AFL CEO Andrew Dillon on growing the game in New South Wales
While the NRL’s venture to Las Vegas has been a success, AFL CEO Andrew Dillon hasn’t been swayed from his mission to grow Australia’s game domestically – particularly in New South Wales.
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The AFL has doubled down on its belief that growing domestically is their number-one priority, labelling the sport as “Australia’s game” amid renewed barbs from rugby league circles.
After a fortnight where the NRL jetted off to Las Vegas and trumpeted itself as the number one sport in Australia on the back of impressive viewership numbers, AFL CEO Andrew Dillon reinforced his belief that Australian rules has never been stronger.
Over 8.25 million fans attended AFL matches in 2024 – more than double the number the NRL achieved last season (4.11 million). Last year’s AFL grand final between the Lions and Swans also drew an average TV audience of 4.02 million fans, nearly 600,000 more than last year’s NRL finale between the Panthers and Storm.
Several prominent NRL figures grabbed the opportunity in Las Vegas to claim the second year of their bold American ambition took the wind out of the AFL’s sails. However, as the Opening Round concept returns to Sydney for another year, Dillon reiterated that he isn’t swayed by rugby league’s attempts to go global.
“We just spend most of our time focusing on what we can do to grow,” Dillon said in an exclusive interview with The Daily Telegraph.
“That doesn’t mean you can’t learn from what others do. Ultimately, our focus is on growing Australia’s game in all parts of Australia. And we’ve got a stated ambition to have a million participants by 2033.
“For us to hit that number, it will mean sustained growth, particularly in NSW, but also in Queensland and other states.
“I think our game’s great on TV, but in stadia is really the best way to consume it. So we want more and more people to go to our games and the numbers of people attending matches at the SCG – every single game last year had over 30,000 people.
“A great TV product has big crowds, and TV is also a great way for us to get the game to more people as well. I don’t think you can have one without the other.”
CAPITALISING ON SUCCESS
On the back of record years for the Swans and Giants, where both clubs set new highs for club membership, Dillon knows that it is important to translate that success to the grassroots level.
Participation numbers in metro Sydney have always been strong, but a recent investigation by The Daily Telegraph showed that renewed investment has seen grassroots numbers in Western Sydney finally trend upwards.
While Dillon stopped short of saying the Western Sydney region is the number one focus for the AFL, he confirmed that it is a priority going forward on their path to one million participants nationally.
“It’s always been an emphasis, but what’s happened with changes in personnel in AFL NSW, but also our game development, is a renewed focus on the opportunity of greater Sydney,” Dillon said.
“It’s looking at doing things differently. Hearing directly from club presidents and volunteers about how passionate they are, but also the challenges they face.
“In particular was the distance between clubs. So, if we can continue to build participation in our communities, we can then start to have regionalised competitions, which we haven’t got to yet. That’s an absolute aspiration for us, which then turbocharges the growth.
“I think with the investment from the competition into the Swans, but in the last decade GWS, to capitalise on the introduction of the Giants is the opportunity we’re looking for there.”
MAKING THE SCHEDULE SYDNEY FRIENDLY
After a successful debut, Dillon confirmed the Opening Round concept is set to remain into the future.
“It would have to be a compelling case for the growth of the game for us to look at something different,” he said.
But questions remain over future fixturing concerns that could see the Harbour City starved of AFL. While there is not the 28-day gap between matches in Sydney that was publicised last year, there are at least two occasions in 2025 where fans will have to wait three weeks for a game of AFL in NSW.
Dillon admits the schedule is something that will be looked at – which this year will also see the Swans and Giants play home games on May 31 just hours apart, restricting fans’ ability to attend both matches.
“It’s a real focus,” he said. “The schedule has so many complexities, but it’s certainly something we’re aware of.
“Having games played on a regular basis was a big part of the Giants’ introduction, so there was more elite content (in Sydney).”
GIANT QUESTIONS
The Giants have received criticism of late from some fans that they have vacated their Western Sydney heartland. Last season, they played all their AFLW games at either Henson Park in Marrickville or Canberra, while the men’s program has only played one pre-season game at Blacktown since the start of 2021.
Dillon felt that wasn’t a long-term concern, with the AFL introducing other initiatives like the Fan Hub to ensure the game can grow in the region.
“Those things are all a balance, but I think you can be present in markets without always necessarily having to play games,” Dillon said.
“I think that’s the focus for us, working with the Giants to make sure that there’s a presence all the way through the West. It’s a huge area with a big population, and we’ll do that in a considered way.”
And despite calls from Giants CEO David Matthews that the club should get direct access to Western Sydney talent at the draft, Dillon also confirmed that was not in the AFL’s immediate plans.
“We did a big review of the draft and bidding system last year,” he said.
“I think the Academies that the Swans and the Giants have got, and have invested in, are a great way to attract both AFL and AFLW players in the system.
“At this stage, on the back of the review, I think we’re in a good spot. What we want to do with our talent team at AFL NSW is work with the Giants to identify more boys and girls in Western Sydney to get to that level.”
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