Adelaide Crows take control of Adelaide Bite licence, continue off-field media and sport expansion

THE Crows have taken control of the Adelaide Bite and the club has revealed ambitious plans to give the national baseball franchise a major boost in SA, while pursuing opportunities in Asia and the US. Watch the announcement from 10am.

Pitcher Nick Hutchings in action for the Adelaide Bite against Perth Heat at West Beach. Picture: Matt Turner

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THE Crows have taken control of the Adelaide Bite and the club has revealed ambitious plans to give the national baseball franchise a major boost in SA, while pursuing opportunities in Asia and the US.

The Advertiser can reveal the Adelaide Football Club now owns 100 per cent of the Bite after Baseball Australia awarded it the licence, following six months of discussions, investigation and a tender process.

Crows Chairman Rob Chapman and chief executive Andrew Fagan will announce the deal at the club’s West Lakes headquarters at 10am on Tuesday.

In a significant step in its off-field operations, the AFC is also registering a new entity called Adelaide Sport and Entertainment that will oversee the Bite, its eSports team and its video and media content production division as it looks for new markets and revenue streams.

In a move towards a Barcelona-style multi-faceted sporting club, Adelaide now has five teams, including its women’s football team and SANFL side.

The latest addition is the Adelaide Bite, which will play in a revamped Australian Baseball League next season.

Crows Hugh Greenwood with baseball fans Jordan, 7, and Evelyn, 5. Picture: Sarah Reed

It is expected to include a new Korean team and a New Zealand team which have partnerships with players and teams in Japan, Taiwan and Major League Baseball in the US. The BA board is set to ratify the takeover today.

The Bite is expected to retain its name for next year and there are no plans to re-badge them as the Crows. They will continue to play home games at West Beach.

It is understood there were three bids for the Bite licence.

BA revealed last year the licence purchases would involve no capital investment but a long-term agreement to fund the team and grow the sport in their local market.

In March, The Advertiser revealed the Crows were in talks about a commercial partnership with NBL team the Adelaide 36ers but that has not progressed.

Inspired by the glory days of the Adelaide Giants in the 1990s and with a keen eye on the Asia and US markets, the Crows last year approached the ABL’s chief executive Cam Vale — a former CEO at AFL club North Melbourne — after the league announced plans to make the six franchise teams privately owned.

Jordan McArdle makes home base against Brisbane last year. Picture: Sam Wundke

The Bite was previously run by Baseball SA and the state’s sporting body will continue to be involved with a pathway for emerging talent. “There are a few reasons we liked it — the first thought was baseball has a rich history here in South Australia and a passionate supporter base and we can provide them with security and confidence that they will be represented in a national league,” Adelaide chief executive Andrew Fagan said.

“When we looked for some of the broader opportunities there was fan development, market development and commercial development.

“Four of the top baseball playing nations in the world are also four of the top 10 trading partners of Australia — Korea, Japan, US, Taiwan, and the MLB is investing significantly into the growth of baseball in China as well.

“As we’re looking to diversify our business, that’s not just the product but also the markets and we saw this as a great vehicle to develop relationships with brands, organisations and the like in countries that are of interest to us. So it’s a significant evolution of our club and there will be some real learnings coming back for us being part of the international baseball family.”

Crow Josh Jenkins plays in the All Star Game at Coopers Stadium against Port players.

Adelaide chairman Rob Chapman said growing the club’s portfolio beyond football was about diversifying its revenue streams.

Curtis Mead in action for Adelaide Bite last year. Picture: Scott Davis/SMP Images

“We don’t have a gaming operation and I think it is clear that even clubs which do have poker machines are looking elsewhere and that revenue will have to be replaced, so you look at your internal capabilities, experience and expertise — we know sports administration,” Chapman said.

“It’s a wonderful opportunity for us to expand our reach, you’re going to have to think and act globally and we thought this is the next step after eSports.

“There is upside in a US company, Korean or south east Asian that wants to get into the Australian market — here’s a platform with 700,000 supporters, large membership, TV audience, that is an avenue.”

But the club ultimately also wants the Bite to win and that starts in its own backyard.

“It will give it every chance of success having us own it and run it,” Chapman said.

“Winning baseball games, getting supporters there, growing membership.

“The game is owned by the fans and we will lend our expertise to grow it.”

Adelaide Bite’s administration and high performance staff are expected to spend time at both West Lakes and their current base at West Beach and current boss Nathan Davison will continue as general manager of baseball operations.