The AFL Gather Round: A Festival of Footy, Tourism, and Uncertain Futures
There’s something uniquely Australian about the way we turn a sport into a cultural phenomenon. The AFL Gather Round in Adelaide is a perfect example. It’s not just about footy—it’s about community, tourism, and a city’s identity. But as the crowds flock to pubs and stadiums, a looming question hangs in the air: will this event stay in South Australia beyond this year?
A City Transformed by Footy Fever
Adelaide is buzzing. From the CBD to the Barossa Valley, the Gather Round has become a magnet for interstate fans like Peter Higgs, a diehard footy enthusiast from Sydney. Higgs and his son Dylan have traveled to Adelaide to watch seven matches in one weekend—a feat that’s only possible during this event. Personally, I think this kind of dedication highlights what makes the Gather Round so special: it’s a festival for fans who crave more than just their local games.
What’s fascinating is how this event has reshaped Adelaide’s tourism landscape. Anna Moeller, from the Australian Hotels Association, notes a double-digit uplift in occupancy and food and beverage sales compared to last year. Even with high fuel prices, punters are flooding in, proving that footy fandom is recession-proof. Kym Bond, co-owner of the Cathedral Hotel, calls it “massive” for his business, setting the tone for the entire season.
But what makes this particularly fascinating is how it’s changing Adelaide’s self-perception. Moeller suggests it’s cementing the city as a destination state, not just a stopover. From my perspective, this is about more than economics—it’s about pride and identity. Adelaide is no longer just a quiet capital; it’s a hub of energy and excitement, especially during Gather Round.
The Business of Footy: A High-Stakes Negotiation
Despite the success, the future of Gather Round in Adelaide is uncertain. Premier Peter Malinauskas is pushing for a five-year extension, but negotiations with the AFL are far from over. AFL operations chief Tristan Salter emphasizes the need for a strong partnership, but the details are complex.
One thing that immediately stands out is the logistical challenge of accommodating 19 teams once Tasmania joins the AFL in 2028. Aaron Bryans, host of ABC SA Grandstand, points out that one team—likely Adelaide or Port Adelaide—would need to play twice in five days to make it work. This raises a deeper question: is it fair to ask a team to shoulder this burden? And if not, will Gather Round have to move elsewhere?
What many people don’t realize is that this isn’t just about scheduling—it’s about infrastructure. The SANFL has invested $8 million into local facilities, but half of the state’s football grounds are still below standard. SANFL CEO Darren Chandler has pledged another $1 million, but only if Gather Round stays. This feels like a high-stakes game of chicken, with both sides betting on the event’s long-term value.
The Broader Implications: Footy as a Cultural Export
If you take a step back and think about it, the Gather Round is more than a sporting event—it’s a cultural export. It brings interstate fans to South Australia, exposing them to the state’s wine regions, pubs, and hospitality. This is soft power at its best, and it’s something other states should be watching closely.
A detail that I find especially interesting is how this event challenges the dominance of Melbourne as the AFL’s heartland. Adelaide is positioning itself as a rival hub, and the Gather Round is a key part of that strategy. But what this really suggests is that the AFL’s growth depends on spreading its influence beyond Victoria.
The Future: A Festival Worth Fighting For?
As the negotiations drag on, I can’t help but wonder: is the Gather Round worth the effort? From my perspective, the answer is a resounding yes. It’s not just about footy—it’s about what it represents. It’s a celebration of community, a boost to local businesses, and a chance for Adelaide to shine on a national stage.
But here’s the thing: the AFL needs to recognize that this event is bigger than logistics or infrastructure. It’s about passion, tradition, and the fans who travel thousands of kilometers to be part of it. If the Gather Round moves elsewhere, it won’t just be Adelaide that loses—it’ll be the entire AFL community.
In my opinion, the Gather Round is a testament to the power of sport to unite and inspire. Let’s hope the AFL and South Australian government can find common ground, because this festival is too good to lose.
