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Football boasts more registered players than any other football type code in Australia, but who are these people and what connection to football do they have?
I have had years playing, watching analysing and have formed the following tags (for want of a better word).
The social player
Not that interested in sport in general, plays because mates are there and it’s healthy.
Too small to play my code
Parents who play and follow league, rugby and AFL who see football as a safer sport in their child’s early years and skills learnt can be taken across when the time comes to move to the preferred full contact sport.
All age and over 35 / 45 players
Play for similar reason to the above – safer, less chance of being hurt and it keeps them fit and with their mates.
At this point I have deliberately not looked at people interested in football, because can the above be marketed to? Or is Football to these folk simply a way to do what they want to do.
People with a genuine interest in football, who follow overseas leagues and think the local variation is not up to standard.
The ‘Eurosnob’ follows Manchester United but not his local A-League team.
But there are people with a genuine interest in football who follow and support the local competition.
These groups can both be marketed to and bring in dollars.
My final grouping is the cross-coder, those who follow a number of sports.
I have no idea the break down between the three core groups, i.e. those with little interest in football but use it for convenience pertaining to healthy lifestyle, injury concerns and socialising with friends.
However, the Eurosnob and cross-coder (and their friends) are the two groups within the player-base who can be marketed to.
My guess in both cases is the quality of the A-League’s matches will be a huge deciding factor.
The question is how to connect to the cross-coder and the Eurosnob? I have no idea.
Manchester City have seen something in the A-League, they said as much and put their money where their mouth is.
How and who within the football family is the growth going to come from and what does the existing football family need to do to help and speed-up the process?
Are you the ultimate team manager? Pick your own superstar team and go head to head with other football fans for glory and cash prizes on Draftstars. Imagine what you could be buying instead. Set a deposit limit.