Attendance to an AFL game is largely driven by who is playing, and a few games are going to be in high demand, usually based on team rivalries. Dr Liam Lenten (Economics and Finance, La Trobe University) presents his research on his these rivalries can be maximised, and how tweaking the fixtures can draw the biggest crowd. Sport Unpacked is a regular podcast hosted by David Lowden, Senior Lecturer in the School of Communication and Media, and researcher at the Centre for Sport and Social Impact at La Trobe University. Copyright 2015 La Trobe University, all rights reserved. Contact for permissions.