Television coverage of AFL matches on Australia Network "under the pump".

Following on from Australia Business Asia’s letter to the Australian Department for Foreign Affairs and Trade regarding the proposal to reduce the amount of coverage of AFL games on the TV, the Vietnam Swans have written to the AFL. Below the letter from National President Phil Johns dated 23 June 2011 is reproduced.

Dear David and Tony

For your information, I have attached at the bottom of this email (click here for Australia Business Asia bats for footy on the tele), a letter from Australian Business Asia which was sent to the Australian Foreign Minister, Kevin Rudd two days ago. Australian Business Asia (ABA) represents 16 Chambers and Business Councils across Australia.

The ABA writes that it:

“Understands the Government will soon select a broadcaster to provide Australia’s overseas television service, the Australia Network. It has been drawn to our attention that as part of the tender parameters for the new contract, the preferred supplier will be required to reduce the amount of Australian sport broadcast. This is stated as being intended to be part of an effort to better cater to the intended target audience, which appears not to include the Australian diaspora.”

So, currently Asia receives seven AFL matches each weekend. Next year, it might not receive any AFL coverage.

Given the AFL is wanting to push into markets overseas, especially China, I would have thought that the AFL would be keen for as much TV coverage as possible.

I would like to respectfully request, if the AFL has not done so already, to consider meeting the Australian Government with the objective of having it review the parameters for the coverage of sport in 2012 and beyond.

Aussie Rules is Australia’s Signature Sport. Just as the Australian Network promotes a positive image of Australia, I think the same can be said of the Asian footy clubs because effectively, the Asian Footy clubs are Australia’s unofficial sporting and cultural embassy.

It’s true that none of us came to Asia specifically to play footy. Rather, we all came to Asia to work across corporates, government, NGOs and volunteer agencies – often in quite senior positions. From there, the local Aussie Rules Club has brought us, along with many non Australians, together. Put in reverse order, from our footy clubs, we have great reach and reasonable influence across multiple sectors in our host countries. Coverage of the AFL helps keep the passion alive.

Just a week ago in HCMC, the Austrade Commissioner in Saigon brought together the Auscham Board and its sponsors as well as the Vietnam Swans’ Committee and Sponsors to the official residence of the Australian Consulate General to recognise the good things we are doing collectively. The President of Auscham remarked that:

“The Chamber and the Swans are two institutions which underpin the Australian community in Vietnam and it is to everyone’s benefit that they continue working closely together.”

The Consulate General expressed similar sentiments.

I think that especially this year, the Vietnam Swans – which exists first and foremost because it is an active footy club – have actively promoted Australia to Vietnam and Vietnam to Australia:

  • In January $45,000 was raised for the victims of the Queensland floods
  • $100,000 was raised by the Kiwis, with the support of the Swans and Australian community for the earthquake appeal. This story received a full page of coverage in the AFL Footy Record.
  • $25,000 was raised at a golf tournament to promote swimming in Vietnam where more children die from drowning than road accidents. That golf day piggy backed a world conference on drowning prevention that was hosted by the Royal Life Saving Society of Australia who actively supported the event. One Vietnamese gentleman at the auction purchased a signed West Coast jumper because on a recent trip to Melbourne, he had been so surprised by the city’s passion for Aussie Rules.
  • Our ANZAC Day Match was played under the tag line of “Honouring lost lives; saving young lives” which was a reference to money we were raising to support swimming initiatives. Peter Harvey from Channel 9 News and the AFL Footy Record also ran stories.
  • The local press has run multiple stories on multiple subjects about the Vietnam Swans (click here for articles in the media).

The AFL wishes to promote its product abroad – and it currently receives great coverage. Soon, that may change. Aussie Rules is Australia’s Signature Sport and with the footy clubs, Australian Chambers of Commerce etc, it is being used to further develop Australia’s relationship with the different countries of Asia.

If the AFL concurs, I am sure that its voice in Canberra at this critical time would have significant influence.