From old soccer to new football? Expert accounts of transformations on the world game in Australia post-Crawford Report

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This article investigated and evaluated the changes which have occurred in Australian football since the publication of the Crawford Report in 2003. Prior to this report, it was widely perceived that football was the ‘sleeping giant’ of Australian professional sport despite its popularity at youth participant level. The Crawford Report made a range of recommendations and a new era was heralded when Football Federation Australia was established which set upon the task of adopting a number of Crawford’s recommendations. To investigate the impact of the Crawford Report on the current status of Australian football, a qualitative methodology was adopted. Purposive sampling was adopted to give voice to senior football figures who were involved in the sport in both the pre- and post-Crawford Report periods and a total of 15 semi-structured interviews were conducted. A number of significant themes emerged from the research. All participants agreed that Australian football’s appeal has been broadened. However, the interviews also reported that the perception of football as a minor code and always relegated to the ethnic margins was a ‘myth’. Also, the participants raised the issue of whether the Crawford Report was implemented to its fullest degree. They were passionate about the idea that if all recommendations were implemented, the sport might currently be in a much stronger position.