Gold Coast United FC head coach and director of football, Miron Bleiberg (centre) celebrates with Football Federation Australia (FFA) CEO Ben Buckley (right) and Gold Coast United CEO Clive Mensink (left) at Skilled Park on the Gold Coast, Thursday, Aug. 28, 2008. AAP Image/Dave Hunt
Gold Coast United owner Clive Palmer’s recent reassurances have done little to change public opinion. He can claim over and over again that his club has a future in the A-League, but unless there is a drastic reversal in support, then their future appears bleak.
Their plight, together with the collapse of North Queensland Fury, condemns Football Federation Australia’s expansion plans, not to mention calling into question the strategic planning of the competition from day one.
Despite the self-inflicted wounds at the Gold Coast and North Queensland, the decision to expand with two extra teams in Queensland before second teams in Melbourne and Sydney has proved, ultimately, flawed. Or, to be more precise, the five-year moratorium on opposition to clubs given licences on the one team per city model was flawed.
How different would the A-League have looked – and how much healthier would it currently be – if the FFA had listened to the players’ union, the Professional Footballers’ Association, which in December 2002 published its suggestions for a new professional league, called the Australian Premier League.
The APL called for an eight- to 10-team competition with one club per city in Australia’s smaller centres – Perth, Brisbane and Adelaide along with two elsewhere for New Zealand and/or a regional centre – three teams in Sydney and two in Melbourne.
Melbourne could, according to the PFA, be split into two distinct sections – south-east and north-west; Sydney split into three with a club in the western sprawl, one south-west of the city, and the other encompassing the city itself and the northern suburbs (where Sydney FC pulls the majority of its support from).
Their justification was that the huge population bases in these catchment areas – each with a recommended and potential customer base of 250,000 – would be enough to support these franchises.
Five teams in two cities may seem excessive and could be considered a stretch, particularly three in the same city launching at the same time. But the justification in expanding and putting clubs where there was significant population bases and proven football fans made complete sense, particularly in markets as diverse as Melbourne and Sydney.
Melbourne has already proven it can host two A-League clubs, despite the difficulties of little to no differentiation. And while the PFA highlighted three potential clubs in Sydney, the geographical separation of Sydney and western Sydney provides the perfect point of difference for two clubs.
With the west of the city – an area rightly called the heartland of the game – left to the western Sydney club, Sydney FC would have been left to focus on and truly engage with its central, northern and southern areas, without being overstretched out west. Unlike in Melbourne, it was a much more obvious point of difference, making it a clear area for a second club with a sustainable base.
Ironically, the FFA expanded into the smaller of the two – Melbourne – before it did (if it ever does) in Sydney.
Crucially, the support for the respective clubs in each city would have evolved on an equal footing, preventing the situation Melbourne Heart were forced into; trying to carve-out support in a city Melbourne Victory had operated in exclusively (and with great success) for five seasons. It’s little wonder many are concerned about Heart as the Harry Kewell-Victory bandwagon rolls through Melbourne.
Instead, it (or, more specifically, the other Melbourne club) could have been just as if not more assured and settled than Victory.
Although in an easier predicament given they’ll have geographical differentiation, a potential western Sydney franchise faces a similar dilemma. Also, they’ll now face the AFL’s millions via the Greater Western Sydney Giants and the NRL’s subsequent response, when it could instead have had a seven-year head start.
Moreover, would Sydney FC have performed so poorly administratively if they had an opposing A-League club on their doorstep? Surely a club that has struggled to resonate since its bumper first season would have been able to better connect and work within an incredibly fickle city, if it had competition and specific regions it could better target.
By expanding into Australia’s two major and most important markets at different times, the competition was always going to create unevenness between the formation and expansion clubs. While Heart, for example, were criticised for poor home crowds by some, the challenge they faced was immense.
Their ability to pull the support they have, despite the limitations and head start Victory had, proves two teams in Melbourne would have worked from day one.
As the PFA highlighted in its report, the league had the potential to be the number two sporting code in each market – behind rugby league in NSW and Queensland, and behind the AFL in Victoria, South Australia and Western Australia.
But by under-delivering in its two most important and biggest markets, it had no chance of becoming the number two code in town.
What could have been? Consider where the Melbourne derby sits after just one season and three encounters; the rivalry well and truly laying its foundations with three enthralling contests – a win apiece and a draw – producing 11 goals, two red cards, 24 yellows, a combined crowd of 81,187, and a buzz not seen in an A-League home and away season match.
Now consider where that rivalry (alongside Sydney FC versus Western Sydney FC) would sit after six seasons, going into its seventh…
Derbies are an integral part of the football culture, be it round-ball football or the Australian codes. Why was this simple yet crucial fact ignored?
This is how the A-League should’ve looked from day one:
– Melbourne Victory
– Melbourne Heart (or equivalent)
– Sydney FC
– Western Sydney FC
– Queensland Roar
– Perth Glory
– Adelaide United
– Newcastle Jets
– Central Coast Mariners
– New Zealand Knights
Where to then? The derbies in Sydney and Melbourne would have provided a strong platform, with clubs in Adelaide, Brisbane, Perth, Central Coast, Newcastle and New Zealand (nee Wellington) proving they have the support to justify their place in those markets.
Having grown from its strongest and biggest markets outwardly, the FFA could have been more discerning when expanding the competition beyond the 10 teams. With this opportunity, had they followed the PFA suggestion, they would have looked at potential supporter levels based on population and football numbers, rather than bank account sizes of prospective owners.
Had they taken this approach, while also considering the market space available to a potential A-League club, Gold Coast and Canberra would’ve led the way – the latter least cluttered having been ignored by the AFL.
The point here is expansion would have been more of a luxury; which areas want it most – building from the most solid foundations out, with a greater selection of fringe markets to choice from. Also, clubs born into this expansion phase would have entered the league at a less delicate period – the FFA waiting for a more stable period, giving them the support they need given their smaller market sizes.
Instead, in the haste and flawed move into North Queensland and Gold Coast, the FFA have burnt bridges in what should have been two future destinations – after, not before, Melbourne and Sydney were maximised.
This is what the A-League could’ve looked like today, had the investment (money and time) burnt in Queensland been better utilised:
– Melbourne Victory
– Melbourne Heart
– Sydney FC
– Western Sydney
– Brisbane Roar (formerly Queensland Roar)
– Perth Glory
– Adelaide United
– Newcastle Jets
– Central Coast Mariners
– Wellington Phoenix (replacing New Zealand Knights)
– Canberra/Gold Coast United
– Wollongong/North Queensland/Tasmania/second team in New Zealand.
Hindsight is a wonderful thing. But as the FFA’s expansion moves unravel, you can’t help but look glumly on the A-League and wonder what could have been.
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Ben
Guest
Comments have, again, reverted to the NSL debate - despite the fact that the article addressed the A-League situation only! I'm an old NSL fan, but am well tired of how often this debate comes up. As for the article, I agree with a lot that was covered. Having a one-city-one-team policy only works if you're going to keep it that way. Otherwise, as was mentioned, clubs coming into the bigger cities at a later date will always be up against it. I was also very against the expansion, as it was geared towards short term financiers - not football supporting communities, who will stay around for the long haul. So far, nothing said in this article has been proven wrong. The Heart have struggled for regular decent crowds, the Fury are gone and Gold Coast could buy a championship and still get nobody to their games. Meanwhile, community based organisations (e.g. Canberra, South Coast), with a traditional supporter base in their areas, have been left out. The A-League needs to realise that to be a success, it has to start by engaging the existing fan bases across the country. Only then, should expansion into other areas be looked at.
j binnie
Guest
Nathan - How can you dismiss the GCU problem by saying they are financially well backed?.Our code has a TV contract that means all teams,and grounds are beamed regularly into the homes of potential fans and if you think 2000 people spread in a 27000 seat stadium is good for the image being striven for, then I am left wondering at your lack of concern. Now to Victory. How you can find a connection between Victory's signing of Kewell being good for Heart (except in their home game or games against Victory) is beyond me. I could pose another angle. Last year there were Melbournians who "left" Victory due to coach,style of football, results, bad publicity etc. Is it beyond possibility that many of them could now be lured back with a change of management,coach and Kewell "bling"?. If that did happen how would that help Heart who are struggling to establish themselves in the HAL, that being the point made in the original text.That might not concern you but I bet it would concern the Heart management. jb
j binnie
Guest
There has been many interesting comments made around this topic but one side of the discussion appears to have been completely ignored,that of the STANDARD OF FOOTBALL. Most contributors appear to want an improvement in this department so let us go back to the number of teams that were to be in our "Super League". Originally it was stated 8 would be enough. To IMPROVE our standard from that of the NSL that would have involved getting 160 players of the required HIGHER standard.Let's be kind and say perhaps 25% of the NSL players in 2002 filled that bill, that meant we only needed 120 BETTER players to lift the standard.Then came the expansion plan (before the 5 year deadline had expired) which meant we needed another 60 players of an IMPROVED standard to MAINTAIN or BETTER the standard achieved in the first 4 years.Now before we hear of all the imported overseas players,some with good credentials, some ???????, let's remember the outgoings of young players from HAL sources and local leagues that has been going on unabated since A league started.I'm quite sure these 2 operations even themselves out over time.Think about these figures before replying. We have just got Harry & Brett back, they should improve the standard, but where are the other 170 that we need. Remember,170 of the Kewell / Emerton standard if we are to lift the HAL standard ASAP. Expansion a good plan????, if well managed and financed OK, but ,where are we going to get the players???? JB
Nathan of Perth
Guest
Even with the crowd troubles Gold Coast are financially well backed up, and given the rumblings about potentially building a new stadium, their backer is in for keeps. Victory's Kewell bling will earn them more members, but also probably boost Heart's membership with those who don't like bling :) Either way, not hugely concerned here.
j binnie
Guest
Fussball. You are satisfied with the performance of the FFA. that's fine,I accept & respect your opinion though to be honest I find your "yardsticks" in measuring this supposed success strange to say the least. We have had the most popular participation sport in Australia for at least the last 30 years that I know of (when I was actively engaged as an administrator in a State Federation). Yes, all of our teams qualified for WC finals but the under 20's and under 17's did not perform as well as the same teams in the late 80's& early 90's despite a huge differential in the amount of dollars being spent to try & achieve success.Our Socceroos did little better in 2006 than Rasic's part-timers in 1974 with again a huge differential in spending.Do a better job? I'm probably too old but again have a deep knowledge of the political system in Australian football and to be honest walked away from that side of the game in 1986, thoroughly sickened with what was going on around the country in the then NSL.( I was a Director of Football at a leading NSL club for 3 years) so I have been there done that.Once again,respect your opinion, but you should also respect the opinion of others. Cheers jb
Jon
Guest
Obviously you have not researched your comment. The Fury had the second highest sponsorship of any A-League club. Add to this Queensland Football's financial guarantee and the only thing missing was the FFA's tick of approval. It appears the FFA had already made up their mind when they took over the administration - had they made that decision public and not played with fans I might show them some respect but as it stands the FFA board are the ones that should be looking over their shoulders to see who is after their jobs.
Terry
Guest
Cant say there is a whole lot I could diagree with there. As a GCU fan I have very strong views on Palmer and co, and will be publishing my blog on him tonight. He has just failed miserably to engage the community.
Fussball ist unser leben
Roar Guru
for heaven's sake. This article was SPECIFICALLY about what the A-LEAGUE should have looked like on Day 1. As far as I'm concerned, the HAL is the only part of the FFA's portfolio that needs to be improved. In all other aspects, the FFA are meeting or exceeding my expectations: all our National teams qualified for their respective FIFA WCs; the game is being promoted to all Australians and is THE most popular participation sport in Australia - from the homeless to the richest; the youngest to the oldest; all races and both genders. If you think you can do a better job - move off the keyboard and run for a position for State of Federal football administrator. Let's see what you've got to offer besides words.
j binnie
Guest
Fussball -You have used up time and space. I didn't ask you about HAL I asked about FFA & surprise ,surprise, you didn't answer.Couldn't you find ANYTHING ????????? JB
j binnie
Guest
Nathan - "Ten solid teams".If we take Fury as an example(cast to the wilderness) with an average crowd over 15 home games of 4250,where does that place Heart (average crowd over 13 home games of 5800) and Gold Coast Utd (average crowd over 15 home games of 2700). What exactly is your definition of "solid" for these figures were generated only 6 months ago.Since then Heart have lost a lot of "name" players & GCU have lost half a team.Now they may have recruited well,time will tell ,but what have they done to increase those averages. That's their real problem area. jb
j binnie
Guest
Realfootball - Please explain how YOU would like to move on. You obviously have a satchel of good ideas that have not been heard of or discussed before and there are lots of people here would like to know them.You say you agree all the points made but complain you've heard them all before so now is your chance,let's hear what YOU have to offer. jb
Fussball ist unser leben
Roar Guru
sorry mate. I'm over this story. Too much happening in the HAL to dwell on the past. Enjoy the HAL season; or don't - it's up to you.
j binnie
Guest
Fussball - This reply is beneath you. You generalise by saying the FFA "is trying different things". Could you please be more specific & enumerate "these things" so we can agree or disagree with your observations.I for one among many others are not interested in "sub-prime debt instruments" but just like many others I am desperate to see this game of ours progress & if that means someone digging in to the past to compare with the status- quo then so be it. Surely you cannot be awfully impressed with this latest saga concerning a national trophy which,according to all reports ,has been discussed by highly paid executives for at least a year & yet are only now seeking the opinion of randomly selected fans. Do you honestly believe this will commence this season? If so you have greater faith than me. jb
nordozzz
Roar Guru
:) i guess we define 'ethnically founded' differently! Meow? Strayan is the only ethnicity any of the clubs were founded in really
Uh Oh!
Guest
Are you some sort of dropkick, the a-league has 2 ethnically founded clubs and the sport in this country doesn't start and end with 'a'-league, NSWPL, NSW SL, VPL, VIC STATE1, SA, WA, QLD, all these leagues which are 1 rung below your beloved 'a'-league are mostly dominated by immigrant founded clubs, so go crawl back into your cave
Kasey
Guest
I find it disingenious for you to blame the FFA for Fury's inability to find appropriate sponsorships. Adelaide is a small market team, not as small as Gosford or Townsville, but small enough compared to Perth, Brisbane, Sydney and Melbourne. In the last 12 months AUFC have signed Coopers as front of kit sponsors, and a cast of supporting sponsors including Stratco and Continental tires. The Mariners, and I'm sure someone like Midfielder has better info have snared Primo smallgoods and the local tourism body. So there are plenty of sponsors out there that don't clash with the FFA's (rightly) protected sponsor list. FFA let Fury die because they were a money pit(not unlike that old Tom Hanks film) and it was better to amputate the gangrenous limb[in the sense of bleeding money] before it took the rest of the league down with it. I expect the money that was spent on saving the Fury towards the end of season 6 would have delivered a rather nice TV spot promoting the league on FTA TV. Overall, this year will demonstrate one way or the other if FFA are learning from their mistakes. The signing of Kewell and the rumours of Emmo are providing many more inches of column space in the pointy end of the AFL/NRL seasons, building up nicely to a crescendo one hopes when the new season finally gets under way. A big bang(" we are football and we are here!" ) not seen since the first 3 seasons. I hope and expect that this will generate a fair degree of positive momentum that will carry through to the summer period of the season. Momentum should not be discounted. Especially in a vital market like Sydney. With the majority of the nation's media based in the harbour city, its no coincidence that the 'Sokkah l is rooned!' & The sky is Falling In!! perception has really gained legs since the departure of Dwight Yorke and the reduction in SFC crowds at the SFS.
nordozzz
Roar Guru
that was then ... the beauty of the league now is no anglo/cro/maco/serb/ital clubs just strayan clubs!
Bondy
Guest
A breif interview with Lucas out in the U.A.E. from press pass . (http://soccernet.espn.go.com/video?cc=3436 ) .
Bondy
Guest
I think where really saughting the wheat from the chaff again, over and over , i'll just say this as i mentioned on another thread a couple of days ago not one Yugoslav has attacked a Croation or vice versa at a game of football in this new A League era. No wars from distant countries stop our progression as a professional sport nowadays because these H.A.L .clubs are including everybody not like the were with the old N.S.L. people felt excluded from football .
Patrick Angel
Roar Guru
An A-League team would go fine in Western Sydney, and there are a number of places you could put it too. It would have to be done properly and I think that's why it keeps getting scrapped at the last moment. There are a lot of people who really enjoy watching football, but won't watch the A-League in WS for the main reason that there is no reason to. If you don't have a connection to any of the teams (and SFC don't resonate in the West) then what are you going to do? Answer is watch the best - you go to Europe and watch EPL, La Liga (when it's bloody on over here), Serie A, Bundesliga, etc. I almost never watch A-League, but chuck a team out here and I'll sign up and go along for sure, and I have a few friends who feel the same.