It doesn’t take much for #SokkahTwitter to break into pandemonium.
As some almost gleefully cheer on the A-League to what they hope is its demise, you would be forgiven for thinking that the reports that Hyundai is seeking to end its 15-year association with the FFA and the league is music to some people’s ears.
For others who take a more favourable view, there’s concern that the reports signal yet another insurmountable problem for the competition and its clubs.
Is there another sport in Australia that whips up as much nonsense and hysteria over a report about a sponsor as football? Probably not.
While early reports indicate the car company wants out, there’s no need for anyone to run to their panic rooms or exclaim with glee that the A-League is dead and buried.
Don’t get me wrong, it’s never nice to read about one of football’s largest and longest-standing corporate partners looking to depart (at least at the level they currently support the sport).
But without understanding why Hyundai wants out and if there are other businesses waiting in the wings to take on the sponsorship, there’s really no reason for outrage.
A quick look at Hyundai’s December 2019 global sales report, for instance, shows that the Korean motor giant had a year-on-year decline of 3.9 per cent.
In December, Hyundai Motor and its affiliate Kia Motor announced their sales numbers for the year, which were their lowest in seven years.
Is Hyundai out solely because the A-League has not grown as many wish it had? Are they out because of some major discrepancy on the FFA’s part? Or are there other factors at play too?
Sponsors come and go, and as the A-League’s inaugural naming rights sponsor, one might argue that the 15 years football got is an outstanding result.
That’s not to say the performance of the A-League, from TV figures to attendance figures, should not be a concern and aren’t a factor in Hyundai’s reported decision to cut ties, but no sponsor is forever.
While it is tempting to view every latest development in Australian football as glass half-empty, this is equally an opportunity for FFA’s new board to prove their worth and work their contacts to find a replacement.
If a replacement can’t be found, then feel free to panic or celebrate depending on your stance.
In any case, the major concern should not be about one sponsor.
Hyundai pulling out is perhaps another symptom of the greater problem the FFA must solve. That is, how is the model at a national level going to create greater engagement from the vast football community and create a greater connection between the professional level and grassroots.
If Australian football is too reliant on top-down funding – big deals with the likes of Hyundai and Fox Sports – it’s because the existing model does not encourage enough investment at the lower levels.
Photo by James Elsby/Getty Images
Couple this with the current lack of engagement at the top level, and it’s little wonder Hyundai and Fox Sports are looking to get out, or at least decrease their sponsorship.
In that respect, the FFA can always look for another sponsor, but unless the underlying problems are solved, then we will find ourselves in the same position in another five years.
Rodger King
Roar Rookie
MY problem with it is simple, unless they won the right to play in the A League, have the same match day criteria, and pay the same fees, then they don't deserve to be there. I must admit I'm no fan of the OLD Soccer people who ran the NSL and want to keep them as far away from the top echelon of football as possible. Yeah I'm prejudicial towards them.
The Joy Of X
Roar Rookie
@ Chris White Fair point. I accept some soccer fans never had Foxtel, so didn't watch the A League on a subscription service (but did on FTA)- and decided they wanted to watch more A League, so went with the cheaper Kayo. In SBS days, what, and when, were the best SBS A League average game ratings? SBS averages were better than the last few years on FTA.
Chris White
Guest
But it also can't account for people like me, who never wanted to go through the hassle (whether real or imagined) of setting up a Foxtel account - but I do have an Apple TV, and so it's easy to get football without paying for all the extra rubbish I don't want. And while this is purely anecdotal, I know a few people who have Kayo, but never had Foxtel.
AxeMaster
Roar Rookie
What other sports are you referring too? Cricket, Union....there's only like 2 or 3 so called big boys world-wide in those sports anyway. Who are you trying to kid.
AxeMaster
Roar Rookie
This was probably true a few years back but a lot of Countries in the federation have caught up and the standard is way higher. Very competitive matches and some of the middle-eastern teams are a real threat now.
Roberto Bettega
Roar Rookie
"... and the A League will be compelled to be re-organized into a semi-professional League. " no, I definitely do not believe we have reached that point, especially with a few years left of the current broadcast deal, time to get house in order
The Joy Of X
Roar Rookie
@ R. Bettega and your comment "57k is not too bad" re the early 2018/19 Australia-wide metro Foxtel average A League game ratings before Kayo launched a few months after the A League started). 57K was a very poor average for the A League average game on Foxtel- and most Foxtel games are only averaging around 20 k now on Foxtel. On the ABC FTA A League game, the average in 2019/20 is about 48k- also very poor. The numbers have crashed, compared to early SBS averages. Neither Ch 10, nor ABC, are paying any money for the broadcasts, so poor are the ratings. Unless these average A League ratings rise considerably, the worth of the next broadcast deal for the A League will be very low - and the A League will be compelled to be re-organized into a semi-professional League.
The Joy Of X
Roar Rookie
@Nemesis You said above 5.2, 6.09pm "2018/19 Foxtel ratings were 57k (before Kayo launched) 2018/19 Foxtel ratings, after Kayo launch (a few months into the season) were 32k" Ha! So Kayo was probably delivering about 25 K viewers (57k-32K) in season 2018/19. As virtually all mainstream media soccer experts are saying the A League is continuing to decline in popularity, the Kayo average viewing figures are probably less than 25K per game now.
Beni Iniesta
Guest
What about the Auckland Kingz?
Beni Iniesta
Guest
And how much does Kayo cost per month compared to Foxtel and how many ads are sold through Kayo? Not as much money in Kayo viewership figures you know.
pm85
Roar Rookie
We dont need hundred million dollar tv deals or 20000 fans to every game... we just need people who love the game to be involved in the game
pm85
Roar Rookie
Don't give up Nemesis , as a football fan I'm just glad we got a national comp. Sure the crowd/tv figures aren't great, but the sporting landscape is just too saturated and people aren't interested in sport as they were in the past. I don't mind watching games in a 5k stadium with passionate fans no need to expect 15-20k attendance with our small population.
Nemesis
Guest
I've been banging on about the importance of a 2nd Div & Pro/Rel for a long time. For sure, I didn't expect it in Yr1. But, as far back as 2010, FFA under Frank Lowy was making the right comments about Pro/Rel being the objective. So, I waited patiently. I waited for the new FFA Board to be installed. I waited for the Clubs to take control of the ALeague - in spirit, if not legally. And, now I read nonsense about the 2nd Div is likely to be a Reserve comp for ALeague clubs plus some NPL clubs & split over 2 conferences. I'm fed up waiting patiently. There are too many other diversions in life to spend time on something that's not meeting my basic needs. As soon as 2nd Div is announced & the Pro/Rel time set, then A-League will become the competition that means something to me. Until then, it's just like all the Mickey Mouse sports leagues in Australia - just content to fill the TV channel schedule. Nothing to do with aspiring for sporting excellence.
Samuel Power
Roar Rookie
Nemesis, this league is 15 years old, 15! We're still taking baby-steps here. Most leagues around the world such as the La Liga and Ligue 1 have been around for 90 years or thereabouts. From what I understand, the FFA want to increase the league to 14 teams (hopefully with the addition of Canberra and Wollongong Wolves), then they can start working on a 2nd division, then they can introduce P/R. Things take time mate, it's not going to happen overnight. I'm not sure where this "I'm done with the A-League" came from because in the past you have defended the FFA and A-League and what they were doing.
Punter
Roar Rookie
I'd give away too if I was a MV fan, 24 pts behind your greatest rival, wow!!!!
Randy
Roar Rookie
The AFL has 9 games, compared the NRL's 8. I believe AFL also has more advertising stoppages than NRL... might have something to do with broadcasters paying more....
Nemesis
Guest
I want to watch pure football. Don't care if it's full-time pro or semi-pro. But it has to be pure football. Where the whole game is connected & strong teams are pushed higher by other strong teams & rubbish teams are pushed lower to compete with teams that are at their level. The only reason I stuck with A-League so long was because it was "our League". I wanted to support Australian football. I'm done with that. The people operating the league are not interested in doing what's best for Australian football. They only want to do what's best for the TV broadcaster. And, it also happens the TV broadcaster is owned by one of the most vile human beings on the planet. I'll be supporting Australian football at the community level. This is the level which is the foundation for football. I'll also support my club in the FFA Cup & Asian Champions League. I will have nothing to do with A-League and W-League.
Fadida
Roar Rookie
When does your sport start Christopher? I'm guessing you're a fan of one of the crash and bash sports that is only played somewhere for 6 months, due to lack of interest? Jealously getting involved with the tab for the game played by everyone, everywhere. Max, anon and one or 2 others should make your own tab, where you can plan how AFL will take over the world
Fadida
Roar Rookie
Haven't got a good sized tablet boomers?
Fadida
Roar Rookie
Which highlights that old white people watch tv