Inclusion in sports – Why it matters more than anything

In today’s society, flexibility is key.

As a journalist, it’s about being able to fulfill multiple roles such as commentary, writing, reporting, interviewing and so on.

As a soccer player, it’s about being able to play multiple positions when called upon, even if it’s a position you’re not comfortable with.

As an event manager, you need to ensure your patrons have access to your events, even if they are impaired in some way.

Take for example, the Australian Open. A worldwide event that attracts fans from all across the globe. Different types of fans flock to Melbourne Park every year to watch the best players in the world.

However, for some, getting to Melbourne Park and then watching stars like Roger Federer, Rafael Nadal, Novak Djokovic, Serena Williams and many more isn’t as seamless as it may seem.

Physical impairments, in the past, have restricted some fans’ ability to watch world class tennis live. To say it’s a shame puts it lightly, it’s downright unfair. Fans should be able to watch tennis live and enjoy it just like everyone else.

That’s why Tennis Australia acted, as well as Wheelchair Tennis champion and Australian Dylan Alcott. Alcott is the men’s wheelchair first seed and is a modern-day Australian tennis icon.

He is the co-founder of a company called Get Skilled Access which, in accordance with Tennis Australia, has made access to all grounds at Melbourne Park 10 times easier.

All stadiums have lifts that can easily take people up to their seats. All showcourts now have certain entrances that have ramps instead of stairs and designated seats for those with disabilities.

Even getting around Melbourne Park has been made easier with more signs directing those in need to where they specifically need to go.

Now, those with physical impairments can enjoy the tennis just as much as everyone else, which is fantastic and a great reward for effort by TA and especially Alcott.

In saying that, sometimes it’s not a physical impairment that limits the enjoyment of sporting fans.

Deafness and blindness affect millions of people worldwide and as unfair as physical impairments are, being able to listen and/or see is just as unjust.

The ability to hear and to ability to see are things in life we often take for granted. For some, they dream of the ability to one day, be able to see or hear. But now, measures are being taken to ensure that they can still enjoy sport, like everyone else.

As another example, there have been videos making the rounds recently of groups of two people at soccer venues with someone who is unable to see. Between these two people is a mini soccer pitch, most likely made from cardboard. Using the blind person’s hands, they place them at points on the mini soccer pitch and tell them who has the ball and what’s happening.

Combined with the atmosphere of the stadium and its fans, it allows for the blind men and women to still enjoy the game and the memorable moments to its fullest extent. It’s a beautiful thing to see, especially when these videos are taken during important moments of important matches (e.g. Champions League).

It’s more than just great to see these people being able to enjoy sport, but it’s just plain awesome to see people committing themselves to helping those in need. It’s not just a credit to them, it’s life affirming for anyone else.

In conclusion, anyone who is anyone should be able to enjoy sporting events the way anyone else could. Inclusion is the most important thing about sports. Ensuring that everyone is involved, and everyone is treated equally in this respect is critical. It’s all a part of why sport is so loved worldwide. It brings people together but most importantly, it brings the best out of people, on and off the field.

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A-League should heed Dynamic Ticketing issues

Dynamic Ticketing is seen as a new revenue builder by struggling clubs in Europe needing to inject more funds into their clubs. However, the backlash reported by supporters worldwide should make clubs think twice about this divisive option.

Dynamic Ticketing is a system that gives tickets adaptable prices based on demand. The most recent upheaval on this system has come from the Oasis reunion tickets, where fans have queued up for hours expecting tickets to be $292.39 only in a few hours, skyrocketing to $699.38.

This has caused outrage and even opened an investigation by the UK’s Competition and Markets Authority.

The footballing world has recently been riddled with ticket price controversy. Aston Villa fans raised concern at the prices of their Champions League tickets for their first return to competition since its earlier iteration, the European Cup, which they competed and won in 1982, 42 year ago.

A Champions League home ticket for Aston Villa has been increased form the cheapest non-season home tickets at $167.37 AUD rising up to $191, with a discounted price for season ticket holders ranging from $137.83 to $163.43. This comes at a 55% increase for non-season holders and 21% increase for season ticket holders from the clubs official cheapest ticket bracket of $108.

This decision has been defended by Aston Villa’s president of business operations Chris Heck saying that the financial problems facing the club and fears of Financial Fair Play (FFP) stepping in have made the ticket increase a viable option.

Other clubs such as 2023/24 Premier League champions Manchester City prices range from $74 to $123. Liverpool, 6 time champions league winners charge $59 to $120.

Valencia and Celta Vigo have taken it a step further by already imposing dynamic pricing onto its game tickets explaining prices will rise closer to the date of the game based on demand.

From a business point of view, clubs losing revenue see Dynamic Ticketing as an easy cash stream back into the club.

It is no lie that the A-league is under a strain financially, with little respite in sight. The league’s attractiveness as a business venture is vastly diminishing.

Ticketing for the A-leagues has much more financial importance than other more lucrative leagues in Europe. Also, it is worth mentioning that dynamic ticket price range would be substantially smaller than the larger supported and wealthier European clubs and leagues.

A more financially stable league would presumably result in more quality signings and revenue injected into youth development and infrastructure.

The negative effects for the fanbases, however, are glaring.

Supporters are not blind to the recent worldwide football news and know that fan’s frustrations at rising prices and where this profit goes, often falls on deaf ears. These same people could be the first to be hit hard.

The clubs in Spain that have imposed Dynamic Ticketing have caused uproar by their respective fans and other fan bases around the country. It has also soured an already fraught relationship between supporters and club owners.

Many view it as blatant greed, that they treat fans as customers and not as supporters important for the dynamic of the club.

The stage of development that Australian football is currently at means the fans have an important impact on the club’s activity. The popularity of leagues such as the Premier league or even La Liga club management see the benefits outweighing the negatives. This room for decision does not correlate with the popularity of the sport in Australia.

Football clubs should be finding angles to increase attendance and not increasing prices that could minimise interest in matches, with the cost-of-living crisis taking a hit to the public, individuals are thinking twice on where to spend their money.

Big games such as derbies draws in the largest attendance, with last season’s Sydney derby drawing in 28,152 and 27,998 for respective home and away games. Wellington Phoenix’s top of the table clash against Melbourne Victory back in May had the largest attendance at 33,297.

These type of games would be the key moments for Dynamic Ticketing and an increases in prices. The argument is that increased prices could cause less attendance for the casual viewer and an increase of season tickets pricing.

The not as important games could also be effected if they seem to increase in price. This has been mentioned by many fan groups as an increasing occurrence from worldwide clubs struggling with ticket prices.

The A-league clubs must still be realistic with their push to gain more support for football in Australia’s saturated sporting environment.

Australia is no stranger to successful rises in domestic league viewership and stadium-goers.

The 2023 FIFA Women’s World Cup is recorded to have helped garner a big increase in casual viewers to regular supporters for domestic leagues.

It’s possible this profit-building option in Australia could backfire tremendously and impact the league’s development and fan numbers. Something it cannot afford, quite literally.

The league needs more investment there is no denying that, but this volatile option could do more harm than good for Australian football.

Saudi Pro League’s TikTok deal: A media blueprint for Australia

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.

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