AFL FANS ASSOCIATION (AFLFA): “GIVING FOOTY FANS A VOICE”
I hope this message finds you well as we reflect on an incredibly even AFL season and congratulate the Brisbane Lions Football Club on becoming the Premiers for 2024.
From fifth place to winning the flag, Brisbane’s journey was one of resilience, with some thrilling comeback victories along the way.
Congratulations to Will Ashcroft on his outstanding performance in the Grand Final, earning him the Norm Smith Medal.
I’m pleased to share some of the key achievements this season and look ahead to what’s in store for our passionate AFL fans and supporters.
The 2024 Fan Survey Results
With a record-breaking response, the results from our third annual AFLFA survey captured the voice of footy fans clearly, highlighting both the positives and areas that need improvement to create a better fan experience.
Key Concerns
Fans identified the following issues that impact their enjoyment of the game:
- Umpiring/rule changes
- Gambling ads
- Affordability
- Floating fixture
- Grand Final ticket access
For the first time, umpiring / rule changes surpassed gambling ads as the most common concern of fans, reflecting a shift from the previous survey conducted in 2022.
Considering the main concern of fans, umpiring/rule changes remains the biggest issue with
affordability the second biggest concern followed by gambling ads. The AFLFA is strongly advocating to ensure attending AFL games remains affordable with 18% of fans attending less games due to affordability concerns.
Building a Stronger Relationship with AFL Leadership
Throughout 2024, the AFL Fans Association met with CEO Andrew Dillon and Head of Corporate Affairs Jay Allen. These meetings were essential in giving voice to fan concerns and addressing issues that matter most to supporters.
We also had a valuable discussion with Laura Kane, Executive General Manager Football, covering topics like umpiring, player safety, and the score review system.
These conversations reinforce our ongoing commitment to collaborating with the AFL to improve the fan experience, addressing the issues that impact the enjoyment of the game.
Our fans survey showed that 95% of fans agree that the AFL should include the AFLFA in the consultation process before they introduce changes that impact fans.
AFLFA Press Releases
These are some of the topics we raised on behalf of fans during the season in our Press Releases:
- Homophobic slurs have no place in footy
- It's Time to Listen to the Fans – fans call for full fixture as the floating fixture complicates planning
- Survey Reveals Key Concerns for AFL Fans: Umpiring/Rules Changes, Gambling Ads, and Affordability
- AFL Embraces Fans Wishers with a Daytime Grand Final
- Indigenous ex-player becomes an AFLFA Patron – Che Cockatoo-Collins joins the AFLFA as a Patron
- AFL Fans Association Supports a Totally Inclusive Environment
Fans appreciated the AFL’s decision to maintain the Grand Final in the daytime, a tradition favoured by 75% of fans in repeated surveys.
The AFLFA also acknowledges the AFL for allocating an additional 1,000 Grand Final tickets to competing club members, bringing the allocation to 35,000 (17,500 per club). We will continue to call for further increases, pushing for a total of 40,000 tickets to be allocated to competing club members.
The AFL Fans Association supports a totally inclusive environment where everyone can feel safe and welcomed. We must not tolerate any form of homophobic, racist, sexist or gender based derogatory language, such as that witnessed on social media towards an AFLW player and on field in the men’s competition early in the season.
Celebrating Fan Dedication - AFLFA Awards
In the 10th year of our annual awards, we celebrated the dedication and passion of the AFL community with two worthy recipients:
- Fan of the Year: "Swoop" Luke – Collingwood Football Club
- Supporter Group of the Year: The WA Sydney Swans Supporters Club
We received incredible nominations this year, showcasing the remarkable commitment of fans to their clubs and the game.
Welcoming Che Cockatoo-Collins as an AFLFA Patron
This season, we were thrilled to welcome former AFL player Che Cockatoo-Collins as a Patron of the AFLFA. Che brings a unique perspective as both a former player and passionate fan, along with his advocacy for Indigenous representation.
We’re also deeply appreciative of our long-standing Patrons, Susan Alberti AC and Jason Ball, Ambassador Brett “Trout” Beattie and AFLW Representative Fearn Harrison, whose support has been invaluable.
Acknowledging Media Support
We extend a heartfelt thanks to the media outlets that recognised the importance of the fan voice, seeking our input on issues impacting the AFL community.
This season, we were featured widely in print, radio, and television, helping us share fans' perspectives across the country. Outlets that highlighted our work included:
- Print: The Herald Sun, The Age, The Guardian, The West Australian, The Mercury
- Television: Channels 7, 9, 10, Sky News, ABC
- Radio: 3AW, Triple M, Fox, ABC, 3CR, Perth’s 6PR, Adelaide’s 5AA
Our national reach is further supported by our nine-person AFLFA committee with members from Victoria, South Australia, and NSW, and representatives in every state and territory, enabling us to stay attuned to issues impacting fans in every region.
Our fans survey showed that 96% of fans agree that the media should continue to engage the AFLFA as the voice of fans on issues impacting the fans.
Another Unpredictable Season
While season 2023 was noted for its competitive nature, season 2024 may have set a new standard. The top eight positions shifted repeatedly throughout the year, with Carlton ultimately clinching the eighth spot in the finals after the last game of the home-and-away season.
Brownlow Medal Record
Congratulations are also due to Patrick Cripps for his outstanding achievement of
winning a second Brownlow Medal with a record 45 votes, polling in an incredible 17 of a possible 23 games.
Second-placed Nick Daicos finished with 38 votes, a total that would have earned him the Brownlow in any other year.
Focusing on Player Safety
Following Christian Petracca's injury, there is growing awareness of the need for robust player safety protocols. We believe it’s crucial that decisions on players returning to the field are made by the appropriate medical personnel to safeguard players’ health and well-being.
Record-Breaking Attendance and Membership
The 2024 season saw unprecedented levels of fan engagement, with over 8 million fans attending games and more than 1.3 million club members signed up. These records are a testament to the passion and loyalty of AFL fans nationwide.
AFLW and the Condensed Fixture
This year, the league extended each team’s AFLW season by one match, condensing the fixture to fit the new 11-game home-and-away season into the same 10-week stretch of time.
It would be fair to say that the condensed fixture was not popular with players, coaches and fans. The feedback from the players is that it be scrapped for season 2025.
Carlton captain Kerryn Peterson said the AFLW’s condensed fixture put “strain on players and clubs”, joining calls for a review of the controversial season. “I think it puts a lot of strain on players and on the clubs to be able to facilitate the best football throughout that time.”
Essendon co-captain Stephanie Cain said she did not want to see the 2024 condensed fixture replicated next season. “I think it [the condensed fixture] has some merits, but in some cases … for us, we played four games in 14 days, so that does take its toll,” she said.
“We’ve seen a lot of players either injured – it takes a lot on your body trying to try to play that amount of football – let alone the mental load. We are still part-time athletes, so trying to do all that plus training, plus have outside interests, it’s really difficult.”
Our Vision for 2025
- Fan Survey Expansion: Hearing from 20,000 fans in our surveys to gather comprehensive insights
- Enhanced Ticketing Experience: Collaborating with the AFL, clubs, and ticketing agencies to improve ticketing processes
- Gambling Ad Reduction: Advocating for fewer gambling ads to create a healthier environment.
- Fixed Grand Final Time: In reflecting the annual survey results from AFLFA members, advocating for a day Grand Final, with a five-year commitment from the AFL
- Return to Full Fixture: Calling for a November release of a 24-round fixture, with only the final round as a floating fixture, allowing fans to plan ahead and take advantage of travel and accommodation deals
- Maintaining Cost-Freezes: Asking the AFL to freeze ticket and food prices to help address cost-of-living pressures
- Score Review System Overhaul: Pushing for improvements to reduce errors impacting game outcomes
- Engagement with club CEO’s: To discuss issues from a club perspective and to better represent fan interests
In conclusion, the AFLFA remains dedicated to amplifying your voices, enhancing your game-day experiences, and preserving the traditions we all cherish. Together, we’ll make the 2025 season an even greater celebration of AFL and its fans.
AFLFA membership is free, and fans are encouraged to join at www.aflfans.org.au
More information: Email: media@aflfans.org.au.