DFAT & Austrade

In 1950, in the Commonwealth Parliament, the suggestion of the Member for Fawkner, WM Bourke to play Australian football matches in South East Asia to improve Australia’s image was lost as Members from NSW and Queensland argued loudly for other sports.

The world has changed forever after the events of September 11 and Bali. ARI believes that the time has come to give serious consideration to Mr. Bourke’s proposal.

The White Paper ‘In the National Interest’ notes that "Australia’s foreign and trade policy is about the interests of Australia and Australians."

It goes on to say that:

"The images other countries have of Australia influence judgements about a multitude of issues....Australia generally has a positive international image, but it is also often an indistinct and dated one...Expanding cultural exchanges is an important part of this process."

ARI believes that our great game, as Australia's only indigenous sport, offers Australian companies unique opportunities to network with the international business community.

Unlike any other sport or activity, Australian football has tremendous potential to advance Australia’s foreign and trade policy interests, particularly in the Pacific region. Firstly, it is a true Australian game. Secondly, it has the name "Australia" attached to it. Like the kangaroo, Australian football is a very identifiable example of Australian culture.

Thirdly, the sport offers excellent opportunities for Australian and local business people to network. This point has been readily acknowledged by DFAT personnel previously. In February 1998 the AFL staged an exhibition match in Cape Town, South Africa.

Australian High Commissioner to South Africa, Ian Porter, said that the match was an enormous success. "Apart from the attendance on match day - which exceeded my expectations - footy was used as a vehicle for Australian access to disadvantaged communities; it provided a unique setting for South African and Australian business men and women to network; and South African policy-makers and sporting officials were given a unique insight into the way Australians can knuckle down and get a job done."

The assistance and knowledge of staff from DFAT and Austrade has been and will continue to be invaluable in the push to make Australian football a truly global sport.

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