According to several reports, South East Queensland appears destined to obtain one of two future A-League expansion licenses in 2025-26.
This would follow the entry of Canberra and Auckland a season prior in 2024-25, which was announced earlier this week. Gold Coast and a second Brisbane team appear set as the primary contenders, with Sunshine Coast touted as a hopeful outlier. Each option has its pros and cons, which will be examined here.
The Gold Coast skyline with its towering skyscrapers adjacent to Surfers Paradises white-sand coastline is a nationally (and internationally) recognised landmark. It represents a unique identity in South East Queensland with a clear differentiation from Brisbane an hour north.
It lays claim to being the glitz, glamour, surf and party capital of Australia. This clear cultural and geographical distinction from Brisbane represents an opportunity for a new franchise which would not cannibalise Brisbane Roar’s fanbase.
Gold Coast also has a suitable rectangular stadium, albeit slightly too large. There were rumblings up in the sunshine state of a planned boutique, appropriately-sized 10,000 capacity stadium on the coast’, although these quietened during COVID-19.
Population-wise, upwards of 700,000 people call Gold Coast home, making it the sixth most populous region in Australia, almost doubling in size since the collapse of Gold Coast United in 2012 when under Clive Palmer’s control.
Now for the cons. As the old adage goes, fool me once…..
Admittedly, Gold Coast United were, in this writer’s view, not as poor off-field as the A-League community remembers. The club had modest crowds before their downward twilight years, at least by today’s standards. Yet it remains fact that Gold Coast is a tried-and-failed region in the A-Leagues, and a return to a failed location when other untried regions are waiting in the wings would be irrational.
Further, Gold Coast is universally considered a ‘Bermuda Triangle’ for sports teams, where crowd attendances tend to casually decline once the novelty wears off. Would a new Gold Coast franchise bring in consistent, rusted-on fans after ten years? Can it buck the trend?
Clive Palmer was unable to keep a Gold Coast based, A-League club alive. (Photo by Chris Hyde/Getty Images)
A second Brisbane franchise is also fraught with opportunities and dilemmas. Beginning with the benefits, Brisbane will soon be home to 2.5 million people, almost quadrupling the population of the Gold Coast and representing the third-largest population centre in Australasia.
Perhaps more significantly however, a second Brisbane franchise would establish an original, A-Leagues-first Brisbane Derby, with the potential of sell-out evenings at Suncorp Stadium. The reintroduction of Gold Coast would not bring an event of this magnitude to the sporting calendar, with the promise of a mere ‘South East Queensland Derby’ failing to attract the same commercial appeal.
Moreover, a second Brisbane franchise would be new, untried waters for the Australian Professional Leagues (APL) to dip their toes in. It is also likely to revitalise Brisbane Roar (and their owners) to compete with the added competition.
Yet, a second Brisbane franchise would likely have little to no identity distinction from Brisbane Roar. Geographically, the club could conceivably represent a distinct region, such as the western corridor or Brisbane’s north, but the regrettable fact remains that there is limited infrastructure and stadia for a new Brisbane side.
Hence, a new franchise would almost certainly play in Brisbane’s city centre and likely share a home with Brisbane Roar, spoiling any genuine opportunity to stand out and attract new supporters.
The APL cannot afford another Melbourne City situation; a club with incredible on-field success and off-field resources yes, but in a city of near seven million people, there has been little-to-no growth in attendances or cut-through with Melbourne’s populous.
Melbourne City have plenty of success, yet very few fans. (Photo by Daniel Pockett/Getty Images)
However, there are potential solutions for addressing Brisbane 2.0’s dilemmas. A new north Brisbane franchise could play every match at Dolphin Stadium in Redcliffe, home of the newly introduced NRL side, leaving the Roar its city heartland.
This would establish a north-south divide. Alternatively, perhaps an “old soccer versus new football” distinction could be established, especially if the newly formed Brisbane United entity (an amalgamation of Wynnum Wolves, Brisbane Strikers and Virginia United) were to be granted entry into the A-Leagues.
Finally, the possibility of the Sunshine Coast has sprouted in reports as a possible destination for South East Queensland expansion. Home to over 350,000 residents (similar in size to the Central Coast), the beautiful ‘Sunny Coast’ would be an intriguing left-field option.
The region represents a clear, unique identity from Brisbane. If a possible franchise were to intelligently market itself as a small, local club, in a similar fashion to the aforementioned Mariners, anything is possible. There is also no competition from other sporting franchises on the Sunshine Coast besides the NRL’s Dolphins, who broadly represent the area and are set to play one match a year there.
However, Sunshine Coast lacks two vital criteria. Firstly, Sunshine Coast Stadium is, in this writer’s opinion, not quite up to A-Leagues standard, with just the one medium-sized grandstand and three hills. Yet similarly to the Gold Coast, the second worry is the lack of a defined Brisbane Derby, with the Sunshine Coast one and a half hours north of Brisbane.
The Sunshine Coast is ripe for a club represented in the National Second Division, with excellent potential for promotion into the A-League Men down the path.
As demonstrated, none of these three options score perfectly. They each grade well without being outstanding. Putting aside the physical location for a moment, perhaps the winning formula is the quality of investment and ownership. An intelligent investor willing to commit bottomless funds for a franchise which they live and breathe for, regardless of geographical location, would get them across the line.
The degree to which local residents feel an emotional connection with a franchise through strong engagement is paramount. Hypothetically, a smaller city with 350,000 residents in which one to two per cent of the populous regularly attends matches would surpass a city of 2.5 million in which a minute percentage of fans rock-up with little emotional attachment.
So once again, with the scores seemingly split, the recipe for success will come down to the quality of ownership and fan engagement. This will surely prove to be the secret ingredient.
Let’s hope the APL considers this carefully, prior to making a final decision.
Churchman72
Roar Rookie
He has a valid point- there are almost as many registered players in QLD as Victoria but QLD is regularly overlooked- when was the Last Socceroos game in QLD?
Churchman72
Roar Rookie
The problem with the Gold Coast (and this applies to the Sunshine Coast too) is that most of the people who live there are from somewhere else- the population of third generation ‘coasties’ is very small compared to the total population of the Gold Coast. Most people who live there have moved there from either greater Brisbane, the rest of Queensland, interstate or overseas, and brought their existing sporting allegiances with them. If they are from elsewhere in Australia then they already have a club to follow and aren’t likely to switch to a new franchise. I’ve been living in the MacArthur region for the last five years but I don’t follow the Bulls (forever a Roar fan) and I see far more Sydney FC and WSW jerseys at Narellan than Bulls jerseys and far more Wests Tigers than the rest combined. There are however hoards of new families moving into the region and it’s the new kids who will run around at Leppington Tigers and other grassroots clubs that will be the Bulls future fans, if they can hang in there. Any Gold Coast team is going to have to put up with small crowds for ten years at least before a new generation grows up in the area and adopts them. I see that being the only way expansion teams are going to survive- try and stay afloat long enough for a local fan base to build. They need to be able to wear losses for several years, the upside of all those people moving to the Coast is that there is a high proportion of young families among them who are potential future fans so the time is probably much better for a Coast team than when GCU went around last time.
Lionheart
Roar Rookie
I think that's a large part of their problem, it's snowballed to the extent that fans and the media just automatically assume it's Roar owners or management at fault. Matty was a great club man, but it was Aloisi and Fowler and Moon who let the following generations go. I'll never forgive Aloisi for the way he treated Broich or Rowles, or Fowler for a whole team, or Moon for Jelacic and five or six others. We've probably got two decent teams of ex Roar players with other teams in the A League at present, released by coaches, very disappointing. Brattan is the only one I can think of who we can genuinely blame on bad Roar management. When it boils down, absentee ownership is probably the cause, but who's going to step in?
Sheffield WesDay
Roar Rookie
It looks like you may know more about these things than I Lion, but I feel that is exactly the point I was making. There is a long list of very "odd" things that make up the last 10 years of the Roar's existence that has watered down the unwavering support and pride we had in the club in those early days. As an everyday fan (someone who has followed the team from day one, been to as many home games in the last 20 years as I could, bought the shirts year after year, was there when Partalu hit that header in the last minute, watched in amazment when Broich arrived and dazzled us with his brilliance, saw Matty MaKay literally grow up infront of our eyes, passed my support of the team onto my young kids) I don't feel the club has explained those things our engaged with me in recent years in a way that warrants my continued undying devotion. In fact, I would say that the only thing that keeps me coming back and forking over my cash to them is the fact that I believe in the quality of Australian Football and want to see the professional game in Aus continue and grow. In my experience where there is smoke there is fire, and I think it is very hard for many fans to see the once bright beaming orange and maroon of the club through all the smoke that seems to bellow off them.
Lionheart
Roar Rookie
I tried to add but couldn't, that I don't want to be an apologist for Roar. They have done a lot of things poorly and presently they don't have a CEO (whatever happened to Pourre?) so I'd suggest management is probably very fragile right now. It seems to me that they are trying hard to keep an even keel, but fans and journos are at the ready and will hook right in, before any research, at the slightest of rumors. Our previous owners were bleeding money, didn't the FFA takeover the club? Roar say the owners are losing $4mil per year right now. The whole ship is fragile.
Lionheart
Roar Rookie
They’re certainly tainted, no matter what they do someone’s ready to throw the can at them. Personally I think a lot of those things are overblown, and some are wrongly misrepresented. Fowler walked out during Covid and was never coming back, he said as much but called out Roar for not flying him back from England (after saying it was too hard to travel). I don’t know the details other than Roar lost the case at arbitration, but it seems odd, and misleading to say they sacked him when really, he walked out. Logan is another oddball, they had a verbal agreement with the council (remember Logan City signs were splattered everywhere at Suncorp) but that council was booted by the State government (wrongly it turned out) and the new council refused to acknowledge the agreement. Poor administration to work on a verbal agreement certainly, but very poor form by the council. It’s noteworthy that they hit them with water rates several times that of other tenants. Who’s there now? The reports of unpaid bills at the Gold Coast are wrong and the journalist responsible should have apologised. The bill was $11k and within a few days Roar asked for it to be itemised, that’s it, but the Suns screamed and the media ran it. Corey Brown? that happens all the time. Has anyone signed Corey? Nick Green, I think he’s going ok for an interim coach. Was anyone else available at no notice for 7 games? I also wonder why fans didn’t criticise Brisbane City for sacking NG during Covid, because they couldn’t get Jobkeeper. There was no criticism or talk at all when he took them to arbitration, and won, to get the money they owed him. The suggestion his assistants should have got the job may have some validity as it’s common, but equally it’s easy to say that it would have just been more of the same. Academy didn’t collapse, they still have their two primary academy teams, just not junior teams. I don’t know if it’s good or bad, but there’s nothing unique about an academy starting at age 15. Local clubs with academies should be happy. Dale Cliff, I’ve got no idea and really don’t care, there’s more than enough nepotism in football in QLD and Australia for any surprise by football fans to be labelled feigned. Super not paid, as far as I recall that’s some years back and included several A League clubs. Contracts not paid, again I think that’s going back some years, Ballymore days, not aware of any of late. Marque signings -not sure what you mean other than many of our signings and visa players in particular have been disappointing. That falls back on the coach, not unique to Roar though. Personally, and I know it’s personal opinion, I hate the maroon, that’s qld rugby, love the black and grey.
Sheffield WesDay
Roar Rookie
I agree, results and play a huge part, but look at City. They have been playing quality football for a few years now and still cant attract a crowed. I do believe the lack of wins and less than exciting football the Roar plays is a part of it, but feel they are only playing like that because of decisions made at the club. Multiple decisions made across the last 7-10 years that have left us all scratching our heads and less than excited to fork our hard earned money or time at the gate on a Saturday night. Fowler's sacking?? booted from Ballimore, booted from Logan, rumours of unpaid fees at Gold Coast, Corey Brown, Nick Green, Dale Cliff, the collapse of the Academy, Super not paid, contracts not paid, marque signings, shift of stadium, and probably the most grievous of all....dropping the maroon in favour of the pedestrian black (that one might be more of a personal grievance). People will support a club they believe in and feel valued by, and a part of, whether they are winning or not.
Sheffield WesDay
Roar Rookie
Yeah, or could be a joint Jets/Power/Fire type arragment, a bit like the Brisbane United "co-op" type thing they are putting together for NSD. I suspect that the APL will still want to go for a brand new club rather than an existing NPL club. It seems to be their preferred model.
Lionheart
Roar Rookie
think I was overseas when that was all going on, or if not in Sydney
Blood Dragon
Roar Rookie
The Chargers moved to Carrara around the same time the Crushers joined the ARL
Canberra Pear
Roar Rookie
The Gold Coast population hasn't nearly doubled in that time. It's grown by nearly a quarter. It's growing quickly, but not that quickly.
Lionheart
Roar Rookie
I vaguely remember that, but recall the Crushers based at The Grange, using the old Brothers ground.
Blood Dragon
Roar Rookie
When Broncos, Knights and Chargers joined the NSWRL in 88 the Broncos had a condition in their licence in which they could be the only team in SEQ so the Chargers had to play at Tweed Heads to get around this condition.
Blood Dragon
Roar Rookie
Sunshine Coast Stadium is getting upgrades for the Olympics https://www.austadiums.com/news/1251/plans-for-new-indoor-arena-and-expanded-sunshine-coast-stadium-revealed#:~:text=%E2%80%9CIn%20other%20exciting%20news%2C%20the,total%20seating%20capacity%20to%2011%2C814.
Jordan Sports Fan
Roar Rookie
This is the scenario I envision. Roar back in the City with a Moreton Bay team coming in. If Cronulla Sharks are interested in an NSD licence, perhaps the Dolphins would be for an AL licence? Get year-round matches at their stadium.
Lionheart
Roar Rookie
Pen Power? It does need a roof all round, and of course the profits go to Dolphins and their benefactors. But it's so easy to get to off the Gateway, and park almost at the front gate, with some casual eats not far away.
Lionheart
Roar Rookie
I suspect it's more to do with losing, and not winning or playing attractive football. Even in the Suncorp days of 15K, since the Wanderers grand final, I don't recall a single day walking out after a game and not hearing core supporters on the bus home complaining about the style of play and coach. The calls by locals for a local coach and local players was a bit of a disaster. Roar seems to give the RSF a fair hearing.
Brainstrust
Roar Rookie
Titans have gone broke mutiple times, and been bailed out. Suns despite the stadium deal and their pokies empire, some people are saying they cost the AFL 20 million a year.
Sheffield WesDay
Roar Rookie
I think another huge issue when deciding where a second team may go is the fact that the Roar do not have an identity. They have floated across many training bases around Brissy and GC, have not played in Brissy for a few years and have disengaged the fans. It is hard to set up a rivalry or derby against a club that doesn't know who they are, what they stand for or who they represent. North vs south?? Are the Roar North or South? Glitter/Glam vs working class?? Country vs city???? Old Soccer vs new football??? The only real identity that the Roar has is that they are the only Brisbane team, which had to change originally from being the only Qld team back in the Qld Roar days (dump the black and bring back the maroon), so they don't even really have that. This is a club that seems to be drifting where-ever the tide sends them, making it very hard to support, but now also very hard to set up another team to compete against.
Sheffield WesDay
Roar Rookie
All the more reason to base a team in Moreton Bay. Kayo is a great Boutique stadium.