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Growth Effects of Sports Franchises, Stadiums, and Arenas: 15 Years Later

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Growth Effects of Sports Franchises, Stadiums, and Arenas: 15 Years Later

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How new niche sports franchises can create highly engaged fans that are willing to pay more

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How new niche sports franchises can create highly engaged fans that are willing to pay more

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This study highlights that team identification is one of the biggest factors related to growing the franchise. It states that the social aspects are of higher importance than the sporting success of the team. Having a HOME where fans and people can feel a part of the club is a key aspect of building that team identification. Results showed that highly identified fans are more likely to attend games and willing to do so at significantly higher prices. This would positively affect Auckland FC, allowing them to generate more revenue and attract more sponsors due to that increased consumption of their events.

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It’s all about community: how new niche sports franchises can create highly engaged fans that are willing to pay more

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Not only do new franchises often struggle on the field, but they also face significant challenges in building their fan base. This is especially true for franchises in a niche sport playing within…

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This presentation gives a great overview of the clubs short history. From the Auckland Consortium being Awarded the A-League License to qualifying for the Isuzu Ute

A-League Men Finals Series in the clubs inaugural season (2024/25). Auckland Fc had not only great sporting success in their debut season, but they were highly successful in terms of marketing and brand exposure. Signing superstars like Hiroki Sakai generated a lot of traction in Asia, in particular with Japanese football fans. This marketing success is shown with the record breaking crowds that Auckland Fc has managed to attract in multiple occasions (selling out vs Wellington Phoenix).

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This source shines light at Auckland Fc's current situation. Sharing most of their facilities with other sport organisations. Their front offices and training grounds are located in North Harbour Stadium and are used by both AFC and Moana Pacifica. Until recently they even had to share the gym. Their playing ground, Mt Smart is also shared with the Warriors who compete in the NRL. Until now there hasn't been a match-day clash which would have meant one of the teams would have had to find another venue. However we have seen the Warriors play a day prior which has put a lot of extra work for the staff of both teams. Having to setup the stadium for one competition (with its own sponsors and advertisements) and then take all down that same night so then the other organisation has less than 12 hours to setup everything is certainly not ideal. With AFC now qualifying for the playoff round there is uncertainty around the venue use (Warriors have games scheduled on the same days). All of this can impact performance, as things such as changing rooms or even grass may not be at the standard it should be. It can also put stress on staff which can affect the organisation negatively.

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Kick-off: 5pm Saturday 22 Feb

Go Media Mt Smart Stadium, Auckland
Live blog updates on RNZ Sport
For the second time this A-League season, a sold-out Mt Smart Stadium will be where a New Zealand football rivalry plays out, but for how much longer?

Auckland FC coach Steve Corica does not expect to be at the club when football finds its place in the city's sporting landscape.

Whether that will be faster than the more than six years it is taking Western United to settle into a permanent home in Melbourne is yet to be determined.

The footballers have had the eyeballs and dollars of Auckland's sports fans since they kicked off their inaugural season in October and as they kept winning the fans kept coming back.

All season long players, Corica and the ceo have spoken about the fans and sung the praises of The Port and the value of having a heaving home crowd.

Auckland FC have five more home games in their regular season.

This weekend's rivalry game with Wellington Phoenix will have plenty of passion from the two fan bases and the intensity in the stands will only increase in the weeks to come as the league-leaders reach the business end of the season with silverware in their sights.

But now the club is feeling the squeeze.

When Auckland's newest sporting franchise was first revealed last year no home ground was immediately announced. Mt Smart Stadium was where they landed for game day and North Harbour Stadium for training and front office purposes.

The footballers share the training facilities with the Moana Pasifika rugby players with the two very different organisations training right next to each other in Albany so close that the round and oval balls end up on the wrong fields.

The collision of two codes increased as the Super Rugby season kicked off this month and both teams were in season at the same time, needing time on the grass and in the gym.

The clash of codes will increase again next month when the NRL season begins and the Warriors and Auckland FC are both playing at home at Mt Smart on the same weekend.

If Auckland FC stay on track for a top the the table finish they should be able to use their home ground for finals.

When the first leg of the A-League semi-finals come around on 17 May the Warriors have an away game. For the second leg on 24 May the Warriors are at home the following day.

While the potential of a double-up of Auckland FC and Warriors wanting the same ground at the same time appears to have been avoided this season there could be tough conversations in seasons to come.

Mt Smart sounded like a temporary solution as a home ground when Auckland FC came into existence.

However, Corica believed the club would have their own purpose-built place to call their own in the future.

"One day they will, I think that is in the future it might be past my time here.

"But we're enjoying Mt Smart the crowds really turned up in really good numbers for us every time we've played there and again this week will be no different."

Corica thinks the fans will follow the club wherever they might end up playing in the city.

"They've really bought into getting behind the club itself and the players are doing a great job on the field...I think [the fans] are enjoying it at the moment and I'm sure they'll enjoy it if there is a new stadium at some stage."

Home ground years in the making

Auckland FC played at Western United's latest temporary home ground, Ironbarks Field, in the last round and came away with a 2-0 win in windy conditions in Melbourne's west.

Like Auckland FC, Western United are an A-League expansion side that after first entering the competition in 2019 are still to lock in their own home ground.

Ironbarks Field is the club's current training base and where they have played home games for the last two seasons. Prior to that they had a nomadic existence playing around Victoria in Geelong, Footscray, Ballarat; in Tasmania in Launceston and Hobart as well as Melbourne's AAMI Park.

The training ground which can seat 5000 people will have a new 15,000 seat stadium built in the same precinct as part of a public-private partnership between Wyndham City and Western Melbourne Group. The new stadium will be Western United's home ground for their men's and women's teams.

The benefits of having football as the primary sport at a ground means the field surface is in good condition for football.

Whereas playing on a multi-sport ground can impact on the second sport to get a go over a weekend.

When Auckland FC launch their reserves team and women's team finding suitable places to play will put even more pressure on the allocation of football-friendly playing and training spaces in the city.

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Football: Auckland FC will 'one day' be free from sharing with rival codes

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Where football fits with rugby and rugby league in Auckland will be years away from being settled.

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Study on performance after building new stadium

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Study on performance after building new stadium

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This study was first published in 2003 and shows how building a new stadium for a team/franchise (in MLB) can affect team performance due to a "home field advantage". However the most significant benefit to building a new stadium was the increase in attendance. This is highly applicable to Auckland Fc, as they do not currently have their 'own' venue. Building a new stadium and increasing their attendance would, in turn, increase revenue earnings for each game and therefore be of economic benefit to the organisation.

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Home Field Advantage: New Stadium Construction and Team Performance in Professional Sports - Jack C. Watson, Andrew J. Krantz, 2003

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To identify the relations between new stadiums and home team performance and attendance for professional baseball (MLB) (n = 14), basketball (NBA) (n = 13), and…

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This 2013 study came to the conclusion that the fans sensory match-day experience through the visual, auditory, tactile, olfactory, and gustatory was key to creating team identification and loyalty. "By creating

a more enjoyable sensory experience, sport teams can cultivate more stable fan base through enhanced team identity and team loyalty." Currently Auckland Fc believe their match-day experience is good, however as highlighted by other sources, building a new stadium would allow AFC to tailor everything to their needs. Instead of having a versatile stadium that can host League and Football they would be able to create something FOR AFC fans, which would improve match-day experience.

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This source shows a proposed plan for a top tier high performance facility in Western Springs, Auckland. The facility would include community sports facilities, a hospitality concourse, med-tech and live entertainment facilities. This would allow them to centralise their operations and generate more team identification by having a home just for them. This would be a significant step towards establishing a home for the franchise.

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Billionaire and NBA star behind new Auckland stadium proposal

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A new stadium backed by high-profile Kiwis is one of three proposals being considered.

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In 2024, Auckland FC signed a five-year agreement to host home games at Go Media Stadium (formerly Mt Smart Stadium), which is also the long-term home of the Warriors (Rugby team). This arrangement highlights the immediate necessity for both teams to coordinate usage of the venue, emphasising the importance of strategic scheduling and resource sharing.

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Auckland FC have partnered with Auckland Stadiums to play their home games at Go Media Stadium for their first five years of existence in the A-League.

In an announcement on Wednesday, the newly-formed club said its training and administrative headquarters would be at North Harbour Stadium.

Auckland FC chief executive Officer Nick Becker was excited for his club to play at the venue, known previously as Mt Smart Stadium, which is the long-term home of the Warriors NRL club side.

"Go Media Stadium is an iconic football stadium in New Zealand and we can't wait to write our own stories here," Becker said.

"It is going to provide a fantastic backdrop for our fan first match day experience, with a family fanzone and different zones that cater for every type of sports fan.

"We are building a team packed with young, exciting Kiwi talent who will play an attacking style of football for Auckland football fans to enjoy."

Mt Smart Stadium's main arena will continue to be known as Go Media Stadium until at least May 2028.

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Auckland FC will play their home games at Go Media Stadium for their first five years of existence in the A-League.

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The long-term presence of the Warriors at Mt Smart Stadium means Auckland FC must continually adapt to a venue primarily designed for rugby league. This is following the 10 year deal that was signed in 2016. This could impact pitch conditions, branding opportunities, and fan experience. Additionally, priority scheduling for the Warriors may limit Auckland FC’s ability to secure ideal match times, potentially affecting attendance and revenue. The challenge extends beyond logistics to fan engagement, as the club must carve out its identity in a stadium long associated with rugby league.

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The Warriors will continue to play at Mount Smart Stadium until at least the end of the 2028 NRL season.

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Is Ground Sharing a Successful Partnership?

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Is Ground Sharing a Successful Partnership?

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This source examines various instances where rugby and football teams share stadiums, discussing both the benefits and challenges of such arrangements. For example, it highlights the strong partnership between Wycombe Wanderers and London Wasps at Adams Park, noting that while the collaboration was largely successful, issues like pitch maintenance and scheduling conflicts often came up. These insights are very relevant to Auckland FC's situation, as they navigate the complexities of sharing Mt Smart Stadium with the Warriors.

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One of the biggest success stories of rugby league clubs ground sharing with football clubs is that of Adams Park, where Wycombe Wanderers and London Wasps shared the ground from 2002 until December 2014 when they ended their successful 12-year partnership in favour of larger headquarters at Coventry City FC's Ricoh Arena.

Is ground sharing always a successful partnership? We take a look below at some of the pros and cons.

Great for Reading FC.. but maybe not for London Irish RFC

In August 1998, the Madejski stadium in Reading was opened as a home stadium for Reading F.C and London Irish R.F.C. It was built with the ground share in mind and is a great venue for both clubs, but despite all the positives, there has been many incidents in the past where Reading has demanded to the RFU that London Irish's games be called off or rearranged if there is an important football fixture coming up, to maintain the quality of the pitch.

Fans reacted initially... but it's a boost to the community

When rumours started circulating around Premiership side Wasps potentially moving to Coventry FC's Ricoh Arena, football and rugby fans reacted badly. Many suggested the move simply wouldn't work, not because of the actual ground share, moreover the impact the arrival of the Wasps would have on Coventry FC and the city in general. However, so far the move has provided a welcome boost to the City of Coventry and create a premier sports hub for the community, with 28,524 people watching the Wasps' triumphant debut in December - the highest Premiership rugby crowd at a club ground in history.

Ground share attracts more fans.... particularly to Rugby League

In 2012, the Sale Sharks confirmed they would ground share with rugby league side Salford City Reds after signing a 25-year lease. The move was welcomed by the Super League club, chief executive David Tarry said: "It is a real boost for the city of Salford to have an elite club from both codes within its boundaries." Two years later, the two clubs celebrated the ground share by holding a charity match to a sell out crowd. Not only has the ground share increased both club's ticket sales dramatically, it has been successful in attracting more rugby union fans to the game of Rugby League.

Increased attendance... but difficult ground transformations

Since Wigan FC and Wigan Warriors began to share the DW Stadium (owned by Wigan FC), the Wigan Warrior's average attendance increased by 32.5 per cent, whilst the extra revenue from the rugby ticket sales provided a welcome source of finance for the football club. But, due to the nature of rugby and football fixture lists, rugby matches are played on a Friday evening, whilst football matches are played on Saturday afternoons. This creates an incredibly quick turnaround for ground staff to cope with to ensure the pitch is to a suitable playing standard the following day. Larger clubs can usually cope with the changeover in time, but for smaller clubs this is a far more difficult job.

Is ground sharing successful?

Since the mid-1990s, when rugby went professional, ground sharing with football teams has provided rugby club owners with a platform to reach out to a potential new audience. In addition, football clubs who are in need of revenue can profit very well from the arrangement, but all ground shares come at a cost and it remains highly debatable as to whether the pros weigh out the cons.

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Is Ground Sharing a Successful Partnership?

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One of the biggest success stories of rugby league clubs ground sharing with football clubs is that of Adams Park, where Wycombe Wanderers and London Wasps shared the ground from 2002 until December 2014 when they ended their successful 12-year partnership in favour of larger headquarters at Coventry City FC's Ricoh Arena.

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The main message Auckland FC is trying to push is "your new home team". This is a key idea that aims to attract Aucklanders to support this new professional local team. Team identification is a key part of the clubs campaign to get all of Auckland on board this exiting new franchise. They look to appeal to locals by involving many Aucklanders in their squad, as-well as forming partnerships with local clubs that can help foster a connection between Auckland Fc and grassroots sport.

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Auckland Football Club, commonly known as Auckland FC, was established on March 14th 2024, and by October 19th 2024, Auckland played its inaugural A-League Men's fixture at Go Media Stadium, Penrose, against Brisbane Roar. In front of a crowd of 24,492, the club secured a 2-0 win.

The 2024/25 Season on the Pitch:

532 minutes until a goal was conceded
Fastest A-League team to 50 goals
23 Goals conceded
14 Games unbeaten this season
12 Clean sheets
11 Players selected for the All Whites
11 Unique goal scorers
10 Goals scored against the Phoenix
The first a-league team to win it's first four games
25 Games until we won our first piece of silver wear.

Auckland FC Reserves

In March 2024, Auckland FC officially launched Auckland FC Reserves, establishing a dedicated U23s side to strengthen the club's development pathway. The Reserves compete in both the Northern League and the National League Championship in New Zealand, providing young players with consistent, high-level competition while creating a direct pipeline into the Auckland FC first team.

Development Centre & Talent Development Pathway

Auckland FC doesn't have youth teams. Instead, they're powering 18 clubs to produce the next generation of footballers. With the launch of the Youth Development Club Partnership in collaboration with New Zealand Football, an initiative designed to nurture young talent of both Men and Women and deepen our connections with football communities in the Northern and WAIBOP regions.

Auckland FC invited all Talent Development Programme Clubs within NRF and WAIBOP to sign a Memorandum of Understanding (MOU), establishing them as official Auckland FC Youth Development Clubs and paving the way for even greater collaboration in the development of youth football. Players from each Talent Development Pathway receive additional training sessions with Auckland FC once a week to nurture their skills and improve all teams across the regions.

These players train and play with their TDP clubs, as part of a new partnership between New Zealand Football and Auckland FC to create a Football Centre of Excellence.

our core values
Auckland FC is more than just a football club. Our vision is to unite an entire city.
We're building a legacy that every Aucklander can feel a part of, where victories extend far beyond the pitch. Football has the extraordinary ability to connect, inspire, and ignite passion in people from all walks of life. It transcends age, background, and borders, stirring ambition in the hearts of everyone it touches.

Proudly owned by Bill Foley and his global sports organisation, Black Knights Sports and Entertainment, we have the unique opportunity to take our talent to the world. We're forging pathways from the grassroots to a global stage. Because when you nurture talent, there's no stopping it.

This is why our success won't be confined to one season. It'll ripple across generations, telling a story that's bigger than football. It is a story about a city, a club and a community hungry for success at home and on the world stage.

Now that's what you call a fantastic result.

Play Big Think Big

We're Not Just About Scoring Goals. We're All About Those Massive Dreams. From Our Small Island, We've Set Our Sights On The World. It's Not Just About Winning, It's About The Passion That Fuels Us.

in the team for the team

We're A Tight-Knit Crew. Whether On The Field Or Cheering From The Stands, We're In It Together. And It's Not Just About Playing. It's About Being There For Each Other, Our Club, Our Fans And Our Community.

Stay AHEAD STAY HUNGRY

We Never Retreat, Never Surrender. We're Out There Making Things Happen. Always Up For Learning and Trying Out New Stuff, We're Open To Fresh Ideas That Keep Us Moving Forward. Because Progress Is Not A Spectator Sport.

For Everyone With Everyone

Our Club Isn't Exclusive. In Fact, It's Where We All Belong. Just Like Our City, We're Building A Community Where Differences Are Celebrated. We Know Diversity Makes Us Stronger, And That's How We Roll.

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Learn more about your new home team, Auckland FC today. Get to know more about the team, management and why Auckland FC was started!