ESSENDON has cut the size of its cheer squad and unveiled a cheaper, exclusive behind-the-goal membership in a bid to boost fan engagement at games in 2015.
The official cheer squad has been capped at 100 members and will now be invitation only, with the Bombers launching a new Active Area membership to allow fans access to an exclusive general admission section behind the goals.
Around 200 members will make up the new Active Area, with the aim to improve the atmosphere by coordinating chants and other fan-driven initiatives.
The membership will cost $300 for an adult - the same price as a home and away membership, but less than a cheer squad membership.
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Essendon's head of marketing and brand Ryan McKee told the club's online fan forum, Bomberblitz, the club would try its best to accommodate any cheer squad members who had lost their place.
"The cheer squad has effectively reduced in size," he said.
"The remaining people in that bay are being encouraged to be a part of this Active Area. It's actually a slightly reduced ticket price, so a bit of a refund for them. But if they want a reserved seat and/or don't want to be part of this type of area, we are working with them to relocate to the bay next to it.
“(It’s a) bit of a case-by-case basis but generally speaking, it shouldn't be a dramatic change to those that sat in the area last season, except hopefully a louder and more unified bay."
McKee told the club's website on Friday the exclusive membership area would be made up of the loudest and most passionate Bomber supporters.
“We have a tremendous supporter base that really galvanised around the club in recent years and we’ve seen what fan-driven initiatives like #StandByHird and #BackOurBoys can deliver on game day," McKee said.
"Our hope is that by creating a section such as the Active Area, we are providing a vehicle for fans to deliver that atmosphere and truly impact our games.”