AFL Footy Fever, Brand Loyalty and Team Culture


It’s been footy fever here in Melbourne over the last few weeks, in the lead up to the grand final being played on the weekend.

With the Australian Football League (AFL) having it’s origins in the Victorian Football League (VFL), the game of ‘Aussie rules’ has been engraved into the heart and soul of Melburnians, with most of us having a team we follow or at least take an interest in. We even get a public holiday in honour of the game, with the grand final parade through the city streets the day before, so loyal fans can show their support, especially if they can’t get to the game.

Growing up with three brothers and a large extended family who were all footy mad, the pressure was on at an early age to pick my team… in the end staying loyal to my sisters, mother and grandmother’s team, which also kept a couple of my aunts and uncles happy too!

Whether a devout supporter who goes to every match, or someone who takes a more relaxed interest in the game, when it comes to the finals, it can be time to pick your side again. Teams you’ve loved to hate throughout the year may now be the only choices you have. Do you support family or stay loyal to your mate? Or do you choose based on a team’s suburb or State?

In last weeks preliminary final between Richmond and GWS, of the 100,000 fans that went to the game, only a few thousand were supporting the interstate team!

Living in the sporting capital of Australia means most Melburnians will be part of grand final fever in some shape or form, whether it’s for the love of your team, the love of the game, the love of sport, or even the love of another great Aussie tradtition… having a BBQ in the backyard, hanging our with your mates.

Go Tiges!!

Catherine Howarth
Director of Brand Projects

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