Resurrecting the A-League

A lack of major business sponsorship for some A-League clubs is another facet which has contributed to their financial malaise, and exacerbated by the Global Financial Crisis (GFC). Newcastle and Central Coast are cases in point. Even so, until such time as major sponsors are found for these clubs, is there anything prohibiting these clubs seeking short term, even weekly, business sponsorship or alternatively promoting socially conscience organisations such as “Beyond Blue” or “World Vision” at no or minimal cost to these organisations as a means of engaging and creating goodwill within the community. This will surely enhance the game’s image in Australia and internationally for all the right reasons.

There is also no doubt that the GFC has contributed to a decline in attendance at games, with spectators prioritising their spending dollars. From a consumer value proposition, the public perception is that the A-League is currently not a high value proposition relative to other family oriented activities apart from those considered die-hard supporters. One avenue in improving the value proposition is the need for players to be less focused on “simulation” (the act of pretending to be fouled by academy award winning dives) and greater emphasis on “stimulation” (the act of stimulating the senses of spectators by quality, entertaining and spirited football).

While the FFA is considering the establishment of a second division “B-League”, it is also surprising that into its 5th season, there is no FA cup style competition to whet the appetites of a potential viewing public. This will help in broadening the appeal of the game domestically by having State League based teams competing against A-League teams in FA cup style knockout games.

And let’s not get too hung up on whether we call “soccer” “football”, or “football” “soccer”. In the scheme of things, the obsession regarding what the sport should be called will not change the results on the pitch, improve the quality of football, or a club’s profit and loss statement. And the “Footballroos” just doesn’t have the same ring to it as the “Socceroos”!

In fairness, credit must be given to FFA in establishing a Youth League, a Women’s League, in instigating programs to raise coaching and refereeing standards, better nurturing of current and future generations of aspiring Socceroos, and our foray into Asia. In time, these initiatives will hopefully support in raising the technical, professional and administrative standards of soccer in Australia.

As the A-League is a relatively immature competition compared to European competitions, it may seem unreasonable to make such comparisons and be critical of the current state of the A-League. However, we live in a society in which comparisons and judgments are made and people are instinctively attracted to winners. The A-League needs to find that winning formula.

There comes a point where the FFA cannot continue to use the excuse that it is going through growing pains. It’s a competitive environment where a number a sports are vying for the same pool of current and prospective supporters and their spending dollar. With many of the clubs in a state of financial fragility, FFA cannot afford an outcome where clubs exit the competition, as has happened in the national basketball league this past year. This will set soccer back in this country for at least another generation.

But while there is light, there is hope. There has always been an optimism regarding the potentiality which soccer has on offer in Australia. Soccer has an ally in Frank Lowy who has the passion, vision, financial strength and an appreciation of the game to convert that potential into reality. But time is ticking for Lowy and the FFA in identifying and implementing solutions in resurrecting the A-League, making it a financially viable and an appealing proposition to the Australian, and conceivably one day, international audience.

Even Robbie Fowler, the man they call “God” is not enough to save the A-League as is now stands. Perhaps Australia’s football legend, the late Johnny Warren watching from above, can source divine intervention to resurrect the A-League and firmly entrench soccer into the hearts and minds of Australians, once and for all.