Footy is back!
But which footy am I referring to?
Australia’s two main winter sporting codes, Rugby League and Australian Rules Football, are at constant odds with each other. Both vying for the title of Australia’s most popular sport.
In the AFL’s mission to become Australia’s national league, there is a glaring obstacle that must first be overcome.
Before we start. As a Victorian, I must state my AFL bias in the war for national sport supremacy. Besides, the problem that I’m eluding to and investigating, does not affect the NRL in the same way.
The problem lies in merchandising and the truly varied nature of climates within Australia. The AFL faces a wearability crisis, stemming largely from the playing guernsey itself. It is a garment that simply cannot be worn casually. The singlet-style guernsey looks incredible on the backs of those athletes in the AFL & AFLW, but on the average punter they can be less flattering. Rugby jumpers, especially retro reissues, are very wearable pieces of clothing that pair perfectly with jeans and can be worn down the pub. Like their footballing cousins in Europe, the on-pitch rugby league uniform seamlessly transitions off-pitch.
Fan-gear can be tailor-made for casual usage, but then it loses the appeal of emulation. Of wearing the exact jersey that your hero gives their blood, sweat and tears in, week after week. Furthermore, I am not suggesting that the in-game guernsey should change. Several AFL clubs have trialled t-shirt style guernseys in the past and it hasn’t worked. Both aesthetically and practically, the kit come match day, should remain unchanged.
In colder states, such as Victoria and Tasmania, a beanie or scarf are a casual way to fly your team’s flag. However, in the key battleground states of NSW and QLD, it is far too hot for these accessories.
Now, the AFL is not oblivious to the problem it faces and has begun to take steps to solve it. In the past 5 or so years, the AFL had begun working with Australian street wear brands to license official AFL merchandise. Alfred’s Apartment (Gold Coast), Street X (Perth), HoMie (Melbourne) are just a of the few brands who have been given licenses to produce offical merch. These licensing deals with streetwear brands are aimed squarely at the younger generation. In a bid to have young adults engaged with the sport and more importantly, attending games. The die-hard nuffies in their 60s do not need trendy merchandise to convince them to spend two and a half hours watching 44 players run around a paddock in the rain.
Merchandise sales not only create extra revenue for the league, but increasing the numbers of people wearing their team’s colours will create greater buy-in within the community. The business of sport is as much keeping the league alive and kicking, as it is creating a cult of personality that enshrines the sport’s importance within the wider community. Granted, in the states of WA, SA, Tasmania and Victoria, the cult of AFL is all consuming. It is Queensland and NSW that it must be further cultivated.
The AFL’s current strategy of licensing to brands that have already built their own cult following among the demographic they wish to push participation. Is rather innovative, but only time (and sales figures) will tell if it has been successful.
