AFL’s fan ban to cost clubs millions, and that’s before potentially having to refund members

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AFL clubs are set to lose millions of dollars due to the league’s decision to play games without fans in attendance because of the coronavirus.

The cost of the indefinite ban will most heavily impact the 18 teams, who can earn up to $1 million per home game - depending on tickets sold and other factors. It appears likely the fan lockout will last for at least the opening month of the season.

Carlton and Richmond, for example, were set to split around $1.2 million under their gate-sharing agreement for next Thursday’s Round 1 opener at the MCG.

Geelong president Colin Carter told the club’s launch on Friday night the impact for his side will be “considerable”.

“This is going to be unlike any football season we have ever seen,” Carter said.

“We have survived a few world wars, quite a few depressions and quite a few pandemics, so we will survive the coronavirus.

“The bad news is that the financial risks are considerable. For games played in empty stadiums the financial hit to all clubs is going to be enormous.

“We calculate losing around about one million dollars per game.”

The AFL has a future fund of over $120 million, reports The Age, that can be drawn upon to cover the costs of the coronavirus call.

But those costs will only increase if teams decide, or are forced to, refund fans who have already bought memberships.

Fans who have bought tickets for Round 1 will be refunded, but it remains unclear whether teams are contractually obligated to refund - partially or fully - fans who have bought multi-game or season-long memberships.

AFL Fans Association president Gerry Eeman told 3AW during the week fans would “have to” have a legal case to ask for their money back.

“If you’re paying for a service and that service is not delivered then you’d be entitled to a refund,” he said.

However others have argued memberships are a donation to support clubs. The member system is somewhat unique to AFL and has helped well-backed teams become financial powerhouses.

The 2020 season will start as scheduled but fans will be locked out of stadiums indefinitely as part of the league’s measures to counter the spread of coronavirus.

Around 90,000 fans had been expected to turn out for Thursday night’s season opener between Richmond and Carlton but the MCG grandstands will now be empty.

The AFL took the step after deciding against delaying the start of the season following Friday’s decision by the federal government to place a blanket ban on gatherings of 500 or more people.

Round six of the AFLW season, which got underway on Friday night with North Melbourne defeating Geelong at GMHBA Stadium, went ahead with fans present before supporters are locked out for the rest of the round.

League boss Gillon McLachlan flagged the move on Tuesday, with a decision to be made in close consultation with government medical experts.

AFL game hiatus 'inevitable'AFL game hiatus 'inevitable'2:48

“It is important that we take the advice of those that know best and that advice right now is to continue with matches but not to host mass gatherings, which can put everyone at risk,” McLachlan said in a statement released late on Friday afternoon.

“I am disappointed for our fans but we cannot put them in a situation that potentially jeopardises the health and wellbeing of the whole community.

“The landscape is changing quickly; each organisation has their own set of challenges but our clubs, players, officials and fans know that the health and safety of all is the No.1 priority.

“We are working through a major issue that impacts the wider community and we will work with all our clubs and industry partners to ensure that footy finds a way.”

AFL clubs have implemented a range of measures, including excluding fans from training and banning autographs and selfies, in an attempt to protect players and staff.

In other developments on Friday, two VFL practice matches were cancelled and Hawthorn president Jeff Kennett issued a plea to fans to stand by his club as it braces for a huge financial hit.

In a letter posted on the club’s website, Kennett urged supporters to buy memberships to help mitigate an expected drop in revenue of at least 10 per cent.

I think we would have had around 50,000 on Friday night.

In 2009, we had 51,382 at Marvel and we would have gone close to breaking this.

Upside to having that shitty stadium deal (did we ever get that shiny new one from the AFL?) is we're already prepared for this

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Originally Posted by hujsh

Upside to having that shitty stadium deal (did we ever get that shiny new one from the AFL?) is we're already prepared for this

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I'm not sure if we did land a new deal but the costs incurred are mainly around the expenses of running and staffing the stadium on game day. TV revenue is the key now

Of course this all has to happen in the year where we get a blockbuster HOME Friday night game to open the season.

Forget the traditional sacrificing of Carlton to appease the Norse gods (on a school night too), Dogs v Pies was the premier fixture of the first round. It was a rare chance to make serious coin at Marvel and I am not sure tv ratings and subsequent exposure will be the same without crowd noise.

On the upside our better TV coverage this year could work in our favor for new supporters with better exposure to the masses.
If we play an attractive brand of football more people may be watching because they can't get their fix live.

Here is a thought to help compensate members rather than refund them. For the next two seasons extend the Home and Away competition by 2 games extra at no extra charge. It goes some of the way of giving something back to the fans that stuck with us though the challenging 2020 season

Quote:

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Originally Posted by hujsh

Upside to having that shitty stadium deal (did we ever get that shiny new one from the AFL?) is we're already prepared for this

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Exactly, the clubs with overly and unfair clean stadium advantages are about to eat a massive shit sandwich.