There was considerable despair among some Australian football fans to hear the A-League average crowd for all 12 teams fell to 8795 as of 13 December 2022. Outside of the pandemic, it’s a low watermark not seen since 2008 to 2011, when the home-and-away season average was below 10,000.
However, while I too hope that A-League crowds return to an average above 10,000, perhaps again reaching the record 14,600 average of 2006-07, when the league had just ten teams, international data indicates that the A-League crowds are not bad when compared to other national leagues.
While football is indeed the most popular sport in most countries of the world, with few countries having a serious rival sporting code, there is only a small proportion of countries that have a major football league with an average club crowd above 10,000.
Looking at worldfootball.net attendance data, as of 6 December 2022, I found 14 national leagues with an average crowd above 15,000 based on the current season and the most recent data.
There were just two soccer leagues (top tier) with a crowd average above 30,000: Germany with 42,629 for 18 teams and England with 39,900 for 20 teams.
I observed six other countries currently with a home-and-away season average above 20,000 but below 30,000: Spain with 29,540 and 20 teams, Italy with 29,079 and 20 teams, France with 23,803 and 20 teams, Brazil with 21,522 and 20 teams, and the USA with 21,034 and 28 teams.
In 2019, prior to COVID, China averaged 23,234 people across 16 teams.
Other national leagues with a recent average crowd above 15,000 include Mexico with 19,304 and 18 teams, the Netherlands with 17,791 and 18 teams, Scotland with 16,274 and 12 teams, and India with 15,356 and 11 teams.
(Photo by Vince Caligiuri/Getty Images)
Russia averaged 16,801 people across 16 teams in 2018-19, while another source indicates that Argentina’s premier division averaged 19,532 for the same season.
So excluding the above 14 national leagues with average club attendances above 15,000, while recognising that most of them have very large populations with the exception of Scotland and the Netherlands, an average crowd of 10,000 people would appear to be quite decent.
The A-League’s current average crowd is not that far behind other national leagues, albeit most of them have more teams.
As of 6 December 2022, the latest season data indicates the following:
- Japan averaged 14,309 people for 18 teams;
- Turkey averaged 13,285 people for 19 teams;
- Portugal averaged 11,713 people for 18 teams;
- Indonesia averaged 10,217 people for 18 teams;
- Belgium averaged 10,110 people for 18 teams;
- Sweden averaged 9884 people for 16 teams;
- Denmark averaged 9673 people for 12 teams;
- Poland averaged 9340 people for 18 teams;
- Colombia averaged 7994 people for 20 teams;
- Romania averaged 6423 people for 16 teams;
- Norway averaged 5747 people for 16 teams;
- Czech Republic averaged 5347 people for 16 teams;
- South Korea averaged 4578 people for 12 teams;
- Chile averaged 4473 people for 16 teams;
- Croatia averaged 4067 people for 10 teams;
- Hungary averaged 3115 people for 12 teams;
- Costa Rica averaged 2501 people for 12 teams;
- Serbia averaged 2189 people for 16 teams; and
- Bulgaria averaged 1639 people for 16 teams.
Looking back at the most recent data available before the pandemic or the war:
- Bolivia averaged 6,872 people for 12 teams in 2016-17;
- Peru averaged 6352 people for 18 teams in 2019;
- Norway averaged 5792 people for 16 teams in 2019;
- Greece averaged 5306 people for 16 teams in 2018-19; and
- Ukraine averaged 4068 people for 12 teams in 2018-19.
The A-League crowd average is currently on a par with the second tiers of some of the biggest soccer nations as of 6 December 2022:
- Brazil averaged 10,189 people for 20 teams;
- Italy averaged 9667 people for 20 teams;
- Spain averaged 9364 people for 22 teams;
- China averaged 9202 people for 16 teams in 2019; and
- France averaged 7962 people for 20 teams.
(Photo by Daniel Pockett/Getty Images)
Although it’s far behind the second-tier league averages of Germany (21,326 people for 18 teams) and England (18,194 people for 24 teams), two nations with unrivalled club interest.
Sure, the A-League crowd average could be higher, especially given it only has 12 teams, but the international data indicates that getting an average of 10,000 for club matches is not easy for any national league, even in the many countries where fans have far less distance to travel to away games when compared to the vast distances between Australian cities.
Present A-League crowds are also far superior to the last years of the National Soccer League.
From 1997-98 to 2003-04 the NSL averaged 5000 at best, with the figure down to 4100 and 3800 in its last two seasons.
Prior to the A-League, from 1997-98 to 2003-04, no Melbourne or Sydney team got close to averaging 10,000 spectators, with South Melbourne only twice averaging over 8000.
In fact the only teams that averaged above 10,000 from 1997-98 to 2003-04 were Adelaide United in 2003-04 (12,643), Northern Spirit in its first 1998-99 season (14,633) and Perth Glory for several years from 1997-98 until 2002-03 (its peak was 14,909 in 1997-98).
While some point to Channel Seven hardly boosting interest in the NSL by limiting the amount of free-to-air coverage to a one-hour highlights package, crowd attendances then were not affected by live television coverage, as they are today.
Although Melbourne Victory shows that an A-League side can average over 20,000 for a full season, having done so on ten occasions – with a record average 27,728 in 2007-08, boosted by large crowds at Docklands Stadium – achieving a crowd average above 10,000 has got harder.
Of the 67 occasions when an A-League (Australian) team averaged 10,000 for a home-and-away season from 2004-05 to 2019-20, Melbourne teams did so on 18 occasions and Sydney teams (counting Central Coast) 22 times.
Melbourne Victory has done so on 15 occasions, Sydney FC 14 on occasions.
Next is Brisbane (formerly Queensland) Roar ten times, although not since 2016-17, with its peak average 16,949 in 2007-08.
(Photo by Cameron Spencer/Getty Images)
Adelaide has achieved such an average nine times, but not since 2015-16 after a record average of 12,697 in 2007-08.
Newcastle has averaged more than 10,000 six times, with the last being in 2017-18 (it peaked at 13,388 in 2012-13).
Perth, which was the most popular club prior to the A-League from 1997-98 to 2003-04, has only achieved an average crowd of 10,000 twice in the A-League, most recently during the 2018-19 season.
In this era when much revenue also comes from television for live broadcasts and streaming, the A-League must decide whether to accept current crowd levels, expand the number of teams or even be prepared to accept an even lower crowd average if the promotion-relegation system leads to the more popular clubs being relegated to the second tier at times.
Quite simply, Australia is not the USA, where its population of 330 million has helped Major League Soccer achieve a crowd average above 20,000 for its 28 teams, although both countries have many professional or semi-professional sports competing for fan support.
As of 2022, while Australia has around 15 cities with a population of at least 100,000, the US has 122 cities with populations over 200,000.
With Sydney and Melbourne having around 40 per cent of Australia’s population between them, totalling around 10 million, the introduction of a third Melbourne team (Western United) and fourth Sydney team (Macarthur FC) has also brought down the crowd average given that the two clubs averaged just 3351 and 2945 respectively in the 2021-22 season.
In the 2022-23 seasons Western United and Macarthur have hosted three home games so far with averages of 2993 and 4515 apiece.
Should a second tier be introduced, this may also reduce the first-division average even more if the most popular clubs are relegated.
Of the 11 highest home-and-away A-League crowds from 40,500 to almost 62,000, ten of them were derby matches (six for Melbourne and four for Sydney).
Given that 20 teams (at least) would be needed to host two divisions of ten teams, which may mean more regional cities are involved, Australia has viable possibilities capable of generating decent crowds of around 5000:
- Canberra-Queanbeyan with a population of 482,000;
- Sunshine Coast with a population of 355,000;
- Wollongong with a population of 306,000;
- Geelong with a population of 280,000;
- Hobart with a population of 230,000;
- Townsville with a population of 182,000;
- Cairns with a population of 156,000;
- Toowoomba with a population of 144,000;
- Darwin with a population of 135,000;
- Ballarat with a population of 111,000;
- Bendigo with a population of 103,000; and
- Albury-Wodonga with a population of almost 100,000.
It may well be that the cities already involved in the A-League will have more teams represented within the two tiers.
But if the goal is to promote the sport, then perhaps Australian soccer needs to stop comparing itself to other domestic sporting codes in terms of crowd numbers and do what is necessary to create greater interest in Australian football by having more cities with a major football team presence and adopting measures to make the sport more attractive to attend.
It may well be that the A-league will not get much bigger in either average crowds or television audience in the short term, a possibility increasing as Australia’s economic fortunes diminish, which could lead sports fans to streamline their viewing expenditure.
Unlike other popular codes in Australia which have very little global interest (Australian Rules and rugby league), many Australians can and do watch many major football leagues around the world via television and streaming.
However, while the A-League will long need smart strategies to boost crowds in order to maintain its position as one of Australia’s best-attended sporting leagues, reflecting the reality that Australia’s sports market is one of the most competitive in the world, Australian football fans should not despair as only a small proportion of nations have a better crowd average for their major football league competitions.
Ripper eater
Guest
Good at what? Swinging buckets?
David V
Guest
A lot of this should take into account the big D and E: demographics and economics. England has an ingrained culture of support for local clubs which means that EFL and non-league far outstrip their equivalents worldwide in terms of attendances, revenue and whatnot. Only Germany can come even close for lower league support like that. Netherlands, Portugal, Belgium and Scotland are generally regarded as the best of Europe outside the "Big 5", but their attendances on a per capita basis is impressive. Most countries in question are dominated by a handful of clubs who mop up much domestic resources and support, and leave little for the rest. Their populations also tend to be more concentrated than spread out.
Brainstrust
Roar Rookie
This is the problem with Roar though, if they are going to play at a dump in Redcliffe there are plenty of NPL grounds that they could distribute those matches around Brisbane. Two or three matches of the season at other grounds in Brisbane plus two at Suncorp and everyone would have the opportunity to easily attend a match. How far away from Richlands are you. When they played the first match at Redcliffe they got a bigger crowd there because all the people nearby went. The more matches you have in one location the less people will got to those matches.
Munro Mike
Roar Rookie
The Socceroos at a FIFA WC isn’t an accurate reflection of intrinsic support for the domestic league. It would be like asserting that 40 years ago the support for Australia 2 in winning the America’s Cup meant that 12m yachting was the biggest sport in Australia.
Munro Mike
Roar Rookie
#Chris You’re jumping at shadows a bit here. Where have I been trying to tell you what you’ve suggested I have?!?! However - - as pointed out - - your assertions are clearly supported by facts. Btw - I’ve repeatedly asserted that Sydney/NSW and N/NSW ARE the heartland of soccer in Australia. The disconnect remains that in Sydney the NRL dominates media/tv. Not the AFL. However - - the Swans DO stand out from the crowd in Sydney.
Christo the Daddyo
Roar Rookie
Using the last full season for both A League and AFL as a comparison, you’re utterly wrong: SS: 29,424 GWS: 9,219 SFC: 5,534 WSW: 7,388 MAC: 3,118 Above figures are for regular season home attendances only.
Chris Lewis
Roar Guru
recent tv ratings for A-League suggest big decline https://tvblackbox.com.au/page/2022/01/25/ratings-a-league-audience-figures-fall-to-alarming-new-lows-on-channel-10/
chris
Guest
Mike read what I wrote. The TOTAL AVERAGE of A League match attendances outdoes the AFL. More people are watching A League than AFL in Sydney. Is that clearer? Add NPL numbers and its a no contest. You and your cherry picking to suit a non winnable argument. Stop trying to tell us AFL is more popular in Sydney than A League. You and your insular Melbourne view of the world.
The Ball Bobbled
Roar Rookie
Yer dead right mate. Its the product that counts. It reminds me of an old timer at our work. I used to drop into the local Leagues club on Fridays after work and have a beer with him. He was a dour Scot (and arn't they all dour!) and loved his scotch whisky. He only drank it (and in considerable quantities at that) neat. He rubbished folk who drowned it Coke or whatever. He tried time and again to convert me to the foul poison. He kept harking "it's an acquired taste, you will eventually end up liking it" he said. But I didnt b well want to develop a liking, "I like my Tooheys New" I would reply. I eventually gave him a wide berth when I saw him. In a similar vein I tried hard to convert a couple of egg ball mates to Soccer by pressuring them to come to games with me but they didnt want to acquire a taste either so i gave up.
Chris Lewis
Roar Guru
next broadcasting deal will be interesting.
The Ball Bobbled
Roar Rookie
I think atmosphere at the games helps drive ratings and sponsorship. A turnout of 8 or 9k in a 40 or 80k capacity stadium hardly creates atmosphere and I doubt would come close to covering overall hiring costs in those mega stadiums. Nor I would I be holding my breath waiting for a renewal of broadcasting rights when when the current deal expires.
Meme
Guest
Spot on Roberto
Ac
Guest
90 percent of the conversations regarding A league is about crowds, crowd behaviour. Nothing about the product itself. The simple fact is A League is that it competes in a tight market with three other football codes. Two which are #1 in their strongholds. Soccer is popular with children due to its safety aspect. After that it does lose appeal. But here’s the thing - A league crowds are down. Tv ratings on TEN are very low. Paramount Plus subscriptions poor. The Subscription’s being low is the reason why the A League had to go with the Sydney GF decision this week - low subscription less $ being delivered to AL via CBS Paramount. Either Football fans support the A league or be happy for its present precarious situation. Who cares about fans walking out 20 minutes into a game. Forget that an worry about what’s happening on the field. Personally I think too much attention is given to the fans and not too the action on the field. Like a reviewer reporting on people leaving the movie rather than reviewing g the movie. All in all - this is an endless cycle of complaint , criticism and nothing g getting done. Support the product. The Product it’s pretty good. Take the focus away from the fans the few of them left.
Chris Lewis
Roar Guru
reasonable crowds help create interest in A-League, which helps boost tv audience. Yes, it is balancing act in terms of spectators and tv revenue. I agree, 8,000-9,000 average is ok.
Roberto Bettega
Roar Rookie
Ratings drives both broadcast revenue and sponsorship revenue. I would argue that side of the business is actually more critical than the attendance (an average of 8 to 9k is more than fine as far as attendance goes). It's the TV viewership that is currently the A-League's biggest failing. And we have now learned that Paramount had penalty clauses in its TV deal, so with the A-League failing to meed certain benchmarks (don't know what), Vince Rugari has reported that this has resulted in a big downgrading of the value of the rights deal, and thus the A-League is in even bigger financial strife than we had first thought. Oh, and if that wasn't bad enough, I've just learned that the A-League clubs collectively lost $120 million over the last two years (primarily because of COVID).
The Ball Bobbled
Roar Rookie
We have heard all about the plethora of competition from other codes in Australia and the population per capita over and over again. The simple fact is that for the code to survive in Oz in its present format is that bums on seats is essential. Yes sponsorship is another way but empty seats at games are hardly likely to attract big sponsors.
clipper
Roar Rookie
Interesting and well researched. I wonder though, if many of these averages would be higher if teams played at bigger grounds. The EPL would certainly be higher as they have a few smaller grounds and the larger grounds would easily get more fans if they were even larger. Obviously, this wouldn't be an issue for most leagues under the 10k mark.
Munro Mike
Roar Rookie
what? Out do GWS Giants..........yay!! The best NRL Sydney club average attendance in 2022 was Parramatta 20,015 (and best in NL Brisbane Broncos 29,594). Sydney Swans in 2022 ran 29,424 avg (clawing back to pre Covid 30K+ avg). Where does that put Sydney FC? 21,910 so far. Pre Covid? 2018/19 ran at 13,464. So - - I'm seriously wondering - - are you ONLY referring everything against the GWS Giants??
chris
Guest
Aiden are you comparing the Wallabies with the A League? If you are, how are they even comparable? Is it because there is no other rugby to speak of?
Chris Lewis
Roar Guru
You are right, equation has to take account of viewing numbers. I have another idea or research about viewers, so am following it up. thanks for reading and your comments Aiden.