As the sun rises over a quiet suburban neighbourhood, a young A-League fan awakens, his head resting on a branded Sydney FC pillow.
Football’s most supported club, according to recent findings by Roy Morgan, opens the newest Network 10 promotion.
Safe in his bedroom, the initial shot conveys comfort and warmth. It’s the kind of security that a new commercial station can supply.
As the revitalised kid reaches for his Miloš Ninkovic jersey, the viewer is vicariously provided with fresh eyes, witnessing a fledgling journey, in what seems like a renaissance for football in Australia.
We cut to a group of youths, adored in Melbourne City kits, confidently strutting through a quiet residential block, unchallenged by competitors, their backs to the camera. Such is the power of the City Football Group.
Then, a brave image appears. It’s a one-woman-army, gliding on a skateboard, proudly elevating the Wanderers flag above her head. In times of conflict, such colourful fabrics were hoisted, declaring war. Will the RBB ever return to their former glory?
Welcome to the Big Three. These are football’s mightiest clubs, advertised for a contemporary audience, curious fans and mainstream media.
There is, however, no Central Coast in this publicity, no regional representation, and no Matt Simon standing gloriously over Ziggy Gordon, berating the injured Scotsman.
Instead, we cut to Melbourne Victory training in a shadowy gym. Once the league’s greatest competitor, the advertisement cleverly foreshadows the club’s internal rebuilding, being installed by Tony Popovic.
As we drive through an unnamed street, two random Western United fans hastily unfurl a “forever west” banner from a bridge. Their rouge tactic is exciting, feeling like a cheeky ambush by a geographically destitute club. Wouldn’t it be comical if the overpass was in Brisbane?
Suddenly, the words “I just can’t get enough” are musically echoed, as two Victory players lock hands in agreement. It’s an iconic pop culture reference, borrowed from the action movie Predator, labelled the “epic handshake”.
From there, the marketing machine flexes its muscles for the smaller clubs. Various Wellington and Perth fans cheer, as their applause is intercut with visions of goal celebrations, featuring Newcastle, Macarthur and Adelaide.
The promotion concludes with a jubilant boy wearing a Glory shirt, his eyes locked on the camera, staring at the viewer. From east to west, our adventure ends in Perth, encompassing most of Australia.
The screen fades to black. Watching on his phone, a certain Mariner’s player upheaves his fist, signalling the “shaka” celebration to the forgotten Gosford faithful. For the Wizard of Woy Woy, it’s a post-credit call-to-arms, and a message of defiance to Channel Ten.
Midfielder
Roar Guru
yep
josh
Guest
WSW won the Asian Grand Final, Brisbane's numbers fell off their jerseys.
Christo the Daddyo
Roar Rookie
In the entire history of both of these clubs neither’s average home crowd comes close to the capacity of their stadiums. Why/how do you think this will change?
Grem
Roar Rookie
And one more thing ... hopefully this is the beginning of people like Jamie McClaren, Milos Ninkovic, Matthew Leckie, etc being recognisable to the general public. These guys are actually world class players. I laugh when I hear about Buddy Franklin, and other AFL or NRL players being called world class - great athletes - yes - world class NO. You need a world to be compared to.
Justin Mahon
Roar Rookie
You don't remember the first 5 years of the A-league if you are calling Sydney FC "stable" - sweet Jesus what a mess they were.
Justin Mahon
Roar Rookie
Unlike rugby league, Union or AFL - football has players with higher global profiles than Tina (RIP). The question is, should football leverage football or leverage something else?
Justin Mahon
Roar Rookie
From Ch10 I’ve seen (1) rolling news coverage in Sydney, Brisbane, Adelaide, Perth. Hobart with multiple stories in a bulliten multiple nights in a week in some markets (2) players on panel shows HYBPA and The Project (3) Archie staring on MasterChef and it’s advertising (4) strong social media coverage integrated across all the Ch10 news and entertainment accounts and with football partners accounts (5) that brilliant I just Cant Get Enough add (6) a full page newspaper advertisment for a Matildas game (7) football content leading news and entertainment web page splash screens (8) dedicated and integrated football news, fixture, match reports and video content across multiple platforms and for all contracted football properties in Aus and Asia – and to think they are only getting started.
Midfielder
Roar Guru
Because my TV reception is almost non existent I have digital licence and have 198 Australian stations... However I don't get the NSW 7, 9, & 10... I get Melbourne 10, I get NT 9 which is essentially Sydney, and North QLD 7.... 10 in Melbourne while still having a lot, have much more on the Melbourne sides and Football still lags AFL ... but far more coverage than before
Roberto Bettega
Roar Rookie
Very upbeat about the acquisition of the A-League. Will be interesting to see how it goes in the demos identified and being pushed.
chris
Guest
Waz the key point in that article is the audience demographic which the executive points out. Its the under 50s that ch 10 reaches and are unlike the audiences that channels 7 and 9 have. Ie the over 60's.
Ferno
Guest
oops. she has minning interests and a cattle empire in Qld too
Ferno
Guest
Make sense as well. So, we will have to appeal to Aunt Gina to have a second WA team :crying:
Brendan
Roar Pro
A team on the Gold Coast would look appealing on his CV. Fortescue Future Industries are attempting to invest millions of dollars on a hydrogen manufacturing facility in Central Queensland.
Ferno
Guest
Why would he do it? Would make more sense for him to bankroll a Western Force football team. Half Perth is still bigger than GC.
Micko
Roar Rookie
He's bored. The next AFL season is still 5 months away! :silly:
Doc Disnick
Roar Guru
You’ve made 317 comments in your near 10 years on this forum — this being one of them. I aim to please.
Brendan
Roar Pro
For me, Ten promoting the FFA Cup is huge! It gives major credibility to the competition. That’s fantastic.
Matthew Pittard
Roar Rookie
I think the advert is good but forgive me If Im wrong because it was barely in it. QBE Perth Glory shirts I saw... but I dont think Perth have had QBE as a sponsor for sometime. Am I wrong in seeing it?
Waz
Roar Rookie
Just keeping up on the TEN promoting football, on tonight’s news: 1/ Matilda’s 2/ Lions v Roar in FFA cup. Then AFL, NRL etc The link to the Cup story is here: https://twitter.com/jonowilliams10/status/1451458885525536770?s=21
c
Roar Rookie
you went to alot of effort there mate is everything ok :football: