For the first 25 years of Adam Kingsley’s AFL career, he didn’t think much about the health of the code in western Sydney. However, since securing his first senior coaching job at Greater Western Sydney (GWS) in August 2022, his focus has expanded beyond just the Giants.
GWS has been a strong contender since their memorable preliminary final against the Western Bulldogs in 2016. Despite their success, the popularity of the game in western Sydney hasn’t reached its full potential. Grassroots participation rates have declined since the pandemic, and average home attendance remains low, ranking 18th in the AFL in 2023.
Kingsley’s goal at GWS is not only to win the club’s first premiership but also to improve the game’s presence in western Sydney. He believes there is a significant opportunity for the AFL to grow and have a positive impact on the community in the region. Despite challenges, including competition from other sports, Kingsley sees potential in western Sydney’s 2.6 million residents.
He emphasizes the importance of a strong local league to encourage grassroots participation and increase attendance at Giants games. Kingsley believes the AFL should invest more resources in western Sydney, including marketing and community engagement efforts, to tap into this untapped market.
GWS’s Academy has produced several talented players, but Kingsley believes there is room for growth, especially in engaging the Indigenous community in western Sydney. He highlights the success of the Swans’ Academy and believes the Giants can achieve similar results with the right investment.
Kingsley is optimistic about the impact of the AFL’s Opening Round on GWS and hopes it will lead to increased attendance at home games in the future. He sees this as a crucial step in growing the game in western Sydney and beyond.
