PORT ADELAIDE is confident it will overcome a complicated battle to keep its fan favourite “Game Day Village” on the Memorial Drive tennis courts at Adelaide Oval.

The “GDV” operates outside the Oval’s precinct — and beyond the Adelaide Oval Stadium Management Authority’s control — allowing the Power to sell cheaper beer and different brands to those on offer at the Oval during AFL games.

The “GDV” has operated on Tennis SA land on the Oval’s southern fringe during all Port Adelaide home games — and some Crows matches — with temporary liquor licences. But now the SA Liquor and Gambling Commissioner has ruled that if the “GDV” is to be a regular feature at the Oval, it must have a permanent liquor licence.

That obligation, however, falls to Memorial Drive’s leaseholder, Tennis SA — rather than Port Adelaide which has sub-leased property at the tennis venue and office complex.

The issue is further complicated by the competing beer sponsorships between the three parties involved in the “GDV” saga — Tennis SA has a deal with Cooper’s; Port Adelaide is with Carlton and United Breweries; and the SMA has handed the Oval’s beer rights to SA Brewing (Lion).

But for all these complications, Port Adelaide insists the “GDV” will remain at Adelaide Oval this football season and beyond because of its importance to the Power membership and fan base. Member research shows the “GDV” is the fourth most-popular part of the Port Adelaide game-day experience at the Oval — behind the Never Tear Us Apart theme, the fans’ march from Rundle Mall and the Rudimental anthem as the team takes the field.

There is no firm basis to the speculation — as made by Power members at the club’s annual meeting at Alberton this month — of the “GDV” being under attack from the SMA as the Oval managers wanting to monopolise beer sales during AFL games.

media_camera Hamish Hartlett with boy band At Sunset, who played at the GDV last season. Photo: Sarah Reed.

The SMA says it is supportive of Port Adelaide’s match-day program, including the “GDV” concept. However, the SMA is concerned for the Oval’s “reputation” being tarnished by fans who take advantage of the $5 beers at the GDV by drinking heavily and enter the Oval under the influence of alcohol.

The SMA will insist on stronger security at the GDV.

The long-running impression of Port Adelaide and the SMA being at loggerheads for the critical revenue from beer sales is dismissed at Alberton.

“The Game Day Village is not a cash cow for us,” says Matthew Richardson, Port Adelaide’s general manager (consumer business and marketing).

“But it is important for our fans and members for their game-day experience at Adelaide Oval. They have responded to it; they love it.”

Port Adelaide’s AFL premiership season at Adelaide Oval begins on Easter Sunday against St Kilda on March 27.

michelangelo.rucci@news.com.au