IT’S TIME FOR THE ARENA FOOTBALL LEAGUE TO MAKE IT’S MOVE
As the National Basketball Association’s issues continue to mount in the wake of the Chris Paul saga, among others, the Arena Football League has an opportunity this upcoming season to regain some of the luster they lost during their reorganization phase. With the NBA just coming out of a lock-out which has given some fans a bad taste, coupled with an average ticket price ranging from $16.66 in Sacramento to $246.24 in Los Angeles, the AFL has a chance to market itself as an affordable and family friendly entertainment alternative. To get there though, they’ll need to do a couple of things first.
To start with, they need to do a better job in getting the word out as a league. Have each of your franchises put a predetermined dollar amount into a “war chest” and then use that money to advertize your product during nationally televised NFL games. Let NFL fans know that there is still a way to get their football fix once the NFL season has ended. Targeting football fans seems like it should be a logical choice.
Secondly, with the current state of the economy, focus on the fact that you can attend an AFL game for a reasonable price. In Milwaukee, the Mustangs are selling seats in sections of the “lower bowl” for just $5 dollars. That’s a huge selling point for families trying to pinch their pennies and still find entertainment by which their family can enjoy.
Next, publisize the fact that these are not high paid premadonna’s playing the game. The player’s on the field are football players, looking for a way to continue their football career in hopes of getting to the next level, whether that is the CFL or the NFL. Fans connect with people who perform at a high level, doing something they love, while making a salary the average person can relate to. That player-fan connection can go a long way in building a brand.
Finally, this is a fast paced, high octane product. Use the pace of play, and the high level of scoring to the league’s advantage. This is a microwave society. One in which people like their sporting action to occur fast and often. Right now, there is no other game that has the pace of play, and high levels of scoring like the AFL.
The Arena Football League went through a lull after they peaked in fan support in the late 90’s. One could argue that they were one of the first professional leagues that had to step back and reorganize not unlike the NHL, NFL, and the NBA recently. Whether it is a make or break year for the league is uncertain. What is certain is that with the recent labor issues in the NBA, the AFL has a chance to recapture their audience and become a more prominent force in professional sports.
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