With so much anticipation about the way the newly independent A-League will choose to market itself and attempt to improve on campaigns of the past, the first teaser for season 2019-20 has appeared.
I liked it.
It surfaced just prior to the breaking news of a potential free-to-air television deal with the ABC and had all fans of Australian football excited.
Despite the failures of the past and attempts at the quirky, kitsch and flat out corny, now was the time for change and a-league.com.au has an impressive 49-second taster up on its site. The brief snapshot is far more raw and gutsy than much of the promotion we have seen in the past and features some of the more compelling images in the domestic game.
If one had constructed a list of the non-negotiable components of any new campaign it would most probably have looked something like this.
A. Robbie Fowler: One of the most valuable and intriguing new additions to the league.
B. Tony Popovic: The mastermind behind Perth Glory’s resurrection and a well-recognised face to peripheral fans of the game.
C. Active support: A hot topic in Australian football, using images of fan celebrations to connote a sense of both belonging and sheer ecstasy was a no-brainer.
(AAP Image/Paul Miller)
D. Western Sydney Stadium: The Wanderers’ new home stands to change the way football is viewed from the outer and looms as a potential source of increased attendance figures this season.
E. Football: Despite Riley McGree’s scorpion kick becoming one of the most viewed goals in the history of Australian football, moments such as it should feature prominently in any campaign attempting to lure any curious or young fan to an A-League match for the first time.
F. Western United: After waiting so long for much needed expansion, a clear nod to the A-League’s newest club would be vital. With the challenge of reaching into new markets a consistent point of discussion throughout the history of the league, the competition now has one with which to connect and impress.
G. International stars: The best and brightest from beyond our shores bring much street cred to the league, with many football cynics still questioning much of the domestic talent on show. Fowler offers some of that credibility, even in a coaching capacity, yet images of Ola Toivonen, Diego Castro, Adam Le Fondre and Milos Ninkovic must form an important part of any new promotional campaign.
H. Trophy celebrations: Nothing stirs the emotions more than seeing the victors at play and raising silverware.
(Photo by Will Russell/Getty Images)
H. The date: Year on year, Australian sports fans have had the luxury of comically expressing a naivety to the A-League’s launch, even a week or two after it has occurred. Even those still bathing in the glories or wallowing in the disasters of the NRL and AFL semi-finals series’ need to know that the A-League kicks off on October 11 at Coopers Stadium.
It appears the producers of the content may have practised some sort of mind meld and were able to connect with those of us disappointed with the past failures of A-League promotion and the need to move forward into a bold new age.
In short, they nailed it.
All the no-brainers were there. The managers, the players and the fans were presented to the viewer with an aggression and intensity that has been lacking in previous campaigns. Whether further content will veer away from this first attempt to engage in the lead up to the new season is unclear, yet it is definitely a case of so far so good, with the league presented as a slick, passionate and professional one.
Accompanied by a spine-tingling aural soundscape that builds via a ticking time bomb, the promotion climaxes with a dramatic fade away and the block lettered OCT 11 featured against a black background.
The advertisement steers clear of McGree’s historic effort yet showcases a host of local and international names. Toivonen, Le Fondre and Castro are all there, as are Jamie Maclaren, Steven Taylor, Kosta Barbarouses, Lawrence Thomas and Brisbane’s Dylan Wenzel-Halls.
Rather curiously, there is something of a nod to veterans with Liam Reddy and Matt Simon featured and the flashes of mayhem in the terraces get the blood bumping.
Images of current Socceroos Dimi Petratos and Josh Risdon are used and Mark Rudan also features in a clear attempt to introduce Western United to A-League fans, with the club’s logo and kit featuring prominently.
Overall, it looks and sounds great. I showed the clip to some non A-League supporting guests on Sunday and all agreed that it was an entertaining and potentially effective advertisement. They all now know that the A-League begins on October 11.
I doubt they will be at a match unless I can manage to drag them along, however the mere fact that they are aware of the A-League launch is a vast improvement on years past.
steve ellis
Guest
Is the same 'sockah' that masses filled ANZ- Olympic stadium 4x times in one year only recently? A feat a certain self-promoting niche sport with 800x more exposure from its media mates has failed to achieve even once ..
Fish
Guest
This is incorrect. VAR use all of Fox Sports Camera angles. However they can review the angles themselves rather than being solely dependent on FS replays.
reuster75
Roar Rookie
The ABC would have to pay some of Fox's production costs but it would still work out cheaper for them that doing a standalone broadcast, which i'm not sure they could do anyway as pretty sure they sold off all their outside broadcasting equipment a few years ago.
Football is Life
Roar Rookie
Don't forget that one of Australia's best media minds is runny the show at ABC now.....Ita Buttrose!
Football is Life
Roar Rookie
Matt Simon is an embarrassment to the game. Anyone who watched the FFA Cup last night would know what I am talking about. His glittering international and overseas career record speaks volumes
Football is Life
Roar Rookie
The demographic is one of cerebrally abled viewers who are sick and tired of the constant stream of felonies and misdemeanors both on and off the pitch. People who want their kids to play football and have blokes like Matt Leslie and Aaron Mooy as their idols and not some grub from the other codes
Football is Life
Roar Rookie
And ABC News includes football in their sport section
Football is Life
Roar Rookie
Absolutely right it caters for our biggest asset, the elebenty billion kids playing football, so mum and dad watch could lead to bigger match attendances and possibly memberships
Football is Life
Roar Rookie
I said the other day that even the Australian Ice Hockey League has good quality streaming. With some smart collaboration with IT companies the FFA could set up their own broadcasting unit and not be slave to anyone and with today’s tech, do it at a rather affordable price. Let’s be honest, the future of entertainment is in streaming and the egg ball channels know it. The FFA could offer a free package of two games a week a modestly priced package and a top of the line full season package.
Timmuh
Roar Guru
I thought Fox wanted to shunt off some of the production costs though, which was why a second game was offered to Ten to begin with. Which would be a different beast to a simulcast of Fox produced matches.
reuster75
Roar Rookie
I would hazard a guess that it'll be a simulcast of Fox Sports coverage same as ch 10 did. ABC did this for a time with the w-league before the FTA component switched to SBS.
Nemesis
Guest
As far as I know VAR cameras are independent of the Fox Sports cameras. They have different angles hence the issues with offside replays on Fox Sports compared to the VAR decisions. Presumably, IFAB has specific technical requirements for where cameras must be placed. Will need to check.
Football is Life
Roar Rookie
Strategically I think this is a good alternative. Let's be honest, SBS is the true football broadcaster so is you want to break free of the 9,7 AFL NRL cardtel that collides at any opportunity to give it to football, the ABC is your best option. Couple that with the fact that commentary will still be done by the Fox Sports team, this is a free and easy way for the football public to get their fix
Timmuh
Roar Guru
The timeslot wouldn't be the problem, nor viewing difference between Ten and ABC. The ABC outrates Ten on some programming. The biggest issue with the ABC doing the broadcast is that, with sport a relatively low priority for the ABC, they tend to keep produciton costs low. The quality of the broadcast on the ABC would likely be far below that of that of any other broadcaster. Unless the contract was very clear about expectations; but then the ABC might not take it on as their budget is shot and current affairs and drama are (rightly) higher priorities than sport. (And even on current affairs, you just have to look at the cheap dross that is the The Drum to know they're running on a budget not fit for purpose.)
Midfielder
Roar Guru
Nem I was talking about those days when first and second halfs have extended injury time was what I should have said...
Nemesis
Guest
I'm sure ABC management will do whatever they did for Asian Cup 2015 and whatever they've been doing when they broadcast W-League. Pretty sure ABC also broadcast Netball in the past using the same feed as FoxSports. Don't think it's ever been an issue.
The Ball Bobbled
Roar Rookie
Not the least - i genuinely hope the arrangement will be a huge success but im fearful the masses will be still at the beach in the summer months - hope im wrong
FoxSports
Roar Rookie
Thanks, Lionheart - thats what I thought would happen.
Jordan Klingsporn
Roar Guru
Ah yes, 2:15!
MarkfromCroydon
Roar Pro
@ Midfielder, I think you’ve raised a huge important point. A League matches routinely start 5-10 minutes late. I think you mean injury time (often 2-3 minutes per half, or 8-9 if Sydney FC are behind). I can’t see any matches scheduled for the 5.15 broadcast being finished before 7.10-15 at the earliest. ABC will have to either cut away from the match well before full time or start their weekend news at 7.30.