5 key questions about the new independent A-League

What’s going on with the independent A-League, and why is it important?

Brisbane Roar’s Rahmat Akbari (left) and Sydney FC’s Milos Ninkovic compete for the ball in their FFA Cup Round of 32 clash. Picture: Getty Images

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What’s going on with the independent A-League, and why is it important?

WHY IS THIS HAPPENING NOW?

Because, as of August 1, the A-League clubs have effectively taken control. But more to the point, why has it taken this long? Club owners have been fighting Football Federation Australia for control of the A-League for years. The struggle for power was tied up in the governance crisis of the past three years. Now that’s been (somewhat) resolved, all stakeholders recognise the need for a new body with an independent chairperson to run the professional game, in much the same manner as big European leagues including the English Premier League.

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Brisbane Roar’s Rahmat Akbari (left) and Sydney FC’s Milos Ninkovic compete for the ball in their FFA Cup Round of 32 clash. Picture: Getty Images

WHAT’S THE BIGGEST PRIORITY?

Engagement. Getting and keeping fans has been the biggest major roadblock to success, and the aim is to improve the product – then make people aware of its quality. That means an effective marketing campaign that cuts through to grassroots, prime time free-to-air TV exposure and smarter promotion of Fox Sports content, including better use of content on digital channels.

HOW EXTENSIVE IS THIS PLAN?

It pretty much covers all bases. At the forefront is sustainable expansion to 16 teams, improved fan experience, and prize money based on performance. The controversial salary cap stays for now but will come under hefty review. The finals series could also be extended and reformatted and a new fixture added akin to the FA Community Shield.

WHO ARE THE KEY PLAYERS?

It’s no surprise that with Manchester City involved this appears somewhat like a commercial EPL. But owners such as Scott Barlow at Sydney FC and Paul Lederer at Western Sydney Wanderers have been instrumental in driving it after years of losses just to keep the league afloat.

IS ANY OF THIS ROCKET SCIENCE?

No, not by any stretch. But not much of it has been done before. At least not all at once, and well. Some elements seem obvious, particularly strategies around incentivising youth development. But without doubt the most pertinent aspect is still marketing a league that essentially hasn’t been marketed in two years.