Dandenong-Casey and Wollongong Wolves bids set to raise the stakes in A-League expansion race

THE race for the next A-League licenses will intensify with the Dandenong-Casey and Wollongong bids set to up the ante. David Davutovic and Matt Windley reveal their expansion criteria.

An artist’s impression of how Casey Fields would look hosting A-League games.

THE race for the next A-League licenses has intensified, headlined by a three-horse race in Victoria.

Dandenong-Casey, in Melbourne’s fast-growing south-east corridor, will reveal formal bid plans within a month.

Victoria Patriots - a Geelong-based bid incorporating the western region - formally unveiled their bid last week with a proposed new boutique, rectangular stadium central to their expansion plans.

National Soccer League heavyweights South Melbourne have been the highest-profile of the three Victorian bids, and have sounded out Roberto Carlos and Didier Drogba to become their inaugural coach and marquee player - although attempts to secure the latter fell through.

Wollongong Wolves have joined former National Soccer League rivals South Melbourne in declaring they are ready to join and fill a void on the NSW South Coast.

Expansion excitement has reached fever-pitch since October with no less than 10 consortiums interested in joining the A-League, but Football Federation Australia delayed the criteria release until February.

FFA has revealed that two teams will join in 2018, adding that the criteria will include plans for an eventual 16-team competition.

The Sunday Herald Sun understands that the three biggest councils in Melbourne’s south-east, Greater Dandenong, Casey and Cardinia, met last week to discuss an A-League bid and will hold further talks within a fortnight.

It’s believed that they have agreed on Dandenong as the location of a proposed stadium, while Casey and Cardinia are mooted training bases.

City of Casey plans for its Casey Soccer Centre of Excellence at Casey Fields.

“The three councils are working jointly, we’ve held talks regarding an A-League bid and we’re keeping the ball rolling,’’ Greater Dandenong mayor Jim Memeti said.

“We’ll formalise things as talks progress and we will also be looking for investors, but the councils have agreed to supply land for a stadium and training facilities and we mutually agree on the locations.”

A Sutherland bid, involving Cronulla Sharks boss and former Football Federation Australia executive Lyall Gorman, has been favoured to land a new A-League license, while the fast-growing south-west corridor (Campbelltown-Liverpool) has also been mooted as a potential home for a new club.

The Wolves, who were linked with a joint Sutherland bid, have vowed to fly solo.

Chris Papakosmas quit a corporate career to become Wolves’ full-time chief executive in November and said they have a compelling case for 2018 inclusion.

“We’ve got a new management in place ready to push for an A-League license. We’re all South-Coast born and bred, business and sports people and we’ll give it red-hot go,’’ he said.

“We have every bit of the jigsaw puzzle for an A-League license. The infrastructure’s in place, corporate backing, a nursery, passion and the Wolves have had past success.

“From Newcastle down to Sydney FC you’re covered. Beneath that there’s a huge chunk missing.

Wollongong Wolves believes they have a compelling case to be included in an expanded A-League. Picture: Getty Images

“It’s a huge area desperate for representative football. We plan to cover the region from Helensburgh to the Victorian border.

“Illawarra continues to expand, Shoalhaven is one of the fastest growing areas in Australia. Population wise we’d be pushing a million people.’’

Former Socceroo and businessman Steve Horvat was revealed as the face of the Victoria Patriots bid, who have engaged stadium design leader Populus.

Armstrong Creek, a master-planned urban growth area in Geelong, has been touted as a potential location for a stadium and/or training facility but Simonds Stadium could be a temporary and eventual blockbuster game home.

“The ultimate goal is to play in a boutique 15,000 stadium and we’re working closely with Populus to look at the feasibility of a stadium in the region,’’ Horvat said.

“The price depends on a number of factors, which we’re investigating. We’ll continue to have talks with council and Michael Brown, the interim CEO of the Kardinia Park Trust, who knows the power and strength of our code having done an amazing job with the Asian Cup.”

POTENTIAL TEAMS

South Melbourne

Geelong

Casey-Dandenong

Tasmania

Perth II

West Adelaide

Adelaide City

Sutherland

Wollongong

South-West Sydney

Sunshine Coast

Ipswich

Canberra

The South Melbourne A-League bid has a lot in its favour.

EXPANSION CRITERIA

FOOTBALL Federation Australia has said it will release its eagerly-anticipated “expansion blueprint” in February.

Would be clubs around the country are waiting with nervous anticipation to know where they stand, with jostling for positions set to ramp up even further.

FFA has taken its time coming up with its expansion criteria - some would say too much time, while many hope that a second division will be part of the blueprint.

Just in case FFA board members needed some last minute help, DAVID DAVUTOVIC and MATT WINDLEY put their heads together this week to come up with …

THE 18 COMMANDMENTS OF A-LEAGUE AND SECOND TIER EXPANSION

TIMELINES

Season 2018-19

- Two extra teams (Total 12)

- Introduction of an 8-10 team national second division

2019-20

A-League: 2 extra teams from second division (14)

Division 2: 2-4 extra teams (8-12)

2020-21 and beyond

A-League: 1-2 extra teams until it reaches 16 teams

Division 2: 1-2 extra teams until it reaches 14-16 teams

2025

30-32 professional clubs in two divisions

Promotion/relegation begins within A-League and division 2

LICENCE FEE

Criteria:

Setting a fee in the range of $10m separates the wheat from the chaff and demonstrates who has the serious money behind them to make it work.

Leaders:

Tasmania - With business moguls Rob Belteky and Harry Stamoulis on board the Tassie bid has serious financial clout.

Sunshine Coast - Finance will be no issue with the investors being touted for this bid.

South Melbourne - Says it has the funds ready to go for licence fee.

STADIUM

Criteria:

An appealing home-ground is a must. Rectangular, boutique stadium - with an ability to expand in future to cater for growth - is a strong preference.

Leaders:

South Sydney/Sutherland – Shark Park is available and fits 18,000.

Wollongong – WIN Stadium is boutique and usually filled when the Wolves play.

South Melbourne – The 12,000-capacity Lakeside Stadium is ready to go.

Shark Park will be suitable for A-League games.

FINANCE MODEL

Criteria:

A robust, sustainable financial plan must be provided to ensure no repeats of North Queensland or Gold Coast. Don’t want more clubs on FFA bailouts either.

Leaders:

Tasmania - Belteky and Stamoulis have made cost-effective deals with the state government.

Sunshine Coast - Bankrolled by Brisbane-based Indian entrepreneur Nirav Tripathi and Asian investors, it has the backing of former AC Milan star George Weah.

South Melbourne – Offered Melbourne Heart $4m several years back and continues to have strong corporate support.

TRAINING GROUND

Criteria:

Dedicated facility allowing for a stable, high-quality training environment for men, women and juniors.

Leaders:

Casey-Dandenong - Council-backed plans for $20m training facility at Casey Fields

Wollongong - Solid current facilities, which may be improved if they join.

FAN BASE

Criteria:

Must provide compelling evidence of a strong potential supporter base and fan-engagement plans, including matchday experience plans.

Leaders:

South Sydney/Sutherland - Taps into an area of the country where grassroots participation is at its highest.

Casey-Dandenong - Strong multi-cultural support base feeding into a population of 1.2 million.

Wollongong - Rich soccer history and the supporters come out in force whenever the Wolves are on the national stage.

Wollongong Wolves have had strong support whenever they’ve played in the FFA Cup. Picture: Getty Images

TV POTENTIAL

Criteria:

Ratings are key for television networks who pump crucial funds into the game. Big city teams have the edge here.

Leaders:

South Sydney/Sutherland - There’s a reason why this team has long been mooted as the next cab off the rank.

South Melbourne - Big interest in the former National Soccer League giant and another presence in massive Melbourne market.

Ipswich - Ipswich-based Western Pride bid would give weekly presence in Brisbane

GROWING THE GAME

Criteria:

Must provide evidence of why the new license does not cannibalise existing A-League clubs and how it grows the game’s footprint.

Leaders:

Casey-Dandenong - Taps into the fastest growing corridor in Victoria.

Tasmania - Enters a new market and places a stake in the ground of AFL territory.

Canberra - The nation’s capital is under-represented on the national sporting scene and hasn’t had a soccer team since Canberra Cosmos disbanded in 2001.

DERBY/RIVALRIES

Criteria:

Derbies are the lifeblood of the sport and are the big ticket items for TV networks, mainstream media and fans. Who will the club’s rivals be?

Leaders:

Ipswich - Australia’s third-biggest city, Brisbane, desperately needs a derby.

West Adelaide/Adelaide City - 50,000 at last year’s grand final. The fans are there in South Australia.

Perth II - A second team out west - Fremantle-based maybe - could give the Glory a kickalong.

GRASSROOTS ENGAGEMENT

Criteria:

Just how Western Sydney was built, any new team must be connected with - and have support of - local clubs and schools.

Leaders:

South Sydney/Sutherland - The region boasts the largest number of registered players which could be vital if they tap into it.

Tasmania - For a state lacking a national sporting footprint, the Tasmanian team are confident they can entice the kids and increase registration numbers.

Casey-Dandenong - the six biggest NPL and State League clubs in the region have already pledged support.

MARKETING

Criteria:

Realistic, implementable plans to ensure community/catchment area support is strong.

MEMBERSHIP/TICKET PRICING

Criteria:

How do clubs intend to make it as affordable for families to attend each week?

Leaders:

Tasmania - A favourable stadium deal will ensure ticket prices are cheap.

Geelong - Kardinia Park is vacant for much of the year and the newly appointed Trust is desperate for content.

Melbourne Victory and Newcastle play at Simonds Stadium in Geelong. Picture: AAP

PR STRATEGY

Criteria:

Needs to promise to be innovative and accessible to media in what is one of the most competitive sporting marketplaces in the world.

Leaders:

Tasmania - The emergence of the Tasmanian bid has helped kickstart the expansion debate. Is playing the PR war nicely.

South Melbourne - Already has dedicated media department and club is clearly good at generating publicity.

Wollongong - As with South Melbourne, existing media department gives it an early head start.

COLOURS/NAME

Criteria:

Needs to be an attractive point of difference to the 10 clubs already in place and relevant to the local market.

Leaders:

Tasmania - Green, anyone?

FOOTBALL CLUB/PHILOSOPHY

Criteria:

What does the club want to stand for? How does it want to be known by the rest of the league?

YOUTH DEVELOPMENT

Criteria:

Club needs to provide juniors in its catchment area a realistic pathway to professional football.w

Leaders

South Melbourne - Strong existing junior base that would only swell if they re-enter the national scene.

Wollongong - Ditto, with the bonus of having an exclusive catchment area.

Casey-Dandenong - Is said to have sights set on creating junior teams solely for local talent only.

WOMEN’S PLAN

Criteria:

The AFL, netball and cricket are all powering past soccer when it comes to women’s sport. Any new A-League team needs to also help the game’s fight on the W-League front.

Leaders:

Canberra - Canberra United has been a W-League juggernaut with two titles and double-headers would be enticing.

South Melbourne - Has boasted a strong women’s team for years.

Geelong - Strong local junior talent which could be tapped into.

ASIAN STRATEGY

Criteria:

Little has been done to capitalise on the clear wave of support that existed among local communities after the Asian Cup. How do new clubs intend to engage?

Leaders:

Casey-Dandenong - The perfect demographic to tap into the soccer-mad Asian communities.

Perth II - The proximity to Asia leaves them ready to capitalise on the region.

Sunshine Coast - Asian investors who are keen to open formal links.