How the NPL can learn off the USL’s content deal with Footballco

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Image credit: Football NSW

The United Soccer League (USL) has launched a strategic content partnership with Footballco, a football media company, being designated as an “Official Content Partner of the USL.”

The company will showcase the league, which is the football pyramid separate to the franchised MLS in the US, through existing fan and player-led video content formats, original creatives, features and news.

Goal and Mundial will focus on the men’s divisions, while Indivisa will work on the soon-to-be-launched USL Super League and USL W League with a more lifestyle and community-led approach to its content.

Footballco is strategically aiming to expand in the US, with the next Men’s World Cup and Olympics taking place there, and a bid for the next Women’s World Cup possibly adding that to the mix.

USL Chief Marketing Officer Greg Lalas discussed the importance of fast-tracking the USL’s growth with the sport becoming more popular.

“The USL is the heartbeat of American soccer, and we are thrilled to partner with Footballco to help bring the story of our leagues and our clubs to new fans around the world,” Lalas explained in a USL released statement.

“Brands like Goal, Mundial, and Indivisa are massively influential in the global soccer community, and as we look to extend our reach both domestically and internationally, we were excited about the opportunity Footballco presents.

“Likewise, we look forward to supporting Footballco’s strategic expansion in the U.S. This really is a match made in soccer heaven.”

Jason Wagenheim, Footballco’s CEO, North America discussed the potential this deal has for both companies.

“The USL is among the most exciting soccer leagues in the United States. As we expand our U.S. footprint, we look forward to connecting at an entirely new level with the clubs, players and fans at the heart of the USL,” Wagenheim added in a statement.

“Our reporting goes beyond just news and scores to cover the intersection of soccer and lifestyle, and there’s a huge opportunity to put the USL at the centre of that storytelling – something we know our audience craves.”

There are a lot of similarities between the NPL and USL in terms of its place in the football pyramid of its respective country and attendance numbers, and whilst the funding is different, it begs the question, should the standard of NPL content be higher from the state federations and clubs?

NPL1 matches are currently being streamed on YouTube under the NPL.TV channel, with every game live and with commentary. There have been known issues in recent years with NPL.TV streaming on the now administrated Cluch TV and the absence of live games since had affected the pyramid.

After a return to YouTube in 2024, it’s good to see a healthy audience watching games live on a big platform but fan and club driven content is still so scarce.

Akin to the partnership between USL and Footballco, Australia’s state federations need to do more with website and social media content. Among all of the divisions in each state, there is plenty of opportunity for behind-the-scenes access, stadium news and promotion of big matches including derbies to draw interest to YouTube live streams.

The forward-thinking approach of the USL has provided the NPL with a good blueprint to expand the lower leagues and Australian Football pyramid.

It’s simple, providing the vast array of NPL fans with league-focused social media content on a popular social media channel like the state federation accounts and actively promote any signings, big club news or upcoming matches that fans could attend or watch on NPL.TV.

A lot of these suggestions aren’t particularly out of budget for the NPL, but rather are more of an effort-driven focus that can have a big impact on attendance, viewership and publicity.

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We should be celebrating Australia’s football exports

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Image Credit: Socceroos

When Nestory Irankunda, Lucas Herrington and Alessandro Circati all completed high-profile moves, the headlines understandably focused on the massive transfer fees

Record deals, European giants, Australian talent making noise overseas.

But beneath the excitement lies a much bigger story.

For years, Australian football measured success by the players it could retain and attract. Today, success is increasingly being measured by the players it develops and sells.

That shouldn’t be looked at as a weakness of the domestic game.

It’s one of the A-League’s greatest strengths.

Changing landscape

The reality is, Australian clubs will continue to struggle to compete financially with Europe’s elite.

Trying to retain every emerging star was always going to be an impossible task.

Instead, clubs are embracing a model that has proven to be successful in countries across Europe and in leagues like the MLS in the United States.

Develop talented young players, provide them with first-team opportunities and a platform to showcase their talent.

Last year the A-League ranked in the top five for percentage of minutes by players aged 21 or younger across 55 leagues around the world.

These three recent transfers are not an isolated story, they are part of a broader trend.

European clubs are watching Australian football as closely as they ever have. The talent is there.

The World Cup effect

The Socceroos’ performance on the international stage have played a significant role in changing perceptions.

Australia is no longer viewed simply as a physical football nation. Increasingly, Australia is producing technically capable players who can adapt to the demands of Europe’s top leagues.

This exposure has provided players with a stronger opportunity to impress and demonstrate their ability.

The result is a transfer market where Australian players are genuine investments and viewed as integral pieces to a club’s future.

More than transfer fees

The financial benefit of player sales is obvious.

Transfer revenue provides clubs with opportunities to reinvest in academies, facilities, coaching and football operations.

But the impact extends much further.

Every Australian success story abroad raises the profile and trust of the domestic development system.

It encourages and gives European clubs greater confidence to scout Australian football more regularly and more intently.

It creates stronger relationships between local clubs and overseas markets and perhaps most importantly, it gives the next generation a clear pathway to elite football.

The next challenge

Evidently, producing talented players is not Australia’s most pressing challenge

Producing them consistently will be the real measure of how Australian football has progressed.

That requires continued investment in academies, coaching, facilities and national competitions.

Nestory Irankunda’s transfer to Sporting CP will reportedly fetch his junior club Adelaide Croatia Raiders approximately $220,000 under Fifa’s solidarity mechanism.

Fees like this are a reminder of the importance of well-developed pathways and a clear indication of how valuable strong investment in grassroots football can be.

Opportunity, not loss

Whenever another young Australian leaves for Europe, there is often discussion about what the A-League has lost.

Perhaps the better question is what Australian football has gained.

Every major transfer signals growing confidence in the country’s development pathway.

Every overseas success makes it easier for the next player to follow.

While it would be incredible to watch Nestory Irankunda play in the A-League every week, we should feel proud watching him play in the UEFA Champions League this year.

His journey is a reflection of the A-League’s success in giving young Australian footballers the opportunity and platform to reach that level.

Australia is unlikely to ever compete with Europe’s biggest leagues for salaries and prestige.

But it doesn’t need to.

If the game continues investing in youth development and embraces its position as one of the region’s leading producers of football talent, exporting player’s won’t be an indication of decline.

It will be a platform for fans to watch the next generation of world-class Socceroos playing right here on our own shores.

 

Beyond Old Trafford: How Manchester United’s new stadium could reshape an entire district

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Image Credit: Manchester United

Manchester United’s proposed new 100,000-seat stadium is more than a replacement for Old Trafford.

It’s the centrepiece of one of the most ambitious urban regeneration projects ever planned by a football club.

Unveiled in March by architects Foster + Partners, the concept would see a new stadium built adjacent to Old Trafford, just 350 metres from the existing ground.

Supported by Trafford Council, the Greater Manchester Combined Authority and Old Trafford Regeneration Mayoral Development Corporation the proposed development aims to transform the area surrounding the stadium into a thriving mixed-use precinct featuring housing, commercial space, public transport improvements and new public amenities.

While the stadium dominated headlines, the broader vision is about much more than just football.

Once complete, the new venue would become the largest club football stadium in the UK, increasing capacity from around 74,000 to 100,000 spectators.

 

More than just a stadium

However, the stadium is only one piece of a much larger plan.

Foster + Partners vision includes new homes, offices, hotels, retail and hospitality spaces, green public areas and improved pedestrian links.

They believe this “mixed-use” destination will attract visitors throughout the year and create a “vibrant destination” for tourists and visitors from across the world.

The proposal also places a strong emphasis on sustainability, with plans for a walkable precinct supported by public transport, rainwater harvesting and renewable energy technologies integrated into the stadium’s distinctive canopy design.

 

A major economic opportunity

The broader regeneration has been positioned as a major economic opportunity for Greater Manchester.

An independent study conducted by Oxford Economics found that the stadium and regeneration project could contribute approximately $15 billion to the UK economy.

In addition, the project would also support around 92,000 jobs while creating more than 17,000 new homes and attracting an additional 1.8 million visitors yearly.

Those figures remain projections rather than guaranteed outcomes, but they have become central to the club’s case for the redevelopment.

 

Connecting United to a Wider European Trend

A key component of the proposal is improving transport connections around Old Trafford

The British Prime Minister Andy Burnham described the project as significant opportunity for the region, with investment in rail, Metrolink and surrounding infrastructure viewed as essential to unlocking the wider regeneration potential.

The plan also includes greater pedestrian accessibility, to integrate the stadium district with surrounding communities.

Manchester United’s proposal reflects a broader trend across Europe football.

Stadium developments are increasingly viewed as catalysts for urban renewal and economic development, rather than standalone sporting venues.

Projects such as Tottenham Hotspur Stadium, Everton’s new waterfront home and Real Madrid’s redevelopment of the Bernabeu have demonstrated how modern stadiums can generate revenue through hospitality, entertainment and commercial activity beyond football.

 

Transforming Old Trafford

Despite support for the proposal, significant hurdles remain before construction can begin.

Funding arrangements, planning approvals and major infrastructure upgrades will all need to be finalised before construction can begin.

If delivered, the project would represent one of the largest football-led regeneration projects ever undertaken in the UK.

The project would transform not only where Manchester United plays, but how the wider Old Trafford district lives, works and grows.

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