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Her kids and my sisters kids grew up playing Rugby Union and League. I lived in the eastern suburbs for 16 years. The rise of the academy brought prestige to your son being in the academy. Each kid gets reports professionally presented each year and the parents get caught up in it and its a talking point. Parents brag about little Johnny and compare results. So more eastern suburbs kids kid drawn in on parents wanting the same so they get them playing aussie rules. Most of my friends from there are rugby orientated(around Randwick mostly). But their kids, because of other kids and Heeney and Mills etc have been drawn to Aussie rules and the academy. It has also taken off in lots more schools too. It feeds on itself.