AFL takes Footy to China

The Victorian Government has welcomed a new deal that will see AFL football televised into China, showcasing our national game and our state’s world-class sporting stadiums. Premier John Brumby today joined AFL Chief Executive Andrew Demetriou at Melbourne's Etihad Stadium to announce the landmark deal that will see Victoria’s indigenous game beamed into China by Shanghai Media Group (SMG) on International Channel Shanghai (ICS).

"Aussie Rules is the best game in the world and it was invented right here in Victoria – that’s why our Government is proud of the AFL’s efforts to promote the game to China," Mr Brumby said. "In addition to our first class capabilities in innovation, industry and trade, Melbourne is the world’s sporting best sports city and AFL footy is the best game in the world. “This agreement is a tremendous coup and opportunity for Victoria and will further strengthen links with our major trading partner and our friends in China.” Mr Brumby said the agreement would begin with this year’s finals series, ahead of the Kaspersky Cup – a clash between Melbourne and Brisbane in Shanghai on 17 October.

The deal will extend into the 2011 AFL season and will include one AFL match each week. It was made possible thanks to an agreement between the ABC and SMG between their international channels, Australia Network and ICS. Mr Brumby said the Victorian Government would continue to work closely with China to promote Victorian business, tourism, sport and our annual major events calendar. “Earlier this year I attended the Shanghai World Expo and met with Vice President of China, Xi Jinping when he visited Victoria in June to further strengthen cultural and sporting links between our state and China,” Mr Brumby said.

Last year, China's first domestic Australian Football competition was established in Beijing, and in March this year the second kicked off in Shanghai, with matches between the Shanghai Tigers, North Shanghai Crows, West Shanghai Dockers and Shanghai Eagles. There are also plans to start senior football at the Shanghai Sports University and for China to field a team in the 2011 AFL International Cup. Mr Brumby said the growth of Australian Football from a Victorian game to a truly national sport with followers all over the world paralleled Victoria's rise to become the world's leading city for sports and major events. “Like many of Victoria’s culturally and linguistically diverse communities, the Chinese community has made an invaluable contribution to all aspects of Victoria’s way of life,” he said. “Victoria’s economic relationship with China has increased significantly in recent years. China is Victoria’s most significant trading partner and there is room for this relationship to grow.”

Source: Premier of Victoria