In the cut-throat world of professional sport in Australia, popularity doesn't necessarily mean profit. This is something football knows only too well. Participation has never been the game's problem. Monetising it has.
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I don't agree with too much Cockerill says but I agree with this approach.
I think boards and organisations focus far too heavily on direct costs and profits when there are a great deal of indirect costs and profits to be identified.
How much more money could the FFA make if they invest the additional TV money into engaging the 78%?
One key element of the Crawford report was the Football needs to engage the silent majority. IMO the game has scratched the surface but has yet to properly do it still.
One key element I would love to see is each every local club benefiting financially from their HAL club. Bring in club rebates for every club to sell on HAL club memberships.
Offer junior memberships to registered players. This is especially important for clubs like Sydney, Brisbane and Melb City who play most of the season in front of a stadium with more vacant seats than used.
Update the transfer fee cap for NPL players so NPL clubs are begrudgingly losing players.