The AFL had a record-breaking season this year in membership and attendance. Fans continued to flock to games despite rising costs and a cost-of-living crisis. But what drives the unwavering loyalty in tough times?

In season 2024, round one, seven and eight of the season surpassed the all-time record for highest attended rounds, with over 400,000 people walking through the gates to attend any of the nine games in each round.

And as of July 31, 2024, AFL club membership across all 18 men’s teams was over 1.2 million, with three clubs having membership counts of over 100,000.

The West Coast Eagles are one of the three clubs with over 100,000 members, and have a wait list, which costs an extra $55 to be on.

All 18 clubs offer membership in categories which vary in price depending on how many games they give access to.

One of the more common membership options is reserved seating, giving fans access to most, if not all, home games in the season.

Reserved seating prices varied in 2024, from the Western Bulldogs $305 package with access to all home games, to as much as $629 for reserved seating at North Melbourne home games, which notably gave Kangaroo fans access to the grand final if the team qualified.

The Geelong Cats and the Melbourne Demons had reserved seating packages starting at $510 and $519 respectively, while all other club’s membership ranged from $300–$500.

According to the Ministry of Sport, to combat cost of living, some fans have paused their membership if their club allows it.

But the 2024 membership numbers indicate that this is not the general consensus among fans, with many not willing to give up supporting their club and attending games.

Lily Claire, an Essendon fan from Victoria, said the cost of the footy and membership was something she was willing to pay in exchange for the joy, routine, and familiarity it provides: “Even if it is expensive, knowing that I get to see my boys play each weekend is great.”

She isn’t alone in believing the cost is worth it.

Brisbane Lions fan Matthew Latter said every year his parents bought him a membership that gave him access to all Lions games in Victoria, but he thinks that even if they didn’t, he’d still make the effort to go to the games, despite the cost.

“I’d go, and it’s not just because of the club. Even though the cost-of-living crisis is insane. Football is a passion and I love going to the game and walking into the stadium.

“Life is miserable, but it is a little less miserable when you do things that bring you joy,” he added.

Faithful Western Bulldogs member Chas Gordon said he had been a member for over 17 years and never missed a game.

“I’m either at the ground, or tuning in wherever I may be, and I watched a few games at 5am while I was in Europe. I couldn’t imagine missing a game.”

The Ministry of Sport found that professional sporting matches had the highest increased spend over a 12-month period to May 2024, in relation to ticket sales.

And simultaneously the lowest decreased spend over that same period on live sporting-related items, such as food and merchandise.

Mr Gordon said for him football was about the whole experience of supporting a club.

“I’ve been a member even during the Covid years when I knew I couldn’t attend any games, but I still wanted to do my part to support the club,” he said.

“Football is an escape from the always moving world around us, and you can go with mates, have a great time, and then look forward to the next game.”

The link between sport and connection is not a new concept, as past research indicates that sport brings people together during hardship.

South Australian footy fan, Chiara Isabel, believes that even though prices continue to rise, the sense of participation and community that AFL games foster, is a significant reason fans continued to go to games.

She added that her family’s strong affiliation with sport allows her to connect with them. “My favourite games to go to are the ones with my whole family and our family friends.

“It’s so exhilarating seeing your team win as well, so even though everything is so expensive now, I think it gives us something to enjoy and look forward to.”