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Football’s popularity has increased within the space of 10 years and it is now a dominant force within our sporting landscape.
We are now regularly seeing crowds of 40K turn up for Melbourne and Sydney derbies and the increase in mainstream popularity has certainly contributed to this. However, one aspect I believe the A-League could potentially improve on, is the external advertising of its matches and finals series.
In comparison to rival codes, the NRL and AFL, there is a significantly lower amount of advertising in regards to local derbies, A-League matches and the finals series.
Television commercials promoting upcoming NRL and AFL matches are quite common in their respective markets and there’s no denying that crowd attendances for upcoming matches are contributed to by these ads.
However, I have not seen any television commercials promoting upcoming A-League matches or derbies on television, apart from channel advertisements or scheduling.
It seems unbelievable that a relatively young code such as the A-League, which has seen drastic growth, is not heavily investing in advertising. The code could take full advantage of its recent increase in mainstream popularity, by producing television and radio commercials which inform people on upcoming matches and local derbies.
This would have many benefits to the code, as there would be the potential for greater television audiences, crowd attendances and sponsorship.
The NRL’s current ‘Let Me Entertain You‘ campaign has succeeded in gaining extra revenue and sponsorship for the sport, with the campaign effectively utilised on social media and external advertising.
Realistically, the A-League should be producing promotional and informative advertising annually. Every season has a different story to tell. Why not showcase it for the general population?
The Barclays Premier League heavily invest in promoting upcoming matches, local derbies and the overall code. It earns millions of pounds from advertising and promoting it’s brand across several platforms. While I understand that the A-League definitely isn’t at the same level as the Premier League, I believe more needs to be done to further expand the brand.
We should be seeing television commercials, sponsor billboards and general outdoor advertising in order to increase the general awareness of our code and continue to create more appeal into the game.
While the current season scheduling doesn’t particular support this motion, the A-League should try to further promote it’s clubs, match fixtures and finals series. I know the last time I saw an A-League produced commercial was a Brisbane Roar membership ad back in 2011.
Increasing the advertising of the A-League does not require a vast amount of financing, however as long as the A-League increases it’s investment in promoting its clubs, match fixtures, local derbies and finals series, there would be a considerate improvement.
Advertising would see an increase in TV ratings, crowd attendances, sponsorship and overall support of the game. The general consensus is that the game should continue it’s growth and appeal to the general public, something in which will not be entirely achieved without investing in advertising.
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