AFL 2024: GWS has backed Collingwood president Jeff Browne’s call for all 18 clubs to be involved in Opening Round

Jeff Browne, you were right? That’s what Giants boss David Matthews says about his Collingwood counterpart’s Opening Round ultimatum to the AFL.

The GWS Giants have backed Collingwood president Jeff Browne’s call for all 18 clubs to be involved in Opening Round as a showcase of the northern states.

Browne is set to give the AFL an ultimatum at next week’s CEO’s conference in Perth saying the competition’s biggest club won’t be involved next year unless everyone else is because of the inequity it causes in the draw.

Giants chief executive David Matthews says there is overwhelming evidence that more big events are needed in the northern states to grow the game and backs the AFL to continue Opening Round in some form.

The Giants hosted Collingwood at ENGIE Stadium, defeating the reigning premiers by 32 points in Opening Round.

Giant Toby Greene and Collingwood's Daniel McStay at the launch of the Opening Round this year. Picture: Phil Hillyard

“Opening Round was an unqualified success and needs to become embedded,” Matthews said. “The AFL and all four NSW and Queensland clubs are really clear on that. There is a need for big events and earlier fixtures in the northern states to capture attention and support the growth of the game.

“I think Jeff Browne’s comments are really beneficial. He has always taken a national and strategic view and he recognises the value Collingwood brings to these sorts of events.

“Collingwood’s weight helped us with the momentum to not only sell the game out but also build momentum into our membership earlier and faster than ever before. We have reached a record of over 35,000 members so far as a consequence.

“(AFL CEO) Andrew Dillon was fantastic in swiftly reacting to market challenges up here to introduce Opening Round in his first fixture in charge and it’s imperative it continues – whether that is with some or all of the teams playing on the opening weekend.

“Victoria will continue to host major events week in and week out and this is the best opportunity to kick off the season up here with a bang.”

Matthews was part of the initial push to have Gather Round in Sydney after seeing the success of the NRL’s Magic Round where they played a full round of games in Queensland.

The NSW Government promoted and relayed the idea to AFL boss Gillon McLachlan who decided to implement it in Adelaide rather than Sydney.

“The NSW Minister for Sport & Tourism at the time, Stuart Ayres, took the NRL’s Magic Round concept to the AFL to try to grow the Sydney market,” Mathews said. “It was about growing the fan base. Adelaide is nice but obviously a different proposition. I do like what it does for country footy because it’s important.

“But Sydney is an events market and we need to keep creating major events.”

GWS CEO David Matthews. Picture: Phil Hillyard

The AFL scheduled four games over three days for Opening Round in the northern states as a response to the NRL starting its season in Las Vegas.

Melbourne kicked it off against Sydney at the SCG on the Thursday night. Carlton and Richmond were involved in games in Queensland with the Pies taking on the Giants on Saturday night.

Six days later they returned to Melbourne to play the Swans with Craig McRae’s reigning premiers going on to lose their first three games of the season.

“We finished the latest (in 2023, having played in the grand final against Brisbane) and we started the earliest in enemy territory,” Browne told the Herald Sun.

“It took a bit out of us (last year) … if everyone goes up there and plays the game there, I am happy with that, but we are not going to do like we did (earlier) this year.”

Browne said he could not understand why the AFL would not fixture “a mini Magic Round” to replicate the NRL experience to kickstart next season, with potentially five games in Sydney and four in Brisbane and the Gold Coast.

He said it would have a different feel to Gather Round, which has been so successful in two different versions in Adelaide, but would be great in terms of promotion of the code.

“We would be fully supportive (of a full round),” he said. “We would build lunches around the game and work on the whole build up. It would be like a mini Magic Round.

“Half the teams could go to Brisbane and half the teams could go to Sydney.

“It neutralises disadvantage but also pumps up the development of those markets. We are fully supportive of that. We want to go there, but we want to make sure it is fair for everyone.”