GWS star Tom Scully and coach Kevin Sheedy |
I’ve been thinking about writing a piece on this subject for
much of the 2013 AFL season and finally got around to it now. We are currently
entering Round 19 of the season and the GWS Giants are still yet to win a game
this season, after winning two games in the 2012 season. Now it is not a
surprise to anyone that the Giants have struggled dramatically on the field in
their first two seasons. The way the AFL expansion was set up, it has the new
teams be awful early on, but with a dearth of young talent and draft picks to
develop and be great by year four or five, as we are just starting to see the
signs of with the Gold Coast Suns in their third season.
The problem isn’t the lack of success on the field for the
Giants, but rather the lack of success off it. Whilst obviously if the Giants
were doing better on the field it would then be easier to grow their fan base, the
fact that it was made clear to everyone that the on field results wouldn’t be
there should have allowed them to establish a decent core base of fans from
which to grow. Unfortunately, that core base to get involved from the jump didn’t
materialise in large enough numbers.
Now it may sound like it is purely a moment of ‘Captain
Hindsight’ but I and pretty much every AFL fan from Sydney I know saw this
coming. The fact is, the AFL never should have expanded and created the GWS
Giants in the first place, or at least not for several more years. Whilst
Western Sydney is a heavily populated area and is filled with sports fans,
there was no evidence that the people in that region wanted their own AFL team.
The truly hardcore AFL fans were already Swans fans or fans of Victorian teams
and there weren’t many casual fans just waiting to get a team based closer to
their home, like there was with the A-League.
Be that as it may, there is a very specific reason the AFL
expanded into Western Sydney as early as it did and it isn’t about losing
ground to NRL and the Western Sydney Wanderers. The AFL expanded into Western
Sydney because they were negotiating a new TV deal and being able to say they
had a second team in the biggest TV market, specifically in the most densely
populated area of that market, was a huge bargaining chip for the AFL to use to
increase the value of the deal. Whether the people in that market actually tune
in won’t impact this TV deal, but it might impact the next one if they can’t
right the ship.
The idea of having a team in Western Sydney is so much more
appealing than the reality of it. But once they made that decision to expand
into the market, they needed to execute it correctly to make it at least have a
chance.
Unfortunately they seemed to have missed the mark in that
way too. In terms of players, whilst their young draft picks are coming along
nicely, their recruiting of marquee names was poor. Tom Scully, whilst a young
talent, is not nearly the name nor the player that Gary Ablett is or was.
Paying Scully to be the face of the organisation from Day One only made sense
if he was going to be at All-Australian level from the beginning; otherwise he
was just an overpaid and slightly more advanced version of all the kids they
were drafting to play with him. If they believed Scully was a star already,
they were badly mistaken and if they believed it was wiser to spend the money
on a player still developing, it is yet to be proven and seems headed in the
wrong direction.
Then they also signed an NRL convert to attract the NRL
fans, much like the Gold Coast already did. However the difference is that
Folau was never a beloved figure in Western Sydney even though he was born
there, plus unlike Karmichael Hunt, he had never played a junior game of AFL.
Not to mention the fact that learning a key position is significantly harder
than Hunt learning to just attack the ball and his opponent around the ground.
The Folau experiment was doomed to fail and whilst he earned good money, he
wasted a couple of years of his career that he could have used to dominate the
NRL or Super Rugby, as he has done since he switched to play for the Waratahs
this year.
Off the field, their promotions failed just as badly. Unlike
the Western Sydney Wanderers, the Giants did an awful job endearing themselves
to the local community of Western Sydney. I don’t live in that area but I’ve
spoken to several sports fans that do and none had any knowledge or
relationship with the Giants beyond the standard advertising we saw around the
city. If anything, the Giants publically seemed to completely misunderstand the
culture of the various people in the area and Kevin Sheedy as coach and
figurehead did a truly awful job by being arrogant, dismissing the NRL culture
of the area and of course the ethnic background of many in the area. The Giants
needed to tap into the community at a grass roots level and if anything they
went the other way and alienated many people that could have been won over
eventually.
The other problem with the Giants from an AFL standpoint is
that the manner in which they did the expansion ended up retarding the ability
for struggling, existing clubs like the Melbourne Demons to rebuild. The AFL
draft is the main way clubs can rebuild and the Demons have been left in
purgatory waiting for the chance to get the draft picks their lack of success
has earned them. Sure they made bad decisions along the way, but in the two
years they had the number one pick, they selected one bust and one prospect
that ditched them for the GWS anyway. If the AFL ever expands again, I think
they need to reconsider the way the expansion team builds their squad.
All is not yet lost for the Giants. If they can land a
legitimate star like Lance ‘Buddy’ Franklin as rumoured to go along with the
development of their young players, their on field performances will clearly
improve and give the franchise some star power to try to reach the market
again. But they need to throw out everything they have done to this point, all
but apologise to the people of the area and start from scratch, building
relationships within the communities they are trying to reach.
The on field success will come within the next few years and
by default that will increase their fan base, but will it be increasing from
abysmal to mediocre, or will it be increasing from mediocre to decent? That
will come down to how they go about fixing what is clearly a broken model right
now.
But if they can get it right, well then they might be
Giants.