Transfer fees and salary cap exempt foreigners in the A-League? Be careful what you wish for

Chief executive of Football Federation Australia James Johnson recently cited a need to re-evaluate the transfer fee system in the domestic game. At the same time, the newly independent A-League owners and the PFA appear determined to implement changes to the rules around marquee and foreign players; allowing clubs to sign up to five whose wages would sit outside the salary cap.

Both are long called for and would have instant and immense ramifications for the A-League.

Johnson’s comments around the transfer system stem from a desire to increase revenue streams for clubs currently bound by regulations that allow no internal A-League transfer fees. In 2019, Australian clubs took in a paltry A$1.9 million; well below the fees gathered by other heavy hitters in the Asian Confederation.

The amount ranks Australia 67th internationally, something that Johnson feels is unacceptable considering the men’s national team sits in 42nd place in the international rankings. Johnson wrote the book on transfer fees and regulations in his role at FIFA and as those changes filter through internationally, his view is that Australia does not have the option to change, but must change, should they wish to keep step with the rest of the globe.

Much of the discussion in the area of transfer fees lies in junior development, with many NPL clubs feeling they remain unrewarded for developing talent. Such talent is often poached by A-League clubs with no reward received for the financial and resource commitment made to the player and their youth structures.

Should the payment of transfer fees in such a situation become a reality, clubs that churn out junior talent will be rewarded with financial compensation. Those funds could be re-invested into the next crop of players and clubs that have traditionally been effective in producing young talent, only for others to swoop and pounce as they reach maturity, could develop a substantial and consistent revenue stream.

Clubs with vast nurseries in major capital cities will surely hold an advantage, however, the process of assigning true value to footballers and ensuring that clubs pay and receive the appropriate sum is a no-brainer when it comes to advancing the Australian game.

Potentially more ground breaking are the discussions between the A-League owners and the PFA in regards to marquee and foreign wages. Currently, each club is permitted two marquee men whose wages fall outside the salary cap.

Of the current eleven clubs, only Perth Glory, Melbourne Victory and Western United have two such marquees. Adelaide United, Brisbane Roar and Newcastle Jets have none whatsoever and the remaining five clubs all have one man on the books whose wages do not impinge on the A$3.2 million salary cap.

The argument for an opening of the purse strings that could see the 12 A-League clubs in 2020/2021 bring up to 60 marquee/foreign men from around the globe into the league is all about quality. The lure is a suggestion that clubs with the financial clout to attract better pedigree from overseas would effectively raise the standard of play across the league.

Moreover, the commercial ramifications of the introduction of big name international players has some salivating at the thought. Many will cite Alessandro Del Piero’s time at Sydney FC as the benchmark and the goal; where the domestic league garnered interest from many fans who had rarely, if ever, attended an A-League match.

Whilst the excitement of each and every A-League club acquiring up to five Del Pierro like players to ignite the competition is an attractive thought, the feasibility of such a boom in spending is questionable. With just 11 of the 22 current A-League marquee spots filled, one wonders how the club’s owners could dare engage in a spending spree that would see their wage bill increase exponentially.

Certainly, ticket sales and corporate interest would generate revenue in the medium term. However, with owners making consistent losses across the league, the chances of wholesale spending with little assurance of return appears low.

More important could be the ramifications of a more open market in terms of marquee and foreign wages, where the spending power of smaller clubs could well see them phased out of competitiveness quite briskly. The Central Coast Mariners function in a region of somewhere between 300,000 and 400,000 people. The club spent just A$2.88 million on wages for the 2019/20 season; the salary floor figure mandated by FFA.

Should Sydney FC, Melbourne City, Melbourne Victory and Perth Glory be afforded the license to acquire up to five foreigners outside the salary cap restrictions, one can only imagine the increased chasm between the playing talent in their squads compared to that of the Mariners.

Natural attrition would almost certainly take place; something that exists across the globe in world football as one team is relegated and another promoted. However, without a current and efficient system of promotion/relegation in the domestic game and a host of clubs with the facilities and finances ready to step into the top tier, the A-League could potentially lose now competitive teams well before the games growth permits an expanded competition of at least 16 teams; something we all hope to see.

Whilst Johnson’s desire to change the Australian transfer fee regulations and the proposed freeing up of the current buying power of the clubs when it comes to marquee/foreign wages sound exciting for the domestic game, there will be casualties.

The question that must be asked and considered carefully is whether the game can afford those causalities right now. The salary cap and the restriction on transfer fees were implemented to protect the A-League in its infancy.

Whether the competition is old enough for such measures to be lifted is, in my opinion, up for debate.

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The A-Leagues Final Series important status also a secret hinderance

The Isuzu A-League finals series is a huge event in the footballing calendar, though its contribution to stagnant attendance numbers in the league is something to be said.

If the 2025/26 finals series follows similar patterns to those before it, it will gather huge traction and strong ticket sales.

It is the largest event for the domestic league, bringing in massive amounts of viewership through media and gate receipts.

Finals series from years past have shown this, with the 2024/25 final, a Melbourne derby, being sold out within 48 hours and gathering significant viewership online.

The idea of a finals series lies within the Australian sporting ethos; the other sporting codes have had this tradition for most of their existence, especially in recent history.

Football, though, is different from the rest of the sporting codes in Australia, unique even. This has historically contributed to its inability to integrate into the same supported status as other codes.

Many in the Australian footballing community, supporter groups, players, coaches, and even the new Director of Football Australia, have voiced concerns over fan numbers in the league competition.

It wouldn’t be absurd to say that maybe, though profitable now, the finals series is actually taking away from the league itself.

Consider the media image: the league winner is called the “minor premiership,” and ticket sales and viewership figures reveal a huge disparity between the two parts of the A-League.

It must be said that an alternative that could work in unison with the league and possibly increase viewership of the league itself would be a great advantage.

It would allow the league to gain more jeopardy and drama, which could build greater interest in attending league games.

One alternative is already here.

No other sporting code in Australia has both a league competition and a cup competition. Football in Australia does.

The Hahn’s Australia Cup is our equivalent to the FA Cup in England or the Copa del Rey in Spain.

These are competitions that offer a finals option in a different competition entirely. They generate huge traction while never diminishing the importance of the league and, therefore, its popularity.

These cup competitions cannot be discussed without acknowledging some obvious differences.

They don’t face the same popularity issues that football does in Australia. It’s obvious the Hahn’s Australia Cup doesn’t yet gain the traction that the finals series does.

However, for a healthy footballing environment with increasing fan numbers, it should.

The idea of elevating the Hahn’s Australia Cup and scaling back the finals series is a complex question, one that is treated like a “no-go zone” by many in the Australian footballing community, and that is understandable.

Though big changes like this might, in the end, be credible options for the future of the sport in this country.

Larger plans must be set in motion, strategies that can be worked towards and refined along the way. It is the process by which all large organisations, business models and even national governments build their strategies.

Such a shift will be scrutinised and pushed back against.

Though with further fine-tuning and smart investment in development, not to mention the introduction of promotion and relegation and the possibility of changing the footballing calendar.

It could replicate the success that these two-competition models already enjoy in other leagues.

The added importance that the premiership would gain, the reality that every game matters, could alongside other strategies entice fans to more games, increase viewership and ticket sales, and create more dedicated fan bases. It works in other nations, very well in fact.

The possibility of two teams lifting a trophy, rather than one single event defining it all, sounds like a strategy that could deliver more engagement over longer periods of time.

Maybe Australian football doesn’t need to answer this question just yet. It is complex, difficult and it would require a great deal of work, including significant investment into the game, which is another issue entirely.

Yet as low attendance numbers persist in the A-League, even alongside increased media viewership, something needs to change for football in Australia.

The rise in popularity of this game and its dedicated community deserves bold ideas and forward thinking.

Ideas like this could eventually begin to change the landscape of the beautiful game in Australia for the better.

From Broadcast to Betting: Where Australian Football Sits in a $417 Billion Sports Economy

The global sports industry is now worth an estimated $417 billion, but the headline figure only tells part of the story. Beneath it lies a more significant shift that reveals not just how much money sport generates, but where that money is actually coming from?

Globally, the traditional foundations of football’s business model are being overtaken. Sports betting alone accounts for $133 billion, meaning nearly one in every three dollars in the industry is now driven by wagering rather than watching.

For a sport historically built on attendance, broadcast and sponsorship, this marks a profound transformation.

 

The Rise of Participation Over Viewership

The fastest-growing segment of the global market, which is valued at $177 billion, is now the “gaming” ecosystem: betting, fantasy sports and video games. What unites these platforms is simple: they turn fans from passive viewers into active participants.

This is the new sports economy. Engagement is no longer confined to the 90 minutes on the pitch. Instead, it is continuous, interactive and, most importantly, monetisable.

For football, the opportunity is enormous. But so too is the risk. As betting becomes the dominant financial driver, the sport must confront difficult questions around integrity, regulation and long-term dependence on gambling-linked revenue.

 

A Global Boom, A Local Reality

While the global industry surges ahead, Australian football presents a more complex picture.

The A-Leagues’ current broadcast deal, reportedly worth around $200 million over five years, is modest when compared to the $61 billion global media rights market. It highlights the gap between Australia and football’s major commercial powerhouses — it also underscores the importance of maximising every available revenue stream.

At the same time, there are clear signs of growth.

The rise of the Matildas has transformed the commercial landscape, with the national team now widely viewed as a central revenue driver through sponsorship, broadcast and matchday demand. Record-breaking audiences — including 2.73 million viewers nationally for key fixtures — demonstrate football’s expanding cultural footprint.

Streaming, too, is reshaping the game locally. Football viewership on Paramount+ has surged by 138%, while the sport has reached nearly 10 million Australians over a 12-month period. These figures mirror the global trend away from traditional television toward digital platforms.

 

The Disconnect Between Growth and Revenue

Yet, despite rising audiences and renewed interest, financial stability remains a challenge.

The A-Leagues have faced ongoing pressures — from declining distributions to structural reform — revealing a critical tension at the heart of Australian football:

Attention is growing, but revenue is not keeping pace.

This disconnect reflects a broader structural issue. While global sport is rapidly monetising digital and interactive engagement, Australian football is still heavily reliant on more traditional income streams.

 

Why the Global Shift Matters

The implications of the global $417 billion market are clear.

The IP monetisation pillar ($154 billion), which encompasses media rights, sponsorship, merchandise and matchday, remains vital. But it is no longer enough on its own.

Meanwhile, broadcasting and streaming ($86 billion) is fragmenting. Pay TV still dominates, but streaming is rising fast, changing not just how fans watch football, but how value is captured.

Above all, the dominance of the gaming segment signals a new reality:

The future of sport lies in participation, not just consumption.

 

A Defining Moment for Australian Football

For Australian football, the challenge is not simply to grow — it is to align with where the global industry is heading.

That means:

  • Building stronger digital ecosystems
  • Leveraging data and fan engagement tools
  • Exploring new commercial models beyond traditional broadcast deals

Because while the global sports market is projected to reach $602 billion by 2030, that growth will not be evenly distributed.

It will favour the sports and leagues that can successfully integrate into a landscape defined by interactivity, personalisation and constant engagement.

 

More Than a Game

Football in Australia is not short on momentum. Participation is rising, the Matildas have captured national attention, and audiences are increasingly engaged.

But in a $417 billion global industry, momentum alone is not enough.

The question is no longer whether football can grow.

It is whether it can evolve fast enough to capture its share of where the money is going.

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