Events and tourism experts say a divisive $28.5 million deal to bring AFL games to Canberra can change the perception of the city as sports teams enter an arms race for ACT government funding.
The GWS Giants will earn in excess of $500,000 more per game than Canberra's elite sports teams when a new 10-year deal with the territory government kicks in until the end of 2032.
The partnership means the ACT government has secured 20 years' worth of AFL content in Canberra while paying less than their Tasmanian counterparts, who it is believed shell out close to $1 million per game.