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All sports need fans though the gates, and the A-League is no different. However, in light of last season, it appears the off-field activities of the A-League have over shadowed the on-field improvements.
A worrying downward trend in crowd numbers has developed over the last few A-League seasons, one that threatens the financial stability and viability of the young league.
However, in the face of these looming challenges and increasing pressure from rival codes, the FFA responded with a new multi-platform marketing campaign and a revamped calendar beginning in October.
The effects of these measures have been enhanced with the arrival of Socceroos Brett Emeron and of course Harry Kewell, and crowds are on the rise
The A-League currently boasts an average crowd number of 12,472 – a figure only surpassed by the A-League’s bumper second and third seasons (12,985 and 14,608).
Newcastle has seen crowds rise by nearly 5000 a match, for example.
However, with a number of marquee crowds already played and the hype of Harry and Emmo dying down, the question is now whether these crowds are sustainable.
In simple terms one can argue no; the A-League will see a downward trend in crowds.
With the hugely unsuccessful midweek fixtures about to be played and the hype of not only Kewell and Emmo but also of the Roar also dying down, crowds may suffer a drop in the medium term.
On the other hand, a near 50 percent rise in average attendances is nothing to look down upon and it is almost impossible to overlook the huge strides the league has taken off the field.
Finally, a level of fan engagement that makes fans feel very much part of the league, with the new websites, increased social networking and a increased emphasis on opinions through platforms such as The Roar, all part of the ‘We are Football’ campaign.
With half the league posting crowd averages over 10,000, the FFA’s recent efforts to engage with fans appears to have worked and the ground work has been set for future growth.
To answer the question at hand, the A-League should expect to see a short-term drop in attendances, but the FFA has worked hard in establishing strong foundations.
With strong and sustained efforts and campaigns, we can expect the A-League crowds to rise.
The next few months will prove to be pivotal in A-League’s medium term sustainability.
For now, the FFA must continue to build upon the success of ‘We are Football’ and secure the correct TV deal to ensure increased revenues for all clubs.
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