AFL Magic Round coup sets Adelaide up for ‘a great year’

Magic Round, which has been labled the “biggest event to ever hit the state” is expected to pump tens of millions into the economy. See which industries will benefit.

The AFL Magic Round is expected to pump tens of millions into the South Australian economy in what industry experts are labelling the “biggest event to ever hit the state”.

Australian Hotels Association SA general manager Ian Horne said he expected “most if not all” of the 12,000 hotels surrounding the CBD to book out across the weekend.

“This is a massive shot in the arm for SA and shows the investment of Adelaide Oval some years ago is paying off yet again,” he said.

“We are like no other capital city. Our major sports arena is literally 400m from our retail sector and is also surrounded by amazing accommodation.

“If hotels are full we are talking about a multimillion-dollar boost to the economy and that is off the back of the Fringe and WOMADelaide. It’s going to be a great year for the industry.”

Since the launch of the NRL Magic Round in 2019 a whopping 264,969 fans have flocked to Brisbane’s Suncorp Stadium despite COVID-19 interruptions.

An average 25,000 interstate and international travellers have made the journey for the rugby league blockbuster each year, which has pumped more than $20m into Queensland’s economy annually.

AFL boss Gillon McLachlan has invited the public to share their ideas for an official name of the round, jokingly suggesting “Mali Round”. Share your suggestions in the comments section at the bottom of this page.

Footy fans Darcy White, 11, Griffin Firth, 7, Zach Kerber, 10, Harrison Firth, 11, Holly Harris, 10, and Bridie Loffler, 11 in Millswood. Thursday, Nov. 3, 2022. Picture: Matt Loxton

With at least one game expected to take place in the Barossa Valley, South Australian Tourism Industry Council boss Shaun de Bruyn said regional towns would benefit greatly by the AFL first.

“People will be here for multiple days, they will be getting out to our regions, beaches, and cellar doors,” he said.

“The Tour Down Under injects about $66m into the state, the Adelaide 500 about $46m, I think this could be the biggest sporting event in SA.”

West End Association spokesman Andrew Wallace said AFL games have always encouraged foot traffic into CBD businesses and the impact of the Magic Round would be exponential for restaurants, bars, and shops.

“The footbridge across the Torrens has been a gateway between Adelaide Oval and the West End for years and has been vital in the areas survival” he said.

“We would be encouraging venues to get fully behind the event and find creative ways to encourage footy fans to stay and eat out.

“But venues also need to be prepared. The amount of people this would inject into the sector would mean extra shifts for a lot of staff.”

Business Victor Harbor executive officer and former South Australian Independent Retailers Association CEO Colin Shearing was not quick to jump at the thought of thousands of interstate travellers hitting regional towns.

He said the Magic Round would help increase “traffic flow” in small businesses across the state, however, the increase in traffic doesn’t always translate to an increase in sales.

The Magpie army.

Everything you need to know about SA footy fest

— Matt Turner

Club and AFL members will get free entry to all matches during the league’s extra round when it is held in South Australia during the April school holidays.

AFL chief executive Gillon McLachlan and Premier Peter Malinauskas confirmed the event - to feature 18 clubs playing in South Australia across four days - was coming to SA at a press conference at Adelaide Oval on Friday, where they said:

* Adelaide Oval would host matches from Thursday to Sunday , including weekend double-headers

* It will be in round 5 from April 13-16

* The SANFL and Adelaide Footy League will have byes that weekend

* Holding the round in other states in the future is on the cards but SA will be in strong consideration each year

* McLachlan knew SA felt wounded for missing the 2020 and 2021 grand finals that were moved from the MCG

* Malinauskas would not reveal how much money his government spent to lure the event

* The round, adopted from the NRL’s “Magic Round” does not yet have an official name

McLachlan said SA played a vital role in the survival of the game during the pandemic years so he was pleased to bring what he expected yo be a legacy event for the code to the state.

“I think the stimulus, even for the rusted on, whatever is created in South Australia is going to have a national knock-on effect,” McLachlan said.

“The passion will create an asset that will reverberate around the country.”

McLachlan said having an extra round came out of players treating the second pre-season game like a home-and-away match.

“Instead of bearing all the costs, can we create an asset that has a huge benefit for our supporters, a state and a city,” he said.

Round details will be confirmed when the fixture is released in late November.

Norwood is expected to host two games and the Barossa potentially one with Nuriootpa the frontrunner.

Tickets will go on sale after the fixture is released.

Analysis: What footy’s magic powers will mean to SA

By Paul Starick

For one Magic Round, South Australian footy fans will be at the centre of the AFL universe.

We won’t need to look enviously at Melbourne, where there is a weekly choice of a handful of matches.

Partisan rivalry can be shed – temporarily.

Crows and Power fans might want to watch the team they supported before their clubs entered the AFL in 1991 and 1997 respectively.

For me, that’s Collingwood. The prospect of temporarily rejoining the Magpie Army and watching them play someone other than the Crows or Port, in Adelaide, is enticing.

Then there’s the appeal of AFL games at traditional suburban grounds, with a proud SANFL history.

Norwood, Alberton, Unley and Richmond ovals – just to name my favourites – are all magnificent places to watch footy – steeped in history and tradition.

There is a suggestion at least one game will be played in regional South Australia. It’s most likely this will be in the state’s east as a drawcard to Victorian supporters.

Mount Gambier, the state’s second-biggest city, would be an obvious choice.

But strong consideration should be given to the Riverland – a region bracing for a historic floodwater surge.

The promise of an AFL match staged in Renmark, for example, would be a welcome fillip to a region that is already suffering.

This is the power of our great Australian game. Footy allows us to get caught up in on-field drama, rather than our own, enjoy good-natured banter with rival supporters and have a drink afterwards.

It’s just magic that we get the chance to enjoy all this in SA in one round.