Hobbies and interests are as old as time, most often seen as a way to find escapism from the mundanity of a life that doesn’t always live up to its promise. But what is it that helps one choose a hobby or interest? Is it mere luck? Chance and timing? And once it is found, is it ever possible to truly understand why you like something?
Or maybe it captures a glimpse of the way you wish the world to be.
Some years ago I had such a glimpse into the world of baseball.
For someone born and raised in suburban Australia it’s not common to have had much exposure to the game. And as someone not built for the rougher side of life, sometimes sport can feel alienating. Most of our western cultures equate sport and masculinity with machismo ideals. Anything less is soft, and any combination of entertainment and sport should be fought against lest purity of the “battle” is diluted.
So when I stumbled across a world where a sort of silliness was not only tolerated but celebrated, I had to know more.
It was a rebrand article in the blog Brand New, about the Reading Fightin’ Phils (subscription required). I learned that this was how Minor League Baseball was – strange names, and even stranger entertainment. I learned about the team’s main mascot, the Crazy Hot Dog Vendor, whose role was to run about the stadium in a costume that made him look like a hot dog vendor riding a turkey, throwing as many hot dogs to the crowd as possible. I learned they’d created kid-sized versions of the costume, and that children in the community bought them to use for Halloween.
What I learned in those early glimpses wasn’t about athleticism, or about riches or wealth or a sense of ‘cool’ or anything like that. It was a discovery of the charms of community, of something not aspirational but inspirational.
Every sport, I think, can be boiled down to some basic strengths. Football (soccer) is passion, basketball has flair, gridiron is the distilled experience of american capitalism.
Baseball has charm.
Regardless of the country it’s played in, baseball is a game that is played in front of you while you eat hot dogs or other basic food and drink beers with friends and family, sharing laughs and making memories. It’s a community focused less on the result of the game and more about “being”. It is long, warm evenings, where fun and relaxation are valued higher than each play on the field. It feels like a summer barbecue.
Charm isn’t as marketable as passion or flair, and baseball sure struggles when people compare it to others for things like game length. However these discussions miss the point. Show me someone that has just switched off for 4 hours and focused on relaxing with friends, family and community at a ballgame, and I’ll bet the house they don’t regret it.
I often tell newly formed acquaintances that I’m into baseball, one of the first things that people tell me is that they went to a Major League game and had a great time. They didn’t understand the game, but it was a fun experience sitting and taking it all in.
Recent events have shown me that Americans are rediscovering the charm of baseball. Minor League Baseball has had very stable attendance figures for quite some time, during a time when most other U.S. sports have seen declines in overall attendance. The rise of independent or collegiate baseball is a sign that locals love the game and want it to align with what the game is all about (see: the Savannah Bananas). It’s about local flavour, affordability and inclusion, not profit-at-all-costs. Finally there is the rise of the Sandlot Revolution, a U.S. nation-wide revival of community driven social baseball pioneered by Jack Sanders and the Texas Playboys.
Like many baseball fiends, I was dismayed at the recent removal of 40 minor league teams from the official system. I now believe that it could be a positive change for the long term heart of the game, as franchises freed from control get the chance to reconnect with their towns and cities.
Post-COVID, my hope for the game is that major league franchise owners take their grip off the wheels of profit and loss and start focusing on long-term growth. I hope they let the world know that the best way to spend time with family, first dates and friends is at the game. However it only happens when tickets are cheaper and beers and food are easy to get. The experience shouldn’t be designed by an MBA who wants to suck all the money out of a captive audience for fear of a poor balance sheet.
In Australia, my hope for the growth of the game is that supporters and those guiding the Australian Baseball League take the focus off winning and focus on enjoying and on capturing the essence of a relaxed summer on the deck. We know what it is to spend five days ‘watching’ a Test Match. Regardless of whether we feel the sport is ‘American’ (often used in a negative sense), the desire to switch off is near-universal. It’s time to find the charm.
The past 20–25 years have seen a huge amount of upheaval in the world, with the pace of change seemingly so fast that most of us struggle to keep up with it all. The upheaval has affected every pillar of society and the pillar of sport hasn’t been immune.
While Australian sport has had its changes and revolutions over the
past decades, you’d be hard pressed to say there has ever been such a
concentration of change than from what we’ve seen in the past 7–8 years.
Where the AFL, NRL, Cricket, V8s, F1s, Super Rugby, tennis and horse
racing previously dominated (and generally still do), the landscape has
become a lot more fractured and consumers have been flooded with choice
in the entertainment sphere, and those choices are no longer defined by
Take cricket for example: spurred on by the origin of Twenty20 in
2003, cricket fans now have the choice of watching International
Twenty20, International One Day Internationals, International Test
Matches, along with the domestic test, one-day and Twenty20
competitions. The quickest growth among those has been seen in the Big
Bash League, launched in 2011.
Or take a look at the AFL and AFL clubs. Since 2010 there have been 2
new clubs introduced, changes to the pre-season competition, games in
New Zealand and China, the launch of AFLW and now AFLX, and now we’re
seeing clubs investing in esports, netball and more. That’s a
breathtaking amount of change, and it isn’t even exhaustive! To add to
all that the age of the rebrand is on us, with only 4 clubs represented
by logos from before 2010.
Take a look at this non-exhaustive list of new or updated sporting
properties and promotions from 2003 to the present, and you’ll see where
the list gathers pace:
2003: First Twenty20 game in England (2005 first game in Australia)
2005: A-League launch
2008: W-League launch
2010: ABL (baseball) relaunch
2011: BBL launch
2011: Super Rugby (rebranded from Super 14)
2011: Gold Coast enters the AFL
2012: GWS enter the AFL
2013: AFL game in New Zealand
2014: AFL NAB Cup change to NAB Challenge
2014: NRL Auckland Nines launched (currently suspended due to workload from the recent Rugby League World Cup)
2015: Fast4 Tennis
2015: NBL rebrand
2016: Netball change from ANZ Championship to Suncorp Super Netball,
with AFL and NRL clubs investing in a total of 3 teams (8 total)
2017: The Everest runs for the first time
2017: Brisbane Global Rugby Tens
2017: Port Adelaide and Gold Coast play in China
2017: AFLW launched
2017: AFL NAB Cup changes brand and structure to JLT Community Series
2017: AFL Clubs Adelaide and Essendon invest in esports team licenses
2018: AFLX launched
2018: E-League launched
2018: NRLW launching
The sheer amount of change is staggering.
It begs the question, what societal trends are driving the change,
and will we see a trend of diminishing returns on the next few
initiatives in coming years? Will customers grow tired of administrators
trying to suck the last dollar out of their wallets, and grow cynical
over the next ‘new big thing’?
Before our interviewed experts touch on the sustainability of this
era, let’s have a look at some of the possible drivers for this new code
Are administrators pursuing a diversification strategy, with the ability to own relatively close verticals that help support the main pursuit? Or is the diversification a more concerted move away from pokies?
Are they seeking new audiences, such as those in Asia, New Zealand,
or domestic audiences such as soccer or video gaming fans? Do they feel
like the Aussie sports fan audience is now over-saturated and fully
Is it a matter of capturing the opportunity of low cost, digital broadcasting and social media advertising?
Is there an influx of smarter, more commercially savvy sports
management professionals? Or is it the influence of wealthy individuals
wanting to prove themselves in the cutthroat world of sports management?
Has there been a genuine increase in awareness of gender equality issues? Are administrators trying to tap into that?
Do the stalwart sports feel self-conscious, feeling that they’re losing their relevance with the oft-maligned Millennial Generation and those in Generation Z?
When speaking to the media about the recent launch of the
FFA’s E-League, Luke Bould, head of commercial, digital and marketing
gave some insight, saying “We’re being entrepreneurial, we’re
taking a risk. We have to be there and for us it’s a strategic
advantage, there’s a million plus people playing this game and we don’t
have enough fans of the A-League. We can try and influence them through
Regarding AFLX, the AFL’s game development manager Andrew Dillon went
on record to say “AFLX has been created to provide us with the options
to play a form of the game in places where oval grounds are limited and
to showcase our game internationally at a point in the future,” Dillon
I asked a number of prominent Australian sport business
professionals on their thoughts on what’s driving the change, where they
see it all going, and about where they’d hypothetically invest in
(given the chance), given the choice of the new or revamped sporting
properties launched in the last few years.
Triggered by the Big Bash, we’re seeing a lot of new sports that are
made for the fast-casual fan. They’re aiming for a shallower — but more
entertaining — connection with new markets, be they kids and families or
migrants or in the instance of AFLX, talking to sports fans in Sydney
and Brisbane. In the case of the Rugby Sevens, they’re playing that in
Hong Kong which opens up those international markets.
There’s also a play for greater TV rights as has been the case for
decades, and this is the logical conclusion where sports are created to
fit into the primetime slot. As the TV channels battle for content with
Netflix and co, they’re able to use their existing national,
live-sport-viewing brand equity to grab those audiences.
As the Big Bash are a little bit ahead of the game with this trend,
they’re doing a great job. However with all of these products there is
absolutely the potential downside of having too much product, and
administrators also need to keep an eye out for when the shortened
version starts to become more popular than the original product. It will
be interesting to see how the newest cricket rights deal is influenced
by the Big Bash, which provides a lot more advertising opportunities
during prime time.
In the end it comes down to new products to serve new or underserved audiences which can help drive better TV rights deals.
Kieron Turner — Digital Engagement Manager, Adelaide FC @kieronturner
With content available at your fingertips in today’s modern society,
consumers expect their appetites to be fed instantly. Otherwise they’ll
move onto the next option just as quickly.
Fans are no longer forced to watch the AFL on a Friday night simply
because there’s no other live sport on free-to-air television. They can
consume just about any sport, from any country, at any time with the
power of the internet and smartphones.
Factor in other entertainment options like Netflix and YouTube, and there are millions of things competing for a person’s time.
With lucrative broadcast rights deals under threat as more people cut
the cord, it’s easy to see why the Big Bash League and AFLX have
emerged as ‘instant entertainment’ options in a bid to attract new fans
and expand audiences beyond Australia.
It also helps the push for corporate sponsorship dollars, in an
industry that has evolved significantly to be far more results-driven in
Traditional marketing has also shifted, particularly when it comes to
attracting millennials. Sports business professionals need to find new
ways to communicate with their future fans, perhaps evidenced by the
growing investment in esports by savvy sporting organisations.
The outlook is pretty simple: anyone standing still will be left
behind. You need to be moving forward, at rapid pace, just to keep up.
There has been a change in attitudes within sporting entities to
embrace diverse strategic thinking with an appetite driven from
observing and investigating international trends.
There is the desire to be different, and to lead change within their
own environment, to avoid the view that standing still is complacency.
Societally, the unwired generation is armed with a device of
preference that demands and expects unhindered connectivity with ability
to engage and share the experience.
Touch points of appeal to engage interest are extended to wherever
imagination can flow eg: flashing bails, zooper dooper replays, apps,
bringing the audience closer to the action, players getting better at
direct engagement with fans post match and more.
As a result, a new natural order will start to take shape after the experimentation, research and development has settled.
Traditional fans will accept diverse and alternative options more
readily as new talent emerges that specialises in new formats eg: Darcy
Short in the BBL, Charlotte Caslick in Rugby 7’s.
The appeal with some of the new sporting properties gives an opening
where anybody, athlete on field or back room, can come from anywhere as
career options broaden.
Clubs and teams will become 12 month trading operations that will
improve levels of business services, operations and professionalism in
the digital space, creating a stability of cash flow to allow better
resources and opportunities for strategic thinking and planning.
I’d invest heavily into the stable, loyal core of fans to bring them
fully along. Rather than confuse and disenfranchise, entities need to
work harder to engage and allow their devotion to influence and attract
new fans. I’d also invest in a sport or team with international appeal
where fans have alike tribal behaviours.
Nick Ristovic — Customer Engagement Manager, Melbourne Racing Club
When looking at modern sporting game format trends, there is a clear
shift to producing shorter format events which engage patrons actively
throughout the duration of the game.
The growth of 20/20 cricket, reinvigoration of the NBL competition
and a recent launch into AFLX highlight the need for different sporting
codes to create shorter events which are family friendly and ultimately
provide more excitement for paying patrons.
Fans are more than ever looking for an option which provides great
entertainment. We are competing in an ever more competitive landscape
which has more options for potential fans than ever before.
Like test cricket, the industry I currently work in (Horse Racing)
presents a similar challenge… how do we engage our patrons for a
nine-hour format when live racing makes up 20–30 minutes of the days
The profile of racing avids has traditionally trended towards older
audiences with younger patrons only attending during the Spring Racing
Carnival. The challenge we are facing is to build out our race day
format to provide entertainment in between racing to engage new
non-racing avid audiences which are traditionally younger markets.
We are exploring better use of our big screen technology, crowd
engagement through live competitions and shorter format twilight race
meetings to bring new fans to our sport.
With research indicating that we are working longer hours than ever
before, it’s this share of our ever reducing discretionary/social time
that all sports are desperately trying to monopolise.