AFL Clubs Voice Growing Discontent Over “Opening Round” Model
The Australian Football League (AFL) is facing mounting pressure from its clubs regarding the league’s “Opening Round” concept, a standalone season launch designed to capture attention in non-traditional AFL markets. Insiders suggest that a significant number of clubs are not only dissatisfied with the current iteration of Opening Round but are also bracing for its potential expansion to include more, or even all, teams as early as next season.
This simmering frustration boiled over during a recent meeting between AFL Chief Executive Andrew Dillon and the CEOs of all 18 clubs. Sources privy to the discussions revealed that clubs forcefully articulated their concerns, highlighting both the immediate drawbacks of the current model and the potential negative ramifications of its rumoured expansion.
The sentiment amongst several clubs post-meeting was that Opening Round could be broadened to encompass a larger cohort of teams, potentially all 18, within the next two years. While the AFL has yet to officially commit to such a structural shift, the mere possibility has amplified anxieties among club leaders who are already questioning the fundamental merits of the concept.
Introduced in 2024, Opening Round was envisioned as a marquee event to kick off the AFL season, with a specific focus on showcasing the game in New South Wales and Queensland. The initial format saw Sydney, GWS Giants, Brisbane Lions, and Gold Coast Suns hosting home games against Victorian clubs. Those not involved in Opening Round would then join the competition the following week in the traditional Round One. This season, a single match in Melbourne was added to the Opening Round schedule: St Kilda versus Collingwood on the Sunday evening preceding the Labor Day public holiday.
The AFL has consistently positioned Opening Round as a strategic initiative aimed at fostering the growth of Australian Rules football in rugby league heartlands. The league highlights its ability to leverage exclusive broadcast windows and capitalise on a less crowded sporting calendar during this period. However, when approached for comment, the AFL declined to provide a statement. Privately, there’s an acknowledgement at AFL House that Opening Round is expected to evolve, with ground availability cited as a critical factor influencing its future structure.
Despite the league’s strategic rationale, club executives are increasingly scrutinising whether the purported benefits of Opening Round outweigh the inherent disruptions.
Competitive Integrity Under Scrutiny
A significant concern raised during discussions with Mr. Dillon centres on competitive integrity. Clubs that are compelled to take an early bye due to the Opening Round format argue that it creates an uneven playing field from the season’s outset. This staggered start, they contend, disrupts meticulous pre-season planning and leaves some teams inactive while others are building crucial continuity and match fitness.
The AFL’s “Opening Round” concept has drawn sharp criticism from clubs concerned about competitive balance.
For instance, Hawthorn recently commenced an 18-day break following their engaging Thursday night victory over the Sydney Swans. Their next fixture isn’t scheduled until their clash with Geelong on Easter Monday. Similarly, Carlton players are currently navigating a 17-day hiatus after participating in Opening Round and then securing a Thursday night Round One win against Richmond.
The ripple effects of this staggered start are also a cause for concern, with fears that it could lead to fixture compression later in the year.
Fremantle CEO Simon Garlick did not mince words when recently articulating his perspective on the league’s season commencement. Speaking to The West Australian, Garlick stated, “There’s performance implications of opening round. There’s no doubt there’s an advantage for the teams that have played in opening round when they play against teams who don’t in round one. I think it’s served a purpose, I think it’s got real momentum in those northern markets for that period of time. But, if we are now opening it up to St Kilda and Collingwood, then to my mind I think we should go back to starting round one with all teams on a more even keel.”
Commercial Ramifications and Fan Confusion
Beyond competitive considerations, commercial implications have also become a major point of contention. Victorian clubs, in particular, express frustration at being excluded from the opening weekend of action. This period traditionally generates substantial attendance figures, lucrative corporate opportunities, and heightened member engagement – benefits that are being missed by clubs not participating in Opening Round.
Club CEOs met with AFL CEO Andrew Dillon to discuss the controversial Opening Round.
Even the prospect of expanding Opening Round has done little to alleviate these concerns. Some club officials have indicated that a full 18-team Opening Round could introduce a fresh set of logistical hurdles. These include challenges related to venue availability, increased travel demands for teams, and further complexities in scheduling. Crucially, they argue, these issues might arise without effectively resolving the underlying problems of clarity and fan engagement.
Broadcast performance has added another dimension to the ongoing debate. While the AFL has pointed to encouraging ratings in the northern markets, several clubs are of the view that the novelty factor of the Opening Round concept is beginning to diminish.
Furthermore, fan confusion has been a recurring theme. The split start to the season, where some teams feature in Opening Round and others wait until Round One, has been criticised for a perceived lack of cohesion and for diminishing the sense of a unified competition launch.
The Path Forward
Despite the widespread dissent, the AFL remains steadfast in its commitment to the Opening Round concept as an integral part of its national growth strategy. Wednesday’s meeting did not yield any formal resolutions, but it has undoubtedly intensified the focus on Opening Round as a critical issue for clubs as they approach upcoming fixturing decisions.
The AFL now faces the complex challenge of balancing its ambition to broaden the game’s appeal with the legitimate concerns of its clubs. These clubs maintain that the current system, and any potential expansion, risks undermining competitive fairness and jeopardising valuable commercial opportunities.
Carlton players are enjoying a break after participating in the early rounds of the AFL season.
