West Sydney franchises need to find star power

 
Adrian Musolino Columnist

By , 6 Oct 2009 Adrian Musolino is a Roar Expert

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Liverpool's Robbie Fowler celebrates scoring the third goal against 1. FC Kosice during the UEFA Cup, first round, second match at Liverpool's Anfield stadium Tuesday Sept. 29, 1998. AP Photo/Adam Butle

Liverpool's Robbie Fowler celebrates scoring the third goal against 1. FC Kosice during the UEFA Cup, first round, second match at Liverpool's Anfield stadium Tuesday Sept. 29, 1998. AP Photo/Adam Butle

They say the Sydney sporting market is one of the most competitive in the world. Rather, it’s one of the most fickle sporting markets, with such incredible fluctuations in crowd figures across all codes.

But, aside from form, the presence of a star name is the only guarantee of increasing, or at least stabilising crowds, no matter the code.

The Sydney Swans have been great proponents of this, bringing in established names such as Warwick Capper, Tony Lockett, Dermott Brereton and Barry Hall to help increase the profile of the Swans in Rugby’s heartland.

Sydney FC’s decision to sign Dwight Yorke as their first marquee player was an inspired decision that reaped enormous benefits to the franchise, on and off the field.

It’s no surprise that Sydney FC’s biggest crowd of this season was against North Queensland Fury, despite the fact the A-League debutants were floundering at the bottom of the ladder.

It was Robbie Fowler that drew the crowd – over 6,000 more than the ‘derby’ against Newcastle the following week; such is the power of a star name in Sydney.

It is partly the reason why Sydney FC’s crowd has somewhat gone missing compared to Yorke’s days.

John Aloisi will forever be recognised in Australian sporting folklore for THAT penalty against Uruguay, but he doesn’t have the pulling power to attract casual supporters, especially those who prefer their European football.

But how will the western Sydney franchises, in both the AFL and A-League, learn from and adopt this lesson when building their clubs?

Both took enormous steps in their infantile stages last week with the ‘Sydney Rovers’ granted the twelfth franchise in the A-League for 2011 and the AFL’s Western Sydney joining the TAC Cup under 18 competition next season.

It will be difficult for the pair to distinguish themselves from Sydney FC and the Sydney Swans, and with all the doubts about the potential for franchises in the west of the city, it’s interesting that the reported name and branding for the A-League franchise – Sydney Rovers – avoids the mention of ‘West’ or ‘Western’.

While the huge population geographical area of western Sydney gives the second Sydney franchises a distinct advantage over Melbourne’s second A-League franchise, for example, the negative perceptions which have been labelled against the potential of the region to sustain these clubs could be impacting how they are branded.

They will be hoping this generic Sydney branding will help them entice disgruntled fans from the original Sydney franchises, but the western franchises need to find something big to differentiate themselves.

At a minimum, they need a star name that will make such a difference in the NSW market.

The problem is western Sydney doesn’t exactly have the glitz, glamour and appeal of a Surfers Paradise, for example.

Without huge financial incentives, what will attract established stars to west Sydney?

Gold Coast, and the AFL for that matter, should be applauded for their vision in snaring Karmichael Hunt from the NRL; an established star name in the state guaranteed to command headlines.

Jarryd Hayne may have signed on for an extra four years at the Parramatta Eels, but will West Sydney, and the AFL, follow the same path as the Gold Coast and look to the NRL?

A Gary Ablett, Chris Judd or the like may signal the franchise’s intentions, but their impact may be limited in a region that doesn’t appreciate their true status within the game.

West Sydney may be a long-term work in progress for the AFL, but it needs to make some sort of an immediate impact.

As for the Sydney Rovers, thankfully they have the time until 2011 to start scouring the Socceroos ranks and European leagues for their marquee.

It’s a simple equation for clubs and codes of our nations most populous city. Open the chequebook and get yourself a star that shines brighter than the Opera House.

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