Danny Townsend takes up CEO role at Australian Professional Leagues

Danny Townsend

Australian Professional Leagues (APL) have announced that current Managing Director Danny Townsend will step up to the role of Chief Executive Officer full-time in the first half of 2022, transitioning from his dual role as Sydney FC CEO.

Townsend is a highly-regarded sports executive who has had a great influence in the unrivalled period of success that Sydney FC has seen both on and off the field. He has also made huge progression in a dual role leading the APL’s first year of commercial, marketing and operational management for the A-Leagues.

APL Chairman Paul Lederer:

“In a year of significant developments and progress for APL, the transition of Danny Townsend as full-time CEO is one of the most important. Danny’s commercial acumen, passion for football and boundless energy stand him apart as the most dynamic leader in Australian sport.

“Danny and APL’s Executive Leadership Team have achieved significant results since professional football unbundled from football’s governing body in December 2020, including delivery of a new brand, a major broadcast rights deal with ViacomCBS and most recently the announcement of capital investment from Silver Lake.

“With this realised, and Danny Townsend leading APL in a full-time capacity, we can really accelerate APL’s digital transformation and support its continued momentum and ambitious vision for long-term sustainable and inclusive growth.”

Townsend regarding the appointment announcement:

“I am proud to have led Sydney FC to an exceptionally strong position, with an exciting future and two world class facilities, Sky Park and the new Sydney Football Stadium, less than 12 months away. I have no doubt the club will continue to flourish both on and off the field.

“My role as APL CEO will enable me to put all of my efforts into ensuring Sydney FC and every A-League club reaches their full potential. I look forward to building on the achievements of the past year and leading and delivering on the strategy to grow the game.”

Townsend’s transition to the APL will be completed once a full handover to the incoming Sydney FC Chief Executive is finalised.

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Australian Championship Launches with Promising Debut Weekend

The inaugural Australian Championship has burst onto the scene with an impressive opening weekend, marking the return of a national second-tier football competition in Australia for the first time in over 20 years.

This new competition represents a vital bridge between the grassroots and professional levels of Australian football, finally providing a stage for National Premier Leagues (NPL) clubs to showcase their quality to fans nationwide.

With 16 teams competing and SBS broadcasting 17 of the 55 matches live, the Championship has already brought unprecedented exposure and excitement to Australia’s football landscape.

Not many other second-tier divisions across the world are given the opportunity to showcase their talents through this kind of broadcast deal, making it all the more unique for the best NPL teams to show their players’ talents to division one clubs in other countries, who may never have gotten the chance to watch them before.

Comparing Beginnings: How the A-League’s introduction changed the game

Back in 2005, as the A-League formed, fans of the old NSL were reminded that Australian football was entering a new age with the game’s governing body’s official name changing from Soccer Australia to Football Federation Australia.

During the A-League’s first season in 2005/2006, attendance was at an average of 10,544 per game from a total of 61 matches. It is not the expectation that the Australian championships will showcase the same numbers, but it just goes to show how a competition’s start will only keep increasing in the future.

The Australian championships have already shown promising attendance numbers, with South Melbourne (6,825), Preston (4,241) and Heidelberg (2,083) cumulatively getting 13,149 fans attending games, resulting in the remaining five teams getting a total of 6,374 at an average of 1,275 per game after the first week of play.

Though with the A-League season starting just one week after the beginning of the Australian champions, it may be better to have the NPL teams in winter and in doing so prevent the possibility of having fans attend A-League games instead.

These NPL teams should be given the chance to stand on their own and thrive instead of trying to compete against a league that’s starting its season behind 20 years of history.

While it is the aim of the Australian championships to provide this spotlight, which they have, it is of this writer’s opinion that they are not reaching their full potential due to the overlapping schedules with the A-League.

A Platform for Growth: What the Championship Means for Clubs

Small clubs have seen magnified attention from the Australian championship during its first week; one of the teams, South Hobart, was able to round up an estimated 1,300 for their home game at D’arcy Street.

South Hobart has been one of the longest-running NPL clubs in Australia, with 115 years of history. The Australian Championship has given them much-deserved spotlight and provides the club with an opportunity to compete against some of the best NPL clubs in the country.

Recently, South Hobart has secured funds of $1.5 million from the Australian Government and the Government of Tasmania to support the improvement of facilities at D’arcy Street that highlight a new attention to detail for the club.

These improvements include female change rooms, lighting, a club room, and an accessible toilet, which are just some of the new advancements coming South Hobart’s way.

NSW Spirit is one of the other teams that will have the opportunity to spread its wings from the Australian championship after being crowned premiers of the Men’s NSW NPL competition this year.

After entering the NPL competition in 1962, the NSW Spirit formed in the wake of the success of the Gladesville Hornsby Football Association’s U21 NSW team, which signified the team should be playing in the NSW Federation 1st Division Amateur Competition.

The Australian Championships will be another milestone for the Spirit after the club reached the Round of 32 in the Australian Cup for the first time in 2022.

However, South Melbourne FC has seen the most success so far from the Australian championships, attendance-wise. Their match against Sydney Olympic FC drew an estimated 6,825 at Lakeside Stadium.

South Melbourne FC has already seen their fair share of success from having won 10 Victoria men’s titles, five women’s titles, 10 Dockerty Cups and one State Cup, with their eyes now set on becoming the first winners of the Australian championships.

I believe the Australian championships will only grow in popularity the more it airs coverage for the NPL and, in doing so, will help grow the popularity for these clubs and take them to heights never before seen in their history.

Auckland FC Partners with Tāmaki Health to Champion Community Wellbeing

Auckland FC have confirmed a partnership with Tāmaki Health  for the upcoming A-League season. 

Tāmaki Health will become the official healthcare partner of Auckland FC under the White Cross GP & Urgent Care, and Bettr 24/7 online healthcare brands.  

The partnership will include Tāmaki Health becoming the sponsor for the number of ball kids seen around the pitch on game day. 

Nick Becker, Auckland FC CEO spoke about the great connection both companies will have in this deal. 

“Tāmaki Health is a future focused business revolutionising the way we think about healthcare,” he said in a press release. 

“They also believe in the power of sport to unite communities as well as the obvious health benefits that come with sport and exercise. They are a perfect partner for us, and we look forward to a fruitful working relationship.” 

Tāmaki Health is one of the largest privately owned healthcare groups in New Zealand, caring for over 4,000 people everyday through their many general practice clinics, and urgent care clinics. 

Tāmaki digital online healthcare forum, Bettr, is an accredited provider of Health New Zealand’s 24/7 online GP solution. 

Dr Lloyd McCann, the CEO of Tāmaki Health (Local Doctors, White Cross & Bettr) says it is an important collaboration, as health is more than just treating symptoms, it’s about prevention.

“We believe good health is about more than treating today’s symptoms. Holistic wellness and prevention are at the heart of what we do – and staying active plays a vital role in boosting wellbeing, reducing stress, and improving our mental health. Supporting sport in our community is a natural fit with this vision,” McCann explained in a press release.  

“Auckland FC is a forward-thinking club with great energy, and we’re excited to stand alongside them in encouraging participation in sport and building healthier communities.”

The collaboration between Auckland FC and Tāmaki Health will be a positive alliance for both organisations, as the promotion of health through sport will encourage people, especially younger children to support and play the sport, and it is a great representation for both organisations to promote healthy living and good wellbeing.

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