By Peter Ryan and Marc McGowan
The AFL have agreed to keep Gather Round in Adelaide until 2026 despite Giants boss Dave Matthews arguing they needed to show “courage” and take the concept to Sydney to grow the code, rather than use it as an exercise in government relations and promoting tourism.
The league acted quickly to lock the South Australian government into a deal, with AFL CEO Gillon McLachlan telling club chiefs on Friday, according to people in the room, that it was the time to strike while state premier Peter Malinauskas was desperate for the event.
Malinauskas told the crowd at Adelaide Oval of the decision to rapturous applause, with South Australia committing to holding games at McLaren Vale and the Barossa Valley in 2024 – and investing in improved infrastructure.
The dates for next year will be announced in coming weeks to give spectators 12 months to plan ahead.
Adelaide showcased their football culture and city in Gather Round.Credit: AFL Photos
The decision is sure to upset the Giants, who believe Gather Round is an idea that would attract new fans in the market with the biggest potential for growth.
Matthews made a passionate case for taking the round to Sydney, despite being a lone voice at the CEOs meeting held in Adelaide on Friday according to several senior club sources.
“Gather Round is obviously a great concept, and it is no surprise it is being considered a success in Adelaide because it is AFL heartland,” Matthews said. “I don’t see it as a purely government relations, tourism exercise. I see it as an exercise to grow the code.”
Despite Malinauskas selling his state as the logical host for the event in all his public appearances with McLachlan, and good crowds for all the matches played, Matthews said he did not think there should be a rush to decide where next year’s Gather Round is held.
However, McLachlan said it made sense to continue the concept in Adelaide.
GWS Giants CEO Dave Matthews.Credit: Kate Geraghty
“While the concept has real momentum, and we plan on taking it to other states around the country, we also feel in order for it to be as successful in the other states we need to continue to build out the concept in South Australia,” McLachlan said.
“The reality is we had only a few months to pull this together, and we hope by locking it in now we are giving everyone a longer runway to put together a bigger and even better event.”
McLachlan said the AFL, like the SA government, was committed to upgrading facilities in Adelaide and the regional areas set to be part of future Gather Rounds.
“If you are going to invest that money in the infrastructure, then I think you need a level of tenure – and that’s what that came down to in the end,” McLachlan said. “I can tell you there is a commitment from both parties to invest in community facilities and other assets in Adelaide, and then out in the regions.”
Malinauskas said the value of Gather Round to the South Australian economy was proven “beyond dispute” and was thrilled to retain it for another three years.
The Adelaide Economic Development Agency estimated the event would provide an $85.8 million boost to the state’s economy, and the government will conduct its own economic analysis.
South Australian Premier Peter Malinauskas speaks with the media in the Adelaide Hills during Gather Round.Credit: AFL Photos
“We’ve had a pretty hard negotiation over the course of the last 72 hours. I hope Gill doesn’t mind me saying that we were pretty determined to get a bit of a run-up at this – more than just one year,” Malinauskas said.
“We’ve been able to achieve that objective, and I hope that the agreement suits the AFL interests, too, in respect to other areas as well.”
Matthews said the Adelaide and Sydney markets were different and should be treated that way.
“There has been some discussion that we need to prove the concept,” Matthews said.
“I think the concept in Adelaide is an entirely different concept to what it would be in Sydney. It’s a different challenge. What the Giants are trying to do and, by extension the AFL, is to attract new fans. This is a concept that can do that.”
The AFL hierarchy know they can attract good crowds to all nine games in South Australia but remain concerned that if Gather Round was held in Sydney, there could be games that struggle to draw a crowd.
“We have to have the courage to take it there for our own objectives ... what events can showcase the game in places [like] NSW and Queensland, and Sydney in particular,” Matthews said.
Matthews said the next AFL CEO needed to show the foresight McLachlan’s predecessor had shown when the league was attempting to cement the viability to two AFL clubs in Adelaide.
“I sat at the Adelaide Oval and marvelled at the legacy and vision of Andrew Demetriou to bring football and cricket together to create a world-class stadium and change the city of Adelaide,” Matthews said. “What is our ambition and how can we support our ambition?”
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