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The AFL China Strategy, Keith Thomas


Dear Members and Supporters, My last update was on the eve of the historic ANZAC round where our Club took on the reigning SANFL premiers on Friday night, before doffing the cap to the AFL champs Hawthorn as part of that incredible tribute to the Centenary of the Landings at Gallipoli. Whilst our results were split, I have never been prouder of our entire Club than I was when the 'Lest We Forget' moment magically played out in front of 50,000 spellbound supporters of our great game. In moments of such historical significance, it is important to get it right. I think we did. At 3 and 2 after five rounds, we feel as if we're pretty well placed to get stuck into the season. There is still plenty of room for improvement, but judging by Kenny's reaction to the draw when I first showed it to him, I sense he feels as if we're reasonably placed given the quality of opposition faced. I had the great privilege today to announce that we have, for the first time ever, welcomed our 60,000th member to the Club. 60,000 members! We are now in a pretty exclusive Club, with only Collingwood, Hawthorn, Richmond and Adelaide having attracted as many members as us in 2015. It is an achievement we should all be justifiably proud of, and further reinforcement of the power of a united Port Adelaide Football Club. Thank you. Last week, Kochie, Deputy Chairman Kevin Osborn and a group of Senior Executives travelled to Hong Kong to attend our second annual business lunch at the magnificent Hong Kong Football Club. If you are thinking of travelling to HK, I would encourage you take a moment to check out this incredible establishment, it's amazing! But what exactly are we trying to achieve in China, other than enjoy the fine food and hospitality of the good folk over there? Well I can tell you, don't expect to see an AFL side relocate to the Chinese mainland any time soon! Unfortunately there are precious few AFL standard grounds over there, but I've got to say the enthusiasm of the kids playing our game is infectious. As you may recall we are the sponsors of Team China, who visited us last year and came to watch us play Sydney at Adelaide Oval. These lads just love the game, and will take every possible opportunity they can to have a kick and a catch of the footy. We are proud to be able to support their dream to just play our indigenous game. But it's not an ambition to introduce AFL to a billion new people, and sign half of them up to a PAFC membership (as nice as that would be!), that is compelling us to continue with this strategy. Nor is it a desire to unearth the next Chad Wingard out of downtown Beijing, an equally appealing thought! Our goal is simple. We would like to do business with China. But, as with everything we else we do, we believe that if we are to build meaningful relationships with Chinese partners they need to know who we are and what we stand for. Our philosophy is that you must give before you take, and to that end we have initiated a number of important associations to demonstrate our commitment to building these relationships. Firstly, we have committed to sponsoring Team China for at least the next 3 years and will help to bring them back to Australia to compete in the AFL International series in 2015. We are the major sponsor of the South China AFL competition which incorporates the Hong Kong, Macau and Guanghzou region. A small area incorporating over 20 million people! We are also the major sponsor of the Guandong AFL competition, another province located in South China. On the ground in South Australia we are also engaging with the Chinese born university student community. Our role involves helping these students, many of whom are living away from home for the first time, to feel comfortable living here in Adelaide. What better way than by whacking a Port Adelaide scarf around their neck, taking them down to the Mall for the march before unleashing our weird and wonderful local game on them! Early days, and we might have scared a few of the students back to their homework, but generally they have been loving the experience!! All of these things help to define the Port Adelaide way. Friendly, inclusive, fun and joined at the hip by a love for our Club and our game. We hope that Chinese companies, interested in furthering their business interests in Australia and South Australia, will come to see Port Adelaide for what it is an elite, professional sporting organisation, competing in the highest profile sport in the land, that is committed to its community as deeply as the Port Adelaide community is committed to their Club. We would like to think that makes us pretty attractive partner material. We'll find out soon enough! And then there is Mother's Day! West Coast Eagles at 4.10pm on Sunday, what could be better than that. Guys, get the kids organised so that the Sunday roast is all done and dusted for Mum by 2.30 pm and then pack everyone into the car for the huge twilight game at Adelaide Oval. Ryder and Lobbe v Nic Nat...do you need any more incentive than that!? If so, let Mum know that there will pamper tents on the Southern Plaza, flowers and maybe the chance to win $10,000 just for turning up, if we hit the 50,000 mark courtesy of our great mates at RAA. It's going to be another great day and I can't wait to get there! See you at the footy. KT (Keith Thomas)


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