Australian Professional Leagues confirm new-look leadership with Danny Townsend departure

Staff Writer
Danny Townsend

The Australian Professional Leagues (APL) have revealed that Chief Executive Officer Danny Townsend will take up a new role based in the Middle East.  

During a two-and-a-half year spell, Townsend has not always pleased the passionate fanbase, but he departs the APL with significant changes and additions that the game will now benefit from.

Townsend’s tenure includes the foundations of the APL where he began in December 2021, at the time where they separated from Football Australia.

Townsend was also the catalyst behind the five-year broadcast deal with Paramount ANZ we see today, backed by orchestrating new naming rights partners in rebranded A-Leagues competitions for men and women.

The creation of a record-length CBA embedded gender equity and extended further to welcoming three new teams to the Liberty A-League.

Going forward, A-Leagues Commissioner Nick Garcia and KEEPUP Managing Director James Rushton will lead the APL – reporting to the Board and newly appointed Independent Chair the Hon Stephen Conroy.

Garcia and Rushton will combine to oversee the A-Leagues strategic and tactical business operations in its administration, and the development of digital strategy to sustain and increase fan engagement.

Chair of the Board, the Hon Stephen Conroy, stated via media release:

“The APL has undergone extraordinary growth in just a two-and-a-half-year period under Danny’s leadership, and we thank him for his service to football in Australia and New Zealand, both as CEO of the APL and before that as CEO of Sydney FC. Danny leaves the game stronger than ever, and with a talented and committed executive team in place.  We wish him every success in his new role.”

“As the organisation moves into its next phase of development, we welcome the joint leadership of two highly experienced global sports executives and passionate football fans, in Nick Garcia and James Rushton.  Each of their appointments was the product of extensive search processes that resulted in what is an incredibly strong APL executive leadership team.

“The focus of the whole organisation remains on delivering a successful Isuzu UTE A-League Men and Liberty A-League Women 2023-24 season.”

In a closing statement, Townsend reflected on his time that saw considerable growth.

“We’ve made incredible progress over the last three years and I am extremely proud of what we have achieved as independent leagues.  I will always feel privileged to have had this opportunity to serve the game I love.  I very much look forward to seeing it continue to grow at pace,” he added via media release.

Staff Writer
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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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