as long long as they get it right and it doesn't end up costing the club too much money. In the long run, i'm sure there will be profits to be made when the comp is sound and running smoothly. I'm not sure at the time of the comp though, might have been better playing it in to the AFL season so they can have curtain raisers before Premiership games.
The timing is sound imo. The dull time after the Aus Open, when the Big Bash has finished and there are only a few Mickey Mouse one dayers. Everyone is hanging out for the NAB challenge games by then. Probably the best time they could have picked to have a launch with focused attention.