AFL clubs set their sights on a multibillion dollar market

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Indian-born AFL ambassador Molina Asthana says attracting diverse audiences makes sense economically and socially.

Molina Asthana remembers her first-ever Aussie rules game. It was 2003 and she was visiting her then-boyfriend in Melbourne.

Offered her choice of clubs to represent, she went for Richmond. The Tigers theme may draw some people of Indian descent, but Asthana, national president of the Asian Australian Lawyers Association, says she was attracted to the club’s existing community engagement efforts.Now it’s a family thing, even if they back different teams.

Marking diversity: The Tigers take on Brisbane Lions this weekend in a game Richmond has dubbed its Many Cultures game.“You have more bums on seat at stadiums, you sell more merchandise,” she says. Avi Singh knows that experience. As a child, he wasn’t allowed to play football because his parents felt it was too rough.

 

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