A League Expansion

Football Federation Australia

Paul Williams

After their dreadful experiment with expansion just five years ago it is hardly a surprise the FFA run a mile when the dreaded 'E' word is mentioned. But, despite what David Gallop might say, it is time to talk about expansion.

Gallop has reiterated again in the last week that "expansion is not on the FFA agenda", but if we're going to learn our mistakes of the past then it simply has to be.

The Western Sydney Wanderers (WSW) have been a resounding success, and whilst their introduction into the competition should be the template for future expansion - i.e. fan forums where fans have a say on the important issues - it was a big risk putting together a team in just 12 months, albeit one that paid off handsomely.

When the A-League next expands the planning has to be thorough and meticulous. As the old saying goes, failing to plan is planning to fail.

The new four-year TV rights deal with FOX SPORTS and SBS runs through until July 2017, just after the completion of the 2016/17 season, just four seasons away. During that four year period the league will remain a ten-team competition and rightly so, the league needs to cement what it currently has.

However there can be little doubt that the league needs to expand beyond the ten-team format in the future, for fear of going stale if anything else. One only has to look at the energy and vibrancy that WSW bought to the league last season to see how new teams can energise a competition, and with such a small league, with all teams facing each other a minimum of three times during the season, it can quickly turn stale.

But of course there are more pressing reasons for expansion - growing the game in new (in A-League terms) markets, increased crowds and more games means more television revenue which can be invested back into the league and grass roots football. If done right there is a snowball effect.

And that is the key, if it is done right.

This is why FFA needs to start planning now for the next stage of expansion. When the next TV rights deal is signed it should be for an expanded 12-team competition in 2017/18, or 2018/19 at the bare minimum. Doing so will give the league that extra game a week to drive extra revenue from the television networks.

If we use 2017/18 as the introduction year for two new teams that leaves us with just four years - or 48 months - before the two new teams run out onto the pitch for their A-League debut.

Once you set the date for introduction of the two new teams everything will work backwards from there. Teams should be given a season in the National Youth League to adapt to life in a national competition, start introducing young players into their system and allow the coaches and administration staff time to bed down their planning for the following season. That is in Season 2016/17.

So now that date is just three years away, but of course you have to work back further. 12 months was a rush for WSW to get back room staff, facilities, name, logo, colours etc set in stone. Ideally you want to allow a team at least 18 months to get that in order before you put them out on the park, even if it is just in the NYL. In the formative stages these are arguably the most important decisions a club can make and they need to be given the time to get them right. Although, as I will touch on later, if teams are "promoted" from the National Premier Leagues (NPL) then many of these issues will already be decided, so that may allow for a shorter time frame.

When they enter the NYL everything should be set and planned so they can spend that final year engaging their community, not locked up in a board room finalising plans.

18 months before the 2016/17 season is around February 2015. That is the time when the two new teams should be announced. A quick check of the calendar shows that is about 16 months away.

If we allow the FFA, say, three months to consider the bids and make their decision that would see bidding close around November/December 2014. All of a sudden we're on a tight deadline if you are to allow a decent period for bidding and for consortiums to get their plans in place.

It is for that reason that FFA, rather than shun any talk of expansion and put it on the back burner, actually need to start talking about and planning for expansion of the A-League. Don't be afraid of it.

The talk then turns to where the new expansion teams should be located and that varies depending on who you talk to. The most obvious candidates appear to be Wollongong, Canberra and North Queensland.

The re-born Fury, now playing in the NPL Queensland, has made no secret of their desire to return to the A-League and they still appear to resonate in their community. With a new FFA management in charge of the game, especially so when Frank Lowy departs in 2015, I have no doubt the Townsville and North Queensland communities would embrace the Fury once more.

One thing is certain though, any future expansion teams should come from the respective NPL competitions in each state. This ensures the clubs have a dedicated youth development program in place, have demonstrated an ability to run a stable club and integrate themselves in their community and come armed with a ready-made supporter base, arguably the most important aspects in starting up a new club.

Wherever the new clubs come from, however, the time for debate, discussion and planning is now.

Copyright © Paul Williams and Soccerphile.com


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