Football federation Australia has announced its strategic plan for 2016 through 2019, with the emphasis on audience and revenue growth in the A-League.
The plan, announced by CEO David Gallop and chairman Steven Lowy, is based on four initiatives:
- A refresh of the A-League brand to connect more fans to the competition as viewers, members, ticket buyers and consumers of digital content;
- New investment in digital platforms to improve the experience of the 2 million grassroots participants and connect more of them to the Hyundai A-League and Westfield W-League;
- A new centralised approach to Marquee Player Recruitment to assist Hyundai A-League clubs in attracting top class international players, including Caltex Socceroos returning home;
- Incentives for football stakeholders at all levels to collaborate and align their programs to the game’s overall national objectives.
Lowy says the strategy is founded upon the need to pump more funds into FFA’s longer term, 20-year ‘Whole Of Football’ plan, which is in need of greater financing and backing.
“The four-year strategic plan represents a significant shift in emphasis towards our showcase competition, the Hyundai A-League,” Lowy said.
“This is primarily about broadcast rights and commercial partnerships, which are the economic foundation of football around the world.
“There is impatience from all levels of the game to do more, and do it quickly. That’s good. It’s healthy.
“It shows our game is brimming with enthusiasm and that there’s a hunger for success.
“The upcoming renegotiation of our broadcast arrangements will be critical to funding our four-year strategy, but some projects can’t wait until we wrap up that new deal.
“Today, we have announced initiatives that will kick off in the first year of the strategy, but we will not divert from our disciplined approach and our commitment to sustainability.”
Gallop echoed those sentiments, adding that state member federations in particular are in need of greater support with a view to an improved experience for all participants.
“Having the funds to invest in the Whole of Football plan is fundamental, but so too is the unity of purpose that comes from all football’s stakeholders working together,” Gallop said.
“Our state and territory member federations, their zones and associations, and the 2,300 clubs across Australia do an outstanding job, but they need more support.
“Digital touchpoints will be vital to achieve this goal and we are committed to investment in new platforms.
“Results at youth international level matter, but not as much as finding the next generation of stars to keep the Socceroos and Matildas at the forefront of Asian and world football
“The establishment of A-League academies and the integration of the Foxtel National Youth League teams in the Sony PS4 National Premier Leagues are great steps forward in this aim.”
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