New APL Chief Executive Steve Rosich Prioritizes Crowd Revival for A-League Men and Women
Steve Rosich, the newly appointed chief executive officer of the Australian Professional Leagues (APL), has made it his mission to reignite fan interest and boost attendance for both the A-League Men's and Women's competitions. With next season's draw strategically built around major rivalries, Rosich aims to position football as the third pillar of Australian sport, behind only the NRL and AFL.
Addressing Attendance Decline and Setting Ambitious Goals
Rosich, who previously led the Melbourne Cup and Fremantle Dockers, acknowledges the challenges facing the A-Leagues. Current average crowd numbers for the men's season stand at just over 8,000, a significant drop from the record of nearly 15,000 in 2007-08 and an 8% decline from last year. "Is it at a level that we want to be at? No," Rosich admits. However, he points to last season's attendance as the highest in years and expects this season to finish close to that mark.
His primary focus is to ensure the leagues resonate with Australia's broader football community once more. "Everyone has their relative measures, but for a sport that is men's and women's, with a season that spans a significant portion of the year, that meaningfully engages with Australia and New Zealand, there's every reason that we should have eyes on at least becoming No 3," Rosich states, aiming to eclipse cricket's Big Bash and the National Basketball League.
Strategic Initiatives to Boost Fan Engagement
To arrest the stall in attendance growth, Rosich is working closely with clubs to design next season's draw around key rivalries in prime time slots at top-tier venues. These major fixtures will be marketed with coordinated league-wide ticket offers designed to showcase accessibility and affordability. "Ticket offers which are coordinated across the league, that showcase our game is accessible and affordable," he explains.
Despite challenges in markets like Sydney, where Sydney FC had to relocate from Allianz Stadium and Western Sydney Wanderers face on-field struggles, Rosich remains optimistic. He notes a 15% growth in streaming minutes, indicating broader interest beyond live attendance.
Broadcast Deals and Club Stability on the Agenda
The broadcasting agreement with Paramount and Channel 10 concludes after this season, with most expecting a rollover into the next campaign, potentially extending to 2028. Rosich reports "multiple party interest" in the next deal and says conversations are progressing well, with finalization anticipated within the next month.
Club stability is another critical issue. The APL has taken ownership of the Central Coast Mariners, with Rosich indicating a purchase announcement is imminent. Canberra United's future in the A-League Women remains uncertain, drawing criticism from Matildas forward Michelle Heyman over player uncertainty. Rosich assures that discussions with the ACT government for additional support are "positive" and that there is strong interest in maintaining and expanding the club's presence.
Western United's men's team, currently in hibernation due to financial issues, faces a closing window for resolution as fixture planning for next season advances. Rosich expects clarity on the club's status soon.
Negotiations and Future Outlook
A new collective bargaining agreement with players is also in the works. While APL chair Stephen Conroy previously mentioned a "hard cap" on club spending, Rosich says parameters for the salary cap are still being negotiated, with changes expected for next season. He hopes to finalize details within the coming week to provide clubs with certainty for player contracts in May.
With A-League Women's finals underway and men's finals approaching later this month, Rosich believes the competitiveness of the leagues is a key selling point. "The tribalism of fans is an important element of sport, and I think it would be hard to argue that our game doesn't have the most tribal fans," he says, emphasizing the energy and vibrancy they bring.
In summary, Steve Rosich's leadership at the APL is marked by a clear strategy to revitalize A-League crowds through rivalry-focused scheduling, affordable ticketing, and efforts to secure football's place as a top-tier sport in Australia. With broadcast deals, club stability, and player agreements on the horizon, the coming months will be crucial for the leagues' trajectory.
