The crowds are not turning up for the Brumbies at GIO Stadium. Photo: File.
It is unsettling to see the sparse crowds at Canberra Stadium these days for Brumbies home games.
Soon, the stark reality of the drop-off in crowd numbers will become uncomfortably evident: the Brumbies will take on the Crusaders in a Saturday afternoon game.
The 18 May game at Canberra Stadium will provide a backdrop to celebrations marking the 2004 final between the two sides at the same ground.
On that night, it was standing room only, and even those tickets were scarce, as the Brumbies beat the Crusaders 47-38 in front of a record 28,758 fans.
When the two sides run out on 18 May, the fan numbers will be a fraction of the 2004 crowd.
The decline in numbers has gradually occurred over the years.
Why passionate people, rusted-on supporters in 2004 are no longer taking an interest, let alone going to games in 2024, has been the subject of numerous surveys and discussions.
Survey responses from fans raise issues such as the high cost and standard of food, car parking, ticket prices, the scheduling of games at night in the middle of winter, frustration over the referee’s interpretation, the lack of free-to-air television coverage, and the switch from Fox to Stan on pay-for-view.
The Brumbies have done their best to resolve issues that are under their control, such as ticket pricing.
I know of some fans who were season ticket holders but have walked away and now take very little interest.
The reasons range from a change to their season ticket holder seating to the refereeing and the 21 laws at the breakdown.
It’s obvious that the Brumbies have no control over refereeing decisions and what fans perceive as pedantic penalties. They also have no control over the lack of free-to-air television coverage.
Another reason former fans give is the lack of connection between the rugby community and the team, but I think this reason for turning away from the Brumbies no longer holds.
The team is very much in the community and visiting schools, and more contracted players than ever are playing in the local competition.
A few years ago, though, I was told that school kids didn’t even recognise the Brumbies players.
Brumbies coach Steve Larkham overseeing training. Photo: Jayzie Photography.
However, I know for a fact that coach Steve Larkham is more determined than ever to ensure that the team has meaningful interactions with the community.
Beyond the Brumbies, many people relate the Wallabies’ woes to the lack of support for Super Rugby.
The dropping of the ACT from the Brumbies’ name was a turn-off for some, but there are no excuses now as ACT has returned to the front of the jumpers.
When talking to some people who were once die-hard supporters, the conversation often turns to negative comments about the style of play.
Yet the game against the Hurricanes two weeks ago was one of the best I have witnessed in recent times at Canberra Stadium.
What more do fans require?
The game itself has changed since those glory days for the code, with defence improving markedly due to a shift away from the all-out attack of yesteryear.
It was once stated that if the team was winning, the crowds would come, but apparently, that is not enough.
In the early days, the Brumbies shifted a game from Bruce to Manuka amidst concerns that they wouldn’t get a crowd to cover costs. For the fans, lining up on the sidelines in a throwback to club rugby was the ultimate connection and provided a building block to the eventual 20,000-plus crowds at Bruce.
So, does Super Rugby need to return to ground zero with a competition game at a smaller venue?
It’s a suggestion that may not be feasible, given the corporate and sponsorship requirements. However, club rugby in Canberra played on those smaller grounds, is thriving with a genuine connection with supporters.
Canberrans have shown they are prepared to head out to GIO if there is a sense of occasion. At the moment, a sense of occasion is better created by the Raiders. They consistently draw bigger crowds than the Brumbies.
Brumbies versus Fijian Drua at GIO Stadium. Photo: Jennifer Andrew.
There is light at the end of the tunnel for rugby. The code will benefit from hosting the British and Irish Lions next year, followed by the men’s World Cup in Australia in 2027.
The Lions game against the Brumbies has generated a sense of something special, as evidenced by the strong ticket sales for a midweek game next year.
The quest for the Brumbies is to find out why these rugby fans aren’t returning for the remaining eight games a season at Canberra Stadium.
Catch the ACT Brumbies taking on the Crusaders at GIO Stadium on Saturday, 18 May, at 2:35 pm. Tickets from Ticketek.
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