We’re one week down but it’s already been a busy off-season for FFA as the governing body attempts to recover lost audiences.
FFA have recruited the assistance of firms in digital marketing and communications, MKTG and Dentsu Aegis respectively, in order to effectively roll out a new digital marketing strategy.
The plan will involve new websites, streaming services and the development of the ‘My Football Live’ app to be produced with Telstra. It’s an attempt to rectify issues in fans’ digital access, which has been rocky at times through poorly-designed apps and a general lack of options.
FFA mentioned “stages one and two” of their “digital network” had already been rolled out. FFA Head of Commercial, Digital and Marketing, Luke Bould, said MKTG would further improve the digital experience of A-League fans.
“FFA is delighted to partner with MKTG uniting their local experience and the power of their track record of innovation around the globe, to football’s new digital network,” he said.
“Together, along with the Hyundai A-League and Westfield W-League clubs and Member Associations, we will be able to deliver great experiences to our fans, participants and our commercial partners.”
Yesterday – in a similar deal to the effective marketing of AFL and NRL streaming rights – FFA announced that Telstra would become Australian football’s new Technology Partner, allowing the live streaming of A-League, W-League, Socceroos and Matildas matches, either through subscription or a Telstra account.
The appointment of MKTG also follows the recent news that FFA would be splitting ties with their previous advertising firm – that produced campaigns such as ‘You’ve Gotta Have A Team’ – in search of a new direction.
The fan engagement strategies are part of a broader attempt to reattract fans to the league, which suffered significant drops in crowd attendances last season. Overall, around 200,000 less people attended matches in 2017/18 than the previous campaign.
In order to ensure the viability of the two new A-League clubs set to be announced in October, FFA have also recruited financial services firm Deloitte, which will attempt to attract wealthy investors to the largely cash-strapped league.
The significant changes occuring throughout Australian football this year are a signifier that FFA admit they’ve made some mistakes in driving engagement with audiences.
But whether recruiting behind the scenes will be able to spark interest in the competition remains to be seen.