AFL Gather Round: An even bigger economic boost expected for South Australia in 2024

This year’s AFL Gather Round is set to provide an even bigger economic boost for the state, as thousands of footy fans from interstate and overseas flock to SA.

This year’s AFL Gather Round is set to provide an even bigger economic boost for SA, with almost 40 per cent of all tickets sold to footy fans from interstate or overseas.

Peak business groups say key indicators show this year’s Festival of Footy is expected to outshine the inaugural event, which injected more than $83m into the state economy and generated over 150,000 visitor nights.

Gather Round fans. Lewis, Jasper. Adelaide Oval. Picture: Ben Clark

Current figures show hotel occupancy is already above 80 per cent for this weekend, and will almost certainly surpass last year’s 85 per cent average over the four nights.

So far this year, about 38 per cent of all tickets sold have been to footy fans living outside SA, including overseas supporters from the US, UK, Canada, China, Germany, Hong Kong, Ireland and Singapore.

South Australian Business Chamber chief executive Andrew Kay said he predicts this year’s AFL Gather Round will outperform the economic benefits of 2023, as businesses prepare for a huge influx of visitors.

“2023’s AFL Gather Round was a great success for the business community and tourism sector,” he said. “With a longer lead-in to prepare and a better understanding of the occasion... I would expect operators right across SA will be doing everything they can to reap the benefits.”

Trent Mahony, Kerry Bray and Alex Pledge at 2KW preparing for the AFL Gather Round weekend. Picture: Brenton Edwards

Australian Hotels Association SA chief executive Anna Moeller said this weekend will “almost certainly be bigger and better” than last year and provide a “multimillion-dollar” windfall for the state’s struggling hospitality industry.

She said food and beverage revenue will rise by up to 40 per cent and hotels will be at near capacity.

“It’s a massive boost. We are on track to well and truly top last year,” Ms Moeller said.

“This weekend is not just about a few games of footy. It’s a serious economic equation for the state.”

Independent analysis undertaken by consultancy IER for the AFL showed $55.7m of the $83.5m boost was contributed by the over 40,000 interstate visitors to SA.

Data from the Adelaide Economic Development Agency (AEDA) showed last year’s footy festival helped increase Rundle Mall foot traffic by 16 per cent – and that’s tipped to grow in 2024.

Young footy fans Sophie, Tommy, Jack, Alexa, and Lewis Eglinton and Jasper Welfare, front, can’t wait for Gather Round. Picture: Ben Clark

“After the success of the first-ever Gather Round which is back bigger and better, we hope that the economic impact from this year’s event will be even greater for the city,” said AEDA Rundle Mall executive manager Andrew White.

“It’s going to be a cracker of a week as footy fever descends on the city.”

Rundle Mall will be transformed into a Gather Round Live Site from Wednesday until Sunday near the Gawler Place canopy.

The site will include a digital footy quiz with live leaderboard, personalised souvenir footy cards, player appearances, pop-up AFL store and a Footy Bar operated by Mollydooker with a big screen to watch games.

More than 100,000 are expected to attend the Macca’s Footy Festival site in Elder Park, up from 80,000 last year.

Business leaders, investors and representatives from some of Australia’s biggest companies are also heading to Adelaide with more than 20 business events being held across the four-day footy feast.

This includes the 900-person SA Business Chamber lunch on Friday and other huge business events hosted by AFL clubs including Sydney and Carlton.

Premier Peter Malinauskas said the “eyes of the country” will be on South Australia.

“This is an opportunity for investors and business leaders to enhance their appreciation of what the SA economy has to offer,” he said.