Australian Football League Grand Final - Case Study Example

Australian Football League (AFL) Grand Final Name: Course: Institution: Date: Australian Football League (AFL) Grand Final Introduction Familiarity and Knowledge Australian Football League (AFL) is definitely the most popular sporting event in Australia. It follows that this league’s finale is the most televised and the most attended game of sports in the country. The game runs for about 120 minutes and it is characterized by skills in speed and strength (Slattery, 2008, pp. 3-4). Information, Data One outstanding feature of the AFL is total disregard for personal safety and this helps in creating an atmosphere of intense battles on the Australian sports calendar. When checked against attendance, viewership and entertainment, it ticks all boxes and the fans do not give serious consideration of team that is playing since the final attracts only the best two teams. In case the most popular team are to play, it is often said to be a battle of life and death (Slattery, 2008, p. 4-5). History of AFL Location, Date, Duration Australian football is a game that shares an intertwined history. It is believed that the sport originated form an Aboriginal game called Marngrook (Slattery, 2008, p. 5). The first football club was established in 1858, Melbourne (Slattery, 2008, p. 5). At its establishment it played the first ever recorded match against Scott College. As the club blossomed another one, Geelong Football Club, was established in 1866. Other clubs were also established in the subsequent years and this later led to the establishment of the Victorian Football League (VFL) in 1896 (Slattery, 2008, p. 10). By 1987, the league had witnessed growth in terms of the clubs that were participating in its games. In order to make it a modern national competition, VFL invited two interstate teams into the league. These were the West Coast and Brisbane. In 1990, VFL was transformed into AFL as a reflection of its national dominance (Slattery, 2008, p. 15). This body is currently responsible for the management and administration of Australian Rules football with a mission of actively supporting all levels of football in Australia (Slattery, 2008, p. 16). Scale The AFL grand finals are often held on the last Saturday in the month of September in the chosen Australian cities. In 2013 for instance the finals was held at the Centre Square in the city of Melbourne (AFL, 2013, p. 6). Being the grand finale, the game attracts a large population of who come for an experience of a lifetime.in the 2013 AFL finals, the match between Hawthorn and Fremantle attracted about 100, 000 fans. This was one of the highest attendances in the history of AFL (AFL, 2013, p. 6). Stakeholders Stakeholders of AFL grand finals include all the teams that participate in the entire league. The other groups of stakeholders include the Australian government considering that the AFL organizes events at both state and national levels (Devaney, 2010). Different investors such as Toyota, who were the major sponsors of the 2013 grand finals, also comprise of the stakeholders. Their responsibility is often to ensure that the management of AFL takes responsibility of ensuring proper organization of all events (Devaney, 2010). Themes and objectives The objectives of the grand finals are often to provide Australians with an experience of passion and excitement of the biggest sporting event in Australia. Other than entertainment, it is also an objective of the AFL to use the finals as a way of attracting more youth into sports (Devaney, 2010, p. 45). This is a way by which the leagues succeeds in its aggressive drive for professional levels of participation in properly- managed programs for all sportsmen in Australia. The theme that has characterized this event over the years is that of celebrating cultural diversity in Australia through sports (Finkel, 2013, p. 34). Australia is a multicultural nation and there is need for national cohesion and understanding. The AFL operates on the realization that sports are an important component in developing unity among diverse communities (Devaney, 2010, p. 47). Resource base and financial resources The event acts as a resource mobilization centre since it attracts a multitude of fans that contribute to the financial kitty of the league (AFL, 2011, p. 14). AFL derives its resources from the attendance fees that fans pay to watch game, from sponsorships, club contributions and the sale of merchandize (AFL, 2011, p. 15). Through these finances, the league not only pays and award clubs; it is also able to invest millions of dollars in the developments of Australian football. As early as 2005, the AFL had invested about $30 million in different sectors of football. This was to act as a motivating factor for those interested in football (Devaney, 2010, p. 22). Factors that have affected development Despite its progress over the years, one major factor that has affected the progress of AFL in totality is racism. This has necessitated the institutionalization of laws against those who propagate racism either against the players or against the fans (AFL, 2011, p. 3). The integrity of AFL finals has also been questioned. This is especially on the use of performance enhancing drugs among the players, gambling and match fixing activities (AFL, 2011, p. 3). Socio-cultural environment and human resources Other than sports, an AFL grand final also promotes the socio-cultural environment such as music and hotel. This is through organization of dinner parties on the eve of the games (Devaney, 2010, p. 12). During these parties both legendary and upcoming musicians are invited for entertainment. Entertainment is a major component of AFL considering that the event attracts both local and international locals and celebrities. These individuals, especially the celebrities, play an essential role in attracting more fans for the event (Devaney, 2010, p. 10). AFL forms partnerships with various celebrated musicians and personalities to ensure that they use their music or any other craft to lure more fans to the event (AFL, 2013, p. 4). The hotel business in Melbourne for instance generated massive revenue considering that the event attracted more than 100, 000 football fans (AFL, 2013, p. 4). Through such revenue both the state and the national government benefit from the taxes that the hospitality industry generates (AFL, 2011, p. 5). Visitor’s profile Source markets To be able to source markets for the AFL finals, the management schedules this event in different states every season. In 2011, the finals were organized in Sydney. The year 2012 saw the ANZ stadium host the event while the 2013 finals were held at Centre square in the city of Melbourne. Through this rotational technique, AFL is able to obtain markets from different regions (AFL, 2011, p. 2) (AFL, 2013, p. 2). AFL also sources for markets for the grand finals by partnering with different local and international brands. These brands have clients who will be attracted to the event by virtues of their association with the sponsoring partners (AFL, 2011, p. 2). It is also important to note that most sponsors and partners develop packages that attract fans to attend the finals. For instance in the 2013 AFL finals, the league was sponsored by Toyota company which developed different packages that attracted customers from different financial backgrounds (AFL, 2011, p. 3). Types of visitors Visitors who attend AFL finals are of different types. For instance there are ardent football fans who attend the event to support their teams. These include those who follow the league throughout the season and the finals mark the climax of all their concentration and passion (Devaney, 2010, p. 17). There are also fans that come out of curiosity. Their intention is always to know what goes on in the in football matches. They may be clueless or they may have a rough idea on the possible happening in the field (Westerbeek & Smith, 2002, p. 67). There are visitors who are fan lovers. Their main aim of attending an AFL final is to enjoy all the activities ranging from the matches, the food and the entertainment. Such fans are always out to spend their resources on anything that is on sale (AFL, 2011, p. 7). There are fans that come because of the status they hold in the society on the international platform (Downward et al, 2008, p. 16). Their attendance of AFL finals is always inspired by the desire to gain prestige or dome form of recognition. These include celebrities in the political, cultural, economic or social world. Motivation Interstate travels are the major motivating factors for visitors who are mainly fans of AFL. Whenever their teams play home and away matches ardent fans follow these teams to the playing fields which are normally scattered across states (AFL, 2011, p. 3). Sports merchandize also motivate fans and visitors (Cameron, 2011, p. 23). These merchandize are always an indication of their loyalty to the team. Side shows such as entertainment also motivate football fans in Australia (Hinch & Higham, 2011, p. 14). Behaviour The behaviour of the visitors and fans largely depends on the motivating factors (Wale, Robinson & Dickson, 2010). Team spirit is a major contributor especially when Australians take sides in AFL finals. These matches are often characterized by intense pressure and in some instances they generate to violent attacks against opposing sides. The AFL finals 2013 were charactized by bets which resulted into quarrels at the end of the match (AFL, 2013, p. 4). Needs The needs of fans are derived for their purpose of attending AFL finals. These needs are as varied as the fans. However, the need to be in social gathering places where one can meet colleagues and new friends is a major defining factor in AFL attendance (AFL, 2011, p. 6). There is also need to promote the national culture of hosting football in the country. In addition, the need of some source of entertainment drives different fans into football where they have to purchase different sports merchandize as a way of swearing their allegiance (Mackellar, 2013, p. 33). Patterns of visitation This is largely dependent on the football clubs that are participating in the finals and the hosts. It is important to note that during the 2013 finals at Centre Square in Melbourne, majority of the fans were form the host city and the fans of the competing teams (AFL, 2013, p. 9). Duration This is also dependent on the program of events that AFL management and the sponsors have organized. In the 2013 finals, AFL and Toyota organized curtain raiser events such as dinner parties and music concerts prior to the events. Visitors and fans began flocking the city of Melbourne one week prior to the grand finale (AFL, 2013, p. 3). Frequency This largely dependent on the teams that are playing; the venue of the games; and invited guests that includes musicians and other public figures. Fans and visitors will frequent the games to cheer their teams or engage in certain entertainment activities (Downward et al, 2008, p. 12). Marketing Research Market research is an essential component in marketing since it informs the organizers of any event on the expectations of their customers (Jackson, 2013, p. 34). Through market research AFL and Toyota were able organize one of the greatest AFL finals in 2013. This is because research helped inform the best ways they could use to attract a large number of fans. Promotional activities The success of the event is largely dependent on promotional activities initiated by the organizers (Fort, 2006, p. 7). As the main sponsor, Toyota Company engaged in major advertisement activities. These included the use of sport and music celebrities to lure visitors into paying for the event. The company also used vouchers such as winning of free trips to Asia as promotional strategy (AFL, 2013, p. 8). Critical Issues Problems A major problem in the organization of AFL finals is largely based on ensuring some form of lasting peace among the fans. The integrity of this event is at stake considering that betting has infiltrated numerous fan bases (AFL, 2011, p. 2). Doping among player is also on also on the rise and this brings with it questions pertaining to the authenticity of the games. AFL finals attract a large number of people and this puts the security of the country and the citizens at a risk considering an increase in terrorist attacks in large gatherings (AFL, 2013, p. 4). Recommendations To ensure the continued success of AFL finals, it is important for the Australian government and other sports bodies to develop legislations on betting and doping. This will ensure that instances of violet attacks among fans are minified while at the same time punitive measures are taken on players who use performance enhancing drugs. Proper security measures are at the core of the event’s success. It is important for the government and all other security bodies to ensure that citizens are protected from any form of threat. This can be through embracing the use of technology to reinforce existing security apparatus. Conclusion AFL grand finale is one of the greatest sporting events in Australia. This is because it attracts a large number of fans within the country and from other countries. These games promote cohesion and understanding considering that Australia is a multicultural country. The integrity of the game is however threatened by increased cases of betting among fans and doping among players. Concerned bodies and the government have a responsibility of initiating necessary measure to ensure that the event remains a major source of revenue and entertainment. References Australian Football League (AFL), 2013, 2013 AFL Annual Report http://www.afl.com.au/staticfile/AFL%20Tenant/AFL/Files/Annual%20Report/2013%20AFL%20Annual%20Report.pdf Australian Football League (AFL), 2011, AFL Annual Report 2011. http://www.afl.com.au/staticfile/AFL%20Tenant/AFL/Files/afl_annual_report_2011.pdf Cameron, S. 2011, Handbook on the Economics of Leisure. Cheltenham, Edward Elgar Pub. http://public.eblib.com/EBLPublic/PublicView.do?ptiID=807374. Devaney, J. 2010, Full points footy encyclopaedia of Australian football clubs. [S.l.], Full Points Publications. Downward, P., Dawson, A and Dejoghe, T. 2008, Sports Economics: Theory, Evidence and Policy. Routledge. Finkel, R. 2013. Research themes for events. Wallingford, Oxfordshire: Boston: CAB International Fort, R. D. 2006, Sports economics. Upper Saddle River, N.J., Pearson Prentice Hall. Hinch, T and Higham, J 2011, Sport Tourism Development, 2nd edition, Channel View Publications. Mackellar, J, 2013. Event Audiences and Expectations. Business and Economics, Routledge Jackson, N. 2013. Promotion and Marketing Events: Theory and Practice. Business and Economic. Routledge Slattery, G. 2008, The Australian game of football: since 1858. Docklands, Vic, Geoff Slattery Publishing for the Australian Football League. Wale, D., Robinson, P., & Dickson, G. 2010,. Events management. Wallingford [etc.], CAB International. Westerbeek, H., & Smith, A. 2002, Sport business in the global marketplace. New York, Palgrave Macmillan. http://public.eblib.com/EBLPublic/PublicView.do?ptiID=736665. Read More