I’m thinking a new stadium needs to be built above the rail lines at Central station. It would be an absolute boon for that part of the city too. One just needs to see the potential, with the masses of Swans fans in and around Sydney CBD, Central, Redfern, Surry Hills, Darlinghurst, Paddington and Moore Park on game days. Local businesses make a killing with shops and venues packed pre and post game. I once asked a kebab shop owner on Cleveland Street about all the Swans fans in the shop, and he said Swans games are his busiest days and most profitable.
Australia’s Game is building and helping the local economy. Albo, how about a new stadium old mate?
Swans high means SCG members struggle to get tickets
Zoe Samir’s Business reporter
Sep 10, 2024 – 5.32pm
https://www.afr.com/companies/sport/swa ... 909-p5k906
It’s not quite a Taylor Swift or Oasis concert but demand is expected to exceed supply when the Sydney Swans’ preliminary finals tickets go on sale this Monday.
If you ask the Sydney Swans or Venues NSW, which runs the Sydney Cricket Ground, it’s pretty unsurprising.
The SCG’s members stands are increasingly packed. AFL Photos via Getty Images
The performance of the Sydney Swans in 2024 and the growing popularity of the AFL in the northern states caused thousands to flock to the famous cricket stands through winter.
For the most part, it’s been a big win for the Sydney AFL club’s home stadium, which last year made $47.9 million from its 19,000-odd Venues NSW members.
But the growing popularity of the eastern suburbs-based team has come with a small catch – on two occasions this season, members couldn’t get into their dedicated stands.
A home match in May against Carlton and another in June against Geelong were so popular with members the SCG had to shut its gates because it had reached capacity. It nearly happened again at the Sydney derby in May between the Swans and GWS Giants.
To keep up with the growing demand this season, Venues NSW also switched off its coveted “club cards”, which give members extra tickets for friends or family, more frequently. To say SCG members were frustrated would be an understatement.
“Why on earth are there so many Carlton supporters in the members area when paid-up Swans members can’t get a seat,” wrote user Legitimate-Mud-8834 on Reddit.
Most who were turned away were late arrivals, but the growing crowds are a sign of Australia’s sports consumption changing. SCG members, who have traditionally paid fees to watch Test cricket in summer, are visiting the grounds as frequently in winter.
According to AFL insiders, this growth is caused by several factors, including a 10-match winning streak from the Swans and AFL scheduling that brought popular Melbourne clubs to the SCG. The launch of the AFL’s opening round in Sydney for the first time and its 150th birthday celebration have also helped.
Swans match Ashes as drawcard
It meant the SCG’s members attendance for AFL this year was in line with the usual crowds for days one to three of an Ashes Test or a series against India, according to Venues NSW.
Venues NSW has about 19,000 members, which makes up almost half of the SCG’s 48,000 capacity. The capacity of the members’ area is about 15,500, which means if it fills up, you lose out.
That’s never really been a problem for Venues NSW until this year, but it could become more common if the AFL’s popularity continues to rise.
There are no plans to refurbish or expand any of the existing membership areas, which means managing capacity will become more critical.
In 2024, the average crowd for SCG members during the AFL season was 12,132 across 11 games.
SCG winds back access to friends, family
The stands were predominantly filled (about two-thirds) with people who pay for a traditional SCG membership, which has a joining fee of $1500, a 15-year waiting list, and a $700 annual fee. It’s another $700 per annum if you want to bring a guest, according to Venues NSW.
The rest of the guests in the stands at AFL matches are members of the Sporting Club of Sydney. The money spent on this membership varies depending on access, but most have access to Allianz Stadium and the Sporting Club. The sign-on fee is $22,000, and it costs more than $1000 per year to maintain it.
SCG-only membership used to come with club cards, which gave fans an extra two spots at certain AFL or cricket matches. They were not issued when the latest intake of members came through earlier this year (it was the first intake of members in five years).
Those with existing cards are increasingly finding they cannot be used – the Swans’ popularity and performance in 2024 meant the SCG had to switch off access to ensure paying members were able to find a place to sit or stand on game day.
The 2024 AFL season was the biggest in terms of crowds for the Sydney Swans since 1997. The average crowd for the season was 38,202 and the club says it sold-out five of its 11 home matches. Tickets were also exhausted for the qualifying final between the Swans and Giants last weekend.
“We witnessed one of the best ever AFL finals last weekend when Isaac Heeney led the Swans to a famous victory in front of a thundering crowd at the SCG,” Venues NSW chairman, David Gallop, said. “Finals footy is alive and thriving across Venues NSW network.”
The popularity of the Sydney Swans has made it harder to get to games for SCG members. Flavio Brancaleone
The growth in crowds for SCG matches this year was substantial – up 16 per cent year-on-year. In 2023, the average attendance was 32,824 and in 2022 it was 29,424. The 1997 season average – the previous record – was 35,818.
Aussie cricket captain Pat Cummins, who was in the crowd with his wife Becky as a guest of the AFL, saw the atmosphere first hand last weekend.
“The atmosphere at the SCG on Saturday was amazing and up there with anything I’ve experienced as a player or spectator,” he said. “I can’t wait to see the Swans back at the SCG for the prelim before it’s our turn against India in the Pink Test in January.”
SCG members may be frustrated, but the growing attendance has worked to the benefit of the Swans, who have on more than one occasion placed staff outside members’ gates and offered tickets and packages for those who can’t get in.
The Swans’ red zone package is the most comparable. An annual adult membership, which provides access to all 11 home games, costs $438. A family membership costs up to $928 for the year.
In 2024, the Swans has about 74,000 paying members.
When the finals come around, the SCG buys its members’ seating from the AFL and offers a reserved seating arrangement. Those tickets are sold to members for $20 each – it’s not possible to enter the area without them.
The area was sold out for the final clash against the Giants, but fewer were allowed entry. During finals, the SCG only controls the pavilions and level two of the Noble, Bradman and Messenger stands.
Another sell-out on Monday is on the cards for the Swans and its home stadium members. They’ll be hoping to secure a seat as quickly as possible. If they don’t, at least there are plenty of pubs in Paddington.