AFL European Challenge

EPG helps deliver Australian Football to foreign shores

When the Australian Football League (AFL) decided to return to Kia Oval in London 2012 for the first time since 2006 they appointed the Event Planning Group (EPG) as their event delivery partner to deliver all logistics and marketing related services for the event. In what was an entertaining evening at ‘The Oval’, Port Adelaide Power defeated the Western Bulldogs by one (1) point in front of 10,000+ spectators.

Our EPG team provided AFL Europe with a full suite of services including event overlay & infrastructure services, event management & operations, event logistics and transport services for the competing teams and extended to athlete & event catering including hospitality, event safety & spectator services, event security and contracts management with the venue.

“Andrew and his team at EPG carried out every task with professionalism and efficiency from start to finish.” Ben MacCormack, General Manager – AFL Europe

Event overlay & infrastructure services delivered included field of play (FOP) signage and wayfinding, fit-out of hospitality, media and athlete spaces and the addition of temporary technology infrastructure. Our team was also required to capture all requirements on behalf of the AFL and other stakeholders to produce venue CAD’s, venue commodity schedules and the overlay program for installation.

With the venue not normally accommodating Australian Football some distinct challenges were faced in regards to contracts management with the venue. Our team was able to assist the AFL by assuming full ownership of all commercial venue use agreement discussions and managing the scope and procurement of overlay services with incumbent venue suppliers. Utilising this delivery model we were able to maintain cost control and cost efficiency for the AFL whilst maintaining strong relations with the venue.

Additionally our team provided an assurance role for the AFL in relation to spectator services & event safety & event security services. We reviewed the event safety plan to ensure it met AFL standards and ensured all spectator service requirements were met in relation to areas such as catering, look and wayfinding, information services and athlete and spectator welfare.

With AFL operations in Europe in its infancy our team were able to utilise their event and local knowledge to provide guidance relating to the formation of the project budget. From there our team ultimately took control of the budget on behalf of AFL Europe, ensuring fiscal responsibility for all parties associated.