DESPITE Queensland's AFL teams struggling on-field, the game has never been healthier in the Sunshine State.
That's the view of the man that runs the code in Queensland, AFLQ CEO Dean Warren, who says there is no crisis in the state, despite the commentary over recent weeks.
It's Warren's job to say that, but the numbers don't lie.
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Participation numbers are up at all levels, Queensland is producing more AFL players than ever, and home-grown NEAFL teams are performing strongly.
Despite the poor starts to 2016, Gold Coast and the Brisbane Lions are even doing well off the field with major sponsors and corporate support.
Let's not pretend it's all rosy though, because long term, the success of the code is tied in with the success of the Lions and Suns.
The fight for fans is real in Queensland, and aside from rugby league's high-flying Brisbane Broncos, fans are torn between the AFL teams, rugby and soccer.
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Over the long-haul, the sport needs winners to capture south-east Queensland's transient punters.
AFLQ CEO Dean Warren says beneath the struggles of the Suns and Lions, the code is performing strongly.
"It's important we have AFL content in this market every week - that's what's great about having two teams, live content every weekend," Warren said.
"The two clubs have been battling, but our numbers are still solid at community level. I think it's all upside.
"Once the two clubs progress and the lists develop, there's an underlying strength of the game that will start blossoming when those clubs become competitive.
"We're in a good healthy state at the moment that can only improve when the two clubs start winning."
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Total participation is up 20 per cent, competition participants are up 32 per cent, and women (who make up one third of total participants) and kids (Auskick up six per cent) are also engaged.
Of the 11 Queenslanders taken in last year's national and rookie drafts, Ben Keays (Lions), Josh Smith (Collingwood) and Josh Wagner (Melbourne) have already debuted.
Gold Coast CEO Andrew Travis said despite his club's struggle to win matches, community support has remained strong.
The Suns have a national (Hostplus, Metricon and Fiat) and international (Huawei) sponsorship portfolio and corporate support has continually climbed which, he says, defies the AFL trend.
"Irrespective of on-field performance that support has been there," Travis said.
"That shows the commitment to support us not matter what."
The Lions are in a similar boat, signing new major partner Camperdown Dairy prior to the season and are on the cusp of announcing a new deal with Vero.
They sold every corporate box to Saturday's loss against Collingwood and early indications are strong for their next home game against Hawthorn on May 28.
The real challenge will come after that when the Lions face traditional low-drawers Fremantle, West Coast, Greater Western Sydney and Port Adelaide.
The Lions fans prepare for the the visit of the Magpies. Picture: AFL Media
But both clubs are battling with crowds and memberships (both slightly down) and that's the immediate worry.
While the code is strong at grassroots, will it translate to the AFL?
"We know if we don't get our on-field performance levels right, we won't be able to grow crowds and that won't give us the opportunity to convert casual ticket purchasers into annual members," Travis said.
"That's where there's a direct link.
"We know we need to have good on-field performance to capture the attention of new fans because there's so many other options to spend their leisure time.
"We know the best way to grow crowds and memberships is on-field success."
Lions CEO Greg Swann said there was a "rusted-on core" of supporters, but agreed it would not grow if wins didn't come in the future.
"Results do impact, there's no question," he said. "If you win, you get bigger numbers, it's simple, it's footy 101.
"In the halcyon days we had 35,000 members, that's when you're wining, but there is a rusted-on core."
Warren believes with the boom at grassroots level, the game in Queensland is set to capitalise the minute the AFL clubs start to succeed. If, and when that happens, of course.
"I worked in the game in the late 1980s and 90s before Brisbane had that phenomenal run and we'd say "imagine what'd happen if they won a premiership?"
"And when they did, we saw exponential growth. I think that's what would happen again.
"I think the game will explode here and that's why we have to keep investing.
"One thing I noticed since I started in the game 28 years ago was the Queensland public didn't respect our game, but one thing that's happened over the last 15 years particularly, the Queensland community know our game and respect our game.
"I don't think you could have said that 20 years ago."
Now all Queensland needs is for its teams to start winning.
