With the North Queensland Fury’s demise at the business end of last season, and the tattered glamour expansion entity that is Gold Coast apparently following the same route, doubts have to be raised over the expansion policy that the FFA are still grasping heavily to.
Only six seasons in, and the FFA’s aggressive expansion approach is in damage control, and yet a defiant administration is pointing no fingers and asking no questions.
When the question of expansion is raised, the defend their credibility with the short term success of the Melbourne Heart franchise. Full credit must be granted of course, but it is not hard to crack a sporting mad market of over two million people yearning for a second side.
The FFA’s failure to heed the word of the public has been to their own demise. The FFA have undertaken several questionable actions (or failures to act). These include:
The botched management of the North Queensland entity in its final hours, the embarrassing failure to implement a team in Western Sydney (one of the sport’s heartlands, with over 2 million people and no A-League team) and now the downfall of Gold Coast United all raise serious questions.
A new strategy is required.
Football is not the biggest code in Australia, not by a longshot. As a result we need to stop marching into regions with a marketless side demanding support and sponsors. A sporting franchise is not built in a year, and as with Western Sydney, not in a month either.
A term we use a lot in football is “grassroots”, and this by no means is any less important in establishing a club than establishing the players.
Build the club in the community and mould it to suit. It is futile to expect a community to mould to a club. Advice like this falls on deaf ears at the FFA, who should take a leaf out of the AFL’s books.
The Gold Coast Suns and Greater Western Sydney Giants weren’t built in a day, infrastructure was built, a brand was slowly established and a team was formed.
When the FFA looks to next form a new side they must build it in the community. They need to slow down the process, for example they could begin by entering a team into the NYL.
I have a message for the FFA. Fix the current clubs, build their brand, and stop the banter and fascination with glamorous kick-start teams that will not catch on like wildfire.
Build on Adelaide’s ACL success, work the Victory into a continental force, and turn Brisbane’s success into fans. Should you even think about expansion, forget all your farfetched plans, and listen to your fans.
Look at Canberra, yearning for a team, established base, foundation members already firmly set. Look at Tasmania, untapped with a team already working in the grassroots.
Its not rocket science, its called listening to your fans and listening to the community.
I’d come down to your offices with my desk and start ordering you guys around, telling you what to do, demanding respect and attention, but it would be hypocritical: that is exactly what your expansion policy is doing.
FFA, get it right, or lose it all.
Support your local bid teams!
Western Sydney – http://www.facebook.com/westernsydneyfootball
Tasmania – http://www.tasmaniaunited.com.au/
Canberra – http://capitalpunishment.forumotion.net/
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February 22nd 2012 @ 4:45am
Football United said | February 22nd 2012 @ 4:45am | Report comment
I feel that there is nothing wrong with expansion as long as it is sensible and well thought out. The danger is in expanding for the sake of expanding. After all, until a new fox deal comes around, more teams means less TV cash to share.
Bids must be sound with guaranteed financial backing, potential for respectable crowds in a sensibly sized stadium (not too big and no afl grounds), a workable youth development system planned and a strong engagement to it’s local football community without the need for gimmicky marketing. They should be prepared to spend years with a team in the NYL building community ties and a footballing identity even without a go ahead from the FFA to eventually go up to the A-League. Even if a bid only falls short on one of these things, they shouldn’t be allowed to go ahead.
We should no longer expect instant success just by ‘bringing the A-League brand to town’ and that means declining big bids if it risks the future of professional football in the region like Jabba The Hut and GCU have done to the Gold Coast. This means that even a Wollongong, Auckland, Tas or Geelong bid should be given preference rather than a West Sydney or Canberra team if the previous towns have superior bids matching the criteria available at the time.
February 22nd 2012 @ 5:01am
Timmuh said | February 22nd 2012 @ 5:01am | Report comment
Association Football isn´t my number one sport, so many will consider me an änti-football¨person but I do appreciate the advances the game has made and do want a strong A-League. While Australian Football will always be my preferred football code, Associaton Football is also a great sport to watch when plaayed well (and the A-League has generally been pretty good on the occasions I´ve seen it).
The big problem with expansion, as I see it, is that the options are limited. If the FFA wants a high quality league, that means high cost, and high cost means expansion to most regional areas is problematic. The money, and the TV interest, isn´t in the regions. There still seems to be a lack of direction; either expanding the league into new markets or improving the quality even further. This is the key question, only after that is settled can individual bids be properly assessed. Without a direction for the league´s place in the game, assessing new clubs is problematic.
To some extent an improved TV deal may allow some overlap, but a strategic decision needs to be in place. If the aim is to spread the league to the regions, then the costs must remain relatively low or the regional sides (possibly eventually Canberra, Newcastle, Tasmania, geelong, a new Nth Qld team) will be in trouble. Tasmania, right now, is an example of a close-call bid which would be a definite no-go in a competition more expensive to stay afloat in.
If the aim is to provide as high a quality as possible, that will mean multiple teams in the majo cities or no expansion. And there is nothing wrong with no expansion, in terms of teams, if the existing ones expand their supporter base. There is no need to emulate the AFL strategy, the FFA doesn´t have the sort of money to make a GWS-style risk – nor does Association Football need to break into new territory, it simply needs to have more hold over territory it already has a stake in. Very different situations, requiring very different strategies.
In the meantime, making the regional round better (played on weekends rather than mid-week, allowing fans from outlying areas near the hiosting cities) is a good compromise – allowing the league to go to the people and clubs to connect with new sets of prospective fans. Maybe an FFA Cup could be played entirely in the regions until a certain stage, allowing further connection with those outside the home base without disenfranchising the core base of clubs. (I´m not saying that should be the case, just throwing another option out there.)
February 22nd 2012 @ 9:28am
TCunbeliever said | February 22nd 2012 @ 9:28am | Report comment
Excellent input there Timmy Tim Tim.
I especially agree with the statement that “Association Football … simply needs to have more hold over territory it already has a stake in”.
Building on the success of existing clubs to stabalise the competition is the sensible approach, which could lead to a replication of the successful ‘two teams one city’ set-up in Melbourne..
Setting up new franchises and expecting the community to embrace it simply because it is Association Football is never going to work, and is certainly not a viable option for the local league.
February 22nd 2012 @ 6:42am
Johnno said | February 22nd 2012 @ 6:42am | Report comment
We have to expand we cant have a 6 team A-league for football. i think baseball in Australia have a small league , and the sheffield shield but football wont work, if only 6 teams, that like 3 matches only a week on fox not good enough fox won’t like that A-league model.
February 22nd 2012 @ 6:58am
Crashy said | February 22nd 2012 @ 6:58am | Report comment
We are witnessing the demise of a second club as well as the aborted attempt of the west Sydney rovers but still you are talking of expansion???? This is crazy.
Step one would be to sort out the state of the other clubs, consolidate and then in a few years possibly think about expansion. This brainless expansion talk has to stop and it’s going to end in tears for all codes in some way. I see nothing wrong with an 8 team a league that is financially robust with strong crowds- this interminably long season needs to be shortened to by five or six rounds though.
February 22nd 2012 @ 10:08am
Michael Turner said | February 22nd 2012 @ 10:08am | Report comment
This article is less promoting more expansion, its highlighting that the FFA need to change they way they go about it. I’m all for expansion if it is done correctly.
As I did state, the FFA should fix the other clubs first, give them more freedom and work on getting them into budget etc.
The reason the FFA want to expand is that FIFA rules for hosting a FIFA World Cup requires more teams in the competition. And the AFC have stated that we will be risking our ACL spots if we don’t implement a promotion relegation system.
Its a tough topic, but we can’t exactly can expansion. It needs to be done right, and yes you are correct, we musn’t neglect the current club entities.
February 22nd 2012 @ 11:01pm
Football United said | February 22nd 2012 @ 11:01pm | Report comment
dead right on the afc requirements. i highly doubt the afc is going to care whether we can support more teams and relegation or not, they will expect it and will strip spots if we don’t have it.
February 24th 2012 @ 8:54am
Timmuh said | February 24th 2012 @ 8:54am | Report comment
I would argue that the domestic structure over the long term is more important than pipe-dreams of hosting a one-off World Cup. The ACL spots are a concern, but if expansion is done in a way that diminishes (or stagnates) the standard of the A-League, the extra spots won´t be there if clubs can´t perform in Asia anyway.
Decide whether to take the game to more people through regional teams, or whether to stick with city basded teams who can generally afford greater salary caps, transfer fees, etc to boost the standard. Its a stark choice, and that is the decision that must be made before deciding on Canberra, Tasmania, Darwin or anywhere else.
How much will it cost to run a club in 20 years? Is the aim to have the standard of the A-League up there with Korea and Japan and the resuklting expense?If so, regional teams aren´t going to be a realistic option. If the aim is to get the league to more people, then the cost base can not get much higher than it is now. To some extent a better TV deal can allow for some crossover, but only to a limited extent. The finances of regionbal centres are greatly different to major cities, far more so than some people realise (and their importance to TV is also greater, a viewer in Sydney is worth far more to a network than a viewer in Hobart).
February 22nd 2012 @ 8:12am
Ben of Sydney said | February 22nd 2012 @ 8:12am | Report comment
AFL’s strength is Melbourne, NRL’s is Sydney – These competitions don’t over leverage this position. The A-League should have been set up to take advantage the vast populations of Sydney and Melbourne. These cities could have sustained up to 3 teams each.
North Queensland was a joke, Gold coast too…. The dots on maps mentality is misguided
February 23rd 2012 @ 3:15am
Havanos said | February 23rd 2012 @ 3:15am | Report comment
Have you ever left sydney there are fans of the game aus wide! if its done right they will come… Nsw and vic is not all of aus and besides only the victory have solid support but that took two titles. The problem is the top not the disillusioned fans…
February 22nd 2012 @ 8:44am
Stuart Fazakerley said | February 22nd 2012 @ 8:44am | Report comment
Capital Punishment is a pretty great team name, in all honesty.
February 22nd 2012 @ 8:51am
jamesb said | February 22nd 2012 @ 8:51am | Report comment
south coast wolves is also a great name
February 22nd 2012 @ 10:09am
Michael Turner said | February 22nd 2012 @ 10:09am | Report comment
My apologies I completely forgot about South Coast – but yes they should have had a team from the start. God knows why the FFA didn’t seek to include them at the beginning of the A-League era.
February 24th 2012 @ 12:58am
broadywolf said | February 24th 2012 @ 12:58am | Report comment
Wolves were offered the 8th franchise in the foundation of the league. the owners declined and the Mariners got the nod. the rest is history…
February 22nd 2012 @ 10:12am
Michael said | February 22nd 2012 @ 10:12am | Report comment
Yeah, I think most football people have agreed with most of your points for some time now. FFA have ballsed up a few things, haven’t they?
February 22nd 2012 @ 10:32am
Johnno said | February 22nd 2012 @ 10:32am | Report comment
A-league new model 2012/13
Brisbane
Fury but call them townsville
gold coast united
sydney city fc call it
west sydney
newcastle
sydney olympic
Heart
victory
adelaide united
west adelaide
perth
canberra
wellington
hobart
wollongong
February 22nd 2012 @ 10:47am
SportsFanMelb said | February 22nd 2012 @ 10:47am | Report comment
Sydney Olympic, West Adelaide, Hobart?
Johnno move on from Olympic mate, they are not coming into the A-League anytime soon, especially not next season.
Have you got any mail that there is the want for a second team in Adelaide and how this team is going to be financed?
Have you got any mail that Hobart would have a team up and running in 8 months to compete in the league?
Pure fantasy.
Come back to reality mate…
February 22nd 2012 @ 11:40am
Rangaraider said | February 22nd 2012 @ 11:40am | Report comment
I agree with everything here but Olympic, that won’t happen.
February 22nd 2012 @ 11:52am
apaway said | February 22nd 2012 @ 11:52am | Report comment
So, Johnno, a model similar to the one that eventually killed the NSL?
February 22nd 2012 @ 1:05pm
Stevo said | February 22nd 2012 @ 1:05pm | Report comment
show me the money man !!!!!
February 22nd 2012 @ 10:44am
j binnie said | February 22nd 2012 @ 10:44am | Report comment
Expansion over Standard of football. The great debate that all seem to enjoy commenting on but few pay heed to the latter part of the equation yet in fact it is here where the HAL is at this point in time.There is no doubt in the minds of true believers in the sport that this was the original concept in the mind of the “father” of the league ,Frank Lowy, when he was first approached to salvage the wreck that the NSL,Soccer Australia,call it what you may,had become.What has happened????
When the original 8 teams were selected a gauntlet was thrown down to those 8 identities and the challenge given to them,get the best players and staff in your district together, build a supporting backroom and in doing so optimise the standard of football being played in that area.Did that happen????.
The marquee system was no doubt included in the presented mix to encourage the 8 identities to budget for the player who,by his very presence ,would add to the glamour and junior attraction to younger followers in their district. Has this happened?
Has the expansionist ideas emanating from headquarters worked? Unfortunately results are presenting a resounding no to the general public.One doesn’t have to be an Einstein to work out why.For the sake of expansion and expansion only the original concept of raising the standard of this country’s football to it’s highest level has been totally ignored and the resulting flak emanating around the code is a direct result of this oversight.All the signs are there for the shrewd observer to see with an almost endless switching of players between clubs while the “real” talent continues to move to greener pastures overseas.Is this what the HAL was started for ?.
Standard of football being played in the HAL. Despite what has been written here there is some strong evidence that this has taken place and it is in this area the FFA should be concentrating.How and why have CCM and Roar become such dominating teams over the last 2 seasons while not bothering to even consider the marquee system?. Roar are consistently playing in front of 14000 people while what could be describe as a provincial identity in the league, CCM, are drawing 10,000, again without a Kewell or Emerton to boost these figures.Roar have been proactive in their thinking,scouring the world for young Aussie players who had made the “trip” and were struggling,and bringing them back to a more professional environment than when they had left.Adding touches of class to the side has given them a edge which is still inside the limits set by the Asian body, ie maximum of 4 class “imports”.CCM have done likewise with probably even more emphasis on local content.
Other teams are getting the message and a tight “sub-league” is forming under the top 2, and one should hope that this improvement will continue and if Heart and GCU are to fall by the wayside like Fury then so be it.that is the challenge they have been offered and failure to accept it must only have dire consequence. Such is life and no amount of debate will change that. jb
February 22nd 2012 @ 11:42am
futbanous said | February 22nd 2012 @ 11:42am | Report comment
Agree wholeheartedly j binnie.
That has been my mantra from day one of the A-League “Its success will rely on the quality of football on the park”.
I would have stuck this on the wall of FFA headquarters as their Mission statement.
Expansion,marketing,retaining top young players,improved coaching, whatever it all relates to what you see before your eyes.
Having watched the Roar season by season I’ve followed the mantra, I now see the real truth in it.
Owners have come,owners have gone,administrators & coaches players also. Ticket prices rose ,ticket prices fell.
One truth stood out amongst those changes,was I watching crap or what I considered watchable professional football.
Only since Ange took over, could I convincingly say that the majority of time I am watching the latter.