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AFL must re-think ticketing: Andrew Demetriou

Monday’s Geelong-Hawthorn game attracted the AFL’s biggest attendance for the season to date.

Monday’s Geelong-Hawthorn game attracted the AFL’s biggest attendance for the season to date. Photo: Getty Images

Andrew Demetriou has admitted that the AFL must go back to the drawing board in a bid to rebrand and simplify its complex and wildly unpopular variable ticketing system.

Conceding the league had failed to adequately explain the new three-tiered system Demetriou said Tuesday’s head office review of round-five had resulted in AFL bosses admitting they had some work to do in redefining variable ticketing.

The AFL CEO, who listened to angry fans block the lines on 3AW during Easter Monday’s pre-game program, said he had become increasingly aware that attempts to explain the new system to football supporters had not worked.

''Maybe we’re better off not calling it variable ticketing,’'  Demetriou said. ''I think we should just go back to what we had previously termed it, which was reserved seat ticketing.

''It is our responsibility to explain it better to our fans. That’s our job and clearly there is still a lot of confusion. We’re turning our attention to it and while I don’t have the answer now we will have one soon - one that is practical and pragmatic.

''I’m not saying we are reviewing the entire system - we just need to make it simpler and better explain it.''

Monday’s Geelong-Hawthorn game attracted  the AFL’s biggest attendance for the season to date - 80,222 - and the game’s biggest yet for an Easter Monday game. But the blockbuster crowd was marred before the first bounce when the league’s commercial boss Darren Birch moved to strip the game of its A-reserve status.

This meant club members could attend the game by swiping their card, infuriating those who had previously been forced to pay a surcharge to reserve a seat for the game.

Demetriou’s vow to simplify the selling of variable ticketing - which in essence has meant the AFL has lifted prices significantly for big games - along with Monday’s fan outrage, could stall Birch’s plans to further trial the American sports-style dynamic ticketing.

Birch told The Age last month: ''In the US, dynamic ticketing runs live with the game. So seating prices can go up - and down - depending on demand. We’re not sophisticated enough yet to deliver that. But we may get a trial up this year."

Demetriou did not attend an official match-day function on Easter Monday but sat in the AFL Members reserve with his four children, admitting that even he remained constantly taken aback at the high cost of food and beverages at league games.

''These are legitimate issues for football fans,'' he said, pointing out that three buckets of chips, one sports drink and two bottles of water had come at a cost of $32. ''Not only do we understand some of the confusion about ticketing but that’s also been bundled with additional ticketing charges for booking online and then there’s the cost of food and drink.

''A lot of this is beyond our control but we have to continue to work to improve these issues.''

With attendance numbers down by six per cent compared to last year, Demetriou said he did not yet believe there was evidence to suggest ticketing costs were impacting upon crowds. Nor did he blame the congested style of play that has drawn savage criticism from AFL legends and commentators.

Demetriou said his football lieutenant, Mark Evans, had reported his interest in trialling zones after the proposal was raised by Rodney Eade and Leigh Matthews earlier this year, but added: ''There’s not enough evidence to suggest [game style] is impacting on crowds.

''Our crowds have been down because of the soft start we had in round one,'' he said. ''And we’ve been playing catch-up ever since. But all our indicators suggest we’ll pull the crowds back by round 13 and those indicators have been extremely reliable in the past.''

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AFL 2015

Round 1
Thu, 02 AprTimes shown AEDT
CAR 78 vs RIC 105 19:20MCG
Sat, 04 AprTimes shown AEDT
MEL 115 vs GCF 89 13:40MCG
SYD 72 vs ESS 60 16:35ANZ
BRI 74 vs COL 86 19:20G
WBU 97 vs WCE 87 19:20ES
Sun, 05 AprTimes shown AEST
STK 78 vs GWS 87 13:10ES
ADE 140 vs NTH 63 15:20Adelaide Oval
FRE 75 vs PTA 68 18:40Domain Stadium
Mon, 06 AprTimes shown AEST
HAW 123 vs GEE 61 15:20MCG
View All Fixtures
Round 2
Fri, 10 AprTimes shown AEST
WCE 131 vs CAR 62 20:10Domain Stadium
Sat, 11 AprTimes shown AEST
RIC 66 vs WBU 85 13:45MCG
GWS 101 vs MEL 56 14:10SO
COL 63 vs ADE 90 16:35ES
GCF 76 vs STK 104 19:20MS
PTA 44 vs SYD 92 19:40Adelaide Oval
Sun, 12 AprTimes shown AEST
GEE 60 vs FRE 104 13:10SS
ESS 78 vs HAW 76 15:20MCG
NTH 133 vs BRI 51 16:40ES
View All Fixtures
Round 3
Fri, 17 AprTimes shown AEST
COL 140 vs STK 66 19:50MCG
Sat, 18 AprTimes shown AEST
CAR 84 vs ESS 105 13:45MCG
ADE 80 vs MEL 55 14:10Adelaide Oval
SYD 111 vs GWS 90 16:35SCG
NTH 105 vs PTA 113 19:20ES
BRI 58 vs RIC 137 19:20G
Sun, 19 AprTimes shown AEST
HAW 127 vs WBU 57 13:10AS
GEE 105 vs GCF 96 15:20SS
WCE 81 vs FRE 111 16:40Domain Stadium
View All Fixtures
Round 4
Fri, 24 AprTimes shown AEST
RIC vs MEL 19:50MCG
Sat, 25 AprTimes shown AEST
STK vs CAR 11:10NZ
ESS vs COL 14:40MCG
GWS vs GCF 17:40SO
PTA vs HAW 19:40Adelaide Oval
FRE vs SYD 20:40Domain Stadium
Sun, 26 AprTimes shown AEST
BRI vs WCE 13:10G
GEE vs NTH 15:20SS
WBU vs ADE 16:40ES
View All Fixtures
Round 5
Fri, 01 MayTimes shown AEST
CAR vs COL 19:50MCG
Sat, 02 MayTimes shown AEST
RIC vs GEE 13:45MCG
SYD vs WBU 14:10SCG
GCF vs BRI 16:35MS
NTH vs HAW 19:20ES
WCE vs GWS 19:40Domain Stadium
Sun, 03 MayTimes shown AEST
MEL vs FRE 13:10MCG
STK vs ESS 15:20ES
ADE vs PTA 16:40Adelaide Oval
View All Fixtures
Round 6
Fri, 08 MayTimes shown AEST
COL vs GEE 19:50MCG
Sat, 09 MayTimes shown AEST
NTH vs RIC 13:45BA
WBU vs STK 14:10ES
GWS vs HAW 16:35Spotless Stadium
GCF vs ADE 17:10MS
MEL vs SYD 19:20MCG
FRE vs ESS 20:10Domain Stadium
Sun, 10 MayTimes shown AEST
CAR vs BRI 15:20ES
PTA vs WCE 16:40Adelaide Oval
View All Fixtures
Round 7
Fri, 15 MayTimes shown AEST
ESS vs NTH 19:50ES
Sat, 16 MayTimes shown AEST
ADE vs STK 13:45Adelaide Oval
HAW vs MEL 14:10MCG
CAR vs GWS 16:35ES
SYD vs GEE 19:20ANZ
WCE vs GCF 19:40Domain Stadium
Sun, 17 MayTimes shown AEST
WBU vs FRE 13:10ES
RIC vs COL 15:20MCG
BRI vs PTA 16:40G
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Round 8
Fri, 22 MayTimes shown AEST
GEE vs CAR 19:50ES
Sat, 23 MayTimes shown AEST
STK vs WCE 13:45ES
GWS vs ADE 14:10Spotless Stadium
GCF vs COL 16:35MS
HAW vs SYD 19:20MCG
FRE vs NTH 19:40Domain Stadium
Sun, 24 MayTimes shown AEST
ESS vs BRI 13:10ES
MEL vs WBU 15:20MCG
PTA vs RIC 16:40Adelaide Oval
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Round 9
Fri, 29 MayTimes shown AEST
SYD vs CAR 19:50SCG
Sat, 30 MayTimes shown AEST
HAW vs GCF 13:45AS
MEL vs PTA 14:10TIO Traeger Park
WBU vs GWS 16:35ES
RIC vs ESS 19:20MCG
ADE vs FRE 19:40Adelaide Oval
Sun, 31 MayTimes shown AEST
BRI vs STK 13:10G
COL vs NTH 15:20MCG
WCE vs GEE 16:40Domain Stadium
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Round 10
Fri, 05 JunTimes shown AEST
FRE vs RIC 20:10Domain Stadium
Sat, 06 JunTimes shown AEST
CAR vs ADE 13:40MCG
GCF vs SYD 16:35MS
ESS vs GEE 19:20ES
PTA vs WBU 19:40Adelaide Oval
Sun, 07 JunTimes shown AEST
GWS vs BRI 13:10Spotless Stadium
NTH vs WCE 15:20BA
STK vs HAW 16:40ES
Mon, 08 JunTimes shown AEST
MEL vs COL 15:20MCG
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Round 11
Fri, 12 JunTimes shown AEST
PTA vs GEE 19:50Adelaide Oval
Sat, 13 JunTimes shown AEST
GCF vs FRE 13:40MS
WCE vs ESS 16:35Domain Stadium
NTH vs SYD 19:20ES
Sun, 14 JunTimes shown AEST
COL vs GWS 13:10MCG
STK vs MEL 16:40ES
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Round 12
Thu, 18 JunTimes shown AEST
ADE vs HAW 19:50Adelaide Oval
Fri, 19 JunTimes shown AEST
RIC vs WCE 19:50MCG
Sat, 20 JunTimes shown AEST
CAR vs PTA 13:40MCG
GWS vs NTH 16:35Spotless Stadium
WBU vs BRI 19:20ES
Sun, 21 JunTimes shown AEST
GEE vs MEL 15:20SS
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Round 13
Thu, 25 JunTimes shown AEST
FRE vs COL 20:10Domain Stadium
Fri, 26 JunTimes shown AEST
SYD vs RIC 19:50SCG
Sat, 27 JunTimes shown AEST
HAW vs ESS 13:40MCG
BRI vs ADE 16:35G
STK vs WBU 19:20ES
Sun, 28 JunTimes shown AEST
CAR vs GCF 15:20ES
View All Fixtures
Round 14
Thu, 02 JulTimes shown AEST
SYD vs PTA 19:20SCG
Fri, 03 JulTimes shown AEST
COL vs HAW 19:50MCG
Sat, 04 JulTimes shown AEST
RIC vs GWS 13:40MCG
GCF vs NTH 16:35MS
WBU vs CAR 19:20ES
MEL vs WCE 19:40TIO
Sun, 05 JulTimes shown AEST
ESS vs STK 13:10ES
ADE vs GEE 15:20Adelaide Oval
FRE vs BRI 16:40Domain Stadium
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Round 15
Thu, 09 JulTimes shown AEST
PTA vs COL 19:50Adelaide Oval
Fri, 10 JulTimes shown AEST
RIC vs CAR 19:50MCG
Sat, 11 JulTimes shown AEST
ESS vs MEL 13:40MCG
WBU vs GCF 16:35CAZ
NTH vs GEE 19:20ES
WCE vs ADE 19:40Domain Stadium
Sun, 12 JulTimes shown AEST
GWS vs STK 13:10Spotless Stadium
HAW vs FRE 15:20AS
BRI vs SYD 16:40G
View All Fixtures
Round 16
Fri, 17 JulTimes shown AEST
NTH vs ESS 19:50ES
Sat, 18 JulTimes shown AEST
GEE vs WBU 13:45SS
GCF vs GWS 14:10MS
COL vs WCE 16:35ES
SYD vs HAW 19:20ANZ
FRE vs CAR 19:40Domain Stadium
Sun, 19 JulTimes shown AEST
MEL vs BRI 13:10MCG
PTA vs ADE 15:20Adelaide Oval
STK vs RIC 16:40ES
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Round 17
Fri, 24 JulTimes shown AEST
CAR vs HAW 19:50ES
Sat, 25 JulTimes shown AEST
GWS vs GEE 13:45SO
ADE vs GCF 14:10Adelaide Oval
RIC vs FRE 16:35MCG
ESS vs PTA 19:20ES
BRI vs NTH 19:20G
Sun, 26 JulTimes shown AEST
WBU vs COL 13:10ES
MEL vs STK 15:20MCG
WCE vs SYD 16:40Domain Stadium
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Round 18
Fri, 31 JulTimes shown AEST
HAW vs RIC 19:50MCG
Sat, 01 AugTimes shown AEST
GEE vs BRI 13:45SS
COL vs MEL 14:10MCG
SYD vs ADE 16:35SCG
CAR vs NTH 19:20ES
GCF vs WCE 19:20MS
Sun, 02 AugTimes shown AEST
PTA vs STK 13:10Adelaide Oval
ESS vs WBU 15:20ES
FRE vs GWS 16:40Domain Stadium
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Round 19
Fri, 07 AugTimes shown AEST
ADE vs RIC 19:50Adelaide Oval
Sat, 08 AugTimes shown AEST
COL vs CAR 13:45MCG
WBU vs PTA 14:10ES
BRI vs GCF 16:35G
GEE vs SYD 19:20SS
WCE vs HAW 19:40Domain Stadium
Sun, 09 AugTimes shown AEST
MEL vs NTH 13:10MCG
GWS vs ESS 15:20Spotless Stadium
STK vs FRE 16:40ES
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Round 20
Fri, 14 AugTimes shown AEST
SYD vs COL 19:50SCG
Sat, 15 AugTimes shown AEST
ESS vs ADE 13:45ES
NTH vs STK 14:10BA
PTA vs GWS 16:35Adelaide Oval
GEE vs HAW 19:20MCG
BRI vs CAR 19:20G
Sun, 16 AugTimes shown AEST
RIC vs GCF 13:10MCG
WBU vs MEL 15:20ES
FRE vs WCE 16:40Domain Stadium
View All Fixtures
Round 21
Fri, 21 AugTimes shown AEST
HAW vs PTA 19:50ES
Sat, 22 AugTimes shown AEST
COL vs RIC 13:45MCG
GWS vs SYD 14:10Spotless Stadium
GCF vs ESS 16:35MS
STK vs GEE 19:20ES
ADE vs BRI 19:40Adelaide Oval
Sun, 23 AugTimes shown AEST
NTH vs FRE 13:10ES
CAR vs MEL 15:20MCG
WCE vs WBU 16:40Domain Stadium
View All Fixtures
Round 22
Fri, 28 AugTimes shown AEST
GEE vs COL 19:50MCG
Sat, 29 AugTimes shown AEST
GWS vs CAR 13:45Spotless Stadium
HAW vs BRI 14:10AS
NTH vs WBU 16:35ES
ESS vs RIC 19:20MCG
GCF vs PTA 19:20MS
Sun, 30 AugTimes shown AEST
ADE vs WCE 13:10Adelaide Oval
STK vs SYD 15:20ES
FRE vs MEL 16:40Domain Stadium
View All Fixtures
Round 23
Fri, 04 SepTimes shown AEST
COL vs ESS 00:00MCG
RIC vs NTH 00:00ES
HAW vs CAR 00:00MCG
GEE vs ADE 00:00SS
SYD vs GCF 00:00SCG
MEL vs GWS 00:00ES
BRI vs WBU 00:00G
PTA vs FRE 00:30Adelaide Oval
WCE vs STK 02:00Domain Stadium
View All Fixtures
AFL 2015
Overall standings
Team P W L D % Pts
Adelaide Crows 3 3 0 0 171.27 12
Sydney Swans 3 3 0 0 141.75 12
Fremantle 3 3 0 0 138.76 12
Hawthorn 3 2 1 0 166.33 8
Richmond 3 2 1 0 139.37 8
Collingwood 3 2 1 0 125.65 8
GWS Giants 3 2 1 0 113.47 8
Essendon 3 2 1 0 104.74 8
View all
 
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