An insight into the impact of the A-League’s marquee signings

Ever since the inaugural A-League season, clubs have been consistently on the lookout for marquee players. Players that are no longer in their primes, but are enough of a household name for fans to recognise.

It’s a simple, yet smart method of putting butts in seats and in most cases, genuinely adding to the quality of your side. It also puts the A-League on the map and helps to generate worldwide interest.

In the midst of rumours that Liverpool striker and Premier League star Daniel Sturridge could make a move Down Under this offseason, now’s as good a time as any have a look at the impact marquee players have made in the past.

It’s also a good opportunity to analyse whether the consistent use of such players has impacted on Australian football in a positive or negative manner.

We don’t need to look too far back to see who some of the biggest marquees were. Alessandro Del Piero, David Villa, Emile Heskey and most recently, Keisuke Honda.

These players amongst more are some of the best footballers their countries have produced, making their names in the biggest leagues in Europe. It’s no surprise that at least financially, they were a success in the A-League.

Del Piero, a World Cup winner and genuine legend of the game signed for Sydney in 2012. After over 500 appearances for the Bianconeri, he made the move to the Harbour City. Bear in mind that at the time, he turned down a move to Liverpool, one of the biggest clubs in Europe.

So it wasn’t as if his absolute best was behind him. He still had a lot to give.

He subsequent 24 goals from 48 games in the A-League goes a long way to proving that. He was still a star.

Emile Heskey joined the Newcastle Jets that same season and his impact, safe to say, left a little to be desired.

A solid first season was followed by a dismal second season, which saw him depart the club with a goal to game ratio twice that of Del Piero’s.

David Villa had the shortest stay of the four, managing four games at Melbourne City whilst out on loan from MLS club, New York City FC.

Despite his brief run, Villa garnered a following from all fans of Australian soccer, simply because he was still seen as a player in his prime. It was a real shame to have him leave so soon, but it will have done no harm to anyone or anything.

Finally, Keisuke Honda played at the Melbourne Victory this season and in short, he made a massive impact. One of Japan’s greatest ever, someone’s who’s travelled the world and been good wherever he’s been. Victory were lucky to have him.

But one has to think that with all these successful marquees, what’s the flip side of the coin?

Massimo Maccarone wasn’t the worst marquee in A-League history, but he was far from the best. He had been a modest striker at clubs like Empoli, Siena and Middlesborough.

However, as someone most fans won’t know, someone who was 37 when he arrived at the Brisbane Roar, some if not most may think that he, along with other marquees who had limited impacts, take away opportunities for youngsters.

In the past, we have seen numerous players who have been on A-League rosters move to NPL clubs across Australia, due to lack of opportunity.

One player we can pinpoint is current Avondale FC player Joey Katebian.

At just 23 years old, Katebian still has his best years ahead and for any A-League club, his ability and his age would present a great asset. But that’s not how the Melbourne Victory and Brisbane Roar saw it.

Katebian was forced to reevaluate after limited opportunities at the A-League clubs, with a mere five appearances combined from 2015-2017. He made the move to the NPL before the start of the 2018 season.

In 2015/2016, during his time at the Victory, Katebian was forced to compete with marquee players Fahid Ben Khalfallah and Gui Finkler. Whilst those two helped the Victory achieve good results in the league and abroad, Katebian didn’t seem to be in future plans for Kevin Muscat’s side.

It was much the same at the Roar. Katebian joined prior to the 16-17 season and was made to compete with seasoned attacker, Spaniard Manuel Arana.

Arana managed 18 games with no goals to his name, whilst Katebian was barely sighted.

Now we don’t know the full story behind why Joey wasn’t played too often by his A-League clubs, but it is fair to assume that the marquees were considered before him at just about every opportunity.

Now averaging a goal every two games and a proven talent at the level, A-League clubs should be looking at Katebian.

And he isn’t the only one who has been overlooked by A-League clubs in favour of marquees, despite their potential.

Jake Brimmer of Perth Glory is a great example of when prolonged gametime helps develop a young player into a pivotal member of a footballing side. In the case of Perth, he helped them make a Grand Final this season.

When done right, signing marquee players can do wonders for an organisation. But when done wrong, it can set the future of the club back several years.

Soccer is the most popular sport amongst youths in Australia. We should be giving them the most opportunities.

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FA Board of Directors Welcomes Two New Appointments

Rachel Wiseman and Angela Mentis will join the FA as Directors, reflecting a continued drive within the governing body to prompt a new era for football in Australia.

 

Leading with expertise

Both Wiseman and Mentis join the FA at a time of immense change and ambition.

In February, the appointment of Martin Kugeler as CEO was symbolic of new beginnings for the industry. And now that Wiseman and Mentis are on board, the FA looks set for a defining year.

“We are pleased to welcome Rachel (Wiseman) and Angela (Mentis) to the Football Australia Board,” expressed Football Australia Chair, Anter Isaac.

“These appointments reflect a deliberate effort to strengthen the Board’s capability across commercial strategy, digital transformation, financial services and major rights environments.”

If Australian football is to progress across digital, commercial and beyond, industry experts must sit at the centre of governance.

 

Aligning experience and vision

Most recently Chief Executive Officer Member Capital at NRMA, Wiseman brings experience and knowledge in executive roles, and legal practice.

Further to overseeing the growth and diversification of NRMA since 2016, as well as leading Tabcorp Holdings Limited as General Manager, Commercial Development – International, Wiseman has past experience in the sports landscape.

As Director of Business Affairs for Fox Sports Australia between 2007 and 2024, Wiseman negotiated agreements to broadcast key sports rights. With Football Australia looking to grow its financial power and commercial strategy in the coming years, Wiseman’s knowledge aligns perfectly with the governing body’s vision.

Mentis is an industry leader in financial services, with an extensive range of skills across customer and culture transformations.

Furthermore, following more than 30 years of work spanning Australia, New Zealand, Asia, United Kingdom and USA, Mentis will help the FA with essential, high-quality leadership.

While at the National Australia Bank, Mentis led a division over 900 people across Australia, Vietnam and India. And as the first female Chief Executive Officer at the Bank of New Zealand from 2018-2021, there is no question that Mentis’ credentials and expertise will bring about significant change and organisation at the FA.

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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