APL announce extended Liberty A-League season and 12th team for 2023/24

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The Australian Professional Leagues (APL) have today announced that the Liberty A-League Women’s competition will become a 12-team competition, with a full home and away schedule of 22 rounds by the 2023-24 season.

This investment brings the professional game in Australia in line with global standards for match minutes, and is part of a broader strategy to ensure a lasting legacy for the game following the FIFA Women’s World Cup Australia and New Zealand 2023TM.

Western United will officially join in season 2022-23 for a 20-round competition, and Central Coast Mariners have been given a provisional licence by APL and, subject to FA Board approval, will become the 12th team for 2023-24, taking the league to 22 rounds and a total of 132 matches.

A-Leagues CEO Danny Townsend said via press release:

“In the 18-months since we have been running the professional game in Australia, we will increase the number of regular season matches from 70 to 132, finally bringing Australia in line with global benchmarks and ensuring more opportunities for women to play at the highest level and for girls to benefit from the role models and expanded professional pathways this investment creates.”

“We are just 12-months out from the 2023 FIFA Women’s World Cup, and we want to make sure that every girl and woman in Australia has the opportunity to build and grow a lasting relationship with football, the country’s most participated in sport.”

The changes to the Liberty A-League follow close consultation with players and Professional Footballers Australia (PFA) and will lead to the minimum salary in the competition increasing by more than 50% over the next two years.

Kate Gill, Co-Chief Executive of PFA, said via press release:

“Today represents a significant step forward for women’s football in Australia that not only brings to life the players’ vision for a full home and away competition, but indicates the APL’s intent and belief in growing the women’s game.”

“Thanks to the genuine partnership with the APL, the players have played a central role in helping to design a competition that delivers meaningful employment, a professional career path and a strong and sustainable league that will develop the next generation of Australian talent.”

Liberty Chief Executive Officer James Boyle added the expansion of the Liberty A-League competition was welcome news that Liberty was proud to celebrate as naming rights sponsor.

“We’re passionate about championing women in sport and the growth of the Liberty A-League helps to elevate the profile of women’s football. The more women role models in the professional sporting arena, such as the A-Leagues, the richer the opportunities for future generations. APL shares our pioneering spirit and culture of diversity as it continues to take strides towards creating a more inclusive sport. We are proud to share with the A-Leagues our passion – and action – for fostering gender equality on and off the field.”

Chief Operating Officer of the 2023 FIFA Women’s World Cup Jane Fernandez said via press release:

“Huge congratulations to APL for this growth, and it really does follow the growth trajectory of women’s football right around the world.

“This is a once in a generation opportunity. We are heading towards Qatar, where the Socceroos have just qualified to play. Then we move towards the expanded Liberty A-League, with the Grand Final to be held right on the eve of the expanded FIFA Women’s World Cup with, for the first time, 32 teams playing in the competition.

“The benefits and the opportunities are huge, and it’s not just for the players, there are benefits also for those who want to volunteer, to coach and to be leaders in our game.”

This is the second expansion announcement in twelve months, following the addition of Wellington Phoenix’s women’s team in 2021. APL also signed an historic 5-year CBA last year, and launched the Club Championship trophy, designed to encourage better fan engagement with women’s football.

The expanded and extended 2022/23 Liberty A-League season kicks off on 18th November 2022 and all matches will be broadcast live on Network 10 and Paramount+, the Australian home of football.

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A-League Transfer Revenue Soars as Youth Development Takes Centre Stage

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Image credit: Imago

The A-League reported last week that Australia’s international transfer revenue has increased by a staggering 1344% over the past three years.

With 2023/24 recording transfer revenue of $16.5 million and 2024/25 reaching $16.9 million, these figures represent a significant improvement compared to the 2022 season, which recorded just $4.17 million in revenue.

This growth coincides with recent data from the A-League showing that the 2024/25 season has seen 39% of A-League minutes played by under-23 players, compared to just 18% in the 2023/24 season and 13% in the 2022/23 season.

This indicates that this season alone has seen a 26% increase in overall minutes played by young players since 2022.

The result of this rise in youth talent is evident with Australia qualifying for the Under-20 Men’s World Cup for the first time in more than a decade and, just last week, lifting the trophy at the Under-20 Asian Cup.

The A-League’s recent success in youth playing time is directly intertwined with the rise in transfer revenue.

This increase in youth participation has emerged as a silver lining from tough times in the league.

In the most recent “Off the Pitch” podcast from Soccerscene, guest speaker Gary Cole, current president of Football Coaches Australia, provided his professional insight into one of these situations.

He explained that the COVID-19 crisis and the financial constraints placed on A-League clubs forced them to look inwards for talent.

Another recent catalyst has been the reduction in funding from the Australian Professional Leagues.

With funding decreasing from $2 million to $500,000 in 2024, clubs have faced difficult financial decisions regarding their budgets.

Players from club academies or even NPL clubs are far more cost-effective for club budgets than more expensive signings.

Additionally, their selling and transfer value provides a huge boost to club revenues.

These events are not coincidental but are catalysts for the rise in homegrown talent testing their skills and showcasing their quality on the big stage.

It demonstrates how, during tough times for the league, supporting youth development has become a key part of the league’s success and represents a profitable and dynamic opportunity for the future.

This opportunity to produce and showcase players to increase Australian youth football standards and therefore transfer value is a proven strategy in football.

Ajax’s Academy is renowned for developing class players and has for many years been a funnel for building their academy graduates and selling players for a profit.

In South America, Brazilian and Argentinian clubs such as River Plate, Boca Juniors, Fluminense and Flamengo have been persistent sources of footballing talent.

Selling stars like Vinicius and Julian Alvarez to Europe for significant financial benefits while still maintaining a healthy domestic talent structure and international success.

Importantly, the common factor in these successful systems is regular first-team minutes at their clubs and even on the international stage.

The evidence from A-League transfer revenues is fitting this pattern.

One must point out that, though this is a great revenue source and a way to place Australian football on the map, this focus can have an adverse effect on the domestic scene.

Football fans are passionate about their clubs, and nothing brings out more pride than watching one of their own prospects grow and play for them.

To use academy players primarily as revenue-building prospects can undermine the important place they have at the club and the overall goal of academies.

This could potentially alienate fan bases, impacting popularity and therefore the quality and financial interests of the league.

Transfer revenue should not be the central response to the league’s current financial burdens.

Being realistic about the position of the A-League in the international football hierarchy is crucial, though ambitions for the league to climb cannot be sidelined.

The rise in player transfer revenue presents an enticing prospect for investment and brings increased popularity.

Players themselves also have their own dreams and aspirations that must be taken into account, which can also encourage transfers and revenue.

Currently, the A-League has the unique opportunity to give its promising young players the chance to play top-level football while producing significant revenue and attracting sponsorship.

Australians playing overseas and at home, puts Australia on the map and solidifies our rise in the footballing scene.

If the focus on homegrown talent is managed well, Australian football will reap huge rewards.

Melbourne Victory collaborates with Jamestown Analytics

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Image credit: Melbourne Victory

Melbourne Victory confirmed a partnership with the globally renowned analytics firm Jamestown Analytics.

Jamestown Analytics is a globally recognised leader in football data innovation, providing elite clubs across the UK and Europe with unique insights. Its partners include Brighton & Hove Albion (Premier League), Como 1907 (Serie A), Hearts of Midlothian (Scottish Premiership), and Royale Union Saint-Gilloise (Belgian Pro League).

The collaboration designates Melbourne Victory as Jamestown Analytics’ sole football partner in Australia and New Zealand.

Jamestown Analytics will collaborate closely with Melbourne Victory to enhance data-driven decision-making across the A-League Men’s and Senior Academy programs.

Melbourne Victory’s Director of Football, John Didulica, stated that player recruitment in professional football is undergoing significant changes.

“This partnership will place Victory alongside some of the world’s most progressive clubs,” he said via press release.

“Jamestown Analytics’ world-class innovations in the use of data has served a range of clubs incredibly well and we are excited that it will now play an instrumental role in shaping Melbourne Victory’s decisions across areas such as squad management and opposition analysis, all of which will be deeply integrated into our existing structures.”

Melbourne Victory’s Managing Director, Caroline Carnegie, expressed excitement about partnering with a global leader in football innovation.

“Jamestown Analytics’ reputation speaks for itself, with a history of helping clubs achieve extraordinary results,” she said via press release.

“Being their exclusive partner in Australia and New Zealand highlights Melbourne Victory’s commitment to fostering a forward-thinking organisation that is laser focussed on delivering consistent sporting success.”

Managing Director of Jamestown Analytics, Justin Said, believes Melbourne Victory is the perfect club for a partnership in the Australia and New Zealand markets.

“We are very selective about who we choose to work with. The Club’s size and structure closely mirror those we work with across the UK and Europe, and we are confident that our insights can assist in delivering significant success, both in the short and long term at Melbourne Victory,” he said via press release.

In addition to the advancements in data-driven decision-making, the alliance between Melbourne Victory and Jamestown Analytics opens up exciting opportunities for talent identification and player development. By integrating cutting-edge analytics, the club can refine its scouting processes, uncovering emerging talents from both Australia and New Zealand, and strengthening its pipeline for future stars.

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