Paramount looks to bright side as A-League Women grand final kicks off post host-city drama
Results of the controversial decision to move the A-Leagues grand finals to Sydney will be partly revealed this Sunday when the first grand final, the A-League Women, plays out. Nick Bower, GM of ad sales at Paramount, said the relocation had made no impact on its platforms and should be seen as a positive change.
Speaking to Mumbrella ahead of the match at CommBank Stadium, Bower was optimistic about the grand finals’ move to Sydney “in terms of giving fans, the league and the teams a clear path and destination”.
Nick Bower
“[There’s been] no real impact for us, but with that said, we’re a network that provides a game that’s full of fans and we want the fans to have the best possible experience. This year the A-League is hosting those finals in Sydney, and we’ll support that.”
The relocation announced by the Australian Professional Leagues (APL) in partnership with Destination NSW triggered waves of dissatisfaction among football fans, as it disrupted an over-15-year tradition of awarding the grand final to the highest-ranked qualifying team.
Sunday’s A-League Women (ALW) final will take place between Western United and Sydney FC. It crushed the possibility of an all-Victorian lineup, which Melbourne Victory captain Kayla Morrison said could have been “a really big opportunity for everyone to say, ‘Maybe this [the relocation] wasn’t the best decision,” according to the Sydney Morning Herald.
Western United during the A-League Women’s Semi Final match against Sydney FC at Allianz Stadium. Photo: Paramount/Cameron Spencer, Getty Images
In terms of how to keep the rusted-on fans engaged after an incident like this from a broadcaster’s perspective, Bower pointed out that, once again, it’s important to look at the positive side, which is making football more readily available to audiences.
“We know that rusted-on fans, but also new fans and peripheral fans and just sports fans, like something exciting to watch either at home or in the stadium,” he said.
“Football is a sport right now that’s going places and someone said a great line: If Australian football was the investment bank everyone would be jumping over themselves to invest right now.
“The shift from us by taking up football rights a couple of seasons ago enables more Australians to watch more football, and that’s going to be a good thing for everybody.
“I think the league will continue to go from strength to strength, including the ability for them to have a final destination that is consistent, and something that every team and fan can sort of look forward to in the season.”
This morning, Liberty also extended its naming rights partnership with ALW and major sponsorship of the Isuzu UTE A-League into the 2023/24 season.
Liberty CEO James Boyle told Mumbrella: “We’re proud to be involved in a number of initiatives that provide more opportunities for players – at the elite and grassroots levels – to make football a viable career choice for more talented women.”
“Our main focus is on improving visibility and equality of women in sport and we’re pleased to look back on a season where we have been able to do just that. It’s been a gripping finals series and we’re thrilled to see Western United – grand finalists in their debut year – face Sydney FC.”
Paramount Australia and New Zealand is the owner of Paramount+ and Network Ten, the free-to-air partner of A-Leagues.
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Darcy Song was a reporter at Mumbrella, covering media owners, adtech and social platforms. She left in October 2023.
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