The AFL spotlight of Saturday’s AFL match in Dubai between Collingwood and Adelaide has lots of people talking.
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AFL Supremo, Andrew Demetriou said, ”I wouldn’t have imagined that a day like this (Dubai) was possible 5 years ago”. He went on: “South Africa certainly is a priority and so is Japan – with our Toyota partnership – and Los Angeles has appeal as part of our Australia Day celebrations over there. And we certainly plan to continue to rebuild our relationship with Ireland”.
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AFL Chief Broadcasting and Commercial Officer Gillon McLachlan said the AFL viewed their overseas matches as ways to increase the reach of their sponsors, as well as to promote the sport and cater for Australian fans living overseas.
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David Matthews, the AFL’s General Manager for National and International Development says the game has taken great strides in terms of participation in South Africa, Papua New Guinea, Britain, China, the US, New Zealand, Canada, Sweden, Denmark and Japan.
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Kevin Sheedy has been appointed to help drive the game internationally. According to World Footy News, he has argued that the entire first round of the AFL Premiership season should be played overseas.
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In today’s Herald Sun, Sheedy also talks about the ‘Time is right for the AFL to go global’ and needs to start thinking about what the competition should look like in 2050.
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Austrade’s Chief Economist, Tim Harcourt says, “The great Australian game is also the perfect medium to promote the great Australian brand and Australian business capability to international audiences“.
All this talk is a far cry from the lead up to last year’s Asian Championships when the AFL Footy Record refused to make reference to the Champs because, unfortunately, “it kind of goes outside the scope of what we do“. The Swans’ President wrote to the Footy Record at the time to express his disappointment and to detail some ideas about the broader opportunities of using Australia’s signature sport to promote not just footy, but events and organisations with a link to Australia (see Aussie Rules undervalued overseas).
If you’ve ever checked World Footy News’ Footy Atlas, you will see just how many volunteer footy clubs already exist around the world. There’s a lot of energy out there.
