‘Real disconnect’ between A-Leagues and Australian media owners
Comments made this week about the state of the A-Leagues football competitions has highlighted a “real disconnect” between the game and media owners, as well as brands.
On a new episode of the Mumbrellacast, hosts Neil Griffiths and Adam Lang discussed a recent interview with Clive Dickens, Optus Sport’s vice president of TV, content, and product development, who said that both the men and women’s competitions need support at every level to survive.
“It’s no question that national football in Australia gets plenty of support – Socceroos games, Matildas games – attendances are through the roof,” Griffiths said, noting that even friendly games played in the country between international giants can pack out venues like Melbourne Cricket Ground.
“The A League probably isn’t where it should be since its debut 20 years ago.”
Lang added: “One of the things that I saw in the article was that disconnect between the hopes and aspirations of what this code could be in Australia at the professional level, [as well as] the media rights and the brand business.
Miguel Di Pizio of the Central Coast Mariners celebrates scoring a goal during the A-League Men Grand Final match. Image by Mark Metcalfe/Getty Images
“Football in Australia has got one of the highest participation levels overall. Netball is a massive sport. Football’s a massive sport, not just cricket, NRL, AFL, etc. It’s also one of those things, unlike AFL, that there are international benchmarks. Netball has international benchmarks. Rugby league has international benchmarks, but football’s probably got the biggest one other than basketball. So, if we can connect the dots between junior participation, professional athlete level in Australia, like the A-League and the international version of football, the opportunity, if we get this right, is immense for men and women, for brands, for sports rights.”
The A-League can now be viewed on Paramount after Foxtel abandoned a $60 million six-year deal with Football Federation Australia back in 2020.
Griffiths said the access pulled from A-League and or football fans would have hurt the game, especially considering other major codes like NRL and AFL have dedicated 24 hour channels for coverage and questioned if one of the media giants need to come in and support the competitions.
“There’s no obligation except to the commercials, right?” Lang responded.
Perth Scorchers celebrating 2023 BBL win. Image by Paul Kane/Getty Images
“But if I could draw an example, the Big Bash League for cricket, that was a big punt for what was Network 10, now Paramount. So, what that company did with BBL rights was explosive.
“This was a new format of the game done between Cricket Australia and 10. And it worked its socks off for the first term of that deal. So, they did it really well. It’s within the DNA of sport to be able to do it… I’d love to think that can happen.
“But what it does need is a sports body that’s well funded to make sure those connection points between junior participation and having the role models at a professional level in Australia are visible and competing and can bring people to big games and spectacular results.”
Listen to the full episode here.
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The biggest difference between the comments about the Big Bash, is that the Big Bash is in the top 3 T20 Leagues around the world, quality content. Unfortunately the A-League would not rank in the top 50.
For sports to survive in our relatively small country, a significant media right fee (AFL,NRL,Cricket) or private ownership (NBL) are the only real option. Rugby, Netball and other sports may have a strong participation base, however they do not attract enough eye balls.
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Broadcasters in Australia literally have a vested interest in killing the professional game in this country. Just look at the history of football coverage in this country, only SBS, Optus and beIN SPORTS really give it the dues and support it needs. Everyone else literally sh*ts on it.
As Johnny Warren book titled alluded to, its always been thought of as “Sheilas, wogs and p**fters”.
Nothings changed, especially from those in decision making roles at broadcasters.
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