New APL CEO Targets Crowd Growth as A-League Faces Key Challenges
Steve Rosich, the new chief executive of Australian Professional Leagues (APL), has set a clear goal: to make the A-Leagues the third biggest sporting competition in Australia, surpassing cricket's Big Bash League and the National Basketball League. His immediate priority is tackling the decline in matchday attendance, which he sees as the most urgent issue to address. Rosich believes the league's unique appeal—spanning men's and women's competitions across Australia and New Zealand—provides a solid foundation for growth, but he acknowledges current figures are not where they should be.
Addressing the Attendance Slide
Average crowds for the men's A-League this season are sitting at just over 8,000, a significant drop from the record highs of nearly 15,000 in 2007-08 and about 8% lower than last season. Rosich admits this is unsatisfactory, though he points out that last season was the highest for some time and this season might finish close to that level. Specific challenges in Sydney, where Sydney FC had to relocate from Allianz Stadium and Western Sydney Wanderers have struggled on the pitch, have contributed to the downturn. Despite this, Rosich highlights a 15% increase in streaming minutes consumed, suggesting broader interest exists beyond the stadium gates.
His plan to boost attendances involves a coordinated league-wide approach. Key fixtures, especially major rivalries, will be scheduled in prime time slots at top-tier venues. These matches will be marketed with league-coordinated ticket offers designed to emphasize accessibility and affordability. The aim is to reconnect the leagues with the wider football community in Australia.
Critical Off-Field Issues Require Resolution
Beyond crowds, Rosich faces several pressing administrative challenges that need swift resolution:
- Broadcast Deal: The current agreement with Paramount and Channel 10 expires after this season. Rosich reports "multiple party interest" and expects conversations to be finalized within a month, with most expecting the deal to be rolled over. A significant opportunity arises in 2028 when rights for the Matildas, Socceroos, and A-Leagues could be bundled together.
- Club Ownership: The APL has taken on ownership of the Central Coast Mariners, but the purchase, previously promised by end of March, is still pending finalization. Canberra United's future in the A-League Women is also uncertain, with star player Michelle Heyman recently criticizing the APL for not providing clarity. Rosich says talks with the ACT government for additional support are "positive" and there is strong interest in not just maintaining the women's licence but adding a men's team.
- Western United: The club remains formally in hibernation after financial troubles. With the fixture list needing to be finalized by June, Rosich states conversations are ongoing to determine the club's status "in the near term."
- Collective Bargaining Agreement: A new CBA with players is needed. APL chair Stephen Conroy previously mentioned a "hard cap" on club spending coming next year, but Rosich's language has softened, stating there will be a "change in the parameters for the salary cap" and hoping to resolve it within a week to give clubs certainty for player contracting in May.
Key Takeaways from Rosich's Vision
- Crowd growth is the number one objective, with a strategy focused on marketing key rivalry matches with affordable, league-wide ticket offers.
- Several major off-field issues must be settled quickly, including the broadcast deal, the futures of Central Coast Mariners, Canberra United, and Western United, and a new player CBA.
- The league's unique strengths are its dual men's/women's structure, long season, and passionate, tribal fanbase, which Rosich believes can propel it to become Australia's third major sport.
- Streaming consumption is growing significantly (15% increase), indicating interest remains strong even if stadium attendance has dipped.
- The upcoming finals period in a World Cup year is seen as a key moment to showcase the excitement and tribalism that defines football.
Rosich's tenure begins at a critical juncture. The A-Leagues possess a passionate core and unique structure, but reversing attendance trends and stabilizing club operations are essential first steps toward achieving his ambitious vision of becoming a pillar of Australian sport.
— Editorial Team
