Israel Folau's AFL fling is over, but a sports marketing expert says the costly venture was worth it for Greater Western Sydney. Picture: Joosep Martinson Source: Getty Images
ISRAEL Folau's AFL experiment was a worthwhile one for fledging Greater Western Sydney, a sports marketing expert says.
RMIT University marketing expert Con Stavros said Folau's conversion was worth the out-lay to try and "cut through" in the new market.
"It was always going to be risky, I think it certainly brought a lot of publicity to them," he said.
"From a marketing point of view, I guess GWS would say we launched a club, got a lot of publicity, got plenty of sponsors on board, created some community interest and launched a new stadium.
"If they have got a sheet where they have got to reach a whole lot of marketing objectives I think they will probably find there is a lot of ticks next to them.
"The hard part is how much has Israel Folau contributed to that? He certainly contributed something to it, but it's hard to put an exact measure on it.
"I don't know if you would call it an absolute perfect success, but you wouldn't call it a failure either.
"It was definitely worth trying. In those early days it was worth trying to cut through."
But Stavros doubted there would be much code-swapping in the future.
"For GWS now that era of trying out rugby players is probably not something they're going to follow again," he said.
"I think the idea of, 'OK, let's go and try and take the best players from another sport', we're not going to see too much more of in the future because those guys are big stars in their own right."
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