Port Adelaide steps up its China strategy with key meetings in Hong Kong and Shanghai
PORT Adelaide Football Club’s move into the China market continues this week in Hong Kong and Shanghai.
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PORT Adelaide is returning to China — starting Thursday — to deliver a “bigger and better” game in Shanghai in May.
And the Power’s “China Strategy” is stepping up too, with stronger connections to big business in China and in schools where Port Adelaide might salvage the AFL’s stalled dream of starting a seven-a-side game on rectangular fields: AFLX.
Port Adelaide chief executive Keith Thomas and China executive Andrew Hunter will in the next week:
PRESENT Port Adelaide’s vision for AFL football China as keynote speakers to Australian Chamber of Commerce sessions in Hong Kong Friday and Shanghai on Monday.
“It is a very significant opportunity to present to big business and political leaders,” Thomas told The Advertiser. “We feel privileged to be before big players in business and politics explaining the role Port Adelaide has played in sports diplomacy, in breaking down barriers.”
VISIT the 15 schools in Shanghai where 500 children are involved in AFL programs.
ADVANCE the AFL vision in Shanghai with key meetings on Tuesday and Wednesday.
“After the success of the game (against Gold Coast in May), we now need to ask, ‘What should the future of Australian football be in China?’,” Thomas said.
“The AFL is more enthusiastic by the results we achieved in May. It also is more optimistic about the opportunities before the game.
“But we need to develop that vision beyond playing one symbolic game a year.”
Port Adelaide created history with the first AFL game played for premiership points outside Australian and New Zealand with its clash with Gold Coast at Jiangwan Stadium on May 14.
The AFL will confirm a second Power-Suns match in China when the fixture is released next month.
Port Adelaide is planning to increase the ticket allocation to the game from 10,000 to 13,000 with more ticket sales with Gold Coast fans and Chinese residents.
But Thomas is opposed to revoking the local ban on alcohol being consumed at the game.
“What we will work on is greater variety of food, more shade for the fans and enhancing the experience around the game,” Thomas said. “As we have a hold on the stadium, we will invest more.”
Port Adelaide’s meetings in Shanghai next week also will seek broadening the critical television exposure of the Power-Suns match after achieving an audience of five million in May.
The match will remain in May but the Power is seeking for the game to be closer to the mid-season bye in June-July. The game cannot be played in June because of the heat and rain in Shanghai.
michelangelo.rucci@news.com.au
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