Australia’s sleeping giant: the commercial reality of the A-League

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Image Credit: Sydney FC website

The A-League has immense commercial potential, just waiting to be realised.

As Australia’s premier football competition, it has access to a growing fan base and a flourishing global market.

As of late, there is also interest in both the men’s and women’s game. This has been capitalised on to some extent, with steady gains across sponsorship, broadcasting, and ticket sales.

The latest data regarding the A-League’s growth was released in June 2024. Statistical analysis compared the 2023/24 season to previous seasons.

The following was reported:

  • Television viewers for the A-League Men’s 2023/24 season were up 53% on Paramount+, 33% on 10 Play and 16% on Network 10.
  • Men’s and women’s club memberships increased 31% from the previous season.
  • Overall attendance across the A-League Men was up 7% year-on-year, with an average attendance of 8,600.
  • The A-League Men Grand Final reached 1.12 million on television, up 12% year-on-year.
  • Outbound transfers from A-League Men surpassed AUD 17 million since July 2023, marking a 79% increase on the previous season.
  • U23 player minutes in the A-League Men saw a 46% jump year-on-year.
  • Local and international sponsorship revenue grew 17%.
  • Total social community size grew to 9 million fans, a 44% increase year-on-year.

Despite this growth, the A-League’s true commercial value remains untapped.

A-League sponsorship growth

As mentioned above, the A-League’s sponsorship revenue increased 17% during the 2023/24 season.

The growth in sponsorship revenue can be largely attributed to two key deals: Isuzu UTE as the league’s naming rights sponsor and eToro as the Official Trading and Investing Platform.

Further, in September of 2024 – after the latest A-League sponsorship data was released – SharkNinja was announced as the new naming rights partner of A-League Women.

This partnership highlights the increasing interest in the A-League’s commercial offerings and the growth of the women’s game.

While these developments are promising signs of commercial momentum, they simply do not hold up to what other sports entities are doing in Australia and beyond.

Comparison to other leagues

According to SportBusiness, in 2021, Australia’s top five major sporting bodies collectively generated just under AUD 330 million in sponsorship revenue.

  • Tennis Australia: AUD 116.9 million.
  • Australian Football League: AUD 76.85 million.
  • National Rugby League: AUD 62.8 million.
  • Cricket Australia: AUD 53.1 million.
  • Rugby Australia: AUD 19.2 million.

While the A-League’s exact sponsorship revenue remains undisclosed, it is considered to fall substantially short of these figures.

With the combined revenue spread across 140 sponsorship deals, it is clear that these sports have a far broader commercial footprint than the A-League.

Currently, the A-League has only 12 sponsors in total; three principal partners, three major partners, three official partners and three broadcast partners.

By comparison, the National Rugby League has 12 major sponsors alone, with a total of 48 commercial partners.

This highlights the need for an expanded sponsorship base.

The A-League is also behind other football leagues.

Of course, it is unrealistic to expect it to compete with industry giants such as the Premier League or La Liga.

However, even smaller leagues are leaving the A-League behind.

The J.League and the A-League share a similarity in that they operate on domestic calendars that are offset from European leagues.

Despite this, the J.League currently has 43 official partners – nearly 4x as many as the A-League.

The official J.League 2024 financial report revealed their sponsorship revenue to be AUD 59.5 million (YEN 5.8 billion), reflecting the discrepancy in commercial scale between the two leagues.

Comparisons to the J.League and major Australian sporting bodies highlight the A-League’s limited sponsorship reach and the resulting constraints to its commercial revenue potential.

Conclusion

Interest in football is undeniable – it is the most popular sport in the world and the most widely played team sport in Australia.

Following the success of the Matildas in the 2023 FIFA Women’s World Cup, women’s football is also on everyone’s radar.

The men’s and women’s games are attracting a growing audience, and the global market is at an all-time high.

The A-League’s commercial footprint over the last five years suggests it has capitalised on this to some extent.

However, more needs to be done. It is still trailing too far behind other sports in Australia and overseas football leagues.

The right steps need to be taken to fully capitalise on the A-League’s commercial potential and strengthen the status of football in Australia.

In a sense, the A-League is a dormant strength, with the potential to make big waves in Australia’s sporting landscape.

Now is the time to tap into that potential.

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Bundesliga DNA to the Boardroom: German-born Martin Kugeler Takes the Helm at Football Australia

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Image Credit: Stan

German-born executive, Martin Kugeler, shaped by Europe’s football culture and based in Australia since 2009, will step in as Football Australia CEO in February as the game eyes a defining 2026.

Reaching new heights

During the press conference held earlier this morning, Kugeler displayed both confidence and ambition as he prepares to lead a new era for Football Australia next month.

“Football in Australia has a strong foundation for growth. Our national impact is massive,” he said, highlighting both the immense number of participants and local clubs in Australia. He then continued to underline both the Socceroos and the Matildas as valuable assets in the nation’s football sphere.

“We have exceptional national teams that continually make us proud. They perform at a truly global scale and unite not only the football community, but the entire nation.”

With both the AFC Women’s Asian Cup and the FIFA Men’s World Cup both on the horizon in 2026, the year certainly represents a huge opportunity for both the men’s and women’s game to showcase Australian footballing talent on an international scale. But the focus, as Krugeler underlined, will extend beyond the national team and address all levels of football in Australia to help the game grow.

“Football brings people and communities together. For a healthy lifestyle, for connection, for enjoyment, for belonging, powered by a remarkable, passion [and] dedicated players, referees, coaches, volunteers and fans,” he continued.

An inspiring reminder to all those involved in the game across Australia, and one which will hopefully show participants and stakeholders at all levels that 2026 will begin a new period of stability, growth and innovation.

 

Expertise, passion and ambition

Of course, the dawn of a new era for Football Australia cannot be successfully achieved without addressing the past and current issues, while still keeping an ambitious eye on what football can become at both national and international level for Australia.

Alongside Kugeler in the FA leadership team will be Football Australia Chair, Anter Isaac, as well as former Matilda, and current interim CEO of Football Australia, Heather Garriock. With their combined industry expertise and true passion for the game, all fans, players and stakeholders can be optimistic for the future of football governance in Australia.

But while expertise and passion are undoubtedly valuable assets for the FA, it remains essential that these help to inform the decisions and solutions made with the game’s best interests at heart.

 

 

 

 

‘We Can Do So Much More’: Players Take Control of the A-League Women’s Future

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Image Credit: One Nil

Professional Footballers Australia (PFA) has launched Ready For Takeoff – The Players’ Vision for the A-League Women, a player-led roadmap outlining the future direction of the domestic women’s competition.

Unveiled on Wednesday at Ultra Football in Melbourne, the initiative places current A-League Women players at the centre of discussion. Elevating the debate around professionalism, sustainability and long-term growth of the league.

The Players’ Vision for the A-League Women – Image Credit: One Nil

The vision, developed through consultation with players across the competition, calls for improved professional standards, greater investment and governance structures that reflect the specific needs of the women’s game. It comes amid ongoing conversations about contract security, season length and the transition toward full-time professionalism.

PFA Chief Executive Beau Busch – Image Credit: One Nil

PFA Chief Executive Beau Busch said players had been clear about the sacrifices required to continue competing in the league.

“We’ve heard from players about the struggle and sacrifices they continue to make to play the game they love, but we can do so much more than this,” Busch said. “A fully professional game here in Australia is crucial to creating the next generation of Matildas, but also to ensure we reach our potential and win a FIFA World Cup.”

PFA Deputy Chair Elise Kellond-Knight and A-League Women players Grace Maher and Dylan Holmes also addressed media, reinforcing the importance of player voices in shaping the future of the competition.

The PFA said Ready For Takeoff provides a clear, achievable framework for the continued evolution of the A-League Women. The initiative urges stakeholders to work collaboratively with players to ensure the league’s growth matches the talent, ambition and momentum of women’s football in Australia.

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