New APL Chief Executive Steve Rosich Sets Sights on Revitalising A-League Attendance
Steve Rosich, the newly appointed chief executive officer of the Australian Professional Leagues (APL), has outlined a bold strategy to reignite fan interest in the A-League Men's and Women's competitions. With next season's draw being meticulously crafted around major rivalries, Rosich aims to address the concerning decline in crowd numbers that has plagued the leagues in recent years.
Arresting the Decline: A Top Priority for Football's New Leader
Four months into his role, Rosich has already visited every club's home game, marking a significant milestone. His primary focus now is to ensure the A-Leagues reconnect with Australia's broader football community. "Is it at a level that we want to be at? No," Rosich admits, referring to the current average men's season attendance of just over 8,000, which represents an 8% drop from last year and is well below the record of nearly 15,000 set in 2007-08.
Despite these challenges, Rosich remains optimistic, noting that last season saw the highest attendance in a considerable period, and he expects this season to finish close to that level. He attributes part of the decline to specific issues in Sydney, where Sydney FC had to relocate from Allianz Stadium and Western Sydney Wanderers faced on-field struggles.
Building the Draw Around Rivalries and Accessibility
To combat the attendance stall, Rosich is collaborating with clubs to design next season's schedule around key rivalries, placing these major fixtures in prime time slots at top-tier venues. This approach will be complemented by coordinated league-wide ticket offers designed to showcase the game as both accessible and affordable for fans. Rosich believes that leveraging the tribalism of football supporters, whom he describes as the most tribal in Australian sport, is crucial for bringing energy and vibrancy back to the stands.
Aiming for Third Pillar Status in Australian Sport
Rosich has set an ambitious goal for the A-Leagues: to surpass cricket's Big Bash League and fend off the National Basketball League's challenge to become the third pillar of Australian sport, behind the NRL and AFL. He argues that football's unique attributes—including men's and women's competitions, a lengthy season spanning much of the year, and meaningful engagement across Australia and New Zealand—position it well for this ascent.
While the NBL boasts record attendances of close to 7,000 per game and the BBL anticipates overseas investment, Rosich sees a distinct opportunity for the A-Leagues. He highlights a 15% growth in streaming minutes as evidence of broader interest, suggesting that fan engagement extends beyond live attendance.
Navigating Broadcast Deals and Club Uncertainties
The broadcasting agreement with Paramount and Channel 10 is set to expire after this season, with most insiders expecting it to be rolled over into the next campaign, potentially extending to 2028. Rosich reports "multiple party interest" in the next deal and says conversations are progressing well, aiming for finalisation within the next month.
However, football in Australia has a history of missed deadlines, and several clubs face uncertain futures. The APL has taken ownership of the Central Coast Mariners, with Rosich previously targeting a purchase conclusion by the end of March; as April nears its end, he states they are "on the cusp of finalisation and announcement." Canberra United's future in the A-League Women also remains unclear, with Matildas forward Michelle Heyman criticising the APL for failing to provide players certainty. Rosich notes strong interest in Canberra, not only for maintaining the women's licence but potentially adding a men's team, and describes discussions with the ACT government as positive.
For Western United, a men's club in hibernation due to financial issues, time is running out. Rosich emphasises the need to finalise the fixture by June and expects clarity on the club's status soon. Additionally, negotiations for a new collective bargaining agreement with players are ongoing, with Rosich indicating a change in salary cap parameters for next season, though details are still being worked out.
Capitalising on Finals and World Cup Momentum
With the A-League Women's finals underway and the men's finals approaching later this month, Rosich sees the closeness of the competitions as a key selling point. In a World Cup year, he believes the finals period offers a chance to celebrate football's unique appeal and engage fans further. By focusing on rivalries, affordability, and fan tribalism, Rosich is determined to steer the A-Leagues toward a brighter future, despite the hurdles ahead.
