The world of Australian Rules football is experiencing a shift, with a growing audience turning their attention to the SANFL, the second-tier league in the sport. This development comes at a time when the AFL, the premier league, is facing criticism for various reasons, including its approach to broadcasting and rule interpretations.
The Rise of the SANFL
The SANFL, with its rich history dating back to 1877, has seen a steady increase in attendance and television viewership since the COVID-19 pandemic. Crowd numbers for the 2026 season are up compared to 2025, with a total of 269,714 fans attending the minor rounds and finals. This growth is a testament to the league's efforts to connect with local communities and create an appealing match-day experience, especially for families.
Television ratings for the SANFL on Channel 7 have consistently outperformed its commercial competitors, with matches attracting an average audience of over 39,000 people. The league's streaming service, SANFL Now, also saw a record number of viewers last weekend, further highlighting the growing interest in the league.
AFL's Challenges
In contrast, the AFL is facing a decline in crowd attendance and fan satisfaction. According to Ron Issko, president of the AFL Fans Association, fans are frustrated with recent initiatives like the Opening Round and the floating fixture, which they believe prioritize broadcasters over the interests of players and supporters. The AFL Review Centre, with its lengthy and controversial score reviews, has also drawn criticism.
Mr. Issko highlights the confusion surrounding the interpretation of rules, particularly the "holding the ball" rule, which fans and players alike struggle to understand. He believes that the AFL's focus on broadcasting and technology has led to an over-reliance on score reviews, creating an environment where the game's integrity is questioned.
SANFL's Simplicity and Tradition
SANFL chief executive Darren Chandler attributes the league's success to its simple and clear rules. The SANFL's approach to free kicks and last possession rules is more straightforward, ensuring that the focus remains on the players rather than the umpires. This philosophy, combined with the league's semi-professional nature, means that the SANFL is not under the same intense media scrutiny as the AFL.
Looking Ahead
The SANFL's future looks promising. After facing financial challenges when moving to Adelaide Oval in 2014, the league is now debt-free, thanks to the sale of its land at the former Football Park site and sound financial management. The SANFL's clubs have also made significant strides in reducing their debt, putting the league in a strong position for growth.
While the AFL continues to listen to its fans, as evidenced by the decision to have a daytime grand final for the next two years, there is a concern that prioritizing broadcasters and sponsors over fans could lead to a decline in attendance. Mr. Issko believes that fans' loyalty to their clubs may be tested if the AFL continues to make decisions that favor broadcasters over the game and its supporters.
Final Thoughts
The rise of the SANFL and the challenges faced by the AFL highlight the importance of balancing commercial interests with the core values of the sport. As an observer, I believe that the AFL's focus on technology and broadcasting has led to a disconnect with its fans, who crave a simpler and more traditional game experience. The SANFL's success story serves as a reminder that sometimes, less is more, and that the essence of the sport should always be at the forefront.
