The Gold Coast, where a hole had been left once the Brisbane Bears moved away, had grown to become the 6th biggest urban area with nearly half a million people, many of which had migrated from states where Australian Rules is popular. In recent years, several bids were made for a new AFL franchise by the powerhouse Southport Sharks Australian Football Club, including attempts to lure a Melbourne-based club in 2004. Many of these attempts were knocked back due to the city's many failed sporting franchises. However demographic trends suggested a growing demand for Australian rules football and in 2005 a pre-season practice match between the Brisbane Lions and Essendon drew a healthy audience of 16,591. Following the match, the Australian Football League stepped up efforts to expand into the Gold Coast market. A series of pre-season games and a home and away match was scheduled at Carrara for 2006. In response, the rival NRL competition admitted a Gold Coast Titans franchise. Despite an average crowd of around 10,000 (comparatively low by AFL standards), the AFL officially announced a strategy to include a Gold Coast side in the next 5 years. A bitter turf war with the National Rugby League resulted over the use of Carrara stadium. In the same year, AFL CEO Andrew Demetriou was quoted to declare that the league would compete directly with the NRL for marketshare in Queensland.