Regional towns vie for at least one match in next year’s Gather Round

Premier Peter Malinauskas has confirmed that “at least one” match will be played outside of Adelaide for next year’s Gather Round as towns vie for spots.

At least one match of the second edition of AFL’s Gather Round in SA will take place in the state’s regions with towns vying to lock in local games for 2024.

Premier Peter Malinauskas confirmed the state’s regions will continue to benefit from the Gather Round with at least one match to be played outside metropolitan Adelaide next year.

“Part of negotiations we were having throughout the course of the weekend does guarantee at least one game and potentially two, outside of metropolitan Adelaide,” Mr Malinauskas said on ABC Radio Adelaide on Monday morning.

“That’s strategically important for the state because we want people to get a sense of what we’ve got to offer in South Australia beyond Adelaide.”

The Premier said that the Barossa Valley is being discussed as an option for a match next year and was even considered for the inaugural event.

“I’ve been keen on a Barossa game from the get-go,” Mr Malinsauskas said.

“We just weren’t able to get that up in time this year.”

Upgrades to comply with AFL standards at Summit Sports Park were part of the decision to host a game at Mt Barker and why other areas were passed on.

“We did not have time to do that in the Barossa.”

He also reflected on the double-header matches which led to empty seats as fans left after the first game.

“I witnessed a lot of Geelong supporters in particular all leaving the ground after their game and they’re all rushing into town,” Mr Malinauskas said.

“I don’t think we’ve seen the end of the double header but I do think there will need to be more innovative solutions around maximising the number of people who can attend the games.”

Mt Barker Mayor David Leach said after the success of this year’s Gather Round the town should again be considered as a host.

“I’m absolutely confident that the AFL will choose Mt Barker again next year,” Mr Leach told ABC Radio Adelaide.

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“There’s a good argument to have one in the Barossa and one here in Mt Barker.”

South Australia has locked in the Gather Round for the next three years, with Mr Malinauskas hailing it a victory for the state’s footy fans.

The landmark move comes after the inaugural event vastly exceeded expectations of both the AFL and the state government.

With all games sold out and Adelaide, Norwood and Mount Barker presenting showpiece grounds and an AFL-mad party atmosphere, the league was left with little choice but to commit to Adelaide.

However, the deal only came after Mr Malinauskas negotiated with AFL chief Gillon McLachlan long into Saturday night to secure the historic commitment.

Neither party will reveal financial details, including if this year’s payment to the AFL – speculated to be $15m – will be increased, however, Mr Malinauskas said the ratio of investment to return was already a record.

Asked by The Advertiser to put a cost:benefit ratio on the deal, he said: “It is many multiples of other events we have seen in South Australia.”

It’s official! Gather Round will return to SA. Picture: NCA NewsWire / Brenton Edwards

Mr McLachlan welcomed the deal, which is a money spinner for the AFL.

“I think we can say this has been an unbelievable success, it’s been an amazing weekend where people have pulled this together in four and a half months,” he said.

“I know now that with a three-year commitment, we can plan with our clubs and supporters, we can plan with certainty and AFL supporters can put this in their calendar as a place where all 18 clubs come and celebrate and enjoy this game.”

Mr Malinauskas paid tribute to behind-the-scenes workers who anchored the event and noted the long-term commitment meant there was certainty to invest and prepare.

“We are going to commit to investing in infrastructure in partnership with the AFL,” he said.

Grounds in the Barossa Valley and McLaren Vale were likely to be the first beneficiaries in an effort to encourage sports fans to extend their stay.

“We have an event we can grow and take to a whole new level. I’d like to thank every single footy fan who has travelled across our great continent to be in South Australia this weekend, you have made this event truly special,” Mr Malinauskas said.

“It’s the people of South Australia who have made this the massive success it is – if fans had not backed this concept, we would not be renewing this commitment for the next three years, so this is the people of SA’s victory.”

Peter Malinauskas with a Port Adelaide fan at Adelaide Oval, 15th April 2023 for Gather Round. Picture: Facebook

There were no doubt some teething issues this year, particularly associated with how fans embraced the double-header format and the capacity of the facilities at Norwood.

Ultimately, the energy and excitement in the city has left South Australians with a sense of pride and interstate visitors with a keen eye to return next year.

Mr Malinauskas said the event was ours for someone to take away.

“The AFL have seen the success that South Australia’s brought to Gather Round,” he said.

“Possession is nine-tenths of the law.”

A barometer for the success of the event was the Friday night fixture between Sydney and Richmond at Adelaide Oval.

Mr Malinauskas challenged South Australians on Wednesday to buy tickets to make the match a crowd of more than 30,000.

When the official crowd number of 42,134 was shown on the big screen, Mr Malinauskas said he breathed a sigh of relief.

“There was a couple of high fives between the guys I was with,” he said.

“That Friday night crowd, I think, really sealed the deal in the AFL’s mind that this has been a success. To get well over 40,000 to a non-South Australian participating game was a great result.”

But the weekend wasn’t all smooth sailing. While the suburban-type atmosphere at Norwood Oval was embraced and heralded, the facility struggled to cater for its 9329 strong crowd on Friday night.

Thirsty fans were forced to wait in long lines that snaked through the ground for up to an hour to purchase a drink.

The double-header format at Adelaide Oval will also be looked at closely after many empty seats were visible during the early matches on Saturday – between Essendon and Melbourne – and Sunday (Geelong and West Coast).

“A lot of Essendon and Melbourne supporters, I think, left and went into the city and spent money, which is half the idea, but it also meant that there were probably Port supporters that missed out on tickets that would have gone,” Mr Malinauskas said.

“We have to think that through with the AFL in future years.”

South Australia has locked in the Gather Round for the next three years Picture: Emma Brasier

The first-ever match for AFL premiership points at a country location was labelled a resounding success.

Mount Barker Football Club hosted 7329 fans at its facility that was prepared over a number of weeks to get it to AFL standard.

The town’s mayor, David Leach, said the economic benefit would be in the millions of dollars.

“The publicity alone, you couldn’t buy the coverage we got from media,” he said.

“We also had a big influx of visitors spending money in the town and surrounds, all the businesses I spoke to noticed a big pick-up over the weekend.”

Mr Leach said he had already put his hat in the ring to host a match again.

“I asked Gillon McLachlan that very question and he looked me straight in the eyes … he told me that Mount Barker couldn’t have done it any better than we did and that will be in his mind moving forward.”

The event broke a state hotel occupancy record, which was only set last month during the Mad March arts festivals, with 91 per cent and 92 per cent hotel occupancy citywide for the Friday and Saturday nights – an average of 9640 rooms a night.

Business SA chief executive Andrew Kay said the streets of Adelaide had been alive over the weekend.

“The influx of football supporters from around the country is plain to see,” Mr Kay said.

“They are pumping money into the local economy through our cafes, restaurants, hotels, wineries, breweries and retail sector.

“What is less obvious is the significant number of business people who have travelled over as individuals, with their club coterie groups, or as part of AFL Connect.”

Tourism Industry Council South Australia chief executive officer Shaun de Bruyn said feedback from the industry had been “brilliant”.“There’s obviously been absolutely wonderful economic activity for hard-hit businesses, Adelaide metro and regional. It’s been great for the state,” he said.

Tourism Minister Zoe Bettison said more than 115,000 passengers would pass through Adelaide Airport during the weekend – the airport’s busiest four days since the Covid-19 pandemic began in early 2020.