American equity firm’s decision to buy into Australian football a game changer for A-League

The A-League ‘game-day experience’ will receive a much-needed boost after a $140m investment in Australian football by an American giant.

Active support will be part of an A-League game-day experience set to improve. Picture: Bradley Kanaris/Getty Images

Melbourne Victory chairman Anthony Di Pietro says the $140m investment in the A-Leagues made by an American private equity firm is Australian football’s “most significant moment in time”.

As reported on Tuesday morning, Silver Lake, a “global leader in technology investing” whose companies generate more than $227bn of revenue annually, has bought a 33.3 per cent equity share in the Australian Professional Leagues, which runs the A-League’s men, women and youth competitions.

At a time when A-League crowds are low and the quality of football is down from previous years, Silver Lake’s investment is set to give the game a much-needed domestic boost in key areas, including “fan experience”.

“This is a generational event,” Di Pietro said.

“People often say that football is starting and stopping, but it’s far from that. I think the game in Australia has really evolved and this is the most significant moment in time.

“It really gives the impetus to the game to continue to evolve and grow.

“It’s not just about the dollars, it’s about the partner. Silver Lake brings the experience that they’ve had in bringing sports and entertainment businesses forward in specific markets.

“They’ll add to the expertise we’re building within the league. It’s a really exciting time.”

The A-League’s ‘game-day experience’ is set to improve following Silver Lake’s investment in Australian football. Picture: Mike Owen/Getty Images

The investment will reportedly assist with luring marquee players to Australia, the expansion of the A-League women’s season, the return of youth football and improving digital, marketing and community programs.

Di Pietro said Silver Lake’s involvement would also lead to a better “game-day experience” for supporters.

“We need to continually look at how we can continue our product on and off the field on game day,” he said.

“We want to have the most professional product and entertaining product.

“We want people tuning in and saying, ‘Wow, have a look at this’.

“Every club has an obligation to grow and support our active support. Our game is quite different to many other games. Our fans have a different way of expressing ourselves.

“It’s quite special and people love it. It’s just as entertaining a part of the day as the football itself. We’ve got to grow all that.”

Football Australia chief executive James Johnson said Silver Lake’s “significant investment” in Australian football “further reinforced the benefits of the unbundling of the professional leagues”.

“The funds that will flow from this transaction will provide crucial capital into the professional game and enable continued investment by Football Australia into strategic initiatives to benefit the Australian football community at large, which could include initiatives such as the expansion of national competitions outside of A-Leagues and investing in digital transformation to enhance the experience of our broad and diverse participation base,” Johnson said.

Originally published as American equity firm’s decision to buy into Australian football a game changer for A-League