Longmire Confirms Grand Final Audio Dispute, AFL Considers Major Format Changes
The Australian Football League is grappling wiht a dispute over audio recordings from last year’s Grand Final and concurrently exploring significant changes to its competition structure, including a potential wildcard round and conference system. These developments emerged from discussions on Fox Footy’s AFL 360 on wednesday night, signaling a period of potential upheaval for the league.
Longmire’s Post-Match Decision
Former Sydney Swans coach John longmire has confirmed reports that he did not return the SD card containing audio from his microphone during the 2024 AFL Grand Final, a match the Brisbane Lions won by 60 points. The game marked Longmire’s fourth Grand Final loss and his final match as coach of the Swans.
According to reports from Seven’s Mitch Cleary, the AFL routinely uses these recordings for its AFL Media series, offering insights into the coaches’ perspectives during the championship game. However, Longmire explained his decision stemmed from a belief that he retained ownership of the intellectual property. “I thought I’d given up coaching and would be safe from all that speculation,” he stated. “I suddenly realize someone has thrown up something I thought was no big deal, but apparently a bit of an issue this week.”
Longmire further clarified that he lacked the technology to review the audio and, more importantly, simply didn’t want to revisit the painful memories of the defeat. “I’ve listened to all the grand finals I’ve been in, some have been pretty tough listening, as you can imagine. I intended to do the same with this one,” the 2012 premiership coach added. “But I did two things. One, I didn’t have a card reader, I had no idea with the technology. But two, after (the game), I just didn’t want to re-live it again.” He emphasized his assumption that the audio was his “IP” and noted that coaches are now compensated during the finals series.
Precedent and Potential Concerns
Adam Simpson, the premiership coach of the West Coast Eagles, revealed that he had no negotiation power regarding being mic’d up during his Grand Final appearances in 2015 and 2018. “It wasn’t a negotiation…it was: ‘Here’s the microphone, put it on’,” Simpson said. However, he acknowledged a right of veto existed, though he was unaware of it during his first Grand Final appearance.
Simpson credited Longmire with establishing a precedent for coaches asserting ownership and seeking financial compensation for the use of their audio. he also highlighted the extensive recording already taking place within the coaches’ box throughout the Grand Final day, noting that “hours of audio” are likely archived. “That’s the danger, I suppose – or the positive – that in 15 or 20 years something comes from a game that’s been kept in the vault,” he added.
Calls for AFL Format Overhaul
In a separate development, Melbourne coach Simon Goodwin has publicly advocated for the AFL to adopt a format more akin to major US sports leagues, specifically proposing the introduction of conferences and a wildcard round.The AFL has already confirmed it will explore the concept of a wildcard round, which would function as a play-in tournament to finalize the finals lineup.
Goodwin expressed strong support for these changes, arguing they would foster greater competition and excitement. “I’m a big fan, I like American sports,” he said on AFL 360. “I’d like to us in conferences, with three conferences of six teams and top two go through and you have a wildcard round.” He believes this system would create more opportunities for success beyond a single dominant team.
“We need to create more success in our industry,” Goodwin stated. “At the moment we see one team who’s the pinnacle and everyone else fails. We can create more success in our industry, give more chance and bring more variety to our game.” He emphasized the importance of maintaining fan engagement throughout the season, noting a current “divide in the ladder” and the need to build “rivalry and building more success and building a tighter competition.”
These proposals represent a significant shift in thinking for the AFL, perhaps reshaping the league’s competitive landscape and fan experience in the years to come.
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Behind the Scenes: The Growing Importance of AFL Media and Content Creation
The controversy surrounding John Longmire’s decision regarding the Grand Final audio,coupled with Adam Simpson’s experience and Simon Goodwin’s format suggestions,underscores a broader trend: the increasing value the AFL places on creating content and maintaining audience engagement. This involves a delicate balancing act between accessing behind-the-scenes materials and respecting the rights of individuals, along with adapting the game’s structure to maximize viewer interest.
The “AFL Media” series, as mentioned, and similar offerings on various platforms, offer fans unparalleled access to the game. These kinds of programs have become essential components of the AFL’s appeal [[1]]. However, the methods used to gather this content, and the extent to which it is shared, are now drawing more scrutiny than ever before, as highlighted by Longmire’s stance.
The AFL’s desire for media content aligns with a global trend in professional sports. Leagues across the world are recognizing the need to provide more than just game-day action. They are aiming to cultivate a deeper connection with fans through documentaries, behind-the-scenes glimpses, and other supplementary material. This approach builds brand loyalty and gives viewers a greater sense of investment in the sport.
the Player Outlook: A Shifting Dynamic
While coaches’ decisions are now coming under scrutiny, the athletes themselves are quickly realizing the impact of media on their brand and the need for them to control their “IP.” The shift from simply playing the game to managing a public image is now a huge aspect of a player’s career.
- Brand Building: Players are encouraged to use their public profile to create and fortify their brand.
- Social Media Use: Instagram, X, and Facebook are crucial to connecting with admirers.
- Endorsements: Deals with businesses are now carefully negotiated and managed.
- Content Creation: some players are starting their own media channels,extending their impact.
The digital age has transformed not just the way the game is consumed, but the ways in which players build their careers and legacies. Players are now key participants in shaping the narrative surrounding the AFL.
Impact on the Fan Experience
The move toward enhanced media coverage is significantly impacting the fan experience.
- Deeper Connection: Behind-the-scenes content and player profiles create a closer bond with teams and players.
- Year-Round Engagement: Media offerings keep fans invested even outside of the season.
- Personalized Experiences: Digital platforms enable the distribution of content specific to an individual viewer.
- Expanded Access: Some streaming services offer unique perspectives, such as alternative commentary during matches.
The aim is to make the AFL a lifestyle experience, accessible 24/7 for supporters worldwide. this requires a concerted effort to create engaging content that captures the attention of current fans while enticing potential new ones.
The AFL must navigate several challenges in the pursuit of further content expansion.
- Ownership Clarity: Addressing the legal and ethical nuances around coaches’ and players’ intellectual property.
- Privacy Concerns: Safeguarding the data collected and being transparent in its use.
- Content Balance: Maintaining a good balance between providing exclusive material and protecting the core values of the sport.
The AFL is at a pivotal moment where it has the power to grow audience numbers. The league must carefully navigate these pitfalls to preserve the core and the integrity of the game.
The future of the AFL relies on striking a balance between the need for increased media output and respecting the privacy of its personnel, notably coaches and players. This requires thoughtful decisions from the league to make sure the game thrives for generations.
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