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

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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Bordeaux face uncertain future after American investor withdrawal

Girondins de Bordeaux face their biggest crisis yet after their exclusion from France’s national competitions was upheld and proposed investor Park Bench walked away from a takeover. The club is on the brink of liquidation after poor financial management and failed ownership takeovers. The Paris Administrative Court rejected Bordeaux’s appeal in August. The court backed the decision that prevents the club from playing in national competitions for the 2026-27 season. Bordeaux will therefore this season remain in Régional 1, the sixth tier of French football.

The ruling followed a financial dispute with French football’s financial regulator, the DNCG. Bordeaux had presented additional financial guarantees after its previous hearing. The court ruled that those commitments could not be considered as part of that procedure.

The decision has now had a major impact on the club’s ownership plans. Park Bench, the US investment group working with Sparta Capital, has withdrawn from its proposed takeover. The group said its offer depended on Bordeaux remaining in the national championships. With that condition no longer possible, Park Bench decided not to proceed.

The withdrawal leaves Bordeaux in a difficult position. The club had hoped new investment would provide financial stability and help rebuild its sporting operation. Instead, the failure of the takeover leaves the future of the six-time French champions uncertain. Bordeaux has already endured several years of financial problems. The club lost its professional status in 2024 after bankruptcy proceedings and a previous administrative relegation. It then rebuilt its senior team in the second and third tiers of French football.

The latest exclusion represents another major setback. Bordeaux now needs to find a way to keep the club operating outside the national leagues. That means securing funding, meeting its financial obligations and establishing a sustainable ownership structure. The threat of judicial liquidation now hangs over the club.

In a statement issued in late August, Bordeaux said it would explore every remaining legal option after the administrative court ruling. But with Park Bench no longer backing the proposed takeover, the club has fewer options available.

The next priority will be survival. Bordeaux must find new financial backing or another solution to protect the club from liquidation. For one of France’s most historic and successful clubs, the immediate target is no longer a return to Ligue 1. It is simply making sure there is a club left to climb back.

Australia football needs to fix its football governance before it can fix its referees

The clearest image yet of Australian football’s refereeing crisis arrived on Wednesday night as Sydney FC and Melbourne Victory met in an Australia Cup semi-final at Jubilee Stadium.

A first ever Big Blue in the competition – and towards it’s pointy end – should have been a showcase event for Australian football but instead, the referees were in the spotlight. Not because of the quality of their officiating, but because of the dire situation the game finds itself in and it’s present need to resort to international imports.


Four Singaporean referees were in charge of the fixture, which Victory won 2-0. Australian referees had refused appointments because of their ongoing dispute with Football Australia. The issue is no longer theoretical. Australian referees are not simply threatening industrial action – their absence has already changed how major matches are delivered. That is a governance failure on the part of Football Australia and the Australian Professional League.

What are the referees fighting for?

Around 90 elite Australian match officials are currently without contracts. That includes referees, assistant referees, fourth officials and video match officials working across the A-Leagues and Australia’s national competitions. The previous contracts expired last month. Some officials are also waiting for outstanding payments from A-League trial matches.

The Professional Football Referees Association (PFRA) has set three main requirements:

  • It wants the existing contracts extended until June 30, 2027, or until a new agreement or independent refereeing structure is established. 
  • It wants all outstanding match fees and expenses paid.
  • It wants a professional refereeing structure that does not place elite officials directly under the APL, which is controlled by the clubs they officiate. A new central structure is what the referees are demanding and should get.

Evgeny Vizelman, chairman of the PFRA, believes that whilst the strike action is extreme, it is necessary to protect Australian referees.

“We do not take the decision to stop officiating matches lightly,” Vizelman told Sydney Morning Herald last week.

“Our referees are being asked to perform in one of the most scrutinised roles in Australian sport without basic certainty around their employment and, in some cases, without even being paid for work already completed. That is not acceptable.”

Football Australia and the APL have been working towards a new structure, but one in which the two organisations contract separately for Australia Cup and A-League matches. The referees believe that is the wrong model.

Their concern is simple: The APL is 67.7% owned by the A-League Club Unitholders. Essentially, the clubs are appointing their own referees. That creates a perceived conflict.

If the referees sit under Football Australia as a regulator, it ensures there is no conflict of interest and that A-League clubs have no opportunity to influence the referees they may be appointed to matches.

England shows another way

England has already built the structure Australia is struggling to create. Professional Game Referees, or Pro Ref, is the central body overseeing refereeing across the Premier League, EFL, WSL Football and FA competitions. It is funded by those aforementioned competitions.

The important distinction is those competitions do not each run their own separate professional refereeing workforce. Pro Ref manages the system. It oversees appointments, development, training and performance. For the 2026-27 season, its new Professional Referee Group will service the Premier League and EFL Championship.

Officials work within the same professional structure and can be selected across competitions. That centralisation brings consistency. It also allows referees to be treated as a professional group rather than a collection of officials contracted separately by different competitions.

Whilst it is centralised, the system is not perfect. England has also recognised the need for greater independence in assessing referee performances due to Pro Ref being owned and funded by leagues and, as a result, the clubs they represent. However, as the body is also owned in part by the English FA, the governing body can oversee practices.

Pro Ref has also implemented world-leading officiating practices. Its Key Match Incidents panel includes former players and coaches, alongside representatives from the Premier League and Pro Ref, and reviews major decisions independently each week.

Pro Ref now has dedicated development groups, specialist coaching, sports science, psychology and performance analysis. 37 Pro Ref officials are currently on the FIFA International List. That does not prove centralisation alone creates better referees. But it shows what happens when refereeing receives a professional structure, long-term investment and consistent management.

Australian football needs to collaborate

This is where the Australian dispute becomes bigger than referees. Football Australia and the APL have been unable to secure agreement over who funds the referees over a long period of time, leading to this standoff; it comes at the same time as the APL’s difficulty in negotiating a new CBA with the players’ union.

Both organisations have a role in running their respective parts of the Australian game, but again an industrial dispute has the game appearing in shambles on the eve of another domestic season.

The most frustrating part of this dispute is that everyone needs the same thing. Football Australia and the APL need referees; there is no doubt the refs deeply value their employment at the elite level. With due respect to Wednesday’s flow-in Singaporean officials – themselves from a valued partner member through our shared position in the AFC – nobody wants to see the circumstances under which they were required on Wednesday continue any longer.

The PFRA dispute should therefore be treated as more than an industrial disagreement. It is an opportunity to fix the structure. Australia should learn from the principle behind Pro Ref and the English system. Centralise, professionalise and protect the officials who manage the game.

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