AFL Footy Show double standards hurting AFL brand.

If the Footy Show wants to know why 13 year old's think it’s OK to vilify players, it’s because these kids are watching their program.

Last night, after sanctimoniously espousing the need for spectators to show more respect towards players, the Footy Show quickly reverted back to the rubbish that is influencing their younger viewers – especially with the new earlier time-slot.

During his segment, AFL legend Brent Harvey was persistently goaded about his height; including a comment from his own club president and the further insinuation he was the son of a dwarf.

Later in the program, Bill Brownless was referred to as “hey, fat man”.

What struck me during the recent incident involving Adam Goodes and a young spectator’s poor choice of words is they are exactly the words constantly used by the Footy Show to vilify Jason Dunstall – another AFL legend.

Like any organisation looking to grow and create more fans of its product, the AFL is grappling with a number of issues that relate to how well it can manage its brand in the community and its place in society – especially as a sporting entity in Australia.

The quickest way to kill a brand is when the true culture of an organisation is inconsistent with the positive messages of the product.  The market will find you out very quickly and tear your brand to shreds.  The AFL has had one of those weeks.  They seem to be happening more frequently.

The Footy Show is one of the AFL’s critical touch points with its market that are out of control.

The younger generation are watching the Footy Show to see their AFL idols and consequently the AFL should insist that the Footy Show shows some leadership on how to treat sporting heroes with respect and reverence.

I have lived in sporting clubs for 36 years having played sport every weekend of my life since I was 5.  Consequently, I understand the magnitude of the challenge ahead for the AFL to change behaviour and culture.

What the Footy Show is allowed to keep dishing out is failing the AFL and Australian sport in general.   

The program is a dinosaur.  It’s a big thumbs down from me.