APL release annual report highlighting growth across A-Leagues competitions

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APL Annual Report 2023
Image via APL Annual Report

The Australian Professional Leagues (APL) recently released its Annual Report for the last season of A-Leagues action, for 2022/23.

The period was marked by an increased interest in football across Australia and New Zealand due to the successful hosting of the Women’s World Cup in July, and a Men’s World Cup in late 2022, where the Socceroos performed above expectations.

The key takeaways from the APL’s report included:

  • Record number of eight A-League men players selected for the Socceroos squad for the 2022 World Cup
  • 100% of Matildas selected for the 2023 World Cup squad play or have played in the A-League Women competition
  • Aggregated attendances across both A-League Men and Women competitions were up by 46% from the previous season – with record attendances set in both competitions’ final series’
  • 31% year-on-year increase in aggregate minutes viewed of A-League Men matches go on 10 Bold, 10 play and Paramount+
  • 63% year-on-year increase in aggregate minutes viewed of A-League Women matches on 10 Bold, 10 Play and Paramount+
  • 57% increase in goals by U23 A-League Men’s players since 2019
  • 42% increase in contracted players in the A-League Women’s competition since 2018
  • 174% year-on-year increase in KEEPUP users
  • 368% year-on-year increase in social media video views of KEEPUP content

Outgoing APL Chair Paul Lederer elaborated on the achievements of the Australian national teams, 43 of 46 of whom were developed in the A-League Men and the A-League Women competitions.

“The impressive contribution of A-Leagues players to our national teams is not an accident. It is the direct result of investments over many years by our clubs with a vision of a thriving league where fans can watch fast-paced and exciting football,” Lederer said on the release of the annual report.

“This year has seen us begin to awaken the global football economy to the strength of the A-Leagues. Our annual transfer fee records were broken in a single transfer window thanks to the international interest in academy products such as Sammy Silvera, Jordan Bos, Anthony Pavlešić and Marco Tilio.

“It is vital that we continue to support our players’ journeys overseas, and equally vital that we are a destination of choice for local and international players alike.

“Next season, we will add new clubs in both Australia and in New Zealand, with further expansion planned in the following year, creating more opportunities for players, more competitiveness, and more compelling drama for our fans.”

APL CEO Danny Townsend stated that the APL has set in motion an ambitious new strategy in the past two years to help realise a vision – to establish football as the most entertaining and popular sport across Australasia.

“At its heart, APL’s strategy had the intent of inspiring the next-generation of A-Leagues superstars to fulfil their potential,” Townsend said via media release.

“On the eve of a new season, and with unprecedented numbers of young players making their mark in our leagues, there is much for the A-Leagues to be proud of and excited by.

“The FIFA Women’s World Cup has delivered football in our region an enormous opportunity. We all must now take responsibility for leveraging the momentum created by the excitement of the tournament. We want to make sure the almost two million fans who attended World Cup games, or the many millions more who were enthralled by the event’s broadcast, look to the A-Leagues as their way of continuing to feel the excitement provided by top-quality football.

“Last season saw the highly successful debut of Western United’s team in the Liberty A-League as part of APL’s expansion strategy across the A-Leagues. This coming season will see the Central Coast Mariners women enter the Liberty A-League providing even further opportunities for talented young girls across Australia and New Zealand.

“The growth of APL’s content business, KEEPUP, has continued at pace over the past year. As a demonstration of the maturing of KEEPUP, it was one of the leading publishers of digital content during the FIFA Women’s World Cup despite not being an official rights-holder.”

Townsend also paid tribute to Lederer, APL’s inaugural Chair in the release of the report.

“Paul has been at the helm through the time of the global pandemic, and during our subsequent extraordinary growth. Quite simply, we could not have done this without Paul’s leadership over the past two and a half years,” he added.

APL recently announced the appointment of former Federal Government Minister, the Hon Stephen Conroy, as its first ever Independent Chair. Lederer will also still remain a member of the APL Board.

The A-League Women competition kicks off on October 14, with the A-League Men start on October 20.

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Philip Panas is a sports journalist with Soccerscene. He reports widely on football policy and industry matters, drawing on his knowledge and passion of the game.

Saudi Pro League’s TikTok deal: A media blueprint for Australia

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Image credit: Cristiano Ronaldo Instagram

The Saudi Pro League (SPL) has confirmed a new partnership with TikTok for the 2024/25 season, designating the short video platform as its official digital partner.

This collaboration aims to enhance digital engagement for football enthusiasts both regionally and internationally.

As part of the agreement, TikTok will unveil a dedicated ‘SPL Exclusive Hub,’ offering fans access to a wealth of content from the league’s clubs and partners.

This exclusive content will feature behind-the-scenes footage, in-depth player interviews, and other unique insights into the SPL.

Additionally, TikTok will provide its creators with special opportunities to engage with the league.

This includes access to training sessions, matchday experiences, and interactions with players, allowing for a richer and more immersive fan experience.

The SPL is determined to solidify its position as one of soccer’s premier domestic leagues. While high-profile signings like Cristiano Ronaldo have captured headlines, the TikTok partnership is set to amplify the league’s global visibility.

TikTok’s involvement in football is extensive, with previous partnerships including UEFAfor  Euro 2024 and Women’s Euro 2022, Major League Soccer (MLS), and the Confederation of African Football (CAF).

The platform is also deeply embedded in other sports, including the Paris 2024 Paralympic Games and UFC, and recently extended its multi-year partnership with the National Football League (NFL) to include long-form content.

Saudi Arabia ahead of the game again

Saudi Arabia is leading the way in sports marketing by leveraging apps like TikTok.

Their strategic use of these platforms enhances global visibility and engagement for the Saudi Pro League, showcasing a commitment to innovative digital strategies that connect with a broad, international audience and elevate their brand on a global stage.

It is clear that the SPL’s ambition is to be ‘bigger than the top European Leagues’ per a statement from newly appointed CEO Omar Mugharbel.

Mugharbel mentioned enhancing the product after recent signings Ivan Toney and Joao Cancelo capped off a relatively quiet summer window for the league and hinted at ‘advancing the league’s brand off the pitch with new deals (TikTok) to create a more attractive proposition for star players and fans abroad.’

Everything the SPL do is for attention and they are close to designing a social media juggernaut that is ready to shake the traditional European football landscape, even if some may find it incredibly unpopular. It is certainly working.

How a deal like this would benefit Australian football

Capitalising on the fantastic viewership and engagement from the younger generation is the key to success for the A-Leagues’ future.

According to YouGov Sport in 2023, between the ages of 18-34, the A-League is the second most engaged league in the country, sitting only behind the AFL.

The data showed that 15% of Australian sports fans aged 18-34 regularly streamed the A-League Men whilst 19% of the demographic follow the league on its respective social media channels.

Improving the content on these channels, which is certainly required, has been on the mind of the league for a while and KEEPUP’s failure gives them a blueprint on what not to do this time around.

A deal with TikTok would almost certainly benefit all stakeholders given the league’s lack of engaging, behind-the-scenes content and lacklustre highlight reels leaving many dissatisfied at the overall product.

Now with international marquee signings like Juan Mata and Douglas Costa, the A-Leagues can try and attempt to do what Saudi Arabia do, albeit on a much smaller scale, in terms of leveraging these big names to draw bigger crowds and engagement on social media.

The ability to nail short, bite-sized content is almost essential with the increasingly shorter attention spans and hunt for easily digestible videos that don’t require too much brain power.

In 2024, the A-Leagues must improve in this area and ensure they don’t fall behind the 8 ball again with this sport getting back on its feet.

Key concerns for FIFPRO’s Player Workload Monitoring report

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Image credit: Jude Bellingham Instagram

FIFPRO has recently released their annual Player Performance and Recovery report for 2024, this report is developed by FIFPRO IQ in conjunction with Football Benchmark, a leading data and analysis group on football business.

The report explains in detail the problems facing professional footballers by leaders within the industry and the players themselves. This report not only factors in the physical impact of the sport but also the psychological impact.

FIFPRO’s Player Workload Monitoring tool (PWM) the primary system behind this report monitors 1500 players spread across 100 leagues and 150 nationalities.

They have pointed out the obvious lack of appreciation by tournament organisers for the physical and mental well-being of football players and an evident lack of organised calendar planning.

Acting FIFPRO General Secretary Stephane Burchkalter stressed the importance of this report via press release:

“We release these reports for a good reason. Because, today, we face one of the most serious and urgent problems in our sport. A problem that results from the abuse of governance and a failure of the duty of care. The holistic workload that confronts our players is unprecedented. It has produced a physical and mental fatigue that is now dangerous.”

With increased match loads, travel loads and shortening of preparation the risks have never been higher with 54% of PMW players experiencing excessive or high-demand workloads.

88% of players’ time is recorded to be spent in the workplace environment and 17% in national team environments.

The world-renowned Uruguayan coach Marco Bielsa stated via press release:

“To ignore the consequences of the number of games and amount of travelling will end in injuries for any player.”

This report identifies that some players have seen their free time fall to nearly 12% of the calendar year, which adds up to less than a single day off per week. This fails to comply with international Occupational Safety and Health standards.

There have been calls for a guaranteed rest period which 72% of players and 78% of coaches support.

As the demand for games grows and the push for more revenue skyrockets, the players see their health and voices continue to deteriorate.

This report and FIFAPRO highlight the firm action that needs to happen to protect the stars of the sport.

For more information about the report, read more here.

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