Thousands line the streets for a bus parade celebration as new polling shows more than half of Aucklanders say the club has become a bigger part of the city’s identity
Auckland FC has been crowned A-League champions in just their second season, and the city has responded in kind. Thousands of supporters lined the streets of Auckland on Sunday for a bus parade celebrating the club’s historic title, in scenes that underlined just how quickly the club has captured the hearts of the city.
New polling, conducted ahead of Saturday’s Grand Final, shows the connection runs deep – with the majority of Aucklanders saying the club has already reshaped their sense of what this city stands for.
A club that belongs to the city
The polling, conducted ahead of Saturday’s final, found that 57% of respondents said Auckland FC had already become much more – or somewhat more – part of Auckland’s identity. Combined with those who said things feel about the same, 98% of Aucklanders viewed the club as neutral or positive for the city’s sense of self, before a ball had even been kicked in the final.
Saturday’s victory, and the thousands who turned out for yesterday’s bus parade, have given those numbers vivid form.
More than a quarter of pre-final respondents said hosting the Grand Final made them feel genuinely optimistic about Auckland, while a further 29% said it gave the city a strong profile – meaning more than half of all respondents saw the occasion as a positive moment for Auckland even before the result was known.
“Winning the A-League title in only our second season is something none of us will ever forget – but what has moved us most is the city’s response.” Says Nick Becker, CEO, Auckland FC.
“Thousands of people lining the streets to celebrate with this team tells you everything about what Auckland FC means to this place.
“These results confirm what we have believed from the start: that sport, done well with the community at its heart, can lift a city’s sense of itself. This title belongs to Auckland.”
Engagement growing beyond the core fan base
The poll found that 71% of respondents were aware of Auckland FC before being surveyed.
Following is strong and broad: 16% say they watch most games, 21% follow results and highlights closely, and a further 31% pay attention when the club appears in the news – meaning nearly seven in ten Aucklanders engage with Auckland FC in some way, well beyond the traditional football audience.
Brand engagement is also building. Twenty percent of respondents have talked about Auckland FC with friends, family or colleagues, and a further 20% have followed the club on social media. Fourteen percent have watched a game at Go Media Stadium this season.
Grand Final weekend drove significant city activity
Saturday’s Grand Final delivered on its promise as a major civic event. Pre-match polling had found that 65% of respondents planned to do something different from a normal weekend because of the final – led by going to a pub, bar or fan zone (15%), attending the game live (12%), using public transport to the stadium (10%), and hosting or attending a private gathering (8%).
Of those who planned to watch, 51% intended to do so at a pub, bar, fan zone or at the stadium itself. The celebrations continued well beyond the final whistle, with thousands of supporters turning out for a bus parade through the city on Sunday to welcome the new champions home.
The event also drew significant trans-Tasman attention, with 64% of pre-match respondents aware that Sydney FC supporters had travelled to Auckland for the final – underlining the national and international profile of the occasion.
Strong foundations heading into season three
Even before Saturday’s title win, the poll pointed to strong retention heading into the club’s third season. More than four in ten respondents said they would definitely or probably follow Auckland FC next season, a strong base that will ensure club continues to thrive.
