Current Issues in Marketing Strategy

This year more than ever the AFL has been forced to police their brand image. The balancing act between keeping the game 'man-ly' and encouraging mothers to allow their children to play has been going on for some time, but what is the right balance?

History
Already this season we have seen Barry Hall deliver 'that punch' where he king hit Brent Staker off the ball and was suspended for 7 weeks. Just when we thought the worst was behind us, Dean Solomon elbowed Cameron Ling and broke his jaw, this indiscretion saw him suspended for 8 weeks and effectively ending his season.

The reaction
The AFL has taken a hard line, suspending players for long periods of time, fining them heavily and refusing to let them play until mentally capable.

Why
Mothers are the 'gatekeepers' deciding which sports their children should be allowed to play. In this country soccer is gaining a lot of market share because of its no contact status and increased domestic awareness. With so many options available to them, the AFL can not afford to give mothers another option. If participation rate at school goes down, the next generation of footballers and fans is reduced.

Conversely
The other side of the equation is the AFL traditionalists. Diluting the game of its rough and tumble nature can have as damaging effect as going in the other direction. Keeping in mind that the original AFL game was one for the workers, in recent times, AFL has become more for the middle class.

Josh Strawczynski's Opinion
Soccer is gaining huge momentum in Australia, it is important that the AFL makes exemplary role models out of it's players and tames its game down to something comparable to other professional sports. If they fail to do so, their plans to expand can say goodnight.

Sam Berringer's Opinion
Legitamite contact in a game is great, NFL, NHL even soccer, they have a level of contact that is acceptable because it is within the rules of the game. It is the other stuff off the ball that should not be tolerated. King Hits, Drugs, Lude behaviour, it effects the AFL brand and that is damage that can not be undone with any level of fines or apologies.