- Video
-
Club Roar
Captured a great grassroots sporting moment? We want to see it!Content Collections
The Roar Community
- Join
- Login
The issue of how to most effectively market the A-League has been a long standing one.
In order to do so, it seemed logical to many that aside from the three already established clubs, the newly formed ones that played in the inaugural competition in 2005/06, as well the expansion teams that have subsequently joined the league would need to forge strong ties, culture and tribalism within fan groups.
To do that and subsequently build a sustainable competition, the next generation of supporters simply had to be the target.
Sadly, that did not appear to be the central focus of the governing body throughout the first 17 seasons of the A-League, nor the first 15 seasons of what was previously known as the W-League.
Getting kids to matches ensures a future, yet cost, stadium access, a failure to engage and make links with NPL clubs, as well as scheduling, have all been significant discussion points throughout the A-League’s history.
There never really appeared to be a co-ordinated and unified plan to invest in the people who will be watching the A-League long into the future.
In my time working in the private education sector in Sydney, not once did an A-League club attend the campus in an attempt to convince young players that mocked the league openly at training, of its value.
I’ve constantly asked parents whose sons and daughter’s play in the NSW Premier Leagues as to whether an A-League club has taken up a presence at matches. Almost to a person the response has been a clear ‘no’, which is most concerning where clubs fall clearly in the catchment areas of the top tier team.
However, it does appear that the penny might finally have dropped in the boardroom of the APL, with all children under the age of 16 now permitted to apply for a Liberty A-League pass that will see them granted free access to matches right around the country in 2023/24 (excluding Perth Glory home fixtures).
Cortnee Vine will be the most recognisable face of the 2023/24 Liberty A-League season. (Photo by Mark Kolbe/Getty Images)
It is the freebie of all freebies for the young girls who spent most of August being inspired by the Matildas in their run to the final four at the World Cup.
In its previous form, the pass permitted all registered junior footballers to attend A-League Women’s matches free of charge, no matter the city or state in which they resided or the game was being played.
Now, the pass applies to anyone in the country under the age of 16; a massive broadening of the system and one that should be applauded, despite the move having arrived at least a decade too late.
Along with the reported 10,000 passes that have already been snapped up by fans desperate for the new season to begin, four A-League clubs have already announced record women’s competition membership numbers.
Brisbane Roar, Canberra United, Melbourne Victory and Sydney FC should expect to break all time records for attendance in 2023/24, based on the two-pronged boost.
No doubt others will follow, and with clubs offering added incentives to members of the men’s A-League teams to tack-on an inexpensive membership to the women’s team, as well as the opportunity to bring along their young children at no additional cost, the times certainly appear to be changin’.
Whilst no direct impact in terms of revenue to the clubs in terms of paid membership from the youngsters now allowed into the ground for free, I’d suggest a few mums and dads will be along for the ride, potentially growing their interest in the competition off the back of their child’s enthusiasm.
The Matildas have inspired a generation of young players that the A-League needs to secure its future. (Photo by Robert Cianflone/Getty Images)
Every piece of kit and/or merchandise sold to the new fans is a win, as are the bums on seats that interest game day corporate partners. The growth is likely to flow on to parents stumping up the small cost for a Paramount+ subscription, that will allow their child to follow their team whilst on the road. Even a moderate jump in ratings would be warmly welcomed by the broadcaster.
It seems a no-brainer to offer free attendance for children under the age of 16 to A-League football matches and as a long time advocate of exactly that, I wonder why the men’s competition has also not gone down the same path.
Club members should also be permitted to bring an interested friend for free across both leagues, whilst themed rounds for armed forces personnel, mothers, fathers, grandparents, front-line workers, police men and women etc should also be used to draw people to games.
The reality is that the vast majority of the kids that will now get out to the grounds and cheer along their teams, would not have been there without the leg up offered.
It has been too long coming, but at least we finally have what should have been standard some years back. Now, if the same program could be applied to the men’s competition, the A-League might finally receive the shot in the arm it has needed for some time.