Almost two weeks ago, I posted an article outlining my opinions on what the A-League should look like in 2022.
After a good response from readers giving their personal opinions on the teams in the league, it’s time for part two.
We’ve given ourselves a fair idea on what the clubs should look like in 2022, but how should these clubs run? Is the current club model flawed and can it be refined?
One of the main ideas that plays on my mind is a completely independent league body. The FFA often shows its conflicting interests and lacks the manpower to manage the national game, from grassroots all the way up to national teams.
So giving the A-League to the control of an independent board that will look after the game in its best interests will provide a better, more refined footballing experience on the domestic league scale.
Decision making in terms of the A-League is a tough one with an independent board. It’s very easy to give the board no power, or complete power and be done with the issue.
However, the precarious balance could result in a conflict of interest between the independent board and the FFA. In the interest of the game, giving the FFA a number of seats (not majority) on the board gives the FFA some power over the decision-making process.
Finances are to be centered around the clubs, however salaries are independent from the clubs. The salaries are to be paid by the FFA to ensure no wage problems. The FFA will invoice the clubs for the wages.
Any club that falls behind the payments will receive no competition points. There will be no salary cap, except club wage budgets are to be accompanied by a bank guarantee.
Clubs shouldn’t fall behind payments due to the bank guarantee. This is to ensure that all clubs are able to meet player salaries, even in times of uncertain future (Newcastle Jets under Con Constantine).
Other aspects of finances are to be completely controlled by the clubs, unless the clubs fall 10 per cent below their projected mark at the beginning of the season.
This is to ensure the clubs are targeting growth, and if they do not reach their projected total, the FFA will move in to take control of the clubs, and work out the flaws with the season strategy. This tactic, however, will only work if the boards of the clubs create achievable totals for their club.
Clubs are to have complete control of their own marketing strategies. One of the biggest downfalls for the A-League is the lack of community integration of the teams by comparison to international clubs.
The Central Coast Mariners are the only club in the A-League that has made a viable futuristic connection with the local communities, working directly with local league clubs – however, having said that, almost every other club is working toward this goal.
Clubs need to have separate media and marketing strategies, and need to have the freedom and funds to connect using locally based marketing and advertisements.
Create not just league advertisements, create club specific ones, which connect to a local area. Advertise player meetings, publicity events, such as training sessions etc. Just small things bridging the gap between players and the community.
These are all many ideas for the A-League of the future, but if you have any other ideas for the club models, please feel free to post them below in the comment section.
Whites
Guest
That's why the design changes each. So the dedicated fan spends $120 each year on new gear.
Soccer AM
Guest
What's the big deal. I still wear my MV shirt with the old Samsung sponsorship from season 2. Retro shirts ftw!
Soccer AM
Guest
In addition to what you said, I remember a few seasons back getting a call from the club with a recorded message from Muscat advertising kick off times for the next home game. Was funny getting those calls during half time when I was already at the game! Needless to say if you're a MV member there is no excuse for not knowing when a home game is on when they pretty much bombard you with details via the forms mention in the post above.
Griffo
Roar Guru
That is part of the problem with merchandising of jerseys these days - the design can change dramatically from one season to the next. Lets face it, when you spend $120 on an item of clothing, you hope to get some years of use out of it, not another $120 every season.
Griffo
Roar Guru
Yes I find that merchandise for the clubs is a mixed bag. MVFC has a fairly extensive range, particularly for kids, while the Jets as an example has almost no range. A bit more thought to younger members (and older ones ;-) ) of the fan club and more options and imagination will go a long way to increasing revenue through merchandise sales.
Football United
Guest
different kit suppliers would be good as it will add that extra spice to the start of each season when new kits are released. makes me annoyed i bought my victory one this year if they change to something like adidas or nike.
The Special One
Guest
I think the way the merchandise is run by the league can be summed up here : Welcome to Melbourne Heart Online Store http://shop.melbourneheartfc.com.au/FFA/index.php?T=MH Where you cant even buy the Home or Away shirts for adults..........................
Fussball ist unser leben
Roar Guru
FFC Down Under That is definitely not true. I've been in contact with MVFC at various times and they have often asked if they could verify my Membership details to keep their files up-to-date. Before every home game, I get an SMS from MVFC reminding me of the kick-off time, a weekly MVFC newsletter and an email before every home & away match.
Fussball ist unser leben
Roar Guru
Chris You are spot on with your comments about merchandise being an essential revenue source and also it is a very simple marketing tool. So, I'm shocked to hear that all the HAL clubs don't have extensive merchandise on sale? MVFC has its own shop - it was in Richmond, but has now moved to the AAMI Park stadium - that only stocks MVFC merchandise - for all age groups, right down to toddlers! The range is extensive: playing gear, casual gear, gifts & accessories, balls, etc. http://shop.melbournevictory.com.au/FFA/index.php?T=MV.
collin
Guest
i dont think thats true, i rang up melbourne victory to go complain against why the introduced home end memberships, what were they thinking and why are they actually trying to ruin the a-league. they said it ffa choice, but back to the relevant point, they said that they have their members details and ring them every so often to ask for feedback on games or why they didnt go.
FFC Down Under
Guest
i have been told that the current clubs are not able to have direct access to their members as all their details are kept in house at the FFA, this is done throught online regestrations because the FFA host all the websites...if this is correct and i beleive it to be true then you stand little chance in engaging you local community if you don't have a way of contacting them. i'm sure thats why people like Geoff Lord at the Victory are 100% against the way the FFA runs the game at present.
Chris
Guest
An additional issue that hasn't been mentioned here is the issue of club merchandise. My understanding is that currently the A-League determined kit manufacture centrally through Reebok. Fortunately, from next season the clubs can choose their own kit providers, which will raise additional funds. However, one thing that is lacking is alternative merchandise. While there are always scarfs, shirts and hats... what about other things to wear? I cite Melbourne Victory for having collared shirts with their club on it, that can easily be worn out to a pub or nightclub without breaking the dress code for most of these places. It is this sort of ingenuity that will help keep clubs afloat