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The A-League is on a roll, with fans and the media both onside and empowered as the 2012/2013 season prepares to kick off.
A lot has to be put down to the ingenuity of Sydney FC, in particular the troika of Tony Pignata, Lou Sticca and Walter Bugno, who engineered the move of Alessandro Del Piero to the Harbour City.
The arrival of the Italian legend has generated greater interest and excitement around the wider competition, both here and abroad, and convinced the Jets and Wanderers to sign marquees of their own.
Newcastle acquired Emile Heskey and Western Sydney added Shinji Ono – players not in the Del Piero league, but still respected footballers and big names who demand their own attention.
It was the impact of Del Piero’s signing that convinced these two clubs to go down the marquee path, and thank Christ they did.
It’s mind-boggling to think that the quick transfer of Sky Blues midfielder Nicky Carle to the UAE has sparked all of this.
Three months ago I wrote an article about how the lack of star names was a concern for the A-League, and particularly, how the departures of Harry Kewell, Carlos Hernandez and others could hurt the growth of the competition.
That piece prompted some debate about the validity of the marquee concept, and most people seemed to be against it.
But these three new signings have demonstrated that when the marquee signing is done right, there is no better way to generate attention and interest for the A-League.
Credit also goes to the FFA of course for the good work it has done launching the Wanderers.
All in all, it seems as though the A-League has never had it better.
Coverage across the mainstream media, particularly those outlets which usually shun football, is strong. Membership numbers are growing and a new and improved TV deal is about to be announced.
Hyundai, the naming rights sponsor, re-signed at the season launch and a record attendance is expected for this weekend’s opening round.
The A-League has momentum, and that is a very powerful thing.
To cap it off, the FFA has maintained its advertising position with the return of ‘We Are Football’, a great piece of work.
It’s designed to empower every member of the football family, and I think it does just that.
It’s understated and simple, but engaging and personal at the same time. Crucially it is not all about the A-League – it is about football, at all levels. It expresses many dimensions of the beautiful game.
Fantastic stuff from BMF, one of Australia’s best creative ad agencies.
In my opinion the FFA, its media partners and all of the clubs have lifted their game when it comes to marketing, which remains an important component of growth. Their branding and membership strategies are also improving.
Australian football has never been blessed with stability, but in this past four to six weeks, the A-League has been on fire.
Last season we were rocked by the sackings of Newcastle coach Branko Culina and his son Jason at the season launch. It was an omen of things to come, with returned Socceroos Kewell and Emerton struggling to make an impact, and the eventual axing of Gold Coast United following the unhinging of mad professor Clive Palmer.
We also had the flare up of football ‘hooliganism’ and some controversy over a Wanderers plan to cover up the famous statue of Ray Price. Bad news constantly thwarted any progress.
But for the past month or so, we have had an ocean of calm. A period of sustained positivity and togetherness.
Let’s hope that the good times roll on as the real business on the field gets underway.
Twitter: johnnyddavidson
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