How to Increase A-league Crowds


How to Increase A-league Crowds

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Davo1985
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There is one simple change all A-League clubs could make to help entice more spectators through the gate each week.

While the 2016-17 A-League campaign started with a record attendance, a lack of tangible improvement in terms of crowd sizes in recent seasons underlines the need for genuine action.Round 1 saw 61,880 fans watch Sydney FC crush Western Sydney Wanderers 4-0 at ANZ Stadium, breaking the A-League's previous crowd record and giving the new season a real sense of positivity.

But 16 rounds into the season and whatever moves Football Federation Australia (FFA) and the A-League clubs have made in an effort to improve attendances are making - at best - minimal impact.The average attendance across all teams and venues is 13,018, according to ultimatealeague.com, up from 12,706 in 2015-16 but down compared the A-League's best season of 2007-08, which had an average crowd figure of 15,348.

Assuming the average attendance remains around the 13,000-mark, 2016-17 will be the fifth consecutive season where the average crowd has sat between 12,000 and 14,000 fans.

That is stagnation in anyone's language.

Sydney FC an easy target

Concerns around A-League crowds have come to the fore following Friday night's match involving Sydney FC, with the undefeated leaders enticing just 11,255 spectators through the gates at Allianz Stadium for their 2-0 win over Adelaide United.

At face value Sydney - a successful team in Australia's biggest city - should be able to draw bigger crowds but the issues the Sky Blues face are more or less mirrored by many other A-League clubs.

The point needs to be made that there is very little historical evidence to suggest Sydney ought to be averaging much more than the 18,015 they have managed from their eight home matches so far this season.The Sky Blues have only averaged more than 19,000 in the inaugural A-League season of 2005-06 when they hosted the grand final and 41,689 turned up to watch them lift the 'Toilet Seat'.

The past four seasons have seen Sydney hold a steady crowd average of over 18,000 except for 2015-16 when it dropped to 16,071, while they have also been ranked second behind Melbourne Victory throughout that four-year period.Sure, the Sydney derby and some of Alessandro Del Piero's early matches have hinted at a greater pool of available fans but the Sky Blues' annual struggle to convert these people into regular attendees indicates that the club may have found their level.Changes in form, marquee players and match-day experience have seemingly made little difference.

In order to significantly improve both Sydney's crowds in particular and the A-League's in general, FFA and the clubs need a two-pronged approach.Suitable stadia vital to A-LeagueLast week's news, which was exclusively revealed by Goal, that FC Tasmania - the proposed A-League club - are in discussions with the Tasmanian state government to build a rectangular stadium was a clear reminder of the importance of appropriate venues for Australian football.It is understood that FC Tasmania's initial plan was to play at North Hobart Oval if they won a licence for the 2018-19 A-League season, but a new football-specific stadium would effectively take the bid's major weakness and turn it into - arguably - its greatest strength.

There has been a suggestion that FFA will look down on expansion bids that intend to play at oval stadia but the governing body should also start putting pressure on clubs like Sydney, Brisbane Roar and Wellington Phoenix, who are based at venues that are far too large.

The atmosphere at A-League games is arguably the competition's most successful advertising tool but that is lost when over half the seats are empty.Sydney have averaged larger crowds than the Wanderers in every year of the latter's existence but although Wanderland's atmosphere was universally praised, Allianz Stadium is often criticised.  

Based on the past five years, the Sky Blues would benefit greatly from a new stadium with an approximate capacity of 30,000 similar to the one being planned in Western Sydney.

FFA and A-League clubs need to make suitably sized, football-specific venues a priority but while they play that long game, there is a major short-term change that could also significantly impact crowd numbers.

The A-League is too expensive

Yet again this Australian summer has seen the A-League unflatteringly compared to cricket's Big Bash League (BBL) in terms of crowds, with the Twenty20 competition set to easily beat the A-League's average attendance for the sixth straight year.

While the marketing impact of free-to-air coverage on a major commercial broadcaster must be respected, there is a simple factor where the BBL is smashing the A-League out of the park - A-League tickets cost too much.

The BBL's uniform ticket prices are significantly cheaper than the A-League average with adults able to get into the cricket for as little as $20, while a child's ticket costs just $5.

In the A-League, the cheapest average ticket costs an adult $26.46 and a child $12.03.

With the BBL - the A-League's major summer competitor - averaging attendances more than double those you see at the football and clubs struggling to fill their stadiums, how can these prices be justified?

A-League clubs are obviously trying to balance the books and ticket sales play an important role but there is little doubt that increasing the competition's seasonal crowd average to somewhere around 20,000 would lead to greater revenue in terms of sponsorship and merchandise sales.

It would be a risk but a shrewd one if FFA and the clubs agreed to reduce ticket prices across the board.


http://www.goal.com/en-au/news/4021/a-league/2017/01/23/31851532/how-to-increase-a-league-crowds




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Kick out the Nix and the average crowd size for the A-League will increase.
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There's not one thing but many things needed.

1. Kill the FFAs marketing program and give the millions spent to the clubs to spend on their own marketing (and make sure they do)

2. Have a regular draw - first 9 rounds, next 9, final 9

3. Give the bigger drawing teams the best days/kick off times as far as possible.

4. Have a regular Home/Away cycle, stop this no games for a month then three games in two weeks BS

5. Give the New Years eve game to a big club - Mariners get 11k but Roar would get double that.

6. Scrap the community round ffs

7. Make the summer of football a thing and not just a marketing exercise.

8. Introduce p/r as soon as you can.

9. Play the ffa Cup over the back half of the season. Give football fans of struggling teams something to hope for.

10. Expand to 12 then 16 teams asap - grow aggregate crowds to 3 million plus
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Waz - 23 Jan 2017 2:42 PM
2. Have a regular draw - first 9 rounds, next 9, final 9 


How hard is this? Like for real. It's not rocket science FFA :laugh:
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Play games during the day so easier for families or small children to attend. 
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@ tsf

Playing games during the day isn't always a good idea - for those stadiums without good cover the sun can be a problem in arvo kick offs so that should be for individual clubs ti decide. Roar for example would benefit from 6PM kick offs
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tsf - 23 Jan 2017 3:05 PM
Play games during the day so easier for families or small children to attend. 

As long as it's a 3pm kick off in October and not January 
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suitable stadium sizes and owning our own stadiums are the ideas that get mentioned every time but nothing will be done about that.

compare an a-league stadium to the scg during the big bash for example. The interiors of the scg are decorated with pink and it is made to feel like a full experience inside the venue not just the action on the field. That sort of investment in the a-league wont happen until teams own their own stadium.

In an interesting plot twist it would be remarkable if tasmania and gosford become the 2 teams to be the first to own their own stadium.

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tsf - 23 Jan 2017 3:05 PM
Play games during the day so easier for families or small children to attend. 

I both agree and disagree. Games during the day would be easier to take families to but the hot summer sun then becomes a big issue both for the players and the crowd. I hate having to sit in the baking sun to watch football and if I had any children I'd hate exposing them to it even more. Stadiums do have some cover but there never seems to be enough. Stadiums should come equipped with a Mr Burns style sun shield.
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Waz - 23 Jan 2017 2:42 PM
There's not one thing but many things needed. 1. Kill the FFAs marketing program and give the millions spent to the clubs to spend on their own marketing (and make sure they do)2. Have a regular draw - first 9 rounds, next 9, final 93. Give the bigger drawing teams the best days/kick off times as far as possible. 4. Have a regular Home/Away cycle, stop this no games for a month then three games in two weeks BS 5. Give the New Years eve game to a big club - Mariners get 11k but Roar would get double that. 6. Scrap the community round ffs 7. Make the summer of football a thing and not just a marketing exercise. 8. Introduce p/r as soon as you can. 9. Play the ffa Cup over the back half of the season. Give football fans of struggling teams something to hope for. 10. Expand to 12 then 16 teams asap - grow aggregate crowds to 3 million plus

FFA Cup has to be first half of the season to give the state clubs a chance to participate...  However, they CAN improve it by making it a weekend competition, rather than tucking it away in the middle of the week when everyone can forget about it.  Make it an event rather than a curiosity.

Would also add that a lot of stadiums could benefit from a bit of creating 'tarping' and sectioning off of rows of seating.  Put 3000 fans in an 6000 seat section, it looks 'ok'.  close off the end bays, the back few rows, etc., put tarps over the empty sections to cover up empty seats, and suddenly it's 3000 in 4000 seats and you're starting to look busy.
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There’s an obsession with crowd numbers, but it’s based on purely arbitrary figures. I used to think a 10k average was some sort of benchmark. I’ve only just realised that it shouldn’t be an arbitrary number that’s considered as relevant, but a number that is aligned to ‘metrics’ that is relevant. eg. What is the average crowd number that generates sufficient revenue to make a club financially secure (aside from the other revenue streams), what is the number that satisfies media broadcasters that the particular stadium the team is playing at looks good for a broadcast audience and what is the average number that captures the attention of the media in the area of the team and forces the media to report on the team?
Meet these metrics and the end result is that we have clubs and a league that sustains itself. Then look for growth.
FFA and the clubs need to research what that average crowd number is for each area/stadium (ie it will be different in Melbourne than it is in Perth). The goal then should be to ensure that every club does the marketing work to achieve or exceed that number every year


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MarkfromCroydon - 23 Jan 2017 4:06 PM

There’s an obsession with crowd numbers, but it’s based on purely arbitrary figures. I used to think a 10k average was some sort of benchmark. I’ve only just realised that it shouldn’t be an arbitrary number that’s considered as relevant, but a number that is aligned to ‘metrics’ that is relevant. eg. What is the average crowd number that generates sufficient revenue to make a club financially secure (aside from the other revenue streams), what is the number that satisfies media broadcasters that the particular stadium the team is playing at looks good for a broadcast audience and what is the average number that captures the attention of the media in the area of the team and forces the media to report on the team?
Meet these metrics and the end result is that we have clubs and a league that sustains itself. Then look for growth.
FFA and the clubs need to research what that average crowd number is for each area/stadium (ie it will be different in Melbourne than it is in Perth). The goal then should be to ensure that every club does the marketing work to achieve or exceed that number every year


Agree - have said all along that break-even is more important than an arbitrary number...  But the FFA gave the 10k number at the start, and then have used crowd numbers whenever possible to demonstrate how well the game is growing, etc.

One of the most attractive elements of South Melbourne's expansion bid is that once 2500 are in the ground they are making a matchday profit...  And even the most cynical, anti-South fans struggle to argue that the club wouldn't get that many.

The only issue with crowds, for me, is the image of mainly empty stadia.  10k at a City game should be ok.  10k in a 15k venue looks good.  But in a 30k venue they get lost.  Same with Roar - 15-20k crowds are excellent, but in a 50k venue they look poor.  This then bounces a negative image to the media and to casual supporters.  There's nothing in the sporting world like turning up to a crowded match and getting swept up in the occasion, there's not much less exciting than walking into an almost empty venue.
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Stupid things like having mvfc v sydney on australia day kicking off at 8pm.

We will get 25k to that a 5pm or earlier kick off would be far better, like it used to be. We had a sell out at aami when the australia day game was there and it was an epic day. Now it feels like a regular game.

Less fixturing left up to fox and more worked around research as to what days are best suited to each club regarding previous crowd sizes and weather in the regions. 
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more teams. p&r. and more fta so people actually know wtf is going on.

 




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tsf - 23 Jan 2017 3:05 PM
Play games during the day so easier for families or small children to attend. 

I find the football tends to suffer in afternoon matches, probably due to the heat. The atmosphere is rarely electric either. Better to keep a mix of kick-off times.

(VAR) IS NAVY BLUE

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scubaroo - 23 Jan 2017 5:12 PM
Stupid things like having mvfc v sydney on australia day kicking off at 8pm.

We will get 25k to that a 5pm or earlier kick off would be far better, like it used to be. We had a sell out at aami when the australia day game was there and it was an epic day. Now it feels like a regular game.

Less fixturing left up to fox and more worked around research as to what days are best suited to each club regarding previous crowd sizes and weather in the regions. 

Thats just stupid having a late kick off on a weeknight.

I think the lack of teams and schedualing doesn't help. just because i had twice had events on saturdays in december and january. I don't see the roar till feburary. well not entirly true i get to see them play on the 31st for ACL game. 
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Simplest thing to do is blame FFA :)

They imply that clubs need to play at massive unviable stadiums... Because they still haven't released a minimum standard. Once they do if, if ever, then we can start blaming clubs.

They also imply what is acceptable attendance wise eg Gallop setting a 10k for WP CCM in Canberra.

Crowd numbers don't matter. Only being viable. Also, we can give shit to teams that claim they are the biggest when they aren't first in attendance (membership, tvviewer numbers, titles, trophies and probably every "important" metric).
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I'm amazed no one has said flares...

But seriously, each HAL club should be given an objective to ensure a certain percentage of the juniors in their catchment are members. That is an easy long term solution imo.
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Viable alternatives are what? Suncorp may be too big for the Roar but it is convenient and has excellent facilities. They average between 15000 to 20,000 take the excellent public transport away and what happens?
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Promotion relegation. Half the league is playing shit and has no purpose to play. 

Making the 6 is not an achievement. 


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TheSelectFew - 23 Jan 2017 7:50 PM
Promotion relegation. Half the league is playing shit and has no purpose to play. 

Making the 6 is not an achievement. 

We're different.
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@Mark

I can't answer that until FFA release a minimum stadium criteria.
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aufc_ole - 23 Jan 2017 7:54 PM
TheSelectFew - 23 Jan 2017 7:50 PM

We're different.

Australia is special.

Viennese Vuck

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League should market tops etc. instead of trying to sell a top for $120 to kids, sell them for the 10 bucks the glorified tshirt is worth. Have a look at the bbl every other person is wearing a cap and top, parents and kids. It not rocket science.
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Mark457 - 23 Jan 2017 7:44 PM
Viable alternatives are what? Suncorp may be too big for the Roar but it is convenient and has excellent facilities. They average between 15000 to 20,000 take the excellent public transport away and what happens?

Close the top deck, put tarps over the corners.  Force the 15-20k into a smaller area.  Ground will look fuller tv, atmosphere will improve at the game...  Likely to result in people enjoying the experience and coming back more often.



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melbourne_terrace - 23 Jan 2017 8:08 PM
aufc_ole - 23 Jan 2017 7:54 PM

Australia is special.

Unique market


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TheSelectFew - 23 Jan 2017 10:53 PM
melbourne_terrace - 23 Jan 2017 8:08 PM

Unique market

Sporting Landscape

Viennese Vuck

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scubaroo - 23 Jan 2017 5:12 PM
Stupid things like having mvfc v sydney on australia day kicking off at 8pm.

We will get 25k to that a 5pm or earlier kick off would be far better, like it used to be. We had a sell out at aami when the australia day game was there and it was an epic day. Now it feels like a regular game.

Less fixturing left up to fox and more worked around research as to what days are best suited to each club regarding previous crowd sizes and weather in the regions. 

i agree a 5pm kick off would be more suitable given it is a public holiday. Unfortunately being a summer sport we dont have the luxury of having day-time games which would better suit public holiday sport viewing. looks like ffa have gone with the fans after non-stop complaints from fans about too hot etc etc.
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