The world game’s handling of the fan crisis is in a world of its own

Andrew WoodwardWith the FFA facing a major fan revolt Andrew Woodward looks at how it has handled the crisis communications, and how it is likely to play out in the coming weeks.

In 2009, as CEO of National Rugby League, David Gallop, launched the season with a television advertisement featuring one of the rising stars of the game, Brett Stewart. Not long after, the Sea Eagles’ grand final winning fullback was charged with sexual assault (and later acquitted).

He was banned from the first four rounds of the competition by the NRL for drunkenness. The NRL had to pull its ads. The Nine Network made replacement ads for free. It was high drama at the time.

In 2015, as CEO of Football Federation Australia (FFA), David Gallop, launched the season with passionate fans at the centre of the campaign. The passionate fans are what’s known as “active supporters” – those who passionately sing, dance and chant for their team behind the goal posts, waving their scarves, flags and banners. The ads in Sydney, for example, feature fans from “The Cove” and the “Red and Black Block” – the active supporter groups of Sydney FC and Western Sydney Wanderers respectively.

Be a member to keep reading

Join Mumbrella Pro to access the Mumbrella archive and read our premium analysis of everything under the media and marketing umbrella.

Become a member

Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.

"*" indicates required fields

 

SUBSCRIBE

Sign up to our free daily update to get the latest in media and marketing.