The next generation of Socceroos is here and we can thank the developmental A-League for it

There are few things that draw more criticism and disrespect in Australian sport than the A-League and by extension, the game of football. Some weeks back, respected journalist Will Swanton took his swipe at the competition, rather unsuccessfully I might add, and the next veiled attack will not be too far around the corner.

In essence, those yet to discover and embrace the beauty and passion of the ‘beautiful game’ and Australia’s domestic competition, still see something less than courageous and creditable about the most popular sport on the planet.

Sadly, to many Australians, the people who play football are actors, fakes and more inclined to simulation than substance, play-acting to performance and the dramatic rather than determined effort.

Thus is the challenge of educating the beer swilling, muscle brandishing and winter-code loving Australian sporting public; to enable them to see the beauty and dexterity of the round ball game.

It is a common misconception for some than football fans want Australia to succumb to its world-wide popularity, in some sort of takeover that destroys the ingrained love and passion for AFL, rugby league and the slowly declining rugby union.

Nothing could in fact be further from the truth and many writers such as I grew up watching, playing and being captivated by other codes of football in our early years. Australia is somewhat unique in the broad array of sporting endeavours available to its citizens, with football now the most popular of all according to current figures.

Logic would suggest that such interest and participation would directly correlate to international success in a sport played by around 1.8 million people on our shores. However, such logic is seriously flawed with far more than participation and enthusiasm required for a nation to even dream of grasping international trophies.

For Australian men’s football, despite the growth, development and gradual ‘street cred’ achieved over the last 50 years, international success has been fleeting and rare. Our women have fared far better in recent times, something that has made the Matildas arguably the most loved national team in the country.

The 1974 Socceroos trail blazed to the World Cup, before 32 years of alienation saw them lampooned as perennial losers. When John Aloisi’s penalty sent the men’s team to Germany for the 2006 FIFA World Cup, the tide appeared to have turned.

Despite some qualification challenges, the Socceroos have featured on the World Cup stage without fail ever since. It’s move into the AFC has played more than a minor role in that success, yet creditable the achievement is.

The A-League competition was birthed in 2005-06, devoid of the community, cultural and nationalistic ties that the powers at be had told us held the game back and restricted its appeal.

Quite the opposite in fact, as the competition proved somewhat fractious and difficult for many Australian football fans to embrace. The A-League was problematic and tough to swallow for many fans of long standing clubs.

Refreshingly and despite constant criticism around the recruitment of ageing international veterans and the recycling of local ‘B Grade’ talent, the league is actually producing a potential goldmine for Australian football.

Such contemporary talents as Aaron Mooy, Tom Rogic and Mathew Ryan have already ventured abroad to expand their skill set and become key components in Graham Arnold’s Socceroo equation.

Adelaide United’s Al Hassan Toure has declared his allegiance to the Socceroos and looks a flat out star. Team mate Nikola Mileusnic is not far behind, after overcoming injuries that hampered him early in his career. A trio of talent from the city of churches is completed by Riley McGree, potentially the most gifted player to emerge from the A-League in some time.

Daniel Arzani’s talent was so rich that his journey to Europe was expedited with a move to Celtic and Connor Metcalfe’s trajectory may well be similar, so impressive have his first six games been for Melbourne City.

Melbourne Victory’s Thomas Deng continues to loom as a long term Socceroo, Jamie Maclaren has confirmed his place in Graham Arnold’s squad and Adam Taggart’s golden boot season in Korea places the current Socceroos coach in a healthy space when it comes to weapons in front of goal.

Awer Mabil’s arc of improvement has continued abroad, Paul Izzo’s potential has begun to take a tangible shape and Central Coast Mariners star Samuel Silvera looks one of the most exciting youngsters seen on local shores for some time.

Throw in Newcastle Jets’ Angus Thurgate and Melbourne City’s Lachlan Wales and the depth of talent emerging is clear. Perth Glory’s Chris Ikonomidis might just prove to be the best of the lot, so talented is the 24-year-old Sydney born attacker.

The Socceroos have tread an oft criticised path in recent times, with many citing a lack of emerging world class talent when compared to the so-called golden generation of the early 2000’s.

However, in the new world order of truly global football, the talent being produced in Australia looks as exciting as ever. Once it matures, the Socceroos will have a wonderful team to represent us all on the world stage.

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TSG Hoffenheim extends partnership with SAP until 2030

TSG Hoffenheim has confirmed a long-term extension of its partnership with SAP, one of the most established and technology-driven sponsorships in German football. The renewed agreement, running through to 2030, will see SAP continue as main sponsor, front-of-shirt partner, and official technology partner — while expanding its involvement across the women’s and academy teams.

This extension highlights the strong commitment from both parties and reinforces the growing importance of tech-focused partnerships in shaping modern football strategy and infrastructure.

Among the Bundesliga’s Longest-Standing Sponsorships

SAP has featured on Hoffenheim’s kits since the 2013/14 season, making it one of the Bundesliga’s three longest-running front-of-shirt sponsors. The expanded deal includes:

  • Continued main sponsorship of the men’s first team
  • Sleeve sponsorship for the TSG Hoffenheim women’s team from the 2025/26 season
  • Shirt sponsorship for the club’s academy sides (U16–U19)
  • Branding on training gear and matchday apparel
  • In-stadium branding, including façade signage and TV-facing boards
  • Naming rights to specific stands and hospitality areas at Hoffenheim’s home ground

Managing Director of Marketing and Sales at TSG Hoffenheim, Tim Jost, underlines the club’s strong commitment to SAP and the future of their joint venture.

“Two strong brands from the region are stepping into the future together. We are delighted to extend our intensive partnership with SAP for the long term.

“SAP’s commitment goes far beyond that of a main and shirt sponsor. SAP’s technical expertise is the basis for our role as an innovation leader. In addition, the extension shows once again that TSG have a loyal partner in SAP, who by agreeing to a long-term extension are sending a strong signal of trust in times of change,” he said via press release.

This renewal comes at a time when stability and strategic partnerships are more important than ever in football sponsorship, especially given evolving economic conditions and club ownership models.

A Broader Partnership Beyond Branding

SAP will continue as Hoffenheim’s official technology partner, providing data integration, analytics, and digital performance tools to support both sporting and business operations.

For Hoffenheim, the agreement extends beyond financial support — SAP’s involvement helps position the club as one of the Bundesliga’s most innovation-driven organisations, with projects spanning player tracking, injury prevention, and fan experience enhancements.

The partnership also reflects a strong regional connection, both SAP and Hoffenheim are based in Baden-Württemberg, fostering shared community values and a regional identity.

A Model of Stability and Regional Collaboration

This extension exemplifies a regionally grounded sponsorship with global impact. SAP, a multinational company with over 108,000 employees, remains a locally rooted partner in Walldorf, just 20 kilometres from Hoffenheim’s home base.

From a commercial standpoint, this ongoing alliance strengthens TSG Hoffenheim’s reputation as a long-term, values-aligned sponsorship platform for premium, tech-focused brands.

Why Australia won’t host a men’s World Cup soon

In December of last year, Saudi Arabia was officially announced as the host nation for the 2034 FIFA World Cup.

This makes them the fourth country from the Asian Football Confederation (AFC) to host the tournament—following Japan and South Korea in 2002, and more recently, Qatar in 2022.

What stood out about Saudi Arabia’s selection, though, was the lack of competition—they ended up being the only country to submit a formal bid.

Australia, a fellow AFC member nation had initially expressed interest in hosting the 2034 World Cup, but with Saudi Arabia heavily investing in their bid and momentum clearly shifting in their favor, Australia chose to step back.

Instead, they redirected their focus toward hosting the 2026 AFC Women’s Asian Cup—an event they were awarded in 2024—and the 2029 Club World Cup.

This isn’t the first time Australia has tried to bring the World Cup Down Under. Back in 2010, they launched a bid to host the 2022 tournament.

However, it ended in disappointment—they received just one vote in the first round, while Qatar controversially secured hosting rights under what many described as “suspicious circumstances.”

Now, 15 years after that failed bid, and with Saudi Arabia next in line to host, it seems increasingly unlikely that Australia will get a World Cup anytime soon. And there are several reasons why that might be the case.

Cost Factor

One of the major reasons Australia may not host a men’s FIFA World Cup in the near future is due to the enormous cost involved in staging the tournament.

According to Statista, Qatar spent a staggering $220 billion USD ($342 billion AUD) to host the 2022 World Cup, making it the most expensive edition in the tournament’s history.

This was largely due to Qatar needing to build much of the necessary infrastructure from scratch.

Even so, previous World Cups have still come with hefty price tags.

Russia spent around $11.6 billion USD ($18 billion AUD) to host the 2018 tournament, while Brazil’s 2014 World Cup cost about $15 billion USD ($23 billion AUD).

In fact, the last men’s World Cup to cost under $1 billion USD ($1.56 billion AUD) was the 1994 tournament held in the United States.

In contrast, the 2023 FIFA Women’s World Cup—co-hosted by Australia and New Zealand—had a far more modest price tag.

According to FIFA’s bid evaluation report, the tournament was expected to cost around $150 million AUD, with just over $100 million AUD contributed by governments.

Not only does the Women’s World Cup cost significantly less to host, but many of the stadiums and infrastructure acceptable for the women’s tournament would fall short of FIFA’s stricter requirements for the men’s event.

To meet those higher standards, Australia would need to make substantial upgrades, adding further to the cost.

Beyond the economic risks, there’s also a broader question of national priorities.

Australia may ultimately decide that the billions required to secure and host a men’s World Cup could be better invested elsewhere—into areas that deliver more lasting and equitable benefits for the population.

For example, upgrading the nation’s public health system, affordable housing initiatives, education infrastructure, and climate resilience projects are all pressing needs that demand long-term funding and attention.

Investments in regional transport networks, Indigenous community support, and renewable energy development could arguably provide a stronger return on investment in terms of social and economic outcomes.

Given these competing priorities and the immense cost of hosting, Australia may find that the pursuit of a men’s FIFA World Cup is a luxury it simply can’t justify—at least not in the foreseeable future.

Rival Interest

Rival nations within the AFC (Asian Football Confederation) would play a major role in limiting Australia’s chances of hosting a Men’s FIFA World Cup.

The FIFA World Cup is the biggest sporting event in the world, and the competition to host it is incredibly fierce.

Countries go to great lengths to secure hosting rights, especially within the AFC, where Arab nations in particular have been extremely proactive.

One major factor is the concept of sportswashing—the practice of using sports to improve a country’s global image, often as a way to divert attention from human rights issues or political controversies.

This has become especially common in the Middle East over the past decade.

Between early 2021 and mid-2023, Saudi Arabia alone reportedly spent $6.3 billion on sportswashing efforts, including around 300 sponsorship deals.

Their investments span across numerous sports: boxing, motorsport, snooker, golf, ATP tennis, cricket, and even the America’s Cup sailing regatta.

However, football has been their biggest focus.

In recent years, Saudi Arabia’s top-tier football league—the Saudi Pro League (SPL)—has emerged as Asia’s most high-profile domestic competition.

This rise in prominence has largely been driven by the league signing world-famous players to extremely lucrative contracts.

The most notable example is Cristiano Ronaldo, arguably the most recognisable athlete on the planet, who joined Al Nassr on a deal reported to be worth around $207 million USD (approximately $322 million AUD) per season.

But Saudi influence in football isn’t limited to their domestic league. They’ve also hosted major international club competitions.

For instance, five of the last six editions of the Supercopa de España—a tournament featuring the top Spanish clubs—have been held in Riyadh, Saudi Arabia’s capital.

Now it’s not just the World Cup, looking at the AFC Asian Cup, the premier men’s international football tournament in Asia, three of the last four editions were hosted by Arab nations.

Qatar alone hosted it twice during that period and Saudi Arabia is also set to host the 2027 edition.

So, Australia faces stiff competition within the AFC for the rights to host a World Cup—particularly from wealthy and politically influential Arab nations that have a proven track record of securing major football events.

The previous FIFA World Cup was held in Qatar, and the next AFC host is Saudi Arabia and based on the current pattern, it wouldn’t be surprising if another Arab nation—such as the UAE—secured the next opportunity after that.

Location

One major factor that could affect Australia’s chances of hosting a men’s FIFA World Cup is its geographical location.

Because Australia is so far from Europe and the Americas—where most of the global football audience is—many matches would air at inconvenient times in those regions, potentially lowering TV viewership.

This issue was already evident during the 2023 FIFA Women’s World Cup, which was co-hosted by Australia and New Zealand.

According to FIFA, the final between Spain and England reached 222.02 million viewers.

That’s a noticeable drop compared to the 2019 final in France, where the USA faced the Netherlands and drew 263.62 million viewers.

A decline like this in viewership could make FIFA and its broadcasting partners think twice about holding a men’s World Cup in Australia.

Speaking of broadcasting, broadcast rights are another concern with time zone differences potentially reducing the value of international broadcast deals, since matches wouldn’t air during prime hours in key markets.

In fact, ahead of the 2023 Women’s World Cup, FIFA reportedly missed its target for selling broadcast rights by about $100 million USD ( $155 million AUD), according to the Wall Street Journal.

FIFA had hoped to bring in $300 million USD ($466 million AUD), but only managed around $200 million USD ($310 million AUD).

It even reached a point where FIFA president Gianni Infantino warned of a possible TV blackout across Europe unless broadcasters increased their offers.

All of this shows how Australia’s remote location could seriously impact global viewership and broadcasting revenue, making it a tougher sell as a host for a future men’s World Cup.

Conclusion

So, in light of these financial, geopolitical, and logistical challenges, it’s clear that the odds of Australia hosting a FIFA World Cup remain firmly stacked against them—making another failed bid not just possible, but increasingly probable.

Given the significant financial demands, complex geopolitical dynamics, and substantial logistical hurdles involved, it becomes increasingly evident that Australia faces an uphill battle in its pursuit of hosting a FIFA World Cup.

These compounding challenges not only diminish the likelihood of a successful bid in the near future, but also raise the probability that any renewed attempt could end in yet another disappointment.

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