A-League supporter numbers grow – but 2 million football fans still unattached

Despite attendances dropping in A-League matches over the past few years, supporter numbers across the board have grown in the past 12 months, according to a recent Roy Morgan report.

“A-League clubs have enjoyed a substantial increase in support over the last year in line with the increases seen for other football codes such as the AFL and NRL,” Roy Morgan Industry Communications Director, Julian McCrann, stated.

“Over 3.6 million Australians now profess support for an A-League club, an increase of over 1 million (+38.3%) on a year ago.”

“As we have seen across other football codes the COVID-19 pandemic has forced many sports to be played in front of empty stadiums but live on TV to supporters stuck at home in the many lockdowns we have seen over the last 18 months around Australia.”

Sydney FC have the biggest supporter base with 640,000 fans according to the report, a 32% increase on last year’s numbers.

Melbourne Victory were also well placed on the supporter ladder, slightly behind Sydney with 632,000 fans, an increase of 46% on a year ago.

A-League Men’s champions Melbourne City and expansion side Macarthur FC also saw impressive numbers of increased support.

“Another big winner over the last year has been Melbourne City which won its first A-League Men Championship earlier this year after defeating Sydney FC in the Grand Final (between Melbourne’s fourth and fifth lockdowns) in late June,” McCrann said.

“Melbourne City’s support has increased by an impressive 50.9% on a year ago to 249,000 to have the highest support of any A-League Men expansion team.

“The newest club in the A-League Men, Macarthur FC, has had a successful first season in the league with a finals appearance, a victory in an Elimination Final, and a loss to eventual Champions Melbourne City in the semi-final.

“Not only has Macarthur FC performed strongly on the pitch but they have already attracted 84,000 supporters to rank in tenth place overall.”

Whilst all A-League sides saw an increase in supporters in 2021, Central Coast Mariners experienced the largest percentage rise from 2020 – with fan numbers growing by 90%.

In regards to television numbers, over 1.5 million Australians watch the A-League Men’s competition.

However, the report states that 3.5 million Australians watch any football match on television, including leagues such as the English Premier League or international tournaments such as the FIFA World Cup.

This represents a huge untapped audience of around 2 million Australians, something which should be capitalised on.

“Looking ahead, the challenge for the A-League will be to continue to grow the league in an increasingly competitive sporting market and find a way to connect with the millions of Australians who love their football but don’t presently engage with the A-League,” McCrann said.

“There are over 2 million Australians out there who watch high quality football competitions, such as the English Premier League, who are yet to become fans of the A-League. This at-hand market of 2 million Australians is a significant market for the A-League to target during the recovery from Covid-19.”

The Australian Professional Leagues (APL), the new body running the professional game in this country, have continually emphasised in their messaging that they want to target football fans of all types to engage with the local elite competition.

The organisation’s investment in a $30 million digital hub is set to play a big part in converting these fans into A-League supporters.

“It is the biggest single investment football has made in itself. It’s a $30 million investment into digital infrastructure and data infrastructure that will serve the football fan. It won’t be the home of Australian football; it will be Australia’s home of football,” Danny Townsend, Managing Director at the APL, recently told FNR.

“What it will deliver is content – audio-visual, editorial and everything else you need.

“Part of the reason we are doing that, and investing in what we are calling APL studios, is ensuring that by organising the football community in one place we are able to deliver the utility in their everyday lives and focus on how they choose to consume football. If you do that – they’ll keep coming back.

“You put great content in there, you serve it, and you will continue to understand that fan and all of their preferences.”

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Philip Panas is a sports journalist with Soccerscene. He reports widely on football policy and industry matters, drawing on his knowledge and passion of the game.

Western United home games on the move

Western United Regional Football Facility

Western United will stage home games in Tarneit, as the long-awaited move to the West of Melbourne takes shape.

Wyndham City Council said on Tuesday that construction of the Regional Football Facility in Tarneit is nearly finished, allowing Western United to move in and begin preparations for the first home games.

Western United fans have supported the club throughout its history and will be able to see the country’s top footballers in their own neighbourhood in 2024.

The Liberty A-League Women’s home game against the Newcastle Jets on Sunday, March 17 is scheduled to be the first match, followed by the NPL Victoria and Isuzu UTE A-League Men fixtures.

Western United and Western Melbourne Group (WMG) Chairman Jason Sourasis described this as a turning point for the club, stating that everyone will be working tirelessly to be ready to host games as soon as possible.

“This is a momentous milestone for everyone involved in the project. It allows us to move into our permanent home, playing out of only the second rectangular stadium in the state of Victoria that is approved to play A-League Men and A-League Women games,” he stated via press release.

“The next phase of growth for Western United Football Club will be underpinned by a community and fan-first philosophy as we entrench our football club into the Wyndham community and grow our own brand empathy within the fastest-growing municipality in Australia.

“I thank everyone that has been on this journey for their unwavering belief, effort, support and patience.”

Western United Liberty A-League Women Head Coach Kat Smith expressed her excitement about playing in front of the Green and Black crowd in the first match at Tarneit.

“It’s such a privilege for myself, the players and all the fans who’ve joined our journey of building a football club to share this significant milestone of moving into our new headquarters and playing a home match for the very first time,” she added via press release.

“I’m extremely impressed with the facility, the equality in its design shows the respect the Club and our partners have for our A-League women and how invested they are in building an amazing future for female football.

“The girls will be absolutely buzzing to be playing in this historic opening match in Tarneit, we can’t wait.”

Wyndham City Council remains a key backer of Western United, with plans to build a cutting-edge stadium that will serve as a football home for cities throughout the West.

Western United and Wyndham City will provide as many updates as possible on confirmed matchdays, activities, and ticketing information for the Regional Football Facility. 

Samantha Farrow becomes the new CEO of Capital Football

Capital Football have confirmed that Samantha Farrow is the new Chief Executive Officer, effective from Monday, February 12.

Samantha arrives in Canberra with nearly 10 years’ experience as CEO at Surf Life Saving NT, previously, Samantha held key talent identification positions at the Australian Sports Commission in the lead up to the 2016 Rio Olympics.

Despite her lesser involvement in football, Farrow has experience in sports administration and community engagement as well as working closely with key stakeholders to build significant growth and improvements to the organisations she has worked for.

Samantha Farrow explained that she has a huge role to play in the potential growth of football in the capital.

“I would describe myself as an open approachable person, with a strong belief in community who loves to pursue a challenge. I know the task ahead is one that holds a great deal of interest to so many participants and supporters of the game here in ACT. I look forward to making a positive contribution to all involved,” she said in a Capital Football statement.

Capital Football chair, Angelo Konstantinou expressed his excitement at the new appointment and fresh start for Capital Football.

“We are delighted to have Samantha leading the office into the next exciting chapter. There’s so much going on, and so much to look forward too.” he added in a statement.

“We can’t wait to work alongside Samantha as the game continues to grow in the region. The Board would like to thank David Palywoda and the Capital Football staff who continued to remain committed to the running the office and all our functions under difficult circumstances over the past few months, we are grateful to them all.”

A huge task for Farrow will be the completion of the Home of Football in Throsby. On the 22nd of July, 2023, the Estate Development Plan for the $33.5 million Throsby Home of Football project was approved. Construction is scheduled to start in 2024 and the delays it has experienced so far since its initial plan in 2019 has been a big issue for Canberra United’s recruitment and the state’s football development.

Canberra United, who currently sit last in the A-League Women’s competition, are the only professional football team in the state and they currently play their home games in McKellar Park before they eventually move into Throsby.

Farrow will also have to weigh up the prospect of putting in another bid for a capital expansion team in the A-League Men’s competition after Auckland edged them out of the latest spot last November.

This appointment could certainly prove to be a substantial one and the federation has opted to go with Farrow’s experience to steer the ship and help football significantly grow in the state on all levels.

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