Case Studies

West Coast Eagles Red Army

BUILDING AN ARMY | AFL PREMIERSHIP SEASON 2002

8 April 2002

The West Coast Eagles Red Army is an innovative major new football supporter program launched for the AFL Premiership Season 2002. In conjunction with Channel 7 and 96FM, The Capital Group have helped the West Coast

Eagles create the Red Army, a group of the passionate, full-blood, true supporters of the Eagles. 50 strong, occupying reserved seats near the players field entry at every home game, the Red Army stir support for their team and humble the opposition. Unified by dress, manner, chorus and chants, they are an unmissable presence at every fixture on the home-game calendar. They are based before and after the game at the Wembley Hotel, Perth.

A series of trials were staged to choose prospective Red Army members, following a call to arms through a number of different media sources. In addition to ads and news coverage on both Channel 7 and 96fm, Capital coordinated extensive flyer distribution, editorial coverage on 6PR, media releases, events website listing, and personalised fax-outs to contacts at Perth&s major corporations. Capital also arranged and coordinated the auditions themselves, including hosts, questionnaires, judging and selection. A group of over 50 supporters have been finalised, who will represent the Eagles as the Red Army throughout the season. This group was versed in chants and given the opportunity to bond as a unit prior the first big game of the year.

THE WESTERN DERBY, Sunday 31 March 2002

It was the first test. The Red Army needed a good attendance from its new members, all red, all voices full volume to support the Eagles in one of the most important clashes of the year. Blue and Yellow won the day and the Red Army definitely contributed to the triumph.

Attitude

The prevailing attitude of the Red Army before, during and after the game was nothing less than outstanding. Positive, committed, fired up and very vocal, the group solidified as the day wore on. By the final trip back from the oval there was a group dynamic building that will only become stronger. Huddled as a conspicuous group at half-time, there was a tangible supportive atmosphere present. Several captains came to the fore, while those a little shyer were encouraged to more actively vocalise their support.

Timing

Members arrived at the Wembley between 11:45am and 12.15pm and were duly signed in and issued with cap, shirt, ticket and drink voucher. The Red Army departed the Wembley slightly behind schedule at 12:40pm, and entered the oval at around 12:50pm. A band of members were interviewed by a boundary-rider at around 1:20pm, before bounce-down at 1:40pm. This interview was shown live on the big screen, raising the awareness of the Eagles newest and most vocal support team. After the game, all members were back on the bus within 15 minutes of the final siren.

Uniforms

The shirts are striking with professionally finished embroidery. Red caps and stripes of red warpaint on all faces completed the outfit. The overall effect is excellent, and was embellished by the presence of
billboards and large red inflatable “hands”.

Transport

The bus provided a good chance to warm up vocal cords, and drew cheers and waves from Eagles supporters, and good-natured abuse from Dockers fans. Heads especially turned as the bus drew up near the oval and crowds increased.

Presence

Several Red Army members phoned friends in corporate boxes for opinions on visibility: all commented on the highly visible nature of the group as a èband of redî. Back and side row members often turned around and motioned the crowd to join in chants and the Eagles theme song. As the game wore on, the surrounding crowd warmed to the presence of the Red Army, and began to react favourably to stimulation. Dockers supporters were good naturedly jeered, while all members remained mindful of their language. It was the general opinion of the Army members that support will increase further as surrounding fans get used to following their lead in calls and chants.

Chants

Several chants stood out to good effect. These included the classic 'Eagles / clap x3, the Eagles theme song, 'Dockers are Shockers' quickly replaced the early call of 'Anchors are Wankers', 'pull on a jumper Woosha' accompanied the great man on and off the field, and 'kick it me, kick it me'and 'to the left / to the right / you're not gonna kick it right' was heard every time the Dockers kicked for goal. Several others are in their infancy and will be heard at subsequent matches. It was suggested that several chants are shown on the big screen to encourage general participation. Many further suggested a number of possible chants to be developed. It is also recommended that the chants be printed on business size cards and either handed out at the gates or by the Red Army during the game. If the support for this grew one of the Red Army captains could conduct the crowd from the centre of the field during the half time break.

Conduct

All Red Army members may be commended in their conduct before, during and after the match. All reacted positively to team meetings held at the breaks between terms, along with those held pre and post game at the Wembley. General good cheer and high spirits were evident on the bus, and throughout the journey into and out of the grandstands. This was reflected in the surrounding crowds, with smiles and calls coming from all sectors.

Next

All members feel that the Red Army will only get stronger as they are now established in the public eye. Continued support of the media will help build this profile further as the season progresses.

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