Essendon and the Adelaide Crows have formed a “strategic partnership” with the aim of pushing into India, and hope to play an exhibition game there in the future.
The news appeared in a statement on essendonfc.com.au on Friday, which read in part:
“The partnership will have two clear strategic objectives:
– Increase participation and engagement with the Indian community in Australia
– Grow and develop the game of AFL in India
The partnership will see both Clubs undertake and develop a range of joint-initiatives and opportunities over the next 3 years, including:
– Strategic Partnership Working Group
– Business and Commercial Partner Network
– AFL India Game Development Program
– Cultural Awareness Training
– Indian Themed AFL Match – 2017 Essendon v Adelaide Round 21.”
Essendon CEO Xavier Campbell said the partnership was an “exciting development”.
“This is an exciting partnership for Essendon, and one which we feel can provide unique opportunities for both clubs into the future,” he said.
“It is a different way to look at growing the game, and we believe in working closely with Adelaide and the AFL that we best positions ourselves to make a significant impact.
“Our Embracing India strategy has been in place for the past five years and we have seen positive growth in the Indian community participating in our Auskick and community programs, attending our games and signing up as members. We believe the time is right to increase the scope and intensity of our commitment.
“Although our discussions with Adelaide have not been built on the prospect of playing home and away football abroad, there is the opportunity to consider the potential of an exhibition or pre-season game in India, and this is something we would consider in due course.
“We have had lengthy discussions with the Australian and Victorian Government about how we can increase participation and awareness of the game in India through the formation of strategic partnerships, as well as working to facilitate introductions with significant India businesses looking to invest further in Australia.
“Both clubs are committed to improving the resources on the ground in India to develop and strengthen the local competition, have started exploring broadcasting games on Indian TV and are open to exploring the opportunity to host exhibition games in the years to come.”
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