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Sam Agars

The first regular-season game played in China by any foreign professional domestic league is only the beginning for the Port Adelaide Football Club and its China strategy.
Having beaten the NBA and the NFL to China, Port is not viewing Sunday’s match as the culmination of its hard work, but rather the starting point of a long involvement in the country.
When the Australian Football League club takes on the Gold Coast Suns at Shanghai’s Jiangwan Stadium, Chinese people are expected to make up around 25 per cent of the crowd.
Many of them will be corporates this time around, but Andrew Hunter, Port’s general manager of China and government relations, says he “can’t see a limit on the growth of the local audience”.
“This game was more popular than anyone had ever possibly imagined,” Hunter said.

“It sold out in a couple of hours. We had plans to actually market it to local universities and we have a school programme in China that goes to 14 schools.
“We wanted to get as many of those students that are actually playing the game to be involved in the match in China, but it sold out so quickly.”
Most of the crowd for Sunday’s match will be made up of those travelling from Australia and Australian expats from throughout Asia.
However, Hunter knows that for the fixture to survive long-term it needs to attract more locals as the novelty wears off for Australian fans.

“I can’t see a limit on the growth of the local audience because we haven’t really fully explored it yet,” he said.
“The local business community has been supportive of this particular game but beyond that, it is the schools and universities which have rich potential.
Cultures collide as Aussie Rules comes to China – and meat pies are off the menu, mate
“I think we need to do a little bit more in terms of attracting those that are participating in the sport and I think there is significant growth potential in young people playing footy in China.”
Schools and universities in Xian, Chengdu and Shandong have expressed their interest in getting involved in Port’s programme that is currently in schools across three provinces.

The club is keen to push the sport as another way to stay active as the Chinese attitude towards exercise shifts, while also unlocking the cultural element of the code.
“The schools that we are targeting are largely international schools and if students have an ambition to study at an Australian university or travel to Australia, it is knowing that our sport is our culture,” Hunter says.
Beating NFL and NBA to the punch: Port Adelaide bring real AFL deal to Shanghai
“In that sense it is a cultural exchange and a cultural understanding that comes from playing Australian football.
“We think it’s a great sport but we’re not selling it as the greatest sport, all we’re saying is that playing sport in itself is a great way to stay healthy.”

Hunter is confident the game will become an annual event and the business aspect has been a driving force behind the initiative.
The club is reaping the rewards of its China strategy from a sponsorship perspective – AU$6 million thus far – with Shanghai Cred founder Gui Guojie one of the first to offer his support.
Aussie rules coming to China with plan to stage full-season game in Shanghai
“The idea of bringing Australian and Chinese businesses closer together around the game was very strong and that opportunity has been realised,” Hunter said.
“There is going to be leaders from the Australian business community there and also the government interaction is really important.”


Shanghai Aussie Rules game only the beginning as AFL’s Port Adelaide leave NBA, NFL in their wake

Gold Coast coach Rodney Eade and Port Adelaide boss Ken Hinkley address the media in Shanghai with The Bund in the background. Photo: AFL Media

SHANGHAI, CHINA - MAY 11: Justin Westhoff of the Power in action during the Port Adelaide Power training session at Jiangwan Stadium on May 11, 2017 in Shanghai, China. (Photo by Michael Willson/AFL Media)

SHANGHAI, CHINA - MAY 11: (L-R) Steven May of the Suns, Tom Lynch of the Suns, Travis Boak of the Power and Chen Shaoliang of the Power pose for a photograph during the Port Adelaide Power and Gold Coast Suns joint Captain and Coach press conference at Bar Rouge overlooking The Bund on May 11, 2017 in Shanghai, China. (Photo by Michael Willson/AFL Media)

Andrew Hunter

SHANGHAI, CHINA - MAY 11: Travis Boak of the Power looks on during the Port Adelaide Power training session at Jiangwan Stadium on May 11, 2017 in Shanghai, China. (Photo by Michael Willson/AFL Media)

AFL player apologises for setting dwarf on fire

Andrew Demetriou. Photo: AP

Beating NFL and NBA to the punch: Port Adelaide bring real AFL deal to Shanghai

May’s match is the first regular-season game played in the country by any foreign professional league, attracting government and corporate support

Port Adelaide Aussie Rules legend Russell Ebert holds coaching clinic at Hong Kong Football Club in Happy Valley. 27SEP13

China's national Aussie Rules team play Hong Kong Dragons - 2014 AFL Grand Final later in day at the Melbourne Cricket Ground, Hong Kong Football Club, Happy Valley. 27SEP14

China's national Aussie Rules team's Zheng Yifeng (second from left) catching the ball while Hong Kong Dragons' Will Burges (left) tries to block during 2014 AFL Grand Final later in day at the Melbourne Cricket Ground, Hong Kong Football Club, Happy Valley. 27SEP14

Port Adelaide general manager of marketing and consumer business Matt Richardson credits Hong Kong for making the club’s game in China possible. Photo: KY Cheng

Team China show their AFL spirit by playing Hong Kong Dragons

China's Zheng Yifeng beats the Dragons to the ball. Photo: K.Y. Cheng

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The crowd at Sunday’s match will be around 25 per cent Chinese, a number the South Australian club plans to grow in years to come


Shanghai Aussie Rules game only the beginning as AFL’s Port Adelaide leave NBA, NFL in their wake

.css-1c6uqr6{color:inherit;font-weight:inherit;font-size:inherit;font-family:inherit;line-height:inherit;overflow-wrap:break-word;}The crowd at Sunday’s match will be around 25 per cent Chinese, a number the South Australian club plans to grow in years to come

The crowd at Sunday’s match will be around 25 per cent Chinese, a number the South Australian club plans to grow in years to come