Late in 2021, the AFL Fans Association approached all AFL clubs to ask how they had handled their membership situation throughout the pandemic.
Below are their responses, which outline how they have dealt with fans experiencing hardship, and any incentives/compensation available for those who were not able to make full use of paid memberships.
The AFLFA commends clubs on their efforts to keep fans informed and help those who have experienced financial difficulty. We also appreciate their efforts in answering our questions in such great detail.
Several clubs had not responded when this material was posted; we will post their information if they provide it.
Adelaide
The below answers are attributed to Crows CEO Tim Silvers
What policy/approach is currently in place for people who have requested a membership pause or refund?
Firstly, since joining the Crows less than a year ago I have found the passion and loyalty displayed by our members to be nothing short of amazing. There is no doubt they are among the most dedicated in Australian sport. We were fortunate in South Australia to be able to provide game access to 10 of our 11 home matches last year. We are nearing the end of our 2022 renewal process and our members have shown an eagerness to stay on the journey with us however, we will always have a conversation and look to work through any issues that arise for people.
What compensatory measures will be offered to fans who were unable to attend games they were entitled to under their 2021 memberships?
As mentioned above, we were able to provide access throughout the season, with only one of our scheduled Adelaide Oval matches shifted to Melbourne. When stadium capacity was reduced as was the case for our final two home games, those members wanting compensation were offered merchandise vouchers, as well as discounts on this year’s membership fees or refunds. Once again, our member's commitment to the club can never be questioned and there was a very very small proportion of people who reached out wanting any type of compensation.
What arrangements do you have in place for financial hardship experienced by members e.g. those who have lost their job due to COVID?
Once again, we consider our members to be part of the Crows family and we will work with those who are experiencing difficulties.
Do you have any specific support measures planned for 2022?
At this stage, we are very hopeful of a return to 100 per cent stadium capacity at Adelaide Oval when the season begins and we will continue to engage with our members and supporters in a variety of different ways.
Brisbane
What policy/approach is currently in place for people who have requested a membership pause or refund?
We have worked individually with members to offer refunds or compensation if they haven’t seen value in their 2021 membership.
What compensatory measures will be offered to fans who were unable to attend games they were entitled to under their 2021 memberships?
Our Victorian members were most impacted in 2021 by COVID restrictions with games relocated. 2021 Victorian members received a 40% discount in 2022 due to the disrupted season.
What arrangements do you have in place for financial hardship experienced by members e.g. those who have lost their job due to COVID?
We work individually with members with offers for payment plans, downgrades of membership and refunds to meet their individual needs.
Do you have any specific support measures planned for 2022?
At this stage no additional measures above what we have done in 2020 and 2021 to support members.
Carlton
What policy/approach is currently in place for people who have requested a membership pause or refund?
Since the pandemic began, Carlton has offered membership discounts, refunds and ‘pauses’ for fans suffering financial hardship who have contacted us. We remain committed to helping all those who need it and let us know.
What compensatory measures will be offered to fans who were unable to attend games they were entitled to under their 2021 memberships?
In 2021 we enabled members to nominate a new member who received a free membership. This was extremely popular.
What arrangements do you have in place for financial hardship experienced by members e.g. those who have lost their job due to COVID?
Any member experiencing financial hardship can contact us at any time and we will happily discuss ways we can support them, including discounts, refunds and pausing the membership.
Do you have any specific support measures planned for 2022?
This year is the fourth in a row that Carlton has frozen membership prices.
We are also hoping to hold special events at Ikon Park that give members access to players - COVID-permitting. Their format and whether they can go ahead will depend upon how the current situation pans out.
Collingwood
Promised…
Essendon
This is an edited version of Essendon’s 2022 COVID-19 member Q&A. Click here to read the full Q&A.
I was an EFC Member in 2021 and didn’t get to attend any games as a result of the COVID-19 Pandemic, what happened with my membership?
All members who renewed or joined as a member in 2021 were directed to our terms and conditions, and specifically our COVID-19 and Unforeseen Circumstances policy. This policy details what compensation, if any, you would be entitled to as a result of missed games due to the COVID-19 pandemic. Please refer to this policy here and should you be eligible and wish to take up compensation please advise our Member Services Team via email or phone on 03 8340 2000.
I want to buy or renew my 2022 EFC Membership, but what happens if games don’t go ahead?
They say a week is a long time in football, and this was never truer than in the 2021 season. So, while we are not certain of exactly what the 2022 Season will look like, we are hopeful of having our loyal, committed and passionate EFC Members filling the stands in a significant year for the Club. However, should there be a reduction in the number of games our members can attend, relative to their membership package, members will be eligible to claim a partial refund or credit in accordance with the COVID-19 and Unforeseen Circumstances policy outlined in our 2022 Membership Terms and Conditions and below.
I am thinking of buying a general admission membership, what will happen if some or all games don’t have general admission access because of COVID-19?
At this time, the impact (if any) that COVID-19 may have on the 2022 Toyota AFL Premiership Season is not known. Although we are hopeful we will be playing in front of a full stadium of barracking Bombers at some point in the season, we recognise this might not be the case for all games. Rest assured, however, that if the number of matches with general admission or reserved seat upgrade access is less than the number of matches included in your membership, you will be entitled to claim a partial refund or credit in accordance with our COVID-19 policy. We will also be sure to communicate with you ahead of each game, especially where access for our GA members will be possible, to give you the best chance of attending.
Claiming a Refund or Credit for Impacted Matches
Credits or refunds under this clause 10 may only be claimed from the day that is five business days after the completion of the last match of the 2022 Toyota AFL Premiership Home and Away Season (Claims Opening Date) and must be claimed in accordance with the process published on the Club’s website at the on the Claims Opening Date. If you would like to read our 2022 Terms and Conditions in full, please click here.
Fremantle
We have been fortunate enough in WA to have hosted a significant number of home games that were not too heavily impacted by Covid restrictions.
Over the course of 2020 and 2021, our members were provided with options for games missed due to Covid, including a credit or refund.
At this time, the impact that the pandemic may have on the 2022 Toyota AFL Premiership Season is not known and unquantifiable.
The pricing and associated benefits of a 2022 Fremantle Dockers membership is modelled on a 22-round home and away season, and the assumption of 11 matches where the Fremantle Dockers are assigned as the home team at Optus Stadium for the 2022 season.
If there is an interruption to the 2022 season, the Fremantle Dockers will provide all match access members with options to address any material reduction or significant change in the match access benefits of their membership, including the opportunity to receive refunds or credits on a pro-rata basis.
https://membership.fremantlefc.com.au/member-info/our-covid-promise
Geelong
What policy/approach is currently in place for people who have requested a membership pause or refund?
We can always pause payment plans for membership if members are experiencing difficulties with payment.
Social Club members can take a leave of absence to that membership for one year, whilst maintaining their place for the following year they must hold a reduced access membership.
Any memberships that have been taken out for season 2022, the member can email into membership for a refund should they wish or to downgrade their membership to a different level. We would work with them individually.
What compensatory measures will be offered to fans who were unable to attend games they were entitled to under their 2021 memberships?
Membership prices have remained frozen since 2019.
For those eligible members that didn’t have the opportunity to use their membership entitlements, the club upgraded them to away access as compensation for the disruptions to the season.
Members who didn’t want this complimentary upgrade were able to make alternative arrangements specific to their needs.
What arrangements do you have in place for financial hardship experienced by members e.g. those who have lost their job due to COVID?
We have worked individually with members who have found themselves in this position.
Do you have any specific support measures planned for 2022?
At this point in time we are optimistic and planning for a ‘normal’ 2022 season with full capacity crowds.
Gold Coast
What policy/approach is currently in place for people who have requested a membership pause or refund?
We have worked individually with members that didn’t see value in their 2021 membership. There were several compensation options available to members.
What compensatory measures will be offered to fans who were unable to attend games they were entitled to under their 2021 memberships?
As per the above, there were a number of options given to members that were not able to attend games and therefore concerned with the value of their membership which included guest passes, credits, merchandise, vouchers and refunds.
What arrangements do you have in place for financial hardship experienced by members e.g. those who have lost their job due to COVID?
We work individually with members to meet their needs and their circumstances with offers of payment plans, membership downgrades and refunds.
Do you have any specific support measures planned for 2022?
Not at this stage.
Greater Western Sydney
First and foremost, the GIANTS have taken a consistent approach to compensation measures across both 2020 and 2021. We’ve worked to ensure we offer our members a high level of support whilst offering a range of compensation options tailored to the member's needs and relevant products.
What policy/approach is currently in place for people who have requested a membership pause or refund?
The GIANTS have been working with our members on an individual basis to understand what approach to compensation will be best suited to the membership type and their situation. Where appropriate paused payments, partial and full refunds, downgrades and other compensatory measures were all provided as options. Our operating mantra at all times has been to put our member's circumstances and needs first.
What compensatory measures will be offered to fans who were unable to attend games they were entitled to under their 2021 memberships?
Impacted members were contacted at the conclusion of the 2021 Season once the full impact to their membership was realised. For those members who contacted the club and felt there was a material difference to their membership, the team worked with the members individually to remedy the situation. In specific circumstances, we have provided options including vouchers, credits, discounted merchandise, access to exclusive events and/or guest passes for the 2022 season. We have also provided refunds, partial refunds, and downgrades where appropriate. Membership pricing in 2022 has remained largely unchanged from previous seasons, and we have continued to offer all returning members discounted loyalty pricing for renewing prior to the end of Jan 2022.
What arrangements do you have in place for financial hardship experienced by members e.g. those who have lost their job due to COVID?
For any member that has reached out regarding financial hardship in the past two years, the GIANTS have worked with them on an individual basis to provide financial remedies to suit their situation. This has resulted in waived payments, refunds and deferred payments in certain instances. We have taken this approach to help provide the members with the best solution for them.
Do you have any specific support measures planned for 2022?
The GIANTS have a framework in place to handle any entitlements that may not be delivered in 2022. We remain hopeful that the 2022 season will be back in full swing with our Members and Fans in the stands. Any impact on membership entitlements will be assessed and remedied when the full impact to the membership is known. Loyalty pricing has once again been offered to our returning members to reward them for remaining with the club through previous seasons.
Could you please let us know who the point of contact would be at your club for any urgent fan issues that may arise?
Our Membership team can be contacted on 1300 GIANTS or via email membership@gwsgiants.com.au for any member and fan enquiries. The team are available to answer and support any enquiries and have suitable processes in place to connect any enquiries with the suitable GIANTS Staff Member.
Hawthorn
Awaiting Reply
Melbourne
Awaiting Reply
North Melbourne
What policy/approach is currently in place for people who have requested a membership pause or refund?
- 100% of member refund and membership pause requests are honoured
What compensatory measures will be offered to fans who were unable to attend games they were entitled to under their 2021 memberships?
- Refunds and discount requests are honoured
- Price freeze on all membership categories
- Free upgrade on your existing membership to the next level category
- Free merchandise & gift vouchers
- Additional guest passes for reserved seat categories
- All members received 2 months free Kayo, fully subsidised by the North Melbourne Kangaroos
What arrangements do you have in place for financial hardship experienced by members e.g. those who have lost their job due to COVID?
- The Club has a financial hardship policy in place and provides support for all members experiencing financial hardship. This support includes (but not limited to) membership payment pauses, discounts & refunds, while the member continues to enjoy their membership benefits.
Do you have any specific support measures planned for 2022?
Similar to the above:
- Price freeze on all memberships
- Free upgrade offer remains for all members impacted by Covid
- All discount & refund requests are honoured
- Free merchandise & gift vouchers
- Additional guest passes
- Financial hardship support
- Giveaways & food/beverage vouchers at games
Port Adelaide
What policy/approach is currently in place for people who have requested a membership pause or refund?
Our members are entitled to a full membership refund or credit if they require one due to Covid-19 protocols.
What compensatory measures will be offered to fans who were unable to attend games they were entitled to under their 2021 memberships?
As above, our members are entitled to a refund if their membership has been at all negatively impacted by Covid-19
What arrangements do you have in place for financial hardship experienced by members e.g. those who have lost their job due to COVID?
Fully refund membership, and deal with on a case-by-case basis where necessary. We have offered seat holds for a season, membership discounts and support.
Do you have any specific support measures planned for 2022?
We offer a range of products across price points to suit all budgets, and we encourage members to consider a 10-month payment plan to keep the cost as affordable as possible. Prices start from $100 for an adult 3-game membership ($10 per month) and $50 for kids ($5 per month).
Richmond
What policy/approach is currently in place for people who have requested a membership pause or refund?
For 2021 we implemented a very clear policy within our membership T&C’s that allowed members to request a pause of their membership payments if the season was affected. Members could also ask for a partial or full refund or credit into 2022 if appropriate. The same policy has been applied for 2022 and is available in the membership T&C’s here. At no point have we refused some form of remedy over the last 2 seasons.
It should be noted that for 2021 we anticipated reduced crowds and some impact on fixturing. As a result, we did reduce the price for some reserved seat packages, and we did alter our package structure to allow members to pay week by week if they had concerns about paying upfront. 95% of reserved members chose to pay upfront which shows the incredible loyalty of our members. I understand that this approach was only taken by one other Club. We feel this was the main reason we had very limited remedy requests as members made the choice themselves.
What compensatory measures will be offered to fans who were unable to attend games they were entitled to under their 2021 memberships?
As per our membership, T&C’s members had the option to request the following for 2021 (the points below have been updated to 2022). Those members who wanted some form of remedy did contact us last year and into the renewal period for 2022. We recently held a Richmond Rookies clinic at Punt Road as a make-up for the lost clinic in 2021.
- a partial or full refund of their Club Membership payments and make a tax deductable donation of such refunded Club Membership Fee to the Club via the Australian Sports Foundation (https://asf.org.au/ ); or
- a partial refund of their Club Membership Fee in the form of a store credit to purchase merchandise at the Roarstore (up until 31 October 2022) which is proportionate to the value of Club Membership benefits not supplied to the member as reasonably determined by the Club; or
- a full refund of their Club Membership Fee in the form of a store credit to purchase merchandise at the Roarstore (up until 31 October 2022); or
- other substitute benefits to be determined at the discretion of the Club which are proportionate to the value of the Club Membership benefits not supplied to the member as reasonably determined by the Club; or
- a discount on their 2022 Club Membership of varying proportions depending on the extent of the reduction in their Club Membership benefits supplied as reasonably determined by the Cluband/or the member’s preference as to the level of reduction as approved by the Club: or
- a partial refund of their Club Membership Fee which is proportionate to the value of the Club Membership benefits not supplied to the member as reasonably determined by the Club; or
- a full refund of their Club Membership Fee
What arrangements do you have in place for financial hardship experienced by members e.g. those who have lost their job due to COVID?
As above. We always look at each individual case and make an assessment. Over the years we have offered reduced membership fees and even some FOC memberships depending on the circumstances. This approach won’t change in 2022.
Do you have any specific support measures planned for 2022?
Throughout the season we call every unrenewed member and seek to understand why they didn’t renew and see if there is anything we can do to help them. We also try to undertake as many “nurture calls” as possible to seek an understanding of how members are feeling about their membership arrangements (in addition to our yearly membership satisfaction surveys).
St Kilda
What policy/approach is currently in place for people who have requested a membership pause or refund?
– Members who have already renewed for the 2022 season may choose to pause their membership if COVID impacts their ability to access membership entitlements. In addition, once the complete impact (if any) is known, members will have the option to seek a refund less a nominal administration fee commensurate with the level of impact to match access during the 2022 season. In this instance, members who may have previously paused their payments will also be eligible for a refund proportionate to the amount paid and material impact to match access.
What compensatory measures will be offered to fans who were unable to attend games they were entitled to under their 2021 memberships?
– 2021 access members were communicated with at the conclusion of the 2021 season to make them aware of their ability to request a refund or credit of up to 35% of the membership fee paid for the year as compensation for the value of lost access. Furthermore, all 2021 access members who renewed their membership for 2022 received a complimentary upgrade or reward. This upgrade/reward was communicated to members in their annual renewal notification and was applied irrespective of the members’ decision to seek compensation for lost access in season 2021.
What arrangements do you have in place for financial hardship experienced by members e.g. those who have lost their job due to COVID?
– Any member that is experiencing financial hardship and requires relief on their membership fee is requested to contact the club and an alternate solution will be offered on a case-by-case basis in a manner that does not impact their continuity/years of membership.
Do you have any specific support measures planned for 2022?
As with both seasons 2020 and 2021, we are consistently monitoring any impacts to members’ benefits and once the total impact is known, we will reach out to members to make them aware of measures in place to address this.
Sydney
What policy/approach is currently in place for people who have requested a membership pause or refund?
All members who requested a pause or refund have been communicated directly by Membership Support. Many of the discussions and outcomes were bespoke to a members’ personal circumstance, however, all members who requested a refund and were eligible (based on membership type and refund policy) received one.
What compensatory measures will be offered to fans who were unable to attend games they were entitled to under their 2021 memberships?
Fortunately, in 2021, we hosted eight home games at the SCG and our Victorian members had access to four games using their membership. In September, members were invited to contact the club to discuss their options if they felt their membership didn’t meet their expectations. A range of options was presented which included upgrades, credits and discounts.
What arrangements do you have in place for financial hardship experienced by members e.g. those who have lost their job due to COVID?
Please see our Hardship Policy available here on our website.
Members experiencing financial hardship should contact Membership Support.
Do you have any specific support measures planned for 2022?
We’re optimistic about the year ahead, however, should the 2022 season be impacted as a result of COVID-19, we will evaluate those impacts and provide members with further information. We encourage members to keep contact details up to date via their online member accounts to ensure we can get in touch with them.
We will be adding value and benefits to Sydney Swan's memberships right throughout the 2022 season and will have more information to share with members early in the new year. In 2022, it will be better as a member.
West Coast
What policy/approach is currently in place for people who have requested a membership pause or refund?
As always, we will work with individuals regarding their particular circumstances and concerns – there is no single policy or approach.
What compensatory measures will be offered to fans who were unable to attend games they were entitled to under their 2021 memberships? Members have been entitled to request credits for matches closed to spectators in Perth in 2021, with similar arrangements in place for members with match access benefits outside of WA, depending on the type of membership and what transpired in their home state in 2021.
What arrangements do you have in place for financial hardship experienced by members e.g. those who have lost their job due to COVID?
We will continue to work with individuals to find the best solution for their needs, as we have since the pandemic started in 2020.
Do you have any specific support measures planned for 2022?
Not at this stage, particularly when too much is still unknown, and especially in Western Australia.
Western Bulldogs
What policy/approach is currently in place for people who have requested a membership pause or refund?
Our intent is to ensure that all members have an opportunity to return to football in 2022, regardless of their individual circumstances and we have encouraged any member who did not receive full value from their product in 2021 to contact the Club to discuss the options available to them.
What compensatory measures will be offered to fans who were unable to attend games they were entitled to under their 2021 memberships?
Renewing members who did not receive their full product entitlements in 2021 (per above) were encouraged to contact the Club during our pre-Christmas renewals period to discuss the compensation offers available to them (and depending on their product type). These offers ranged from product discounts, product upgrades, away game access, Bulldogs Shop vouchers etc.
What arrangements do you have in place for financial hardship experienced by members e.g. those who have lost their job due to COVID?
Any member who is unable to maintain their membership into 2022 due to financial hardship has been encouraged to contact the Club to discuss options available to them, including product discounts, product downgrade, credit rollover etc. The Club is committed to not losing any member experiencing financial hardship into 2022.
Do you have any specific support measures planned for 2022?
We remain hopeful that members can look forward to a more normal season in 2022, as it relates specifically to their membership access arrangements (i.e. the return of reserved seating etc). We will continue to monitor these arrangements closely and regularly communicate any impacts if they occur. We will again communicate the weekly ticketing and member access details to members via both email and SMS and be available to support any member who requires assistance with their product. The Club is also planning to deliver wider member engagement activities throughout the course of the year so to keep members up to date and informed on all matters important to them.