Event First professional AFL game in China
Organiser AFL and Off-Site Connections China
Group size 8,000 fans, 400 sponsors and guests
Date October 17
The brief
The Australian Football League (AFL) wanted to introduce the game of Australian Rules Football to China by holding a professional game during Expo 2010 in Shanghai. The objective was also to exhibit the sport as friendly and family-oriented.
Challenges
First, a stadium large enough to fit the event needed to be selected. Second, it was held during Expo 2010 in Shanghai. During this time any large gathering of over 2,000 people, outside of the designated Expo site was not permitted. The organisers had to adhere to strict security measures in order to receive permission from local officials for the game to take place.
Third, with so many official personnel attending the event from China and Australia, an official pre-game event had to be organised to welcome and acknowledge all attendees. This was an important element expected in the Chinese culture and it helped underline the importance of the event for both countries.
Execution
Preparations for the event began in April. Permission had to be given by local authorities for temporary modification to the stadium and the ground. The stadium in its original state had no player lounge or facilities. An adjacent basketball court was transformed and used for this purpose.
Spectators and corporate groups had access to two of the best sectors of the ground, while sponsors had special tents at ground level. These tents were fitted out with comfortable seating and catered for by the five-star Radisson hotel. The 22 corporate tents offered individual wait staff and barmen. The food was a buffet combined with special Australian canapés.
For the pre-game event a lunch was organised at a nearby Chinese Restaurant, for AFL officials, local officials, partners and sponsors. This was an opportunity for the AFL to introduce the sport and the event to all attendees, while creating a platform for business connections to be made and official relationships to be created.
Comment
Peter Kinnane, managing director of Off-Site Connections, says: “The event was successful as it offered a unique mix of cultures and offered corporates a wonderful atmosphere.”