The Australian Hotels Association has reported a significant increase in sales during this year’s AFL Gather Round, noting a rise in revenue in the “double digits” compared to the previous year.
Discussions are ongoing between the AFL and the South Australian government regarding the league’s structure, particularly with an unbalanced number of teams expected to participate starting in 2028.
The South Australian National Football League (SANFL) has pledged an additional $1 million investment in local football infrastructure, contingent on the continuation of the Gather Round in South Australia.
Peter Higgs traveled from Sydney with his son Dylan to experience seven AFL matches over the weekend. They arrived in Adelaide on Wednesday, visited the McLaren Vale wine region on Thursday, and plan to go to the Barossa Valley on Sunday to watch their favorite team, the GWS Giants.
This marks Mr. Higgs’s fourth participation in the AFL Gather Round. He expressed his enthusiasm, stating, “In Sydney, there are times we only get one game every two weeks, and then we might go weeks without any games. As devoted footy fans, I aim to attend nine games. This year, I’m working to catch seven, which is an improvement from last year’s six.”
Mr. Higgs embodies the passionate AFL fan that Anna Moeller, head of the South Australian branch of the Australian Hotels Association, credits for the increased occupancy rates and food and beverage sales this year, despite initial concerns that high fuel costs might deter interstate visitors.
She highlighted that the outlook for Sunday evening is particularly promising, indicating that visitors are extending their stays in Adelaide beyond the Gather Round festivities. “This is reinforcing our status as a premier destination,” she remarked. “It’s changing our self-perception, creating a vibrant atmosphere, and I believe people from other states are starting to view us in a different light.”
The Cathedral Hotel, located near Adelaide Oval where the Essendon and Melbourne teams faced off this afternoon, has also benefited from the event. Co-owner Kym Bond emphasized the importance of Gather Round for his establishment, noting the influx of customers enjoying food and drinks despite current fuel challenges.
In other matches today, the Sydney Swans faced off against the Gold Coast Suns at a sold-out Norwood Oval, while the Hawthorn and Western Bulldogs game took place later at Adelaide Oval.
This year marks the last for certain Gather Round hosting in South Australia. Premier Peter Malinauskas is eager to finalize an agreement with AFL CEO Andrew Dillon to secure the event for another five years, although he has expressed uncertainty about reaching an agreement this weekend.
During a press conference in Adelaide, AFL General Manager of Operations Tristan Salter stated that the negotiations would be conducted thoughtfully, given the numerous stakeholders involved and the complexities that need to be addressed. “They must take their time to ensure that if the partnership is renewed, it is robust and well-prepared for the future,” Mr. Salter explained.
Aaron Bryans, host of ABC SA Grandstand, mentioned a potential complication arising from the introduction of a Tasmanian team into the AFL in 2028. He noted that not all 19 teams could participate in the same round due to the uneven number, which may require convincing a team—likely Adelaide or Port Adelaide—to play twice within five days to facilitate a full Gather Round.
Over the past three years, a collective investment of $8 million by the AFL, SANFL, and the South Australian government has been directed toward upgrading local facilities as part of the Gather Round funding initiative. However, SANFL CEO Darren Chandler pointed out that many of the state’s football facilities still do not meet standards. The league is willing to invest another $1 million in local infrastructure, but only if Gather Round continues in South Australia.
Tomorrow’s matches will kick off with Geelong taking on the West Coast Eagles at Norwood Oval, followed by GWS facing Richmond at Barossa Park, and concluding with Port Adelaide against St Kilda at Adelaide Oval in the evening.
