Where I used to work if we did a makeover of the website, we did it all 'privately' until all the glitches were ironed out and it was fully tested. Only then did it became the publicly accessible page.
Anything else seems hopelessly amateur to me.
However if the AFL/Bigbond people can produce a reasonable rationale for why they are releasing it in the current manner, then I am ready to hear it (though I suspect laughter will follow). Are they driven my some mad desire to look 'new' before the season starts? If so, what did they do all summer?