AFL’s Opening Round: A Strategic Move for Northern Growth
The AFL’s controversial “Opening Round” is firmly entrenched as a key strategy for the league’s expansion and engagement in Australia’s northern markets. Tom Harley, the AFL’s Chief Operating Officer, has emphatically stated that the concept is here to stay, viewing it as instrumental in fostering the sport’s growth beyond its traditional heartlands. Sydney is set to host the season’s curtain-raiser for the third consecutive year, featuring a highly anticipated clash between the Swans and Carlton at the SCG on March 5.
This strategic focus extends to other northern clubs. For the third season running, Gold Coast, GWS, and the Brisbane Lions will all host matches in the inaugural round. Adding to the weekend’s excitement, a Sunday night blockbuster between St Kilda and Collingwood has also been scheduled.
Harley, who transitioned into his COO role in October after a distinguished tenure as CEO of the Sydney Swans, stands by the Opening Round’s efficacy, even as some purists advocate for a return to a traditional, full round of fixtures to kick off the season. He sees the current approach as a vital tool for democratising the game’s appeal across the nation.
“I think it’s unbelievably important and I’m looking forward to the day when we don’t talk about traditional states and non-footy states,” Harley remarked. “The two games they (Sydney) have had to open the season have been enormous, which then leads into really strong membership and attendance, and that’s just the one club.”
He further elaborated on the “win-win” nature of the initiative. “It’s a week that wasn’t there, the reality is a lot of the grounds aren’t available at that time of year, and it does provide enormous momentum for let’s call it 58 per cent of the population that lives north of the Murray (River). If we truly want to be Australia’s game, I think it’s a fantastic initiative.”
Addressing Concerns and Future Fixture Innovation
The inclusion of a Melbourne-based fixture, the St Kilda-Collingwood match at the MCG, on the same day as the Australian Formula One Grand Prix at Albert Park, has raised questions about whether it dilutes the Opening Round’s intended focus on northern markets. However, Harley dismissed these concerns, asserting that the AFL has no intention of detracting from its northern strategy.
“I don’t think so at all,” Harley stated. “Everyone whet their appetite clearly on the weekend with the (State of Origin) game in Perth. The game on Thursday night up in Sydney, followed by the Suns and Cats on the Friday night, they are big games with big clubs. I’m sure everyone will be excited by them.”
The AFL’s commitment to evolving its fixture is evident. Harley indicated that the league will continue to explore innovative scheduling in the coming seasons, especially with the planned introduction of the Tasmania Devils in 2028.
“We’re keen to look at events – whether they be singular games or whole rounds like Gather Round – to help grow the game and bring new fans to the game,” Harley explained, highlighting the league’s proactive approach to fan engagement and market development.
State of Origin’s Resurgence and Future Prospects
Beyond the Opening Round, Harley also expressed optimism about the future of the State of Origin series. The recent Western Australia-Victoria clash, which drew a sell-out crowd at Optus Stadium and garnered a strong television audience, has reignited enthusiasm for this traditional showcase.
“There’s clearly an appetite. In terms of what it looks like (in future), let’s breathe out and assess,” Harley commented on the series’ immediate future. “What I think we can confidently say is there’s a place for it.” This sentiment underscores the AFL’s recognition of diverse fan interests and its willingness to adapt its offerings to cater to a broad spectrum of supporters. The league’s strategic vision appears to be one of continuous adaptation and targeted growth, with the Opening Round serving as a cornerstone for its ambitions in the northern territories.
