Energy crisis hits UK football – how does Australia prepare?

Energy Crisis

Can we afford to turn the lights on? That is the question many football clubs across the UK are asking themselves this winter, in the midst of an energy crisis.

Energy prices have skyrocketed throughout 2022 due to a shortage in supply, and renewable energy sources are producing less energy to power homes. The current war between Russia and Ukraine has also increased energy prices, with most nations halting all business with Russia, known for being a large fossil fuels exporter to the world. Football teams are now in the firing line, feeling the pinch of the energy costs required to operate a football club on a daily basis.

Conversations are being had at the highest levels of England’s League One and Two divisions, with many clubs feeling the squeeze of rising costs. The hike in electricity prices has clubs across the competition concerned that they may not be able to afford to run floodlights at their grounds.

The uncertainty around energy prices has already forced some clubs to make changes in the way they operate. League Two club Mansfield Town has informed the English Football League (EFL) and their fans that kick-off times will change in a bid to save money. The club’s home match in October against Walsall will be brought forward from 3pm to 1pm in order for the club to leave the floodlights off.

Up a division, League One side Shrewsbury Town shared insight on some of the astronomical figures clubs were facing. The Shrews’ CEO Brian Caldwell voiced his concerns stating that the club’s annual energy bills are expected to rise from £80,000 – £100,000 (approx $139,000 – $174,000) last season, to £160,000 – £200,000 (approx $278,000 – $348,000) this season.

Changing kick-off times to earlier time slots may just be a band-aid solution for the short term. Clubs may be able to save on the costs of running floodlights, but run the risk of damaging other streams of revenue, such as ticket sales and concessions. Nigel Clibbens, the CEO of League Two side Carlisle United, admitted that the club’s energy bills have doubled, but that his club would not seek to change kick-off times.

“The lost income in moving kick-off would make us worse off financially – reduced fan numbers attending earlier games and match day concession sales from early starts would be bigger than what we save,” he stated.

Turning off the lights and playing day matches may sound like a simple solution, but with winter approaching in the UK, clubs may not have a choice but to turn them on. Inclement weather could force clubs to use the lighting and possibly consume more energy with heating if it happens to snow. Most EFL clubs have undersoil heating which is used in snowy conditions to prevent the playing surface from freezing, whilst keeping all pitch markings visible in order for the match to be played.

Continued rises in club’s operating costs have called for emergency meetings among EFL Executives. Multiple meetings have taken place to date with the latest being on September 29 – and the discussions are still ongoing. Reports from the BBC suggest that parachute payments may be removed in order to make more funds available to clubs in the lower divisions of English football.

Parachute payments act as a pressure release valve for clubs who have been relegated from the English Premier League. These payments help mitigate the costs relegated clubs face when going down a division. The funds help with player wages and loss of revenue from Premier League TV deals. If implemented, this move will upset newly relegated clubs but may provide a more sustainable and level playing field for all clubs across the divisions.

Closer to home, the energy crisis is no stranger to Australia, with costs involved in running sporting clubs being debated once again. In recent times, Australian sporting organisations have raised concerns over energy prices and how they may affect clubs at the grassroots level. VIC Sport, which is the peak body for sport and active recreation in Victoria, highlighted some of the challenges that clubs face. The point was made that most clubs train in the evenings after children have finished school and adults have finished work. They have urged the government that more needs to be done to safeguard community sports from increasing costs.

With football clubs in the UK already feeling the pinch, all eyes will be on the EFL and how they handle the energy crisis heading into the winter months. The challenges that lie ahead are unprecedented for football clubs in the country, but many around the world, including the A-Leagues and National Premier League, will be watching with keen interest to see how one of football’s biggest nations handles this crisis.

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Preston Lions FC Promote Sponsor Branding Space

Preston Lions Football Club have begun advertising available branding space for new, interested corporate sponsors during the Australian Championship season.

The club is encouraging companies to become new club sponsors by incentivising branding exposure when Australian Championship matches are played on Preston grounds, with three days until the season starts.

The exclusive opportunities being promoted include media wall TV exposure, Top of Pavillion signage, signage on the Hill Marquees, Pavillion Bar Naming Rights, and flag signage behind the goal.

Quoted in the post, the club stated SBS Sport has 1.6 million followers on their socials in addition to the 12.4 million registered users for SBS On Demand.

Besides branding on kits, corporate promotions for club members and fans, and other engagement, sponsor advertising shown on television provides free promotion of the business to a larger audience.

However, comparing the local and Victoria-wide businesses as well as the Hon. Nathan Lambert MP, the exact amount of publicity and further new and returning customers varies.

Furthermore, already existing sponsors who do not have their branding viable to the cameras will miss out on the coverage.

Preston Lions FC are also advertising for any interested sponsors to aid the club for the next season.

The club will be playing against NWS Spirit at Genis Steel Stadium on the 11th of October, in the first match of the Australian Championship.

SBS is the Home for the Australian Championship

Last month, Australian Championship and the Special Broadcasting Service announced their partnership to broadcast all Australian Championship season matches for two years, which brings free-to-air sports programs back on Australian television.

SBS Sport Director, Ken Shipp promoted SBS’ identity which aligns with football.

“As the spiritual home of football in Australia, SBS is the natural home for the Australian Championship, an aspirational competition that will create a pathway for many of Australia’s brightest young players from the sport’s grassroots to the highest-level competition in the land, the Isuzu UTE A-League Men’s competition,” he said via press release.

“SBS’s football offering now includes compelling competitions at every level and for every fan – including, of course, the FIFA World Cup 2026.”

The news of the Australian Championship and SBS deal has given anti-siphoning law voices another reason why sports should be available for all to watch.

In June this year, research published by Free TV Australia stated 67 per cent of Australians support protecting free-to-air sports broadcasting.

Free TV CEO, Bridget Fair stated the research showed most Australians are watching TV through the internet and will only increase as more people are ditching their aerials, as well as new homes aren’t built with them anymore.

“New anti-siphoning laws must be updated to reflect this reality otherwise millions will be forced to buy expensive streaming subscriptions during a cost of living crisis or miss out altogether on the great sporting events that bind our nation together,” she said via press release.

Anti-siphoning laws regulates media companies’ access to significant sporting events, including how much of a sport’s season must be shown on free-to-air channels.

Adelaide United and Flinders University Expand Agreement into Women’s Football

Adelaide United FC has confirmed that Flinders University will feature as the front of shirt sponsor for the Women’s team for the upcoming 2025/26 A-League season. 

This sponsorship enhances the bond between Adelaide United and Flinders University, who have been longstanding partners since 2019. 

Flinders University has been the front of shirt sponsor for the A-League Men’s team for the past six seasons, and the change to include the women represents the University’s commitment to supporting participation in women’s sport. 

The deal will also deliver benefits off the pitch, with Adelaide United and Flinders University also collaborating on curriculum development for school programs. 

Flinders University Senior Deputy Vice-Chancellor, Romy Lawson underlined the institution’s commitment to both education and football, noting the broader impact of the renewed sponsorship.

“Flinders University is proud to continue its partnership with Adelaide United to champion strong role models and expand opportunities for our students through practical experience,” she said via press release.

“We see real value in deepening our collaboration with a local club that reflects Flinders’ values and commitment to advocating for more women and girls participating in both sport and education.

“Women’s sport has made significant strides, and we are contributing to its success through student placements with the club across various professions, as well as school programs.” 

Adelaide United Chief Executive Officer, Nathan Kosmina welcomed the extension of the strategic alliance, emphasising both its longevity and significance.

“Flinders University has been an outstanding partner of Adelaide United for many years and their continued commitment to our club is something we greatly value,” he said via press release.

“To have a strong, local South Australian brand like Flinders transition onto the A-League Women’s front of shirt highlights their investment in women’s football and in the growth of our game at all levels. 

“We are proud to showcase their brand on our women’s team and thank them for their ongoing support of Adelaide United.”

The continued affiliation with Flinders University, alongside with the inclusion of the women’s team as a front of shirt sponsor shows the dedication both organisations to increase women’s participation in the game. 

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