APL CEO Danny Townsend: “The atmosphere at the Socceroos live sites exists every weekend across the A-League”

Leckie

It has now reached that critical point in the domestic football calendar where the Australian Professional Leagues (APL) – the sporting body in charge of the A-Leagues – must capitalise on the momentum set by an impressive Socceroos showing at the 2022 World Cup in Qatar.

Without a doubt, the onus is on the APL to transform the buzz generated by the Socceroos into fans itching to be a part of the action both at the ground and at home. The storylines well and truly write themselves. For example, images of Central Coast Mariners starlet Garang Kuol’s near-equaliser late in the game against Argentina will remain entrenched in the minds of Socceroos fans for some time, and now they have their chance to witness the dynamic youngster in the flesh in an F3 Derby this weekend against the Newcastle Jets to further solidify their connection to the player and game as a whole. To put it plainly, Kuol’s denial by the arm of Argentina goalkeeper Emiliano Martinez may have signalled the end of the Socceroos’ campaign, but it marks a whole new beginning for Australian football.

Kuol

As confirmed by the APL, the restart of the A-League Men’s competition will see returning Socceroos celebrated with guards of honour in Sydney, Central Coast and Brisbane, on pitch presentations, and signing sessions (where fans will be encouraged to wear their Socceroos jersey) in and amongst a plethora of physical and digital marketing.

Accompanied by a slogan – “Where Socceroos Are Made” – and campaign image showcasing each member of the Socceroos squad that has come through the A-League Men, the restart of the season is perched readily to add to the resurgent crowd numbers already notched this season.

To learn more about the APL’s efforts to make the most of the good will earnt by the Socceroos, APL CEO Danny Townsend chatted with Soccerscene to gain an insight into how the A-Leagues will effectively embrace the fearlessness and pride elicited by the Socceroos to take the game to new heights.

Townsend

How does the APL plan to capitalise on the momentum set by the Socceroos following their 2022 World Cup performance?

Danny Townsend: We’ve got many a different strategic initiative aligned to try and convert those interested fans into the A-Leagues, both short, medium, and long-term. But I think the important thing is we’ve put into place the foundational requirements to take advantage of it from the unbundling almost two years ago.

We’ve built a strength that will enable us to connect with those fans, bring them into our stadiums, and give them a product that they can engage with well into the future. That starts with the financial security of the professional game which we managed shore up through our capital raise process with Silver Lake, but also the media deal with Paramount that assured that the financial performance of the game was underpinned for the next five years. Those two things then enabled us to invest in our KEEPUP network and digital proposition that will allow us to connect.

So, there’s not one single solution to transferring that interest but there’s certainly a lot of strategic initiatives that will play out to take advantage of it.

With the returning A-League Men season set to celebrate the competition’s World Cup participants this weekend, what was the APL’s thinking during the Socceroos’ journey to the Round of 16?

Danny Townsend: There’s a lot of different sorts of emotions that you experience at that time, I think one of them was validation. The A-Leagues owners have committed over the long term both financially and with other resources around developing young football talent, and with 65% of those players in Qatar coming through A-League academies it was something that we could all be proud of obviously. Especially having the 8 players there – who set the record for the most current A-League Men representatives at a World Cup – was great, but also having 21 of those players actually having played in the A-League as part of their football journey is something that again demonstrates that we are on the right track and we really need to continue to sustain that commitment to development. But certainly, the young players playing in the A-League Men and Women are the Socceroos and Matildas of the future.

Jamie Maclaren

With the A-Leagues now being run by the clubs for nearly two years, what opportunities do you feel this has opened up in terms of development pathways and providing chances for youngsters to come through?

Danny Townsend: Well, I think that we’ve got to remind ourselves that the A-Leagues academy systems are only 7 or 8 years old, so we’re seeing players coming through now who’ve had the majority of their football education in the A-League setups and I think the results are a consequence of that investment.

Although, that investment shouldn’t sit squarely on the shoulders of 12 private investors, it needs to be a collective effort from FA, the government, ourselves, and other stakeholders in the game to ensure that our men and women youth teams at national level remain competitive on the world stage and continue to have a greater impact on the global game. And that’s something that only football can do. The scenes we saw across the country over this last month are really a result of us competing in what truly a global game and competing at the highest level. So, it’s going to take sustained investment and collective effort and we’re certainly playing our part.

Just touching on those scenes across the country, has there been an effort to capitalise on the interest of those Socceroos supporters at the live sites and potentially give them discounts to games or free tickets? What’s the approach been like to that?

Danny Townsend: It’s more so engagement. We certainly want them to come to our games, and you’ve only got to look at the demographic of the majority of those live sites are a reflection of what’s strong about our game. We’re the number 1 sport for under-35s in the country and they’re largely those populating those sites along with late teens and early-20-year-olds who are demonstrating what joy can come from supporting football. And we need all of those fans to pick a football team; to pick an A-Leagues team and go out and support them week in, week out because that atmosphere that was existing in those live sites exists every weekend across the country in the A-League.

So, we’ve got the capability now from a digital and data infrastructure standpoint to capture them, engage them, and then deliver them a live experience that keeps them coming back. We’ve got plans for ticket offers and the plan for this weekend around encouraging fans to come out and recognise those Socceroos and watch them play in the flesh across the country, so there’s an opportunity to plan ahead.

Melbourne Victory

Obviously 16 years ago the Socceroos qualified for the Round of 16, and now, the 2022 group has matched and arguably bettered their efforts. How is the APL looking to embrace and broadcast this generation of the Socceroos? What’s the message you want to put across to football fans and casual sporting fans alike?

Danny Townsend: I think it was a validation of the fact that we’ve always known the A-League to be quality. Graham Arnold mentioned it in his press conference that, for whatever reason, the perception is that the A-League in Australia is not at a high standard but we’ve proven that it is. He has the best oversight of leagues because he’s watching them week in, week out in his role as the Socceroos head coach, and he’s made it clear that the A-League is up there with that second tier of competitions in Europe.

So, we’ve got a lot to be proud of in terms of what our domestic product is, we just need to get behind it as a footballing public and give it the credit it’s due and go watch it. Because when you watch it, you’ll realise that it is great quality and there’s some really exciting talent developing here that’s playing week in, week out.

Obviously, the APL as an organisation do not want to linger on the past in terms of how the sport was previously governed, but what have you learnt from previous administrations that you want to improve on in terms of capitalising on this type of momentum?

Danny Townsend: It just takes investment. We’re at the beginning of an investment cycle for the game and that’s why we raised the capital. We wanted to ensure that we were able to do the things that we know the name game needs to step change and realise its potential. We don’t have the luxury of a multi-billion-dollar broadcast deal like the other codes have, so we’ve got to craft our own economic future and we’re doing that through things we’re putting in place.

It is a parallel effort on many different levels to grow the game and we can’t do it alone; we need to do it in partnership with the FA. There’s been a lot of talk about the cost of playing at grassroots level and it’s our responsibility to work with FA on inverting that pyramid and really generating the dollars at the top of the pyramid and having that trickle down rather than the opposite.

So, there’s lots to do, and I think the FA played their role in the journey of the professional game for many years and that set the foundation for us now to take that forward, and we’ll continue to work with them on developing the game further.

We’re excited about what the impact of the Socceroos’ performances all means for this weekend’s games. And as we’re heading towards the traditional summer school holiday period, which is a strong attendance period for us, I think we’ve got some wind in our sails and the Women’s World Cup next year will be another benchmark moment for the game that will be huge. So, lots to look forward to.

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‘We’re on our own’: Malvern City’s fight for a fair go

At Malvern City Football Club, the problem isn’t finding girls who want to play football.

It is finding appropriate facilities for their growing cohort of young girls to play at.

The club now has close to 100 girls in its female program, built up over the past six years. But at Sir Zelman Cowen Park, which Malvern City has called home for decades, there are no dedicated female change rooms or toilets.

Instead, there are shared facilities, public toilets and, according to club President John Hatzis, situations in which parents, coaches and team managers have had to effectively stand guard so girls can use the toilets without others entering.

“The problem we’ve got is that the public toilets are often locked, or they’re just not accessible,” Hatzis told Soccerscene

The result, he says, is a bizarre and frankly uncomfortable workaround: adults physically blocking the toilets so girls can use them.

That is the human face of what has become a much bigger argument about sporting infrastructure in the City of Stonnington.

It is the sort of arrangement that might have been observed decades ago.

Not something we see in 2026.

Malvern City isn’t a small club asking ratepayers to build it a palace.

It has more than 800 registered players. Its female program is approaching 100 participants. Its junior high-performance program is thriving, while its senior men’s side just earned promotion to VPL1.

And yet its president says the club has spent years being told, essentially, to wait.

“We’re doing everything right as a club,” Hatzis says.

“But every year around this time, we get teams of girls, we get teams of boys coming over to us and we’re saying, ‘We can’t help you. We just don’t have the facilities.’”

That should concern more than just football people.

Where Stonnington chooses to spend

Stonnington is not a municipality that pinches its pennies on sport – far from it.

The council recently completed the Stonnington Sports Centre at Percy Treyvaud Reserve, a $49.9 million project described by council as its largest-ever investment in community sport. The project delivered new facilities for tennis, lawn bowls, cricket, lacrosse, netball and basketball, as well as four indoor courts and more than 200 undercover car spaces. A project where the council contributed $45.9 million.

There are also millions more in the current and forward capital programs.

The 2026-27 budget includes $600,000 for maintenance and renewal works at Malvern Valley Golf Course. Sports-ground asset renewal and oval reconstruction programs amount to about $13.5 million over the forward program to be carried over the next decade. Pavilion renewal is worth roughly $7.3 million over the same period, while outdoor tennis facilities have a forward renewal program of about $3.3 million.

There is a roughly $10.4 million forward program attached to Central Park Pavilion and about $7 million for Waverley Oval Pavilion.

None of this means football is entitled to an equal slice of every dollar.

Many of these facilities are shared between sports. A cricket oval can also be an AFL ground. A sportsground renewal program can benefit soccer as well as football. Money allocated to floodlights or pavilions cannot simply be stamped with one sport’s logo.

A $66 million gap — and a question of priorities

There is no doubt Stonnington, too, has a legitimate argument on the other side.

Council has identified an enormous backlog of sporting infrastructure needs. Its own figures suggest about $124 million in required investment, with only about $58 million currently funded over the coming decade.

That leaves a gap of roughly $66 million.

The council cannot fix everything at once.

But that is precisely why the argument over Malvern City is worth having.

Hatzis does not dispute there are competing demands. In fact, one of the more revealing parts of our conversation was his admission that football itself bears some responsibility.

For years, he says, football clubs have simply found a way to survive.

“The squeaky wheel receives the oil,” he said.

“Obviously, we haven’t been squeaking enough over many decades and we’ve just made do with what we’ve got.”

That is a remarkably candid admission from a club president trying to make a case against his local council.

But Hatzis believes patience has run out.

A decade of planning, but no clear timeline

Malvern City has been at Zelman Cowen for almost half a century. The club says the pavilion dates back to the late 1980s, and despite repeated approaches to council, there is still no funded redevelopment of the facility in the current budget.

The council is now undertaking a 10-year Sport and Recreation Plan for Zelman Cowen, following consultation with more than 400 community members. The park contains five sports fields covering roughly 47,500 square metres and caters for football, Australian rules football, baseball, cricket, athletics and ultimate frisbee.

Council acknowledges that the precinct is under increasing pressure and that its future planning needs to consider accessibility, safety, gender equity and universal design.

But planning is not building.

And a plan without funding is a very long way from a toilet that actually works.

That is Hatzis’ frustration.

“We’re being constantly told that there’s a plan to redevelop Zelman Cowen,” he says.

“But the problem is that there is no funding.”

His estimate is that Malvern City could be seven-to-ten years away from seeing meaningful redevelopment.

Fair Access in policy, barriers in practice

That is where the council’s own rhetoric around women’s sport becomes important.

Stonnington’s sports infrastructure planning recognises that many older sporting facilities were not designed for equitable participation by women and girls.

That is not an abstract policy problem at Zelman Cowen.

There are girls standing outside a toilet.

There are parents being asked to intervene.

And there are young players who, he fears, could eventually decide that the inconvenience isn’t worth it.

“If they’re not willing to fund it, then how long can clubs fund it?” he asks.

That is the question Stonnington needs to answer.

Not because Malvern City should automatically jump to the front of the queue, but because the council needs to be able to explain why it has placed this particular queue in the order it has.

The comparison with other sporting facilities is inevitably going to be uncomfortable.

Hatzis points to the state-of-the-art facilities available to some AFL and cricket clubs. He points to major investment at Toorak Park and the new Stonnington Sports Centre.

His argument is that Malvern City would be prepared to meet council halfway.

Malvern City is willing to meet council halfway

The club would lobby state and federal governments. It would seek private funding. It would even ask its own support base to contribute.

“We’d be happy to go and lobby the state and federal government to help us with the funding,” Hatzis says.

“And even creating some private funding. I’d be happy to get our support base to help with that also.”

That matters, because this isn’t simply a demand that ratepayers write Malvern City’s club a cheque.

It is a demand for a pathway. Give us a plan. Give us a timeframe. Give us something to work towards.

Instead, Hatzis says, the message from council has become increasingly difficult to accept.

“The communication coming down the line that we don’t have any funding is absolutely wearing thin.”

Football’s missing support

One of the more damning parts of our conversation wasn’t even about the council.

Hatzis says he has repeatedly contacted Football Victoria seeking support. He says he has been told someone would contact him to begin an engagement process and that Malvern City is an important part of the fabric of Victorian football.

That call is yet to come, which raises an uncomfortable possibility: perhaps Malvern City’s problem isn’t just that it has failed to convince Stonnington; perhaps it’s that football itself has historically been too willing to accept second-best facilities and making do.

Football has grown enormously in the past 25 years, while girl’s and women’s football in particular has exploded across the past decade. Clubs are increasingly expected to provide pathways from junior participation to elite competition.

Yet the infrastructure beneath that growth has not kept pace.

A story bigger than one club

That is where Stonnington’s own Fair Access Policy becomes particularly difficult to reconcile with what is happening at Zelman Cowen.

The council says the policy is designed to address “known barriers” experienced by women and girls in accessing community sport facilities, before acknowledging in its budget that implementing Fair Access will require “significant new funding”.

It is a remarkable admission: the council recognises the barriers, recognises that its sporting infrastructure needs to change, yet the girls at Malvern City are still being asked to wait for the money to make that change happen.

Malvern City’s story is therefore bigger than one pavilion.

It is about what happens when a sport grows faster than the facilities designed to accommodate it.

And it is about whether councils can continue to promote female participation while asking girls to accept facilities that would be considered unacceptable in other parts of community life.

Stonnington says it has limited resources.

That is undoubtedly true.

But scarcity does not remove the responsibility to explain the choices being made.

If there is $600,000 available for one year’s renewal and maintenance at a golf course, if millions are flowing through tennis, pavilion and sports-ground programs, and if a $49.9 million flagship sporting centre can be delivered, then telling Malvern City simply that there is “no funding” is not really an answer.

It is only the beginning of the question.

Why that facility?

Why now?

Why them?

And why not Zelman Cowen?

Malvern City has spent decades making do.

Its president admits the club has not always been loud enough.

But over the last decade, that has changed.

“We’re doing everything right as a club,” Hatzis says.

“We need to be heard”

Perhaps the real test for Stonnington now is not whether it can find enough money to fix every sporting facility in the municipality.

It clearly cannot.

The test is whether, when the council sits down to decide who waits another decade and who moves forward. Malvern City, a club with more than 800 players, a senior men’s program that is among Victoria’s elite, and a growing cohort of girls can make a convincing enough case to finally move up the list.

Because asking girls to wait years for a proper place to change is not a particularly convincing way to build the future of women’s sport.

Oz Shipping Containers expands Newcastle Jets partnership with front-of-shirt move

Newcastle Jets have upgraded their relationship with Oz Shipping Containers, with the Newcastle-based business becoming Principal Partner of the A-League Men’s team for the 2026/27 season.

The agreement represents a significant increase in the company’s involvement with the club, moving from a sleeve sponsorship last season to the front of the Jets’ men’s playing shirts.

Oz Shipping Containers will feature on the club’s home, away and goalkeeper kits throughout the campaign, giving the business a substantially larger presence across matchday, broadcast and club content.

The partnership also provides another example of the Jets developing commercial relationships with locally based businesses and increasing their investment over time.

Oz Shipping Containers specialises in the supply and modification of shipping containers, serving customers across residential, commercial and industrial markets.

Newcastle Jets Executive Chairman Maurice Bisetto said the club was excited to build on the existing partnership.

“It is great to continue our close association with a successful local business operating on a global stage,” Bisetto said.

The expanded partnership comes as the Jets prepare for a season that will include both A-League Men’s football and AFC Champions League Elite competition, increasing the club’s exposure across domestic and Asian markets.

For Oz Shipping Containers, the front-of-shirt position provides a much broader platform than its previous sleeve placement, putting the brand at the centre of the Jets’ visual identity throughout the season.

With the Jets entering a new campaign as defending Australia Cup champions and competing in Asia, Oz Shipping Containers will now have a significantly larger platform through which to build its association with the club.

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