Almanac Footy: A Giant Headache!
A GIANT HEADACHE!
Way back in 1993 I travelled with Melbourne coach Neil Balme for the Demons Round 8 clash against the struggling Sydney Swans at the SCG. I was Football Manager at the time and doubled as Recruiting Manager after Club Finance Director Noel McMahon asked me to take on both roles due to financial constraints at the club. The club was low on cash. I had no choice really and I wasn’t about to say no. Ultimately that decision contributed to my demise three years later – but that is another story. I would only attend a handful of AFL games each year and for some reason I had decided to travel to the Harbour City for a game we were clear favorites.
Former Hawthorn champ Garry Buckenara was in his first year as coach of the Swans. Tony Lockett was two years away. The Swans was the AFL’s basket case in the early nineties. As I sat in the coaches’ box pregame, I distinctly recall saying to Neil, “geez there’s no one here mate!” The outer terraces were vacant and the stands bare. It seemed there was virtually no interest in Australian football in Sydney. My estimate from the coaches’ box was a ‘crowd’ of 4,500.
The Demons had a comfortable win that day defeating the Swans by 36 points. The young emerging star David Schwarz booted five. Lyon 4 and Jakovich 3. The official crowd figure was 8,250. By mid-season Buckenara had ‘left’ and the AFL convinced Ron Barrassi to head north to bring some credibility to the code. The banged-up Dermott Brereton landed at the Swans shortly after to provide some experience and leadership.
In 1993 no Sydney Swans home game exceed 12,000 attendees with five out of the ten games under 9,000. The Swans had the lowest average home crowd in the AFL in 1993 by a big margin. The club finished 15th – second last in the competition. Sydney market penetration was minimal. The club’s financial viability was under serious pressure. The clubs very existence was being questioned.
Fast forward 30 years and the Sydney Swans average home attendance is now 34,277 per game with 377,046 attending across 11 home games in 2025. Premierships, marquee players and coaches, the establishment of academies, investment in game development and participation at grass roots level has seen the Swans emerge out of the dark days of the 1990’s as one of the leagues genuine powerhouses of the competition.
I fell victim to the Melbourne Merger debacle in late 1996 and the AFL gave me a lifeline to remain in the game I loved. I was appointed Chief Executive Officer of AFL Queensland and spent 15 wonderful years in the Sunshine State during a period of unprecedent growth and success for the code. The Lions had won three consecutive premierships. Kids were playing the game. Our focus was on building girls’ participation. Councils wanted to build AFL fields. Then came the Gold Coast SUNS in 2011.
In October that year I was spending a pleasant Sunday morning sunning myself at Coolum Beach when the mobile phone rang. Dave Matthews’ name came up. I had reported to Dave who was the GM of Game Development at the AFL and at this point of time was based in Sydney assisting AFL NSW/ACT. “What are you doing mate?” he asked. “Well, I’m actually at the beach about to go for a swim,” I replied. “No, what are you doing career wise – do you want a change?” he enquired. Not sure where the conversation was going, I reflected that I had been at AFL Queensland for 15 years and perhaps it was time for a new challenge.
“Do you want to come to Blacktown?” he asked. “Where the hell is Blacktown?” was my response. “Do you want to help me build an AFL club in western Sydney?” he asked. “Sure, why not?” I replied with some trepidation.
And the rest is history so to speak.
I knew nothing about Sydney let alone western Sydney. The AFL needed a second team in New South Wales. It needed an 18th license – it would create an even number of teams and an additional game which would be worth millions in broadcast rights.
Fifty-four percent of Australia’s population lives in Queensland and New South Wales. Queensland had their second team – the SUNS. New South Wales needed another team also. And according to the data including population trends, demographics, participation rates, potential corporate and commercial opportunities and the associated analysis by AFL strategists Andrew Catterall and Walter Lee they concluded the new team had to be located in western Sydney with its 14 Local Government Authorities and population of 2.5 million people.
We will do a deal with the NSW State Government and the Sydney Royal Agricultural Society to invest $65m into the showgrounds at Sydney Olympic Park to make it compatible for Australian football. This will be where the new club will play its home games. It all made sense.
We could build a rivalry with the Swans. We will call it ‘Battle of the Bridge’! But which bridge? The Harbour Bridge? No. The Anzac Bridge. The what? You know the bridge that connects Sydney to the gateway of the western suburbs. It has a statue of an Anzac at its entry. Ok then. Battle of the Bridge it is. Thanks Sheeds. AFL content in NSW every weekend.
Participation rates would explode. Academies will be established to attract first choice athletes. The game needed to attract athletes from other sports. Bit like what the SUNS did with Karmichael Hunt. Let’s throw $3m at Israel Folau. He will get the people of western Sydney interested in our game. He will attract big crowds.
We will do a ten-year deal with the ACT Government to bring three home games to Canberra each year – $26m sounds good. A secondary market will help our overall reach and penetration. It will help expand our brand and generate revenue opportunities.
We will get the football and list management strategy right. Let’s bring in the wily veteran Graeme ‘Gubby’ Allen and Stephen Silvagni to build a list for the long term. Sheeds can ‘coach’ the team – and more importantly promote the game and the club across the state. Choco can teach them to play.
We will get the best kids from across Australia – Jeremy Cameron, Adam Treloar, Nick Haynes, Toby Greene, Dylan Shiel, Taylor Adams and co. Callan Ward and Phil Davis are emerging stars from the Bulldogs and Crows respectively – lets get them. No eggs in one basket (Garry Ablett Jnr) for this new club. We will top up with some veterans to ensure some competitiveness and on-filed leadership. Enter Luke Power, Chad Cornes, Dean Brogan, James McDonald. We will even lure the Irishman Setanta O’halpin to provide a bit of grunt.
We will develop a community strategy to ensure we connect with the diverse nature of western Sydney. Western Sydney the multicultural melting pot of Australia. They will become our rusted-on fans and members. They will buy merchandise, watch us on tv when we play away games and buy tickets for family and friends.
We will develop a brand position that articulates our vision and commitment.
“We will build a club like no other that wins Premierships, enriches the lives of the communities we represent in western Sydney and Canberra and provide exceptional family entertainment.” Perfect!
We will call ourselves the GWS Giants. The Greater Western Sydney Giants – sounds good. Commentators can call us ‘the GWS’. Orange is a popular colour – let’s throw in a splash of grey. Not grey – let’s make it charcoal.
Harry Angus from the Cat Empire can pen us a club song based on a German Beer Hall sing-along – it’s a Big Big Sound from the west of the town it’s the sound of the mighty GWS…make that the GIANTS. Best club theme song in the comp!
Our mascot is simple – a giant! Genius. Let’s call him ‘G-Man’. Done.
This club is going to be huge!!
Fifteen years on and the on-field success of the GWS Giants has been remarkable. Eight finals campaigns and a Grand Final appearance in 2019 serves as testimony to the football and list strategy from its inception.
But wait. There is a problem. Somethings not quite right. Despite the success on the field, we have a major headache. No one wants to come and watch us play.
As I sat watching the GWS Giants v St Kilda clash last Saturday, I lamented yet another poor crowd at Engie Stadium. As reported in my Almanac match review I made comment how the Giants/AFL have a happy knack of not reporting crowd attendances post-match – particularly when the figure is under 10,000.
When I saw vision of the Tassie Devils crowd for their debut game in the VFL against Coburg at North Hobart Oval later that night I texted old mate and media guru Gerard Healy and suggested the crowd at the Devils game would be greater than the AFL Giants v St Kilda clash. He concurred. In a very forceful, matter of fact way!
Sure enough when the crowd figures were released Monday evening there it was; GWS versus St Kilda 9,149. Tasmania versus Coburg 10,634. How can that be?
Average home crowds for the Giants from 2012 to 2014 was around 8,000. Its inaugural game versus the Swans in 2012 attracted 38,203 spectators – 95% Swans fans. When the Giants played the Bulldogs in that epic Preliminary Final in 2016 the Bulldogs faithful (the majority of whom had driven up the Hume Highway) outnumbered the Giants fans. The official crowd figure for that game was 21,790 – 14,000 of them were screaming Dog fans. You could argue their fanatical support and noise they made that night helped the Dogs win their way into the Grand Final.
In 2021 and 2022 Giant average home crowds were 6000 – taking into account COVID impact. And across 2023 to 2025 average crowds were 12,400 – noting games against the Swans attract a crowd of just under 20,000. The Stadium capacity is 23,500 with utilisation between 40-55%. Gillon McLachlan would always implore Dave Matthews to allocate tickets to the tv arc side of the ground – lets at least make it respectable on tv Dave!
The AFL targeted western Sydney due to its massive population growth corridor. It is a young, family heavy demographic. It is one of the most multicultural regions in the world with high proportions of Lebanese, Iraqi, Indian, Pakistani, Chinese, Vietnamese and Pacific Islander communities. Simply put however, they are not interested in Australian football-never have been and most likely will never be.
Rugby League with its Pasifika and working-class roots and football (soccer) with ties to European and Middle Eastern migrants dominate the sporting landscape in western Sydney.
The NRL has deep generational loyalty and strong club identity in western Sydney with four strong, well supported clubs in Penrith, Parramatta, West Tigers and Canterbury Bulldogs. Love him or hate him Peter V’Landys has responded to the AFL ‘infiltration’ in western Sydney and the game is flourishing.
The socio-economic profile of western Sydney does not lend itself to sport (let alone a game not understood or even known) to the broader population. The average income in western Sydney is lower than eastern Sydney. No surprise there. Families experience higher mortgage stress and prolonged commuting times. Families in the suburbs of the Blacktown LGA such as Doonside, Rooty Hill, Bidwell and Mount Druitt live hand to mouth, from pay packet to pay packet. Crime rates are high. Domestic violence is high. Unemployment is high. Health issues such as obesity, diabetes, asthma and mental well-being are high. Sport as an entertainment option for most is not a consideration.
Public transport options to Olympic Park are challenging and an attendance barrier. Rail links are disjointed and require multiple changes to reach Olympic Park station. Parking is expensive – $30.00 for a spot in P1. Stadium food and beverages are expensive.
The Giants have approximately 35,000 paid members. It has grown exponentially off a low base. Three game memberships abound. Pet memberships are cute! My pug Ralph is a member!! Newborn baby memberships! The reality is that at least 3000 away team fans travel to western Sydney to support their teams when they play the Giants at Engie Stadium. A crowd of 9000 is therefore made up of only 6000 Giant fans or members from a population base of 2.5 million from western Sydney.
Has the AFL strategy formulated around 2010 proven to be flawed? It took the Swans 30 years from 1993 to reach their current popularity and attendance rates. We just need to be patient with the Giants – it’s a slow burn. Isn’t it?
The AFL will tell you they measure success in western Sydney based on long-term market development, not short-term crowds. Western Sydney is a generational growth project with Canberra as its short-term stability anchor. Expansion is not about immediate crowd success but about capturing a massive, young diverse population base, competing in Australia’s most contested sporting market and building multi-decade cultural relevance.
The AFL have pumped over $200m into the Giants. This is about long-term, high-upside, slow burn investment they will tell us. The club has never recorded a surplus – and probably wont for decades to come. There is barely a 50% uptake on corporate hospitality options. The pregame Chairmans function is for selected games only usually against the bigger Victorian clubs. The much-promoted Sky Lounge offer has thin uptake and low attendance.
The AFL effectively trades short term losses of around $30m per year (for both the Giants and SUNS) for national broadcast dominance, future participation growth, long term cultural expansion and talent pipelines via academies.
But the fact remains; after 15 years people simply aren’t coming to Giant home games at Engie Stadium, Sydney Olympic Park and that is one big headache.
And one final word; particularly for our friends from south of the border. I have lived in the heart of western Sydney for over ten years. Not far from Blacktown. Out west of Castle Hill and Kellyville down Old Windsor Road as you head towards Richmond and the Blue Mountains. I attend restaurants, pubs, sports events, I even run a local Community Radio station. In all my time out here I have never, ever heard anyone say or refer to themselves as a resident of Greater Western Sydney. You are from western Sydney! And they are proud to say it. I have never heard anyone say, “I live in the GWS!”
It is infuriating listening to commentators calling the Giants “the GWS.” GWS does not exist. It is not relevant to the people out here. Time to drop it from the clubs name. Keep it for ASIC purposes only. Change the trading name to West Sydney Giants or better still the Sydney Giants. Won’t the Swans love that!
PS: Pet memberships are invaluable to help boost numbers!
Read more from Richard Griffiths HERE.
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I have written in another forum about the difficulties of obtaining a ticket to a Giants game thanks to Ticketmaster and the reserving of half the ground for non existent members. And this was against Collingwood, in Opening Round, the only match that reached 20,000. I was flabbergasted to find out that Carlton only got ten thousand.
It doesn’t help when the Cardinals don’t promote opening round, with the GWS v Hawthorn game televised FOUR hours after the match took place.
Great read with many excellent points.
Thanks for this, Richard.
What’s the community radio station, Richard? I currently listen to 2SER but am happy to share my loyalty, subject to what’s on offer.
BTW – great article & overview. The challenge is capturing a percentage of the ‘hearts & souls’ of those rusted on league/soccer followers or to break the handing down of loyal club support through the generations that follow. Best of luck in that regard.
Extremely disappointed with my 2nd team of many years, GWS.
I’ve always admired their talent, their club song and their club colours.
I know they have a long injury list. Unfortunately, that’s often been the case with them. Toby Greene also doesn’t appear to be the great player and matchwinner he once was.
To me, Adam Kingsley is not any better than Leon Cameron, who previously deserved to be sacked, as the GWS coach.
It’s the margins they have been losing by at Marvel Stadium to both the Western Bulldogs and Collingwood and there’s not enough intensity in their game. They have never been a great tackling team, compared to other top teams.
They often have one of the greatest lists but don’t show it consistently enough on the field.
I may be harsh, but Richmond, in some of their premiership years, had a long injury list to their better players, with a worse list on paper than GWS, yet were still able to win matches interstate despite it.
The only silver lining is that my team, St Kilda, could perhaps therefore sneak a finals place ahead of GWS. Wishful thinking, I know.
It’s definitely a Giant headache that GWS are not the force they should be and it’s definitely a shame, as they are great to watch in full flight.
It will now be a Giant task for GWS to win their 1st flag, not only this year, but in future years, with all the talent they’ve had, unless there’s a great turn in attitude by the players and their game plan, for the better.
The whole Greater Western Sydney, Gold Coast, franchise experiences shows how divorced contemporary ‘sport’ is divorced from the essence of why people get involved, support it.
Was there ever an organic basis for these two franchises to be established? No, it was more about the corporate monolith that is the Australian Football League seeking to establish a franchise in well populated areas. No interest in football there; who cares, lots of people, big $$.
Then again less populated areas with a long support for footy like Canberra, Hobart, obviously didn’t seem as lucrative as having the franchises in well populated areas. Anyhow it’s academic, give these entities lots of leeway re salary caps and draft, have the media acolytes literally ‘pump up their ties’; why question this?
I’m old, I grew up with the days of the Victorian Football League. That world needed to change, expansion was required: no problems there. But when you focus on populated areas uninterested in footy, at the expense of established footy towns it’s hard to enthuse about the direction.
I’m of an age where most of my friends have minimal interest in franchises that have no organic base for existing. My generation will fade away and the memories, views, we have will be lost. The Giants, the Suns, will be a reality for future generations: that’s the reality of progress.
Anyhow that’s enough for now though only too happy adding to this.
Sorry, a final important point. Oh yes, how many of us recall gate takings? Yes, we read the crowd figures, though gate takings are not mentioned. Just saying.
Glen!
I also grew up with 12 teams in the VFL and agree it needed expansion. I was also tired of clubs like Carlton, Richmond, Hawthorn, Essendon and Collingwood (although there was a longer break from 1958-1990) continually winning premierships from 1967 onwards, to the beginning of the AFL. North Melbourne was different because they had no previous success, although I was still envious as a St Kilda supporter.
I can see why the expansion clubs need extra help to retain AFL players in mainly rugby league states and Brisbane are really benefiting from father and sons, as well as the northern academies. As long as lower Victorian clubs like St Kilda and North Melbourne are also being equally looked after too! The Western Bulldogs are the exception currently, as they seem to be doing extremely well as a lower club, even if they have only 2 flags currently in their history, to show for it. Not that I can talk, as my team has only 1 flag in its history, and North Melbourne, as bad as they have been in recent years, have 4 premierships.
Apart from St Kilda staying on 1 flag and hardly ever making the finals, I take delight in interstate teams winning the flag, at the expense of the Victorian teams who dominated winning premierships in the period, from 1967 onwards, as previously mentioned.
Back to the topic in question and the Giant headache in crowds for GWS, firstly it will help if your team wins consistently, as the talent is worth watching. However, I realise even when they were winning consistently, the crowds weren’t that great, but surely winning consistently will still bring more crowds, however more bigger, than losing. Perhaps the real problem is that GWS need an absolute superstar, like Buddy Franklin was back in the day. He should have gone to GWS, not Sydney. I am sure someone of his calibre would add significantly to the gate home attendances of GWS, as well as winning more matches.
I know GWS play some home matches in Canberra, but is it now time for GWS to have the SCG as their alternative home ground, as it’s a bigger venue, more central to the city and if not take supporters away from the Sydney AFL team, make them want to follow GWS as their 2nd team? I don’t think there’s the hatred for GWS from Sydney supporters, like there is in other states, where there’s only 2 AFL teams. GWS could play at the SCG, on the weekends when Sydney isn’t.
Knowing the AFL, they won’t see the lack of GWS crowds as being a Giant headache. If GWS are losing money as a result, the AFL will do everything to keep them as viable. The AFL want GWS to be a force in this competition.
Fantastic read Richard. Despite shitloads of hardwork its a shame it hasnt worked. I have so much respect for those players that have stuck it out also. Would it have made a difference by going to Canberra and playing a few games a year at the SCG?