More than 400,000 football fans have attended seven matches across five cities during the post- and pre-season in Australia. While the numbers were impressive, there are still question marks about what the whole charade will achieve for football in this country.
The crowds flocked, of course, for the European giants that graced our shores – though it is debatable whether Tottenham Hotspurs and Liverpool can be considered as such on recent form – and reactions on social media suggested that it was somehow a boon for the sport.
It was a spectacle, yes, but hardly reason to indicate long-term benefits will flow on.
The first time Liverpool arrived in Melbourne two years ago, the sight of more than 90,000 fans belting out a stunning rendition of You’ll Never Walk Alone was bone-tingling. The second time around, however, it felt just a little cringeworthy.
Here were Australian football fans, the majority of whom have no ties to the English city of Liverpool, cheering for a foreign club over a local club. To hear the Reds’ attacks on goal warrant more or equal applause to a Brisbane Roar goal gave the occasion a somewhat plastic feel.
It was also deflating watching 50,000 fans flood Suncorp Stadium while only 37,633 turned out to watch the Wallabies secure a fantastic last-gasp win over the Springboks a day later.
I am no rugby fanatic, nowhere near, but that game had more meaning than watching a club based 16,000 kilometres away embark on a business venture in a foreign land.
Fans may fervently use the games as proof of football’s worldwide pull, and mock rugby’s timid effort, but all it does is highlight that the general Australian is more interested in the Premier League than our domestic competition. There is a long way to go.
The current tours of Liverpool, Manchester City, Tottenham, Chelsea, Real Madrid and AS Roma mean absolutely nothing for football in Australia, unless we can somehow harness the interest and turn it into increased A-League crowds.
Currently the venture is just a money-grabbing scheme for the European clubs, a way to flog merchandise and increase their global reach. The publicity for Australian clubs is great, but I still fail to see how it is going to boost interest within our own population.
Could the spectacle of playing in front of a stadium packed with screaming Australians convince some of these stars to wander Down Under after their twilight years in Europe are over?
Perhaps, though they will probably be more drawn by the dollars, riyal and yuan on show in other developing leagues. Steven Gerrard was “overwhelmed” in 2013 but it did not convince him to ignore the money of the MLS.
The tours are obviously not worthless, with the exposure opening up the possibility of increased overseas investment. Though based on the recent Bakrie Group debacle that is not necessarily a good thing.
Chelsea’s and Tottenham’s visits also reportedly injected $18 million into the NSW economy during their post-season visits, and the FFA pulled in $250,000 per game and $1.2 million for the television rights.
It is great to see so many people enjoying football, but it does not provide a sign that the sport is about to boom here. It does highlight that football has the potential to excite more so than any other code, but we already knew that.
The challenge is to turn this excitement for big stars and glitzy leagues into passion for football at a more local level. Move it towards the A-League, the FFA Cup, the NPL and the grassroots. Kids buying and wearing Liverpool and Chelsea merchandise is not a win for Australian football.
We have to see a flow-on effect. The money the FFA raise from hosting these billion-dollar entities has to now be used exclusively to increase marketing and promotion of the A-League, starting with next season.
If the FFA can figure out a way to turn these spectacles into increasing A-League crowds, as well as using the incoming cash to assist clubs promote their games, then fantastic. Until then a degree of skepticism will remain about what these pre-season friendlies achieve.
Overseas sponsorship dollars may increase due to the exposure, a few players may think twice about moving Down Under, but retaining the interest of those European football fans is most vital.
Give me an A-League, FFA Cup or NPL game any day. The quality may not be as strong, and you may not hear 50,000 belting out a foreign tune, but at least it means something.
Paul
Guest
Except that $1.2m will probably be going to pay Brisbane Roar's debt to QRU.
Cathar Treize
Roar Guru
This article is a little ingenious in that the NRL figures are for NRL ONLY. They don't include the kangaroos international or state of origin financial figures which would in fact put it behind only the AFL. What does the FFA figures include? Socceroos, A league, FFA Cup perhaps? "Bould last week told Sponsorship News FFA has posted a 30 per cent increase in commercial revenue and will go ahead of the Australian Rugby Union's $28.7 million and NRL's $27 million sponsorship income." I see they say Australian Rugby Union, which would include Super rugby, Wallabies. If you want to compare the NRL figures to the whole of a sporting bodies income then perhaps we need to include the Australian Rugby League Commission figures which would leap over the FFA& ARU. In 2014 the NSW origin team got $3.5 million in sponsorship revenue (GIO, VB & NIB), QLD got $3.5 million from AAMI, Canterbury & XXXX . The Victorian govt paid $2.5 million to host origin in 2015 (classified as sponsorship revenue?), & QLD got a larger sponsorship deal thru Suncorp this year, so that's easily close to $10 million in sponsorship monies for origin alone, though a report by the terrorgraph state $20 million over 3 matches for origin. I just can't access this article due to limit I can access. http://www.dailytelegraph.com.au/news/no-matter-the-scores-origin-a-100m-winner/story-fni0cx4q-1226930389453.
Bondy
Guest
Fussball I've just been to K Mart they have HAL football's for sale with every HAL Club's Crest on the ball for $19 , I got one and dont look to bad either .....
Andrew og
Guest
Brilliant post and that goes for all codes.My football club, it's history is my history.From dad coming home drunk and giving me a 20 after a good win or our colours draped over my brothers coffin.From the cradle to the grave I will pledge my allegiance to the boys from Arden St Now I have another love, not quite as bonded yet but growing by the year.I always enjoyed European football but I love the A league.And when I pass from this plain I shall have the blue and white of the North Melbourne F.C. and the Melbourne Victory riding shotgun
Daveski
Guest
Couldn't disagree more... To see all the faux passion for Premier League teams in places like Hong Kong and Australia is bemusing
glen
Guest
On footballing or sports sites like this there are real supporters of all clubs and sides. Including people with heritage or some tangible reason for following a team, either high profile or otherwise no frills. Ipswich Town, Reading, Celta de Vigo, Shandong Luneng etc Unfortunately most of the Liverpool, ManU, Real Madrid, Barcelona etc fans only follow them because they win lots - plain and simple. How exciting it must be to get yet another tough win. I roll my eyes when ManU gets a special mention on the news with yet another win over xxx FC or xxx United and all the fanboys/girls get a smile.
Bondy
Guest
Midfielder Notice how aussie rules gets roped into this I've no idea why ? . AFL frightening themselves again ..... (http://www.news.com.au/sport/football/real-madrid-v-manchester-city-cristiano-ronaldo-masterclass-enthrals-99382-fans-at-mcg/story-fndkzvnd-1227456200579) ....
Midfielder
Guest
Justin Agree
Marcel
Guest
Id have to disagree there...as someone who sees live music at least twice a week, every week I see no connection Folks who go to a stadium gig once a year are not going to front up at the local Warehouse dive as a consequence...they are going for entirely different reasons....and I think that's equally true for football.
Justin Mahon
Guest
Melbourne have been deeply engaged in a wide portfolio of community engagement activities for a decade now. Clubs, schools, hospitals, charities, migrant communities and more. The numbers they have reached in that time are staggering. I have seen the data. It's very impressively structured and delivered community engagement program. No surprise really, the club doesn't get much wrong off the field. It's has always been very well administered.
Justin Mahon
Guest
Couldn't agree more. I sat, in navy blue and didn't sing a word of #YNWA at the MCG 2 years ago after 42 years of being a Reds fan. Why? Because I am an inaugural member of the team they were playing. My team, representing my community. That's what football is about. I'll always follow the Reds, but I'll love Melbourne. It took a few years, but ultimately local matters.
Mister Football
Roar Guru
But all the big overseas acts combined definitely do impact on the local scene - that's the point isn't it?
marcel
Guest
I think Fuss pretty much nailed it the other day when he observed that no one expects a Rolling Stones tour to have any effect on the local live music scene...and that its pointless to think these off season tours will be any different. My cousin flew to Adelaide for the Liverpool game...for him it was mostly an excuse to get on the cans for a couple of days...and away from the wife and kids....he's never been to an A League game and never will.... I wouldnt even consider trying to convince him otherwise.
Fussball ist unser leben
Roar Guru
@AR And I'm commenting on how the structure of the HAL model is inherently the same as AFL, NRL, BBL, Super Rugby, NHL, NFL, MLB, MLS, NBA. So any flaws, shortcomings, weaknesses you find with the structure of the HAL - and people like you come here every day to tell us about perceived flaws in ALeague - those structural issues will apply equally to AFL, NRL, etc. etc.
Chris
Guest
Nah sorry Janek I think you are missing some essential ingredients. Unlike 20 years ago when you had to stay up to midnight to see a one hour highlights package of the best football in England now people can watch world football every day through a multitude of mediums. The days of unknown world football stars is no longer. Everybody knows who Ronaldo, Messi etc are and whether you like the concept or not the current games enable people to see these stars in the flesh. I for one think its fantastic both for pure entertainment and because I am a football fanatic. For the media, and the Australian public to be speaking about football in the middle of July is brilliant, to be watching it on free to air , to have sellout crowds is massive for the sport. This is the first year of a 4 year contract and judging by the reaction more of these clubs will be coming to our shores. It can only be great for the sport and long may it continue
Fussball ist unser leben
Roar Guru
"Exactly, so it’s a bit early to claim the “similarities” of the broadcast deals" Maybe you should argue the point with the CEO of SBS. You've mentioned you work in TV broadcasting, so I'm sure you'll have no trouble getting in contact with Michael Ebeid & telling him why he's wrong and you're right.
AR
Guest
Bob - no. I don't smoke. Fuss - I'm not commenting on the models of the AFL, NRL, Super Rugby, BBL.. plus NBA, NFL, MLB, MLS, NHL competitions. I'm commenting on the ALeague model...specifically in relation to the "popular vs competitive" argument that you and nordster were having.
Steve
Guest
Exactly, so it's a bit early to claim the "similarities" of the broadcast deals (even though we DO know that there will be at least HALF as much coverage on SBS going forward).
Midfielder
Guest
Enjoy https://www.youtube.com/watch?v=kQ0Xcrz4uS0
Evan Askew
Guest
Bolton should change their logo to the Flayed Man.