Does FFA have the killer instinct to poach sponsors?

Nick Symonds Roar Rookie

By Nick Symonds, Nick Symonds is a Roar Rookie

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159 Have your say

    There are too many professional sports teams in Australia and FFA should start poaching sponsors from other codes.

    Australia has a small population and an overcrowded sports market, which makes it difficult for anyone to survive.

    FFA need to have the killer instinct and try to take sponsors off struggling rival codes.

    The BBL, AFL, NRL, NBL, Super Rugby, Super Netball and the A-League have 72 professional teams between them.

    The BBL is still growing and will only get stronger, but Test cricket is going the way of the dodo. The crowds that showed up at the SCG would have looked better at North Sydney Oval or maybe even Drummoyne.

    Netball is unique in being the only professional sport where the women’s competition is the highest level of the sport, so they should be safe.

    But the sick man of Australian sport, rugby union, looks like dying. The FFA Cup gets double the number of viewers as the National Rugby Championship on Foxtel and the code is rapidly losing players.

    To a lesser extent, rugby league is also struggling, especially with poor crowds in its traditional heartland of Sydney, and a number of NRL teams are in a bad situation financially.

    AFL is of course the juggernaut of Australian sport and won’t fall over anytime soon, but there are weak spots like the Gold Coast, Western Sydney, Brisbane, Port Adelaide, North Melbourne and St Kilda.

    Basketball has lost 24 teams over the years and is simply a basket case.

    The V8 Supercars are now just called ‘Supercars’ due to rule changes and have lost many fans since becoming a silhouette series. Finding circuits that are suitable to race on is another problem.

    FFA need to target the sick and the weak, and attempt to bring their sponsorship money over to the A-League where it can be better used.

    A-League in business
    Melbourne Victory have a corporate networking initiative called ‘Victory in Business’ to link sponsors with the club. This has become the largest corporate network of any football club of any code in Australia.

    FFA should set up an ‘A-League in Business’ group, with the objective of trying to poach sponsors from other sports. Through ALIB, FFA can promote the opportunities the World Game can offer sponsors, and get them to shift their money to the A-League.

    While it might be unlikely that an entire code like the AFL or NRL could collapse, rugby union is a dying sport and the FFA Cup gets twice the number of viewers as the National Rugby Championship.

    It would be much better value for money if the sponsors took their money and put it into an A-League second division instead.

    As for the AFL and NRL, there are much better options for sponsors in the A-League than there are in the struggling teams in these codes.

    Why would sponsors want to back the Greater Wetern Sydney Giants when they could support a new A-League team in Fairfield, who could reach an audience of millions through the Asian Champions League?

    Why sponsor the North Melbourne Kangaroos when you could sponsor a new A-League team in Dandenong, Laverton or Keilor Plains?

    Why would sponsors stick with the Raiders when they could back a new A-League team? Especially when Canberra has 30,000 registered players which is more than all the other codes combined.

    And what future is there for motor racing when racing circuits are being targeted and taken over by developers?

    What good is it to sponsor a Supercars team for $20 million a year when the same money could turn Perth Glory into a club as big as Victory?

    These are just a few examples of where money could be better spent, but if FFA created a group like ALIB then maybe they could actually start to tempt sponsors away from other sports.

    As long as the sports market in Australia remains overcrowded the A-League will struggle for money. FFA need to target the sponsors of other sports. That’s where the money to build up the A-League and football in Australia will come from domestically.

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    The Crowd Says (159)

    • Roar Pro

      May 17th 2017 @ 6:56am
      David McDaniel said | May 17th 2017 @ 6:56am | ! Report

      Excellent article. Football is the only code that is truly global so if FFA take note of that they can use it as a selling point for global companies based here or who are looking for a global presence to sell their product.

      I am concerned however at the nepotism at the top and the lack of vision. The FIFA edict needs to come in soon.

      • May 17th 2017 @ 8:09am
        jeff dustby said | May 17th 2017 @ 8:09am | ! Report

        are you serious?

        • May 17th 2017 @ 10:12am
          Ian said | May 17th 2017 @ 10:12am | ! Report

          why are you here again T R O L L?

          I see you are using your jeff dustby alias today

          • May 17th 2017 @ 11:30pm
            Jeff dustby said | May 17th 2017 @ 11:30pm | ! Report

            Because Ian, nick has a long list of terrrivle articles like this one. Have a look

        • Roar Pro

          May 17th 2017 @ 10:13am
          David McDaniel said | May 17th 2017 @ 10:13am | ! Report

          Yes. 🙂

    • May 17th 2017 @ 8:03am
      Square Nostrils said | May 17th 2017 @ 8:03am | ! Report

      The answer for football regarding sponsorship lies in the huge nearly 4 billion market to the North, of which Australia became part of and has competed in since joining the AFC.
      The penny is taking a long time to drop.
      You dont have to steal from the misfortunes of other sports in Australia anyway, if playing numbers continue to drop or developers gobble up land, sponsors like the commercial opportunitists they are will drop the weak and invite the strong.
      What should have been happening with the A-League is trying to make it one of the top 5 leagues in Asia, therefore having big Asian sponsors clamouring to invest in Australian clubs.
      It could still be, but not until Australians, including those running the sport start to think along those lines, by allowing clubs to become as big as they can be according to their market.
      Frank Lowy was the man needed at the time he took charge, his son 12 years on is not.
      The game as it currently stands is way too conservative, FIFA as indicated by David McDaniel may need to shake the FFA up, I for one will welcome it.

      • May 17th 2017 @ 8:35am
        Fadida said | May 17th 2017 @ 8:35am | ! Report

        Unfortunately the AFL have already cornered, nay dominate, the Asian corporate cash cow.
        If only they weren’t the first western sport to play a competitive game there…..

        • May 17th 2017 @ 4:37pm
          Chopper said | May 17th 2017 @ 4:37pm | ! Report

          Lol even their own TV presenters are taking the proverbial out of them.

    • May 17th 2017 @ 8:05am
      R2k said | May 17th 2017 @ 8:05am | ! Report

      Bring us your sick, your dying, your other codes so we may harvest them for their sponsorship money!
      Unless the code is actually dead (which given that Union and Supercars are still shown I would assume they aren’t) I would think they at the very least would put up a good fight for their sponsorships.
      Keep in mind that many companies report profits of several million dollars a year and can sponsor many things.
      Although I will look forward to the day that I can name white wine brands, oil brands and Wilson security as sponsors of football in Australia

    • May 17th 2017 @ 8:10am
      jeff dustby said | May 17th 2017 @ 8:10am | ! Report

      firstly, test cricket crowds are not falling. this last season was a record for a pakistan series. do some research

      dont you think a league marketing and finance people are already trying to do this?

      trying to make a story out of something that is not there.

      • May 17th 2017 @ 1:05pm
        Waz said | May 17th 2017 @ 1:05pm | ! Report

        As a cricket fan also test crowds are falling, even in Australia

        • May 17th 2017 @ 11:31pm
          Jeff dustby said | May 17th 2017 @ 11:31pm | ! Report

          They aren’t, do some research instead of believing rumours

    • May 17th 2017 @ 8:23am
      Chris said | May 17th 2017 @ 8:23am | ! Report

      Good article and I think as FTA TV and MSM wither on the vine, sponsors need to be more savvy as to how they spend their dollars on advertising. The days of people just plonking themselves in front of the TV and being force fed to watch what the networks want them to watch are fast disappearing.

    • May 17th 2017 @ 8:39am
      Nemesis said | May 17th 2017 @ 8:39am | ! Report

      Corporate Sponsorship is driven by 2 major factors:

      1) Return on sponsorship dollars
      2) Networks with the C-level staff at the potential sponsor

      FFA & ALeague clubs can certainly create a Business Case to convince potential sponsors they’ll get better bang for their buck by attaching to an ALeague club.

      However, at this stage, it seems FFA & clubs have not yet created the requisite networks across the Blue Chip companies in Australia. Will we ever do this? Who knows.

      But, there’s a massive SME market out there that is perfect for ALeague clubs. If you ever attend a MVIB Lunch you’ll see the majority of the company names across the 1,300 guests are not attached to Blue Chip companies, but to SMEs whom you’ve never heard about. These SMEs don’t care if the average Aussie doesn’t know them because they don’t do business with the average Aussie.

      The majority of SMEs do business with other SMEs. By being involved with the MVIB Lunch these SMEs push their brand amongst the people who matter.

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