APL CEO Danny Townsend on why A-Leagues All Access is giving football an edge

Yengi

In a season built around rejuvenation, the in-house produced A-Leagues All Access has led the way for the Australian Professional Leagues (APL) in 2022-23.

A-Leagues All Access – a key part of the APL’s strategy to start to win back the disenchanted many left alienated by the previous administration – was set to debut as a flagship offering under the APL’s first full season in charge of the A-Leagues (2021-22). However, as has been the case since 2019-20, COVID-19 delivered disruption in spades, and the APL were forced to shelve the project until now.

The series is presented week-to-week in a fly-on-the-wall manner akin to Amazon’s ‘All Or Nothing’ show, except in comparison A-Leagues All Access delves into the experiences of one individual’s actions on matchday and the broader impact of their influence on the team. So far, the series has given fans insight into Central Coast Mariners starlet Garang Kuol, Sydney FC detractor Milos Ninkovic, and Chloe Logarzo’s role at the heart of the debut Liberty A-League campaign for Western United women’s.

Accumulating more than 2.2 million video views and over 4.6 million social media impressions (as of November 23), the success of A-Leagues All Access thus far is reflected in the correlation between the aforementioned video views and social media impressions and transition of interest onto free-to-air (FTA) broadcasts of the A-League Men, with the APL confirming a 33% growth in FTA viewership between episodes 1 and 4 of A-Leagues All Access.

The reception alone is an indicator of eyes and ears being pulled towards the sport, as well as the hearts and minds being won back by the APL.

Speaking with Soccerscene ahead of the restart of the A-League Men’s season, APL CEO Danny Townsend explored why exactly A-Leagues All Access is resonating with fans, the motivations behind the series, and how the series provides football with an edge over the rest of Australia’s competitive sporting landscape.

Luis Nani

Why do you feel that A-Leagues All Access has resonated with Australian football fans?

Danny Townsend: Well, I think at the end of the day football fans want to look under the hood and see what goes on. Watching 90 minutes of football can be compelling but really getting to understand the behind-the-scenes ongoings they’re not accustomed to seeing is something that I’m sure has driven a huge amount of the interest in A-Leagues All Access.

When you’re close to the action as someone who works in the game you take it for granted, but when you’re a fan on the outside and you’re not accustomed to seeing it, it really brings to life that experience of being inside of a dressing room or board room, or at a training ground. But more importantly when you’re watching the game unfold over 90 minutes you can connect those things together and get a full experience.

It feels like A-Leagues All Access is connecting fans to the leagues in a way they’ve always craved for. How significantly did re-engaging disenchanted fans play into the motivations behind A-Leagues All Access?

Danny Townsend: The APL has an overarching strategy that has three key pillars to it – one being how do we re-engage our core fans who’ve drifted particularly with COVID making it so difficult to give them certainty around when matches are played; that really affects your core more than anything else.

Our second pillar is looking at how we grow new audiences and the All Access program serves both. It serves to re-engage our core and gives them another reason to reignite their interest in their clubs or their players, and for new fans who haven’t watched the A-Leagues before, it maybe exposes them to some interesting content that draws them into it.

Finally, our third pillar is to grow the capabilities of our clubs and equally a lot of the content we’re creating through the capturing of All Access is finding its way to club socials, which is driving a lot of engagement there. So, it’s really designed to serve all three pillars of the APL’s strategy.

Obviously, A-Leagues All Access captures the unpredictable nature of football and more broadly, live sport. Why do you feel the series gives an edge to football over the other codes?

Danny Townsend: We’re not a sport that has 60 scoring opportunities in the actual match itself. The euphoria around goals being scored is limited in our game but when they are scored, they’re celebrated, but there is so much more to it. It drives excitement as you see the coach and how they’re engaging with their players, it shows how players are reacting to certain circumstances in the dressing room – those things are all heightening the experience for a fan. And if we can bring fans as close to live as we can that’s only going to bring them closer to our game.

If you look at other fly-on-the-wall documentary series’ like ‘The Test’ for cricket, it was launched over a year after the period it documented. Formula One ‘Drive to Survive’ is a retrospective look at the season that’s already gone and everyone that’s watching knows what’s already happened on the grid. Whereas with what we’re embarking on with A-Leagues All Access it’s live; it’s in the now; it’s basically bringing to life the match on that weekend and driving interest into next weekend’s match.

Western United

How is the series coordinated? Is the whole season mapped out or is it organised on a week-to-week basis?

Danny Townsend: We looked at the first six weeks to start with because we had some fairly predictable stories that would surface such as the Ninkovic example which was always going to be one that the fans would want to get in behind. Nani’s first game was an obvious one at the new stadium in Sydney that we wanted to follow. And Chloe Logarzo’s was her first game returning from injury at a new club in pursuit of being a part of the Matildas at next year’s World Cup.

So, there are certain ones we’ve identified throughout the 30 weeks that we’ll be going after and there’s ones we’ve left open. As stories evolve throughout the season based on the ebbs and flows of competitive sport there’ll be stories that unfold that we don’t know of yet that will be part of the 30 episodes.

Will the A-Leagues All Access series be looking to expand beyond players and coaches to potentially highlight fan groups such as the team at RBTV or any of the active support groups?

Danny Townsend: Absolutely! There’s only so many dressing room sprays that you want to put on air before they get boring.

But on a serious note, we’ve got so many colourful stories in our league from the fans to even the administrators and how decisions are made around clubs. There’s just so many different components of the A-Leagues that we want to bring to life. Obviously, you start with players because they’re the stars of the show and coaches are major contributors to the game. But as you move through those stakeholder groups, there’s certainly interesting stories in there and fans are certainly going to be a focus in upcoming episodes.

Has there been an onward effect in terms of viewership of and engagement with TV and Paramount+ viewership since the series started?

Danny Townsend: Absolutely. We’ve looked at it through two lenses: how do we drive full episode viewing on any of the platforms it’s on (KEEPUP, Paramount+, 10Play, YouTube) but also just as important is the social reach that we’re generating from it. The clips and the cut-up short-form content that we’re distributing has been enormous and has so far accumulated over three million views, which for Australia and our game is enormous. That’s building every week as it becomes more appointment viewing for people waiting for Thursday night for the next episode to drop and that’s something we expect to continue.

For mine, A-Leagues All Access is only one part of a broader content strategy for KEEPUP Studios. We’ve launched All Access with KEEPUP Studios but you’ll start to see a lot more content alongside our podcast series’ that have been coming out – I think our current podcast is the number one in football at the moment and that’s going to continue to build. And from a video standpoint you’ll be seeing more original content being developed by the APL and KEEPUP Studios, and as the season rolls out there’ll certainly be more shows to engage A-Leagues fans and football fans in general, so, watch this space!

Mariners

Previous ArticleNext Article

City of Logan Says No – Football Gets the Two-Finger Salute And So Does Its Supply Chain

There is something depressingly familiar about the latest decision out of Logan.

Football Queensland’s proposed $76 million redevelopment of Meakin Park, which would include a new state headquarters, a Women and Girls Academy, sports science and medical facilities, upgraded playing fields and an indoor futsal academy, has been rejected by Logan City Council. The council voted 12–0 against the longer-term tenure arrangement Football Queensland says it needs to progress the project.

Once again, football appears to have been handed the bureaucratic equivalent of the two-finger salute.

And before anyone accuses me of suggesting councils should simply approve every proposal put in front of them, I don’t think that’s the case. Councils have a responsibility to scrutinise major investments, protect public assets, consider existing users and ensure community interests are protected.

The problem is that we seem to have become very good at explaining why something can’t happen and considerably less effective at finding a way to make it happen.

That distinction matters.

The Logan decision isn’t simply about a lease or a football facility. It’s about a much bigger problem in Australian sport: the growing disconnect between the people making decisions about community infrastructure, and those actually use it.

We’ve been talking about this for some time

This is not a new concern for Soccerscene.

Our recent work examining football infrastructure, council planning and government investment has repeatedly highlighted the same issue. Football is growing, participation is increasing, women’s and girls’ football is expanding, clubs are carrying more players and communities are demanding better facilities, yet the planning and funding systems supporting the game often remain stuck in an entirely different era.

In our most recent podcast, we were joined by Paul Klissaris from the City of Monash and Merri-bek Councillor Ozcar Yildiz, with a discussion centred on governance, transparency and the disconnect that can exist between decision-makers and grassroots communities.

What came through strongly was that this isn’t simply a football problem.

It is a governance problem.

It is about who makes decisions, what information those decisions are based on, how transparent the process is and importantly, whether the voices of the people who actually use community infrastructure are being heard.

That conversation reinforced something I have increasingly come to believe: football’s infrastructure problem is not simply a shortage of money.

It is a shortage of alignment.

The people making the decisions don’t always understand the game

There is an uncomfortable truth here.

We have created layers of governance, committees, planning processes and bureaucratic frameworks that can give decision-makers an enormous amount of information while still leaving them disconnected from the reality on the ground.

A community doesn’t experience football through a strategic plan.

A parent doesn’t care that a council has completed a participation assessment when they are driving around looking for somewhere for their children to train.

A club doesn’t experience infrastructure planning through a committee meeting; it experiences it when it has to turn away juniors because there aren’t enough pitches, or when drainage has failed, when lighting is inadequate or when training schedules are pushed deep into the evening because facilities are already at capacity.

This is why the Logan decision matters.

Football Queensland says it needs long-term tenure to unlock government investment. Council has legitimate concerns about the length of that tenure, community access, existing users, financial commitments and the future control of the site.

Fine.

But what happens next?

If the tenure isn’t acceptable to council and that tenure is essential to unlock funding, then simply saying no doesn’t solve the problem.

It just moves the problem elsewhere.

And ultimately, those who pay for that indecision aren’t Football Queensland or the council.

They’re within the community.

We need to stop treating football infrastructure as a cost

One of the biggest failures in the way governments approach football is that infrastructure is too often viewed as an expense rather than an investment.

Football is one of Australia’s major participation sports. It has an enormous volunteer workforce, thousands of clubs, millions of participants and a commercial ecosystem that stretches well beyond the clubs themselves.

A new football facility isn’t just a few fields and a grandstand.

It means construction, engineering, lighting, irrigation, equipment, technology, grounds maintenance, apparel, coaching, sports science, media, hospitality and employment.

It means businesses across the football supply chain receiving work and creating jobs.

This is why I argue when football gets the two-finger salute, the entire football supply chain gets it as well.

The consequences of delayed infrastructure extend well beyond the touchline.

Every project that doesn’t proceed represents construction that doesn’t happen, equipment that isn’t purchased, technology that isn’t deployed, people who aren’t employed and businesses that don’t get the opportunity to grow alongside the sport.

That is an economic impact that rarely appears in a council report.

We’ve asked these questions before

This is also why the Logan situation needs to be considered alongside the broader questions we have raised in previous Soccerscene opinion pieces about council spending and football infrastructure.

We have seen examples where football participation continues to grow while investment decisions appear heavily weighted towards other sporting codes.

The argument isn’t that AFL, cricket, tennis or any other sport shouldn’t receive investment.

Of course they should.

The question is whether public investment is genuinely following community demand.

If football has growing participation, growing female participation, increasing facility pressure and an expanding commercial ecosystem, then surely the investment model should reflect that.

Otherwise governments are effectively asking football to accommodate twenty-first-century participation within twentieth-century infrastructure.

That simply isn’t sustainable.

What Packer understood about public money

There is an old Kerry Packer quote that came to mind while considering this issue.

During a 1991 federal parliamentary committee hearing, Packer famously defended tax minimisation and argued, in typically blunt fashion, that people had little reason to voluntarily give more money to government if they didn’t believe government spent it well.

It was classic Packer – blunt, provocative and designed to make the room uncomfortable.

But there was a broader lesson in it.

People want to see value from the money being collected and spent on their behalf.

Football communities are already contributing enormously.

Parents pay registrations. Volunteers give their time, clubs raise money, businesses sponsor teams. Participants purchase equipment and apparel, councils collect rates, governments collect taxes.

An entire commercial supply chain has developed around the sport.

So when the public is told that infrastructure investment isn’t possible, the obvious question becomes:

Where are the priorities?

This isn’t an argument for reckless spending.

It is an argument for better spending.

Football can demonstrate the ROI

I don’t believe the answer is to attack councils every time they reject a football proposal.

Councils have a responsibility to scrutinise public assets and demand accountability.

But in this case, I would argue that football can easily demonstrate the return on investment.

The $76 million isn’t simply an investment in buildings and playing fields.

It creates participation capacity, supports women’s and girls’ football, generates construction and employment activity, creates opportunities across the football supply chain and provides a long-term community asset in one of Queensland’s fastest-growing regions.

Football Queensland should absolutely be required to demonstrate the financial model, community outcomes and governance arrangements, but the broader ROI case for football infrastructure is becoming increasingly difficult to ignore.

The question shouldn’t simply be what the project costs.

It should be what the community, government and local economy gain from making the investment.

That is the conversation we need to be having.

Not whether football deserves the investment, but how we structure it so the return – social, economic, commercial and sporting – is measurable and delivered.

We need a delivery framework

What football needs now is not another glossy infrastructure strategy that identifies the problem and then sits on a shelf.

It needs a delivery framework.

Football Australia, state federations, state governments, local councils and clubs need to establish a much clearer model for how major football infrastructure is actually delivered.

Who owns the land?

Who funds the construction?

Who operates the facility?

Who carries the maintenance costs?

What level of community access is required?

How are existing grassroots users protected?

How are women’s and girls’ pathways incorporated?

What tenure is required to unlock government investment?

And who is accountable if the project doesn’t happen?

These questions shouldn’t be worked out after a proposal reaches a council chamber.

They should be agreed upon before it gets there.

That is perhaps the biggest lesson from Logan.

If 50 years is too long, negotiate 20 or 25.

If community access needs to be stronger, build those requirements into the agreement.

If council wants greater involvement, create a governance model that provides it.

If government funding is uncertain, bring the state government into the conversation earlier.

There are solutions.

What is missing is a framework that brings all of the parties together early enough to find them.

Because the alternative is the cycle we keep seeing:

Football identifies a need, develops a proposal, seeks government support, enters a lengthy negotiation over land, funding and tenure, and eventually reaches a point where one party says no.

Then everyone walks away.

The project stalls.

The investment disappears.

The community waits.

And football is left to start again.

That is not infrastructure planning.

It is infrastructure attrition.

The cost of saying no

Government is very good at measuring the cost of saying yes.

It is much less effective at measuring the cost of saying no.

What is the cost of another 5,000 players without adequate facilities?

What is the cost to women’s football when pathways can’t expand?

What is the cost to clubs that are forced to cap registrations?

What is the cost to businesses that would have supplied the project?

What is the economic activity that disappears when a major infrastructure project doesn’t proceed?

And what is the long-term cost of continually under-investing in a sport that is growing faster than the infrastructure supporting it?

Those costs don’t necessarily appear on a council balance sheet.

But the community still pays them.

That is why scrutiny cannot be the end of the conversation.

If the proposal isn’t right, fix it.

If the tenure doesn’t work, negotiate it.

If the governance model isn’t acceptable, redesign it.

If the community benefit isn’t sufficiently clear, strengthen it.

If existing users haven’t been adequately consulted, bring them into the process.

That is what leadership looks like.

The role of government should not simply be to decide whether a proposal survives.

It should be to help create the conditions in which good projects can succeed.

Football needs a seat at the table

The bigger issue exposed by Logan is that football still too often enters the infrastructure conversation after the important decisions have already been shaped.

It gets consulted.

It gets asked for submissions.

It gets invited to roundtables.

But consultation is not the same as influence.

Football needs a genuine seat at the table when decisions are being made about the future of community infrastructure.

Because the game is now too big, too commercially significant and too important to communities to be treated as an afterthought.

And that conversation needs to recognise the full football ecosystem.

This isn’t just about players.

It is about clubs, volunteers, coaches, referees, families, businesses, suppliers, technology companies, facility operators, groundskeepers, apparel companies, media organisations and the thousands of people whose livelihoods and businesses are connected to the growth of the game.

That is the football economy.

And when infrastructure doesn’t keep pace with participation, every part of that economy feels the pressure.

The two-finger salute has to stop.

But stopping it doesn’t mean demanding that every football proposal be approved.

It means building a system where legitimate concerns lead to better proposals rather than dead ends.

Where councils can protect public assets without blocking investment.

Where football can demonstrate its social and economic return.

Where governments can see the value of participation growth before facilities reach crisis point.

And where major projects are negotiated as partnerships rather than presented as competing interests.

The Logan test

That is why I don’t think the most important question coming out of Logan is whether Football Queensland’s $76 million proposal should have been approved exactly as presented.

The more important question is what happens next.

Does the rejection simply become another example of football being unable to get major infrastructure projects over the line?

Or does it force football and government to rethink how these projects are developed, negotiated and delivered?

Because if it is the former, nothing changes.

Another proposal will come along. Another council will have legitimate concerns. Another negotiation will become stuck on tenure, funding, governance or community access.

And another generation of players will inherit the same infrastructure problem.

If it is the latter, Logan could become a turning point.

Football can demonstrate the demand.

Government can demonstrate the investment.

Councils can demonstrate accountability.

And together they can create a model that delivers all three.

That is the conversation football should be demanding.

Not simply, “Give us the money.”

Not simply, “Approve our project.”

But:

“Let’s build a system that allows the right projects to happen.”

Because football shouldn’t have to continually ask government for permission to grow.

Government should be planning for the growth that is already happening.

And if bureaucrats genuinely want to know what the community needs, perhaps the first step is to stop assuming they already know.

The Logan decision should not be remembered simply as another football project that failed to get over the line.

It should be remembered as the moment the game decided that saying no was no longer good enough.

Football deserves scrutiny.

It deserves accountability.

But it also deserves a system capable of turning demand into infrastructure.

Because when football gets the two-finger salute, it isn’t just the players and clubs that get it.

The entire football supply chain gets it too.

And ultimately, so does the community.

“It’s Time for Bold Leadership”: Geoff Lord’s Challenge to Australian Football

“The game desperately needs leaders – whether they’re putting in money or not – and it desperately needs vision. Look at Peter V’landys and his role in building the NRL in the last 10 years!”

Melbourne Victory founding chairman Geoff Lord has delivered a blunt assessment of Australian football, calling for stronger leadership, greater vision and a renewed sense of ambition to help drive the A-League forward.

In the latest episode of Soccerscene: Unfiltered, Lord sits down with host Mihaila Kilibarda for an honest appraisal of where he believes Australian football has lost its way – and what needs to change.

Drawing on his experiences across Hawthorn Football Club and Melbourne Victory during periods of significant success, Lord reflects on the leadership and vision that helped build both organisations. He also discusses his push to bring Celtic to the Australian market and why he believes sport remains essential in addressing some of the broader challenges facing Australian society.

Now Chairman and CEO of Belgravia Group, Lord maintains a strong interest in the future of Melbourne Victory and the direction of Australian football.

He doesn’t hold back, challenging the game’s current leadership to think bigger and look at what can be achieved when sporting organisations have clear vision, strong leadership and the courage to make bold decisions.

For Lord, the example of Peter V’landys and the transformation of the NRL provides an obvious benchmark.

What can Australian football learn? And does the A-League have the leadership required to take the next step?

Listen to the latest episode of Soccerscene: Unfiltered with Geoff Lord and Mihaila Kilibarda now.

Most Popular Topics

Editor Picks

Send this to a friend