One thing that’s intrigued me is how Melbourne FC have handled their predicament of losing $1.8M across two of their most important games, including the Big Freeze at the G.
I’ve read in newspapers & radio their CEO, Gary Pert lamenting their misfortune & how it will eliminate their entire profitability of the year. The reality of playing this marquee fixture & fundraiser at an empty MCG was going to be a financial disaster for all concerned. Damn COVID!
Then, across town (if you know what I mean), you have the contrasting, yet eerily similar situation facing Essendon with Dreamtime at the G. It too was facing a $1M financial hole by playing this annual event at an empty MCG.
However, the contrast in how each club and related parties appeared to handle these unfortunate events have been intriguing.
Late last week, EFC CEO Xavier Campbell & AFL engaged Stadium Managers & government bodies to relocate Dreamtime at the G fixture. NT, Sydney and Perth stakeholders were favoured and asked to table an interest & offers. Sure, Essendon were in WA so naturally WA was logically a favourable option. At least from afar, Essendon were not going to accept its financial hole easily and set about mitigating the financial impact early and with purpose. Perth won the day and EFC partnered with them to create an outstanding outcome that would cycle what would’ve taken place at the G. The Long Walk has 3,000 participants marching into a stadium that is sold out and lit up in a way that will more than rival anything the MCG could muster tomorrow night. Essendon will reap ~$1M and all but eliminate any financial deficit from the carnage going on around us all. Optus Stadium presents itself as a venue equipped to deliver best in class events, the WA government learns the power of chasing and holding major events and the Sir Doug Nicholls round is saved.. Essendon also showcases its community programs, secures unrivalled media coverage in the WA market, delivers great benefits and a spectacular event for its WA fanbase and ensures a huge national TV audience for its sponsors.
This leads to Melbourne. From the outside it appears to have played the ‘woe is me’ card it bit too much. Rather, why didn’t it follow Essendon’s lead this week and start engaging state and stadium bodies to find a way to replicate the Freeze MND spectacular at another packed stadium? It appears to me it was left to media commentators like Gerard Whaitely on SEN to put the pressure on those in charge to stop being defeatist and start imagining the possibilities and importantly, find solutions. Why can’t it be played to a packed Adelaide Oval? What about the SCG? How can these corporate communities be approached? No doubt the TV networks would get behind it.
Maybe Melbourne FC & the AFL are now pursuing the dream to make this a spectacular to remember. Freeze MND deserves a brilliant execution. However, I believe a more proactive approach much earlier could’ve avoided the empty MCG predicament, mitigated financial losses, delivered another fantastic fundraising effort and ensures Neal Daniher and the MFC rightly claim centre stage in a spectacular to remember on Queens Bday.
I think the industry has and should take note of how the Dreamtime game was saved as an example of what can be achieved with a proactive approach. Hopefully the Freeze MND is a spectacular to remember.
At least commercially Melbourne FC can do better.
I’ve read in newspapers & radio their CEO, Gary Pert lamenting their misfortune & how it will eliminate their entire profitability of the year. The reality of playing this marquee fixture & fundraiser at an empty MCG was going to be a financial disaster for all concerned. Damn COVID!
Then, across town (if you know what I mean), you have the contrasting, yet eerily similar situation facing Essendon with Dreamtime at the G. It too was facing a $1M financial hole by playing this annual event at an empty MCG.
However, the contrast in how each club and related parties appeared to handle these unfortunate events have been intriguing.
Late last week, EFC CEO Xavier Campbell & AFL engaged Stadium Managers & government bodies to relocate Dreamtime at the G fixture. NT, Sydney and Perth stakeholders were favoured and asked to table an interest & offers. Sure, Essendon were in WA so naturally WA was logically a favourable option. At least from afar, Essendon were not going to accept its financial hole easily and set about mitigating the financial impact early and with purpose. Perth won the day and EFC partnered with them to create an outstanding outcome that would cycle what would’ve taken place at the G. The Long Walk has 3,000 participants marching into a stadium that is sold out and lit up in a way that will more than rival anything the MCG could muster tomorrow night. Essendon will reap ~$1M and all but eliminate any financial deficit from the carnage going on around us all. Optus Stadium presents itself as a venue equipped to deliver best in class events, the WA government learns the power of chasing and holding major events and the Sir Doug Nicholls round is saved.. Essendon also showcases its community programs, secures unrivalled media coverage in the WA market, delivers great benefits and a spectacular event for its WA fanbase and ensures a huge national TV audience for its sponsors.
This leads to Melbourne. From the outside it appears to have played the ‘woe is me’ card it bit too much. Rather, why didn’t it follow Essendon’s lead this week and start engaging state and stadium bodies to find a way to replicate the Freeze MND spectacular at another packed stadium? It appears to me it was left to media commentators like Gerard Whaitely on SEN to put the pressure on those in charge to stop being defeatist and start imagining the possibilities and importantly, find solutions. Why can’t it be played to a packed Adelaide Oval? What about the SCG? How can these corporate communities be approached? No doubt the TV networks would get behind it.
Maybe Melbourne FC & the AFL are now pursuing the dream to make this a spectacular to remember. Freeze MND deserves a brilliant execution. However, I believe a more proactive approach much earlier could’ve avoided the empty MCG predicament, mitigated financial losses, delivered another fantastic fundraising effort and ensures Neal Daniher and the MFC rightly claim centre stage in a spectacular to remember on Queens Bday.
I think the industry has and should take note of how the Dreamtime game was saved as an example of what can be achieved with a proactive approach. Hopefully the Freeze MND is a spectacular to remember.
At least commercially Melbourne FC can do better.
