands and thousands spent, however not cash wasted.
As with these enlargement golf equipment, cash spent on AFLX is an funding for the long run, and this spending shouldn’t be a zero-sum recreation. If the TV and participation pie grows so does the income: AFLW and the principle recreation will clearly not go with out.
The idea won’t set the world on hearth, over two years it’s already struggling the identical issues any unofficial pre-season match will endure – gamers pulling out, rusty abilities on show, and many others, however as an idea that’s based mostly on strong analysis and worldwide precedent.
For a code concentrated in three or 4 states of a rustic of 25 million, taking a calculated punt diversifying and rising the supporter base is a clever transfer. If the content material generated by AFLX reaches new, youthful and extra numerous eyes will probably be a profitable funding for the AFL.
As well as, arguments concerning the function the AFLX performs alongside AFLW distracts from the long-term strategic objectives of the code and AFL fee.
Different codes have negotiated a males’s and ladies’s competitors within the common season efficiently and I’m certain the AFL will type this out quickly. The very fact the AFL has been unable to settle the competing calls for of AFL and AFLW shouldn’t result in AFLX being criticised out of existence.
Whatever the bemusing response, with the superficial, cloying and barely overpowering tastes of AFLX in my mouth, I’m pumped for the ALF season correct, as I’m wanting ahead to the rugby league season following the Aboriginal/Maori All Stars recreation.
I’ll now look with curiosity for any motorised skateboards getting used to enter and exit footy stadiums and am already seeing extra vogue photographs of AFL gamers on social media.
Content material is king, posts on social media are the lingua franca of the children and the AFL stays essentially the most ‘with its’ sporting regulatory physique in Australia.