Where's the promotion for the new A-League season?

By Adrian Musolino / Expert

Central Coast Mariners Goal scorer Matt Simon (left) reacts with spectators after scoring in the first half of Round 3, A-League match between the Central Coast Mariners and the Queensland Roar at Suncorp Stadium in Brisbane, Aug. 31st, 2008. The Mariners beat the Roar 4-2. AAP Image/Dave Hunt

The new A-League season is only a matter of days away and yet the promotion of it has been severely lacking. It’s only now getting into gear.

Despite the promise and expectation of the fifth season of competition, with such exciting new developments, kick-off will be in the shadows of the other codes.

The timing of the season start has already been much debated and it is always going to be a problem.

Overshadowed by the race to the finals in the AFL and NRL, you can also throw in the Ashes and the Tri-Nations as competing foes in the opening month of the A-League.

The FFA needs to fight for attention in this competitive marketplace, like a younger sibling battling for a parents’ love in an overcrowded household.

The Fox Sports promotions and local campaigns run by the individual teams are great, but in the most part they are preaching to the converted.

The new campaign just launched to mainstream Australia, with the tag line ‘World’s Biggest Game’, only went live on Sunday night, just a handful of days before the first match of the season.

Surely, in such cases, it is best to build up to the season with a longer campaign, one that slowly raises awareness at least a few weeks before kick-off.

There was no denying the success of the pre-season friendlies against high calibre opposition, and the fact that no one has really missed the pre-season competition. But the lack of any visible momentum within the mainstream, non-football public, is obvious.

Ask non-A-League fans about the upcoming season and they will have heard the mutterings about the Gold Coast, Robbie Fowler and some returning Socceroos. But for most, the season has crept up quietly and many will be surprised that it begins this Thursday.

With all the potential marketable aspects to this season’s A-League, you have to wonder if enough has been done leading into this season.

As for the advertisement itself, it’s an interesting angle.

With A-League teams mixing it with teams from around the world, the FFA, by using the World Game theme, is trying to bring the A-League into the consciousness of the fans we have dubbed the “Euro snobs.”

The appearance of Mark Schwarzer, for example, links in the Socceroos and the EPL.

The line, “Your team in the world’s biggest game”, is certainly effective and plays to the idea that, whether you’re a fan of the league or not, at least it is representative of our hometowns in the grander scheme of things.

It’s certainly a more effective and simpler concept than previous campaigns. Hopefully it works in helping to generate momentum before the season.

Sadly, it doesn’t have long now to get the word out.

FFA A-LEAGUE PROMO

The Crowd Says:

2009-08-06T08:19:48+00:00

MVDave

Guest


Just watched Ch 10 Melbourne's 15 minute sports report...not a single mention of MVs game tonight. A game that could draw 25,000 in Melb on a night with no other sport played here and yep no mention. Strange me thinks. Unless they put MV in the news section LOL. What a joke and this points to the bias football has to put up with in this town. No doubt they will report tomorrow the smaller than expected crowd at MVs game??

2009-08-06T02:05:06+00:00

AndyRoo

Roar Guru


Timing is good for Melbourne, have to remind people theres a game on so any football talk is good football talk.

2009-08-06T00:33:37+00:00

Pippinu

Roar Guru


That's true - there are actually good opportunties to get crowds to A-League games during the AFL and NRL finals. I think that's especially true in Melbourne, where half the Melbourne teams man not even be in the finals. Also true in Perth where both AFL teams aren't in the finals.

2009-08-06T00:19:39+00:00

MVDave

Guest


Seems like the new Melbourne 'Hearts' team trying to steal some of MVs spotlight for the 1st game of the season; "Victory rival names new boss Michael Lynch August 6, 2009 MELBOURNE’S yet to be named second A-League franchise might be 12 months from kick-off but it is already trying to steal Melbourne Victory’s thunder, naming its first chief executive on the day the champion begins its title defence. Scott Munn, the man who helped create the Gold Coast AFL franchise, will turn his attention to creating a start-up soccer venture in Australia’s sports capital. He will have to take on the domestic game’s best supported and most successful club in the Victory, and has a year to establish an identity for the new team — currently using the working name of Melbourne Heart — as well as shore up commercial, sponsor and fan support. It won’t be an easy task, but Munn should be used to the challenge, having established the Gold Coast AFL club in rugby league heartland in Queensland at the same time as the Gold Coast United soccer club was building its base. Before switching codes, Munn was the AFL’s new business and consumer products manager. Munn’s appointment — he was ‘‘the best of a number of outstanding candidates’’, according to Heart boss Peter Sidwell — is another in a growing trend of AFL administrators coming to soccer. Ben Buckley, Football Federation Australia’s chief executive, was formerly Andrew Demetriou’s No. 2 at the AFL, while new A-League boss Archie Fraser was lured from St Kilda, where he was chief executive. Sidwell praised Munn’s skills. ‘‘Scott understands the importance of brand, community engagement and football excellence to ensure we build a successful and exciting sporting franchise.’’ Munn, whose appointment was finalised last night, said: ‘‘I believe this is the most exciting job in Australian sport. I’m looking forward to engaging the entire community and giving them every opportunity to help shape this club, its culture and its success. ‘‘I’m amazed at the amount of work that’s already been done by the syndicate which will enable me to hit the ground running.’’ The syndicate’s next task is to secure a coach. It is believed it had offered the job to a Dutch coach last month but that fell through, and it is now looking elsewhere. The board is keen to hire a foreign coach — to differentiate itself from Victory and to bring in fresh ideas — but acknowledges that the coach will need a well credentialled and knowledgeable local as a No. 2. From todays Age Already there is extra football coverage because of the 2nd team. Wonder if the Hun will decide to sponsor the new team? LOL :)

2009-08-05T12:53:27+00:00

jimbo

Guest


The finals series are actually less of a competition than the regular AFL or NRL season. During the finals weeks there are only 2 or 3 or even just 1 game as compared to the usual 8 and most are played at the one venue MCG or ANZ stadium, so a lot of cities will have no AFL or NRL games during the finals weeks, if people want to get out to see a live game of football. I hoping for a bumper year, but expecting another slight drop in attendances at A-League games, but the quality of the league and competition for representative team places will be hotter than ever. Looking forward to the young players establishing themselves and hopefully we can hang on to most of them for next season.

2009-08-05T11:00:24+00:00

Pippinu

Roar Guru


I saw on Fox that Frank turned up to a press conference with a cut out cardboard figure of Miron - quite funny, if a bit disrespectful - but let's be honest, GCFC has done very liitle to endear themselves to anyone.

2009-08-05T10:46:58+00:00

The Bear

Guest


I shall be at Suncorp. And i shall be lovin' it.

2009-08-05T02:37:37+00:00

Rob

Guest


Yeah, up here in Brisbane, the Carmichael Hunt to AFL story was described by Chanel 10 news as the "Sports Story of the Year". Really? What drugs are you on? Australia Qualifies for Consecutive World Cups??? It's all Broncos Broncos Broncos up here, and they are sucking, their players are getting drunk, and reportedly involved in drug coverups with senior players, but football? nah, doesn't even rate a mention. Drives me absolutely nuts!

2009-08-05T01:40:29+00:00

megatron

Guest


Harsh call but that seems to be the attitude of a lot of people and I don't know that advertising can overcome that.

2009-08-05T01:35:09+00:00

Kazama

Roar Guru


According to Mike Cockerill on Fox Sports FC last night, Merrick told him that Moss was his #1. So I've gone with Moss as my keeper - for now.

2009-08-04T23:51:27+00:00

Pippinu

Roar Guru


Marlon people in England attend Championship games in big numbers, so being second rate (compared, say, to the EPL) is not necessarily a hindrance.

2009-08-04T23:31:42+00:00

Marlon

Guest


great point adrian....but lets not forget, it is a second rate league. Hard to sell crap.

2009-08-04T22:59:56+00:00

AndyRoo

Roar Guru


Actually while reading said article would probably make me vomit (it would be laced with racism and don't let your kids play football) I wouldn't mind if the Telegraph picked this up. The SMH seems to think the FFA aren't stepping on any toes (which I understand) but that game determined world cup qualification and we were cheated. Some pressure should be put on the AFC or FIFA to remedy this.

2009-08-04T14:24:54+00:00

Pippinu

Roar Guru


Kaz I honestly would think that Mitch wouldn't be all that far off Moss' standard to be honest. It's one of those rare situations where there's very little separating the first choice keeper from the 2nd. I can imagine a 50/50 arrangement, with Mitch taking over from next year as numero uno.

2009-08-04T14:02:59+00:00

The Answer

Guest


Little competition from other codes? Try no competition. They are all in their offseasons during those months.

2009-08-04T14:01:40+00:00

The Answer

Guest


That fact should also taints any reporting the Age does on the Victory. Hardly a victory for independent journalism. A`new low for Fairfax.

2009-08-04T09:52:07+00:00

Andrew

Guest


I have heard a few things on nova and they have a weekly segment with Massimo on breakfast radio. But not much else, it's like the 56 nil was planned. Anyway Farina said it was the biggest fan day since he started at the roar.

2009-08-04T08:52:54+00:00

Cpaaa

Guest


There is something in the air about HAL5 and it isnt the marketing. I live in Brisbane and there has been bugger all awareness about HAL5.....i dont care. Why? Every sports report in Brisbane is about Broncos Broncos Broncos. the Courier mail Broncos Broncos Broncos and then NRL. im tired of being angry....no more! Its no wonder that they manage 30k plus to home games with all this support. Its forced upon you through the main stream. This is Leagues good fortune. Saturday nite is about the fans,Gold Coast V Roar, with lack of media exposure to the curtain raiser it will be the genuine football fan that attends,and not the one influenced by hyped up media outlets, prime time ads bill boards and bus ads. I am all in favor for clever marketing and media attention, but for this round at least,across the nation, the people you see in the stands are the ones that dont need to be converted or influenced by what they see on television or read on the back of newspapers. So! either this is very clever by the FFA, to see how many of us are really out there! or i am simply crazy and going nucking futs. Either way i cannot wait for Thursday and especially Saturday.

2009-08-04T06:59:14+00:00

megatron

Guest


I don't get increasing advertising once the season has started. Isn't it too late then? Won't people not be interested in something that has already started, like missing the start of a movie, especially if their team is struggling.

2009-08-04T05:44:33+00:00

The Bear

Guest


Don't worry. The Telegraph will run it Friday morning...and all over the Weekend. They will produce an "email" that links the FFA to a hush-up conspiracy with FIFA. They will also run the article of the young lass who wants to sail solo around the world...ohh, bless.

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