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With a 10-year license offered to the Wellington Phoenix, there is one burning question – where to now?
This isn’t just for the small, spirited club either, it should be a talking point for the entire A-League.
It’s important to recognise that the 10-year offer the Nix have picked up comes with a few stipulations. For starters, it is divided into three sections. The first a four-year license, and then two possible three-year extensions.
To get these extensions Wellington have to meet off-field requirements.
The chief concern is their financial viability. Last year they were considered to be a financial burden on the league and thus expendable. While it may seem cruel, this in part, was true.
The broadcasting deal with Sky Sports was pathetic to say the least, while the club only attracts small crowds and is failing to turn a profit. Having said that, the majority of A-League clubs don’t make a profit either. Let’s not forget Newcastle, Brisbane and Central Coast are all in troubling financial situations.
So what needs to be done to help Wellington thrive and grow the competition? Here’s some ideas.
1. Let them join Asia
The Oceania Football Confederation has become redundant and not only New Zealand, but all the Pacific nations should get to join the Asian Football Confederation.
The benefits can be observed from Australia’s induction to the AFC. A more integrated confederation and an easier path to World Cup qualification for New Zealand is the main positive and a great method for growing football in any country.
This would also mean Wellington could compete in the Asian Champions League, adding another drawcard for players who might be considering joining the Phoenix.
2. Change the rules for New Zealanders and Australians counting as foreign visa players
If New Zealand and Australian players didn’t take up foreign spots, we would likely see a lot more opportunities for the likes of Nathan Burns – Australians who went over to Wellington and reignited their careers. It would also mean that New Zealanders didn’t feel limited to just one club in the A-League.
It’s mutually beneficial and allows for both nations’ players to have more opportunities with fewer restrictions. Additionally, if New Zealanders count as visa players it creates a separation between Wellington and the rest of the A-League. We need integration for the future.
3. Get a marquee
If Wellington want to stay in the A-League they need to draw consistent crowds and aim for five figures. To do this you need to be able to interest the fans. There are plenty of supporters of European football, yet that enthusiasm for football is somewhat lost for the domestic team.
It costs money, but bringing a good marquee in can have long-term effects that exceed the costs. While also bringing more fans through the gates it would help improve the domestic broadcasting deal. Given they don’t use either of the two marquee slots, it is time to take the initiative. You’ve got to spend money to make money.
4. Get a second team for New Zealand
This one may sound a bit outlandish, but the introduction of the Wanderers improved Sydney’s crowd averages. It also added a financially lucrative fixture to the A-League three times a season.
The A-League doesn’t need another failed franchise though. Right now New Zealand isn’t ready, but there has to be a long-term strategy for the Nix and the A-League to prosper.
At the moment there is an unfair expectation on Wellington to represent all of New Zealand. How can we expect Aucklanders to go for a team that’s almost 650 kilometres away from them? That’s as logical as asking Sydney FC to represent Melbourne.
The A-League will need more teams in the future, as well as having a solid foundation for the existing clubs. A New Zealand derby should be given some serious thought over the next decade.
5. Play in a smaller stadium
While the Yellow Fever and the rest of the Nix fans might have an affinity towards the Cake Tin, it is ridiculous to have a stadium that is on average 75 per cent empty every game. It may only hold 9000, but the Hutt Recreation Ground would be able to house all the Wellington fans and create a great atmosphere.
Sold-out stadiums look great on TV too, which again could work to improve the broadcast deal. In this, New Zealand Football with government help, could look to either develop this ground to increase the capacity to 15,000. Alternatively, a boutique, purpose-built stadium for Wellington could work.
Either way, a bit of capital investment from the nation’s governing body into their sole club would do some of good.
The biggest challenge is the lack of money. If anything is going to improve that needs to be the first thing to change. As has been shown elsewhere, football clubs are long-term investments – you’ve got to go into the red initially to yield profits in the end.
Aside from the finances, the A-League is a richer competition with the Nix and every effort should be made to help them stay afloat.
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