No doubt the recalcitrant little brat that is the A-League will be shortly called to the headmaster’s office at Fox Sports and asked to explain itself.
With ever-growing concerns around ratings metrics and the broadcasting giant beginning to feel the economic squeeze of an ever-changing digital media, a ‘bang for your buck’ discussion looms.
The A-League representatives will offer a reasonable defence, citing the cronies at the FFA as having held back growth for some time, they will undoubtedly offer the most clichéd of all promises and insist that things will be different from now on.
In fact, they are correct. As the A-League moves to an independent model and the franchises themselves take on an increased role in its financial decision making, football clubs will now control football money and will be attempting to grow the league as never before.
In essence, the conversation between Fox and the A-League is anabrupt one. The broadcaster will remind the clubs that it paid a bundle of cash for the rights and that very few people are watching.
The newly independent A-League will cite FFA mismanagement and assure Rupert Murdoch’s suits that with football brains now controlling the purse strings, the marketing strategy and subsequent monetisation of the game will improve.
It is something that we all hope for, yet just how ambitious can the A-League be with the increased funds to which it now has access?
The answer lies somewhere between a continuing promotional flat line, where fans see little effort to engage with new markets and a commercial sell-out of the game – complete with empty buckets of chicken, dance troupes, pyrotechnics and annoying music.
Finding a middle marketing ground that changes the face of the highest tier, yet at the same time manages to keep the traditionalists and loyal fans committed and happy is a challenging task.
Here’s hoping that the consultancy firms engaged to analyse the landscape and design and implement the new marketing strategy do not encourage the clubs to engage in some of the folly that other sporting codes have adopted.
The day I walk into a venue and see one of those gigantic rubber fingers, receive one of those annoying clacking devices that drive you mad when used in chorus, or hear Neil Diamond’s ‘Sweet Caroline’ warbling away in the background, please sign me up for lawn bowls.
Whatever decisions are made and however additional funds are eventually used in an attempt to grow the game, football must remain football and resist short-term, crass commercialism.
The focus must be on the fans, with the number one priority being to encourage safe, noisy and passionate active support. A sense of tribalism has been difficult to nurture over the course of the first 15 years of the league.
(AAP Image/Paul Miller)
In effect, the franchises were new communities and many football lovers across the land still preferred to engage with more ingrained, familiar and traditional ones. That built a considerable chasm between the NSL heritage, the modern-day NPL competitions, and the house Frank Lowy built – the A-League.
As such, the potential boom in club memberships, attendances and fan engagement that the stream-lined new league hoped to bring failed to materialise. In fact, across many criteria, growth has moved into the negative.
Now, with long sought-after independence achieved and – hopefully – a clear and strategic vision to reconnect football’s spokes back to one central hub, the game has the opportunity to look after itself.
Creating that aforementioned tribalism and morphing clubs into valued communities where fans find meaning and a sense of belonging must be the fundamental driver in the way the league markets itself in the short term.
Forging those feelings has also been difficult to achieve in recent times with overzealous security hampering the game-day experience. The accessibility and size of venues continues to be an issue, and ticket pricing policies should be high on the agenda of the number-crunchers when they begin pencilling in their new spreadsheets.
That is not to say the professional Australian game has been dull. Far from it. There have been flashpoints where the sense of community embodied in passionate and parochial active support sent tingles down the spine.
The Brisbane Roar in its prime and the Wanderers in full flight are two clear examples, both showed what football can become in this country.
Now with greater autonomy, the powers-that-be will attempt to change the marketable face of the A-League, sell it better than it has ever been sold before and advance the beautiful game.
Reconnecting with people and communities, and allowing fans to support in their preferred and traditional footballing way is the key.
Let’s hope we avoid anything that looks like a cheap, short-term sell-out.
Rodger King
Roar Rookie
There were plans to expand the Stadium to about 22-25k all covered but the cost would prevent any tenants [mainly AUFC] from affording it. I agree with you, to a degree, that building a stadium JUST for football and one event, would be a waste of taxpayers money. You have to think bigger.
Rodger King
Roar Rookie
@ Nick Symonds - I think what we have just seen in the last 24-48 hours re another stadium in Adelaide is only the start of a much bigger debate. I suspect the State Government is planning to sell off both Hindmarsh Stadium and the Entertainment Centre and end up building one of the most ambitious and ground braking venues in the world. Over the railway tracks close to the Riverside Development you may find a new 30-35k venue for Football, Basketball, Netball, concerts and a general Entertainment venue. The football pitch will be retractable and the seating will be moveable to suit the different sports. Plus I believe another safe standing area for footballs Active Supporters. Watch this space.
Rodger King
Roar Rookie
@ Jack Russell - assuming you are basing your argument solely on the emotions of being a Victory fan. Yes it would be soul destroying for the club to be relegated but not the end of the world that you think it is. It won't effect my club, AUFC, apart from the one home game when Victory comes to town. Who knows, the club that replaces them may be just as dynamic and have a supporter base that will stand by them.
Nemesis
Guest
All the 18 entities who compete in the AFL competition have signed a Franchise Agreement. If this is true, then the law will treate the 18 entities as Franchises. As far as I know, none of the 18 AFL entities owns its own IP. Eg. The Collingwood Magpies emblem is owned by the central AFL franchisor & assigned to the company called "Collingwood Football Club Limited".
Evan Askew
Guest
The BBL is 100% franchise model all the way but in NRl and AFL I would hesitate to call the sydney and Melbourne district clubs (and port Adelaide) that made up the Sydney and Melbourne district compeitions that NRL and AFL is based upon. I would only call the Broncos, TItans, Cowboys, knights, storm, lions, suns, swans, giants, crows, eagles and dockers franchises.
Evan Askew
Guest
Seriously if Melbourne victory were relegated I am confidgent they have enough fans that would continue to watch them to the point that they could sustain a high enough quality team to regain instant promotion.
Ben of Phnom Penh
Roar Guru
Sadly, Hindmarsh is heading towards the end of its useful life (built in 1960 though the Eastern Grandstand is far newer, 1996). It has done a fantastic service however some stage in the medium term it will need to be demolished and a new stadium constructed.
Midfielder
Roar Guru
In those southern states its AFL all the way ... thank the lord I don't live there ...
Midfielder
Roar Guru
How would an upgrade to Hindmarsh be a white elephant
Jimmy
Roar Guru
You could be right, but I highly doubt it, if streaming figures were in the millions both Telstra and the A-League would be shouting them from the rooftops, they need their product to represent value for future broadcasters and they also desperately need some sort of victory over the BBL. I could be wrong but I tend to think ratings in all formats are down.
Nemesis
Guest
Sure. Foxtel's estimated figures are public. In 2018/19, 12+ million Telstra customers all had free access to every ALeague match. Additionally, everyone in Australia could purchase access to every ALeague match via Telstra for $15/mth, or KayoSport for $25/month. No one except Telstra knows the number of people watching ALeague via the MyFootball App on Telstra. Maybe, it's 0 people watching on MyFootball. Maybe it's 12 million people watching on MyFootball. Unless Telstra releases the data, no one will ever know.
Jimmy
Roar Guru
I talked to an Insider at Foxtel a few months ago while doing research for an article. And also fox ratings are generally reported to a point.
Nemesis
Guest
How do you know the ratings are horrendous? You do not have any access to the viewing numbers for A-League. Only Telstra & Foxtel know the true viewing numbers for ALeague.
Jimmy
Roar Guru
I don’t think it’s being too cynical, the ratings are horrendous and I don’t think the clubs are doing enough to arrest the problem. Any future broadcast deal will be far less lucrative then the current one based on last seasons ratings, and it won’t just be Fox’s problem, there will be far less money for the clubs to share.
Midfielder
Roar Guru
ST TWAS reading an article in the NYT the other day when they interviewed Garber who is the commissioner of the MLS... When he accepted the role the MLS was on its knees and no one expected it to see another 12 months... Garber's in part of this interview said people running Football in the US had to be very aware of the hard core rusted on Football person in that they where very important ... he when on to say their devotion to the game and only Football issues masks massive holes in their arguments especially their belief that the answer is simple ... when in fact it's actually quite hard .. Garber indicated getting Football specific stadiums, backers with deep pockets who are media savvy and know how to run a sporting organisation and can build stadiums lays the foundations. He also said it takes time from when things are build to being popular and its the kids who grow up going to Football Specif Stadiums who help drive the game... Our market while similar is different, BUT BUT there are some common elements and IMO one is the over estimation of our market position... We can build it but as of today its not there...
Paul Nicholls
Roar Guru
Is the A-League independent as of now? I have heard of 1 August deadline but not heard confirmation that it has happened. If the draw has not been released are the discussions still between FFA and Foxtel or is it between the A-League and Foxtel? Who is the chairman of the independent A-League?
Nemesis
Guest
Stuart, given what we has been reported about the structure of the Independent A-League, including the transfer of ownership of all IP to individual entities in the competition, what are the specific characteristics relating to A-league entities that make you consider them to be franchises; not clubs. And, as I said: AFL & BBL have signed franchise agreements with the governing body which literally makes all of those entrants franchise. The AFL & BBL clubs do not own their intellectual property. Do you write articles for AFL referring to the entities as franchises?
Jordan Klingsporn
Roar Guru
Adelaide United vs Melbourne City Elimination Final: Attendance: 13,232, Season Average: 9,013 Perth Glory vs Adelaide United Semi Final: Attendance: 17,868, Season Average: 10,360 But we don't care about finals.
Stuart Thomas
Expert
Been married 20 years. All extinguished.
Jordan Klingsporn
Roar Guru
The tribalism will come with time. People say that your dad picks your team for you, in the A-League, that won't be happening for a bit longer.