Is the A-League’s return to winter another unnecessary tinkering of Australian football?

Just over 30 years ago, a decision was made to shift the top tier of Australian domestic football from winter to the summer months. Five days ago, a decision appears to have been made to switch it back.

Thus is the beautiful game down under.

Such an about turn is systematic of football in Australia, with the game rarely given any chance to settle, find its niche and become a consistent and predictable presence in the Australian sporting landscape.

For whatever reason, those who have arisen to power in the Australian game have historically held the belief that they knew what was best for it. As that power was passed from one to another, each recipient implemented the changes they felt would be advantageous for the game.

In reality, the consistent changes and alterations made to Australian football has weakened it. Egos and agendas have directed the game, many without the best interests of it at heart.

No doubt, FFA boss James Johnson has his own vision for the game and the business acumen, football knowledge and street cred required to do a stellar job in his new role. His preference to move to winter football to cope with the drastically altered schedule caused by the COVID-19 pandemic was not particularly well cloaked. Nor it appears, did he intend it to be.

Citing a need for the game to move forward under the one umbrella, Johnson clearly sees value in having NPL and junior competitions taking place concurrently with the A and W Leagues.

However, it might serve people well to recall the reasons why the game did first move into the summer months for the 1989/90 NSL season and the frustrations that brought that decision to pass.

As far back as the mid-1960’s there had been ideas centred around creating a national football competition in Australia. True to form, initial concerns were raised by the state federations.

It appears that the mere suggestion of a uniformed national competition raised their ire, with a concern emerging that status and influence within their own state borders may be lessened. Not much has changed I guess.

It took some time, 1977 in fact, for a consensus to be reached and the first incarnation of the National Soccer League to take shape, with 14 clubs selected to participate.

In essence, that should have been it. With a league in place, all that was required was to begin formulating a second division and a fair and just interstate play-off system to determine those clubs to be promoted in replace of those relegated at the completion of each season. From there, natural attrition would take place and clubs’ financial positions and decision making structures would determine who survived and who did not.

Instead, Australian football went down the path of constant tinkering and adjustment, things that have done little more than weaken the appeal of the competition to potential new fans and make it something of a farce to many in the broader sports loving Australian public.

An early experiment with northern and southern conferences was embarked upon; no doubt an attempt to cap costs for clubs struggling with the financial demands of travel and accommodation. That was to die a brisk death, as was the move to a ‘first past the post’ championship winning team, something the domestic game had not seen due to an assumed Australian preference for semi, preliminary and grand finals. It took just a season for those finals matches to be re-instated.

Hell bent on searching for a football elixir that frankly does not exist, the plan to enjoy some ‘clean air’ and move football to the summer months was hatched. The fundamental reasoning by the powers at be were threefold. The weather was warmer, pitches of a better quality and without rugby league and AFL competition, the hope was that football may find its niche.

It may have given time, yet the powers at be were not finished fiddling with and fossicking around the game.

The migrant heritages of NSL clubs was the next aspect to come under siege. Authorities encouraged fans to embrace the new agenda in order to become more attractive to mainstream Australian society. Many fans become incensed at the jettisoning of the history and culture that had helped form and strengthen their clubs in the first place.

Not long after, the emergence of teams named Collingwood Warriors and Carlton reeked of a cheap attempt to infiltrate the AFL market and as the clubs’ identities became less and less assured, the league slipped further and further into decline.

That lack of identity, fans and money had the competition on its knees by 2004 and effectively, dead.

When the A-League launched for the 2005/06 season, there was much fanfare. Played in summer and refreshed with newly branded clubs designed to appeal to a broader section of the Australian community than ever before, there were clear ups and downs.

Some franchises capitulated, yet a core group survived the first 15 years, despite the financial constraints of a salary cap and the challenges of running a professional sports team in Australia.

By 2019, after years of cries for it to happen, the league was set to expand. New teams in both Melbourne and Sydney would result in an eventual 12 team competition by 2021. An average of 10,000 people attended matches and around 126,000 had become official members of the clubs. FFA data also showed that the number of Australians showing allegiance to a team had never been higher.

Yet in 2020, it now appears the game is once again on the move. It could well be the right one, yet with another major shake-up destined to send Australia’s top league a few steps back before hopefully lurching forward in the future, one might ask when football might be left alone long enough to grow, without administrative force-feeding.

The longer it takes for the elite competition to truly find a foothold and flourish, the more attractive tinkering and tweaking appears to be. Sadly, each effort sends the game backwards for a short time and the process begins all over again.

Both the NSL and now the A-League have struggled to find a set of unique identifiers that helped define them clearly to Australian sports fans. Shifting goal posts gave them little chance to do so.

Having new fans attach themselves to a league becomes increasingly difficult when the subject of their interest is constantly moving.

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The A-Leagues Final Series important status also a secret hinderance

The Isuzu A-League finals series is a huge event in the footballing calendar, though its contribution to stagnant attendance numbers in the league is something to be said.

If the 2025/26 finals series follows similar patterns to those before it, it will gather huge traction and strong ticket sales.

It is the largest event for the domestic league, bringing in massive amounts of viewership through media and gate receipts.

Finals series from years past have shown this, with the 2024/25 final, a Melbourne derby, being sold out within 48 hours and gathering significant viewership online.

The idea of a finals series lies within the Australian sporting ethos; the other sporting codes have had this tradition for most of their existence, especially in recent history.

Football, though, is different from the rest of the sporting codes in Australia, unique even. This has historically contributed to its inability to integrate into the same supported status as other codes.

Many in the Australian footballing community, supporter groups, players, coaches, and even the new Director of Football Australia, have voiced concerns over fan numbers in the league competition.

It wouldn’t be absurd to say that maybe, though profitable now, the finals series is actually taking away from the league itself.

Consider the media image: the league winner is called the “minor premiership,” and ticket sales and viewership figures reveal a huge disparity between the two parts of the A-League.

It must be said that an alternative that could work in unison with the league and possibly increase viewership of the league itself would be a great advantage.

It would allow the league to gain more jeopardy and drama, which could build greater interest in attending league games.

One alternative is already here.

No other sporting code in Australia has both a league competition and a cup competition. Football in Australia does.

The Hahn’s Australia Cup is our equivalent to the FA Cup in England or the Copa del Rey in Spain.

These are competitions that offer a finals option in a different competition entirely. They generate huge traction while never diminishing the importance of the league and, therefore, its popularity.

These cup competitions cannot be discussed without acknowledging some obvious differences.

They don’t face the same popularity issues that football does in Australia. It’s obvious the Hahn’s Australia Cup doesn’t yet gain the traction that the finals series does.

However, for a healthy footballing environment with increasing fan numbers, it should.

The idea of elevating the Hahn’s Australia Cup and scaling back the finals series is a complex question, one that is treated like a “no-go zone” by many in the Australian footballing community, and that is understandable.

Though big changes like this might, in the end, be credible options for the future of the sport in this country.

Larger plans must be set in motion, strategies that can be worked towards and refined along the way. It is the process by which all large organisations, business models and even national governments build their strategies.

Such a shift will be scrutinised and pushed back against.

Though with further fine-tuning and smart investment in development, not to mention the introduction of promotion and relegation and the possibility of changing the footballing calendar.

It could replicate the success that these two-competition models already enjoy in other leagues.

The added importance that the premiership would gain, the reality that every game matters, could alongside other strategies entice fans to more games, increase viewership and ticket sales, and create more dedicated fan bases. It works in other nations, very well in fact.

The possibility of two teams lifting a trophy, rather than one single event defining it all, sounds like a strategy that could deliver more engagement over longer periods of time.

Maybe Australian football doesn’t need to answer this question just yet. It is complex, difficult and it would require a great deal of work, including significant investment into the game, which is another issue entirely.

Yet as low attendance numbers persist in the A-League, even alongside increased media viewership, something needs to change for football in Australia.

The rise in popularity of this game and its dedicated community deserves bold ideas and forward thinking.

Ideas like this could eventually begin to change the landscape of the beautiful game in Australia for the better.

Media Mega-Mergers, Minor Leagues: Why Global Consolidation Should Be a Wake-Up Call for Australian Football

The approval of a reported $113 billion merger between Warner Bros. Discovery and Paramount Global is being framed as the creation of a “next-generation media and entertainment company.”

But beyond Hollywood headlines, the deal signals something far more consequential for sport: a global media landscape rapidly consolidating into fewer, more powerful hands.

For Australian football, particularly the A-League, this is not just background noise. It is a structural shift that could define the league’s future.

 

A shrinking marketplace, a growing imbalance

The merger brings together an enormous portfolio of assets, such as film studios, broadcast networks and streaming platforms, under a single corporate umbrella. It reflects a broader industry trend: scale is no longer an advantage in media, it is a necessity.

Yet with that scale comes concentration. Fewer buyers now control more platforms, more audiences, and more capital. Critics of the deal have warned that such consolidation risks reducing competition and narrowing the range of voices in global media.

For sport, the implications are immediate.

Broadcast rights are no longer negotiated in a diverse, competitive market. Instead, leagues are increasingly competing for space within vertically integrated media ecosystems. This is because decisions are driven not just by audience demand, but by global strategy, bundled content offerings and long-term platform growth.

 

Why the A-League is particularly exposed

This shift lands unevenly across the sporting landscape.

Leagues like the Australian Football League (AFL) and National Rugby League (NRL) remain dominant domestic products, commanding billion-dollar broadcast deals and consistent mass audiences.

The A-League, by contrast, operates from a more fragile commercial base.

Despite its global game status, the league continues to face:

  • Inconsistent crowd figures
  • Fluctuating visibility
  • A comparatively modest broadcast deal with Paramount

In a fragmented media environment, this is manageable. In a consolidated one, it becomes a vulnerability.

Because as the number of broadcasters shrinks, so too does the margin for leagues that are not seen as “must-have” content.

 

From open market to closed ecosystem

The critical shift is not just economic, it is also structural.

In the past, leagues could leverage competition between broadcasters to drive rights value. Now, with fewer but larger players, the balance of power tilts toward the platforms.

Content is no longer simply acquired, it is curated.

And in that environment, only properties that deliver one (or more) of the following will thrive:

  • Guaranteed audiences
  • Global scalability
  • Year-round engagement
  • Strategic value within a broader content ecosystem

This is where the A-League faces both its greatest challenge—and its greatest opportunity.

 

The overlooked strength of Australian football

While often positioned as a “developing” product domestically, football offers something no other Australian code can replicate: global alignment.

As the world’s most popular sport, football operates within an international ecosystem that extends far beyond national borders. Australia’s geographic position, bridging Asian and Western markets, adds further strategic value.

For a global media entity like Paramount, this matters.

The A-League is not just local content. It is potentially exportable, scalable and aligned with global football narratives. It also taps into younger, more digitally engaged audiences, who are increasingly driving subscription-based streaming growth.

In a media environment defined by platform expansion, that is not a weakness. It is an underutilised asset.

 

Why consolidation should drive MORE investment

The instinct in a consolidating market is often caution by tightening budgets, focusing on proven performers and minimising risk.

But for Australian football, that approach is self-defeating.

Because without investment:

  • Production quality stagnates
  • Storytelling weakens
  • Audience growth plateaus
  • Commercial value declines

And in a system that rewards scale and engagement, stagnation is equivalent to irrelevance.

Instead, consolidation should be seen as a trigger for strategic investment:

  • Elevating broadcast presentation
  • Strengthening club identities and narratives
  • Expanding digital and streaming integration
  • Positioning the league within the broader global football conversation

In short, making the A-League indispensable, rather than optional.

 

The real risk: being left behind

The emergence of media giants like a merged Warner Bros. Discovery and Paramount Global signals a future where content is filtered through fewer, more powerful gatekeepers.

In that world, leagues that fail to assert their value risk being sidelined, not because they lack potential, but because they fail to meet the evolving demands of the platforms that distribute them.

For the A-League, the danger is not collapse. It is marginalisation.

A slow drift into irrelevance while larger codes capture the attention, investment, and audiences that define modern sport.

 

Conclusion: a defining moment

This merger is not about Hollywood. It is about power.

Power over distribution. Power over audiences. Power over what gets seen and what does not.

For Australian football, the message is clear.

In a world of media consolidation, visibility is earned through value, not assumed through presence.

And if the A-League is to secure its place in that future, investment is no longer optional.

It is existential.

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