Port Adelaide strikes membership record - and AFL’s second-best retention rate with members

PORT Adelaide’s long-running battle to not only sign members but keep them has turned dramatically with the club now boasting the AFL’s second best retention rate.

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PORT Adelaide is winning the battle to make its members “rusted on” with the AFL’s second-best retention rate.

Eclipsed only by the predictable vote of approval from Richmond members after the Tigers ended their AFL premiership drought last year, the Power has rewritten its membership record by having 93 per cent of its full 11-game members re-sign this season.

The membership count hit 60,822 last night/Monday evening with Port Adelaide breaking the 60,000 mark - without free digital packages in the count - for the fourth consecutive AFL season.

The count passes last year’s club record figure of 60,450 that was put at 52,159 on the AFL’s official count. The AFL will count only memberships that have access to at least one game and cost at least $50.

The Ferrari family celebrate the Power’s record membership at home with Port Adelaide player Hamish Hartlett, friends and family, from left, Madeline Leaney, Michaela Ferrari, Avah Beracci, Hudson King, Anthony Beracci, David Ferrari, Helga Ferrari, James Outlines, Daniel Ferrari, Jasmin Leaney and Jayden King. Picture: AAP/Emma Brasier

Port Adelaide executive general manager Matthew Richardson expects the Power to use this solid foundation to find critical growth of the membership base. The challenge remains the “young adult” - the child member who steps away from football while starting a professional career or a family.

“This is where the game-day experience has to be about more than the game,” Richardson said. “Most important is making the fans become members because they feel and experience a genuine connection with the football club as a member.

“Our aim is to be ‘members first’ in all we do at Port Adelaide. The members are our most-important stakeholders and we have to live that in all we do as a club.

“We did that at the start of the year with the club opening itself up for the ‘members convention’. Our members do hold us to high standards - and we have to meet them.”

Port Adelaide ability to build new hope - after a busy run in the AFL player market in October when it signed Tom Rockliff, Steven Motlop and Jack Watts - critically kept Power fans on the membership books.

And the solid start to the season - with Port Adelaide leading the AFL as the only unbeaten team at the end of round three - has drawn solid turn-outs with those membership packages. The Power ranks No. 4 in the 18-team league for members showing up for home matches.

Port fans during the Round 8 AFL match between the Port Adelaide Power and the Adelaide Crows. Picture: David Mariuz

Port Adelaide’s average home attendance is at 42,757 - up on last year’s count of 38,136.

The “show” rate hits No. 1 for members with general admission tickets that do not have guaranteed access to a seat at Adelaide Oval.

“Ultimately, it is about football - and the football staff did a great job in recruiting and trading and preparing the team for a positive start this season,” Richardson said.

Port Adelaide’s membership drive with turn to three-game packages with a “Super June” promotion next month. Memberships with reserved seats will be sold at $120 for the three consecutive home games against AFL premier Richmond, the Western Bulldogs and top-four riser Melbourne from rounds 11-13 with blockbuster Friday and Thursday night timeslots.

These packages are available on the club’s dedicated website, weareportadelaide.com.au.