The switch from the National Soccer League to the A-League in 2005 was designed to help Australian football broaden its global horizons.
However, the league still struggles to garner attention in the face of stiff competition domestically, while international exposure is minimal.
Read on as we assess some of the key ways the A-League can achieve what it set out to do when it was launched 20 years ago.
Strengthening Connections with Other Leagues
The A-League can broaden its global footprint by building stronger connections to other well-established leagues.
The relationship between A-League club Melbourne City and Premier League giants Manchester City is the perfect example of how beneficial these partnerships can be.
Melbourne City is part of the City Football Group and have enjoyed numerous benefits from being in their network over the past few years.
They have taken layers on loan from the Premier League club, and Man City fans follow the A-League to watch their players develop.
Melbourne City coaches are also given world-class training methodologies straight from the best manager of the 21st century – Pep Guardiola.
This type of partnership needs to be more common for A-League clubs if they want to boost the competition’s profile in the future.
Arsenal manager Mikel Arteta has encouraged his club to embrace the multi-club network policy and the A-League could be a viable option.
Chelsea are stockpiling talents and need new loan destinations for them to develop. The Blues can only send so many players to Strasbourg.
They shared a partnership with Vitesse Arnhem that profited the Dutch club tremendously. An A-League club could set up a similar collaboration with the two-time Champions League winners.
This would give them access to a larger talent pool and coaching development programs. It would also enrich the local narrative around A-League games.
Affiliations of this nature would help A-League clubs improve their infrastructure and provide potentially lucrative commercial opportunities.
They would establish the A-League as a stepping stone for players looking for a pathway into Europe’s top seven leagues while increasing its competitiveness.
Encouraging a Positive Relationship with the Betting Industry
The betting industry is a strong supporter of football worldwide. Their sponsorship deals bring in revenue and help keep fans engaged with the sport.
The gambling industry spent $271.3 million on advertising in Australia in 2020, excluding social media, sponsorships and in-programme content, such as during live sports broadcasts.
The A-League cannot shy away from their importance. They must work on creating a positive and responsible relationship with the betting sector.
Some A-League clubs have pushed back against betting sponsorships, limiting their revenue streams. These include Melbourne Victory and Western United.
Several leagues across Europe, South America and Asia partner with betting companies. These collaborations generate commercial income to bolster the coffers and improve fan engagement.
Funding from reputable betting platforms such as Bet365 AU would help the A-League reinvest in grassroots football and player development.
It would also help improve infrastructure for players and fans. Differences between the clubs, their fans and betting firms can be resolved with dialogue and flexibility.
Beyond the lucrative revenue, A-League clubs could also tap into insightful betting analytics to boost their engagement with supporters.
Expanding and Improving Global Broadcast Coverage
The A-League must considerably improve its worldwide broadcast coverage to become a more competitive league.
A-League clubs are currently struggling to attract new viewers compared to the Japanese J-League and Major League Soccer (MLS) in the United States, which are recording impressive numbers.
The A-League must change this narrative by pursuing broadcast deals that make Australian football content more accessible to fans worldwide.
Australia’s time zone puts the A-League at a massive disadvantage as European and North American audiences struggle to keep up with live games. The A-League may need to consider rescheduling the games to secure prime-time slots in the international market.
They also need to secure deals with renowned streaming platforms such as DAZN, ESPN+ or Amazon Prime Video to expand their reach into new territories and beyond traditional television outlets.
The A-League must ensure that its broadcasts are top-notch with high-calibre camera work, excellent commentary and engaging punditry that provides fresh insights.
A-League production should feature interactive elements that keep fans engaged. Behind-the-scenes content, player interviews and tactical breakdowns is the type of content fans demand.
Social media must play a massive role in promoting the A-League. The league needs to work with digital content creators to use platforms such as YouTube, TikTok and Instagram more effectively.
They can also work with popular influencers to push the league into the mainstream. Highlight reels, matchday previews and player spotlights can help to introduce new audiences to the league.
