"There are massive opportunities" - How the Australian football economy is growing
- Ben Horvath
- Jul 6
- 13 min read
In this feature, Front Page Football's Ben Horvath outlines key A-Leagues metrics and recent Football Australia reforms that should pave the way for continued domestic growth. He also conducted an exclusive interview with NPL player agent Eric Santiago, who shares his perspective on Australia's domestic football economy.
From left to right: Nicolas Milanovic, Zac Sapsford, Kasey Bos, Kealey Adamson, and Ryan Teague. All five players have been exported from the A-League Men this off-season for transfer fees paid by European clubs. (Images: Harley Appezzato, Brock Pearson Photography, and Richard Haines Photography)
A-Leagues transfer revenue and youth development
Australia's international transfer revenue has increased by a staggering 1344% over the past three years, according to a recent report by the A-Leagues. The 2023/24 season recorded a total transfer revenue of $16.5 million. The 2024/25 season reached $16.9 million, representing a significant improvement compared to the 2022 season, which recorded just $4.17 million.
Promising transfer revenue growth coincided with recent data from the A-Leagues, which showed that 39% of league minutes were played by under-23 players in the 2024/25 season, compared to 18% in the 2023/24 and 13% in the 2022/23 seasons.
Australia qualifying for the Under-20 Men’s World Cup for the first time in more than a decade and being crowned Under-20 Asian Cup champions early in March is evidence that giving homegrown youth more playing time in the A-League correlates directly with both the rise in transfer revenue and continental success.
Qualifying for every single World Cup since the A-Leagues launched is no coincidence, either.
TV viewers
TV audience for the A-League Men’s 2023/24 season was up 53% on Paramount+, 33% on 10 Play and 16% on Network 10. This trend has continued into this season, with 10 Play announcing that the season-opening Sydney Derby became the most-viewed regular-season fixture in the league’s history, marking a 46% increase from the same match last season.
Recently released 2025 TV statistics revealed the Melbourne Derby Grand Final was watched by 1.09 million on Channel 10, complimenting the sold-out crowd, while A-League television audiences for the 2024/25 season increased by 9% overall.
Paramount+ boosting viewership through sports venues
Paramount Australia and SportsPick Live announced a new multi-year partnership in March aimed at increasing football viewership across venues in Australia. This initiative aims to enhance the presence of the sport in the local landscape in settings such as pubs, clubs, casinos, and gyms.
Crowds
Overall attendance across the A-League Men season was up 7% year-on-year, with an average attendance of 8,600 over the 2023/24 season. Matchday crowds surged by 10% in 2024/25, drawing nearly 1.6 million supporters through the turnstiles—the strongest attendance figures the league has recorded since the 2016/17 campaign. Auckland FC's success played a significant role in this season's growth, which in itself is positive proof that a 14th team should be added to the competition ASAP.
Sponsorship growth
As recently as June 19, 2025, Football Australia and CommBank announced a significant new agreement, committing to a substantial six-year investment in the future of Australian football. As part of the deal, CommBank will become Football Australia's primary sponsor across all levels of the game.
This year, there has also been an increase in new domestic football programs, including the Weekly Kick Off and Football Tonight on 10 Play and Paramount, as well as a range of informative and entertaining online additions, such as podcasts, streamers, and YouTube programs, particularly on the A-Leagues' YouTube channel. One new YouTube show, Champagne Football, focuses primarily on the NPL, which is a refreshing change.
In terms of reforms, Football Australia's introduction of new Player Roster Principles for National Premier League Senior Men's competitions across Australia, starting from 2026, along with the phasing out of the Player Points System (PPS) after this season, will also create more opportunities for younger players. The antiquated PPS was counterproductive to youth development.
You can read another perspective on the new Player Roster Principles here: Football Australia's new roster principles leave NPL SA Goalkeeper of the Year in limbo
Football Australia's XI Principles for the future of Australian football outline the importance of alignment within the Australian football pyramid, aiming to be connected through optimised and consistent competition structures, as well as an evolving and growing modern Domestic Transfer System (DTS).
These reforms, along with the introduction of the Australian Championship, are expected to lead to further sustainable growth in both player pathways and club revenue.
These timely initiatives follow the much-publicised reduction in central distribution funding from the Australian Professional Leagues before the 2024/25 A-League season, from approximately $2 million to $500,000.
Players from A-League academies and even NPL clubs are now viewed as far more attractive and cost-effective signings for budget-conscious A-League and Australian Championship clubs than expensive foreign options.
More importantly, local players now offer potential transfer revenue that could provide a significant boost to the finances of A-League and NPL clubs.
In April, Football Australia also announced a groundbreaking new broadcasting partnership with LIGR (Live Graphics Systems) to establish a world-first centralised production and distribution model for over 3,500 matches annually across multiple domestic competitions.
Football Australia CEO James Johnson highlighted the significance of the partnership just before he stepped down and endorsed Heather Garriock as his interim replacement. Johnson said, "This fresh undertaking will transform sports broadcasting efficiency whilst unlocking future commercial opportunities for Football Australia and its nine State and Territory Member Federations."
This timely collaboration precedes the launch of the Australian Championship this October. The FA-devised production strategy will be rolled out across multiple tiers of Australian football, encompassing the Australia Cup, Australian Championship, National Premier Leagues, futsal, and national Para Football championships.
Football Australia, in collaboration with its member federations, has effectively streamlined the domestic footballing pyramid through a single partner capable of managing the complex scale.
LIGR, an Australian tech business recently acquired by the European-based tech company Crionet, will provide technical and operational broadcast management, live monitoring, and AI integration across Football Australia's multi-camera and single-camera productions.
Additionally, LIGR's world-leading streaming, graphics, and highlights automation platform will enable seamless integration of key sponsors on broadcasts.
By unifying production across thousands of games and multiple tiers of competition, Football Australia is not only streamlining operations but also reshaping the future of football broadcasting in this country. Through this centralised model, Football Australia is building long-term operational and cost efficiencies, allowing it to focus on building sustainable revenue streams for what we all hope will become a connected football pyramid in the not-too-distant future.
James Johnson's final legacy piece in a very successful five-and-a-half-year reign as CEO was to present the all-important Securing Our Football Future policy proposals to strengthen Australia's largest team sport through strategic partnerships with all levels of government.
This is the first time Football Australia has outlined a unified agenda to the government across all member federations, the Australian Professional Leagues, local football clubs, and various other stakeholders. The 23 policy proposals outline clear investments across infrastructure, social and development programs, and regulatory reform to ensure football remains a leading force in community participation, social cohesion, and on the global stage.
With 1.91 million participants and 3,300 active clubs nationwide, football is played in every postcode and community across the country. However, a growing infrastructure gap, estimated at $2.8 billion, is threatening the game's ability to meet demand and fulfil its role in supporting grassroots participation and communities, thereby elevating football from local pitches to the global stage.
On May 22, 2025, Football Australia also released its comprehensive 2024 Annual Review.
The key takeaways are as follows:
Football Australia's annual revenue grew to $124 million, reflecting the growing brand value and partnerships.
A deficit of $8.55 million was accrued, but cash flow from operating activities remains positive.
Note that direct qualification for the 2026 Men's World Cup, achieved on June 11, will guarantee a minimum $10 million initial payday from FIFA and will also present the opportunity for Football Australia to host multiple lucrative friendly warm-up games in the lead-up to the tournament, ensuring statistics in the 2025 review are much healthier.
Key areas of investment included a comprehensive calendar of high-performance programs across all 11 national teams. The investment is driving improved results, with the under-20 men's Asian Cup triumph an outstanding example.
A new broadcast agreement with Paramount ANZ consolidated international broadcast rights with room to expand as new broadcast assets are introduced.
The signing of a 10-year strategic partnership extension with Nike—the largest commercial agreement in Football Australia's history.
The Australian Championship is scheduled to begin in October 2025. This initiative is one of intent from Football Australia: that every player, every region, and every club should have the opportunity to rise.
Football Australia's inaugural Domestic Transfer System report was released in 2024, marking a strategic inflection point in efforts to professionalize player movement and unlock the value of Australian talent. The transfer system reforms incentivize talent development and ignite a domestic football economy where clubs are rewarded for producing elite players. The system is now a key lever in building a sustainable, high-performing football pyramid.
Football Australia's commercial partner family continues to grow, driven by new significant partnerships with Coles, Allianz, LCI Education, Milo, and Hahn, as well as several expanded agreements with existing sponsors.
Football Australia revenue breakdown from the 2024 Annual Review. (Image: Football Australia)
An insight into life as a player agent in the Australian football economy
It is perplexing that a country the size of Australia, a country that is one of the all-time top ten IOC Olympic sporting nations, a country of almost 27 million sports-loving humans, a country that has qualified for six successive FIFA World Cups, and where football is by far the biggest participation sport, doesn't have a stronger footballing economy.
Yet despite minimal government funding and a lack of mainstream media support, clubs within eight semi-professional NPL leagues run by the state federations in New South Wales, Victoria, Queensland, South Australia, Tasmania, Western Australia, Canberra, and Northern New South Wales do manage to pay players weekly amounts ranging from $100 petrol money to $300, all the way up to the $2,000 range.
It is worth noting that some state-based football pyramids even have second and third divisions that manage to pay the similar weekly amounts mentioned above but scale to a smaller maximum weekly payment of between $600 and $1,000, generally.
In Victoria, some state league clubs ranked below the top three tiers in the pyramid are even able to pay reasonable part-time weekly wages, not to mention those in more minor, unaffiliated leagues in New South Wales, such as the Illawarra Premier League, based in the Wollongong region.
Well over 100 semi-professional clubs across Australia manage to pay semi-professional wages.
There are a handful of prominent Australian player agents who have made an impression on the global market. However, there are very few football agents or agencies that have been able to carve out a career representing players in the semi-professional NPL space, mainly because historically, there has been very little money in the lower tiers of the domestic game.
That said, multiple reforms listed above are providing green shoots of growth. It is clear that professional footballers, as well as aspirational semi-professionals, can benefit by engaging a recognised football intermediary or agent to help them reach the top.
Gone are the days when players had to represent themselves or have their parents represent them if they were serious about reaching their full potential as athletes, even in Australia's small domestic football economy. Engaging a professional agent is a key step players can take to free up time, allowing them to concentrate on their football and maximise their earning potential in a relatively short career, generally spanning 10 to 15 years.
A player agent's primary role should be to negotiate future deals and contracts on behalf of their client. Reputable, established agents should also be experts in sourcing and identifying the ideal environment for players to develop to their maximum potential.
In Australia, you never hear about low-profile football agents battling away in the domestic space. While fans froth over their favourite footballer on the field, all the essential groundwork agents do in the background goes unnoticed.
The two roles are complete opposites: players live in the spotlight, and agents are usually low-key figures compiling emails and making calls in the background.
Front Page Football's Ben Horvath caught up with Brazilian-born Australian-based player agent Eric Santiago from Ability Sports Management to get his take on the future of the domestic game.
Player agent Eric Santiago (left) is building his profile representing players in the NPL space. (Image: Ability Sports Management Facebook)
Before moving to Australia, Santiago's only knowledge of Australian football was that Romario had a brief, controversial stint in Adelaide and that the Socceroos had beaten Uruguay to qualify for the 2006 World Cup.
Santiago is a 38-year-old affable football fan who moved down under in 2016, a year after suffering a knee injury that abruptly ended his playing days. He found himself embarking on a fresh adventure, trying to recalibrate his path in the sport he loves in his adopted homeland, where football has nowhere near the profile or investment it enjoys in his country of birth.
"I tried coaching and team management, but it did not feel like the right fit. I then started helping players make moves into the NPL system, and that is where I saw an opportunity," Santiago said.
"So, in 2020, I started my own project, Ability Sports Management. Since then, I have been helping both clubs and players make moves either to Australia or to sign overseas."
Santiago tried coaching, but soon carved out a niche in the NPL player agency space. (Image: JM Sports Photography)
Santiago believes the A-Leagues have the potential to grow. However, he firmly believes that there is still a lot of work to be done in connecting the A-League to the grassroots football culture in Australia.
"There's a lot of passion, but sometimes I think the gap between the A-League and the community football scene needs to be bridged more effectively," he added.
Below, I asked Santiago 12 questions about the current state of Australian football and the potential for growth in the domestic football economy in the coming years.
What do you think is the most important thing the A-Leagues could do to improve in the short-term?
"I believe the A-League could really benefit from introducing a promotion and relegation system. Football is about fans, and without them, it is hard to sustain. If clubs have no chance of being relegated or of qualifying for finals, there is no real incentive to invest in improving. Fans also lose interest because it feels like the same teams dominate every year. If there were a system that allowed clubs to rise and fall based on their performance, it would bring a lot more excitement and ensure the competition remains healthy and interesting."
Are you surprised that a country the size of Australia, with six consecutive men's World Cup appearances, didn’t have a national second division until now?
"Honestly, yes, it is shocking. If you look at countries like Malaysia, Vietnam, Indonesia, and Thailand, they all have a second division. Australia has so many clubs around the country, it is hard to understand why a second division has only just been organised."
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What do you think of the level of the NPL and its future potential?
"I enjoy watching the NPL more than the A-League sometimes. There are so many talented players in the NPL. The problem, though, is that A-League clubs often overlook the NPL, thinking they are superior. But the reality is Australian football depends on the NPL; it is where the young talent comes from. Every young player must go through the NPL system since there is no youth A-League competition anymore. So, I really think Football Australia should give the NPL more recognition and support urgently."
The Australian Championship is set to start in October. What are your thoughts on that? Do you think it will grow into a home-and-away league with promotion and relegation to the A-League and a full football pyramid with the NPL underneath?
"I am really excited about the National Second Division, the Australian Championship. It is a huge step forward, especially with clubs from all over the country involved. This is what we need: a proper national competition, not just one dominated by NSW and Victoria. But there will be challenges ahead, like securing sustainable levels of funding, creating a viable product, and engaging fans. The good thing is that the clubs involved have rich histories, so there is potential. As for promotion and relegation with the A-League, hopefully, that happens sooner rather than later."
Tell us more about some of the players you represent and some of your more notable deals recently.
"In recent years, I have worked more with clubs than individual players, helping them find the right talent. A few notable players I'll give a quick mention are Adolph Koudakpo, a powerful winger who's currently playing in Thailand. I signed him from Green Gully (NPL Victoria), and he is having a great season over there. Davi Valle Dos Santos: A young, talented attacking midfielder with Brazilian flair. He is currently playing for St George City and has a lot of potential. I also brought former Scotland international Marc McNulty to play in the NPL. He has a wealth of experience from his time in Europe, playing for clubs like Reading, Portsmouth, and Sunderland. It has been great to see him contribute to the NPL at St George City. Jason Romero is another player I work with that most NPL aficionados will be familiar with."
What amount of money can players command in the NPL, NPL 1, or NPL 2 leagues in NSW and Victoria, for example, and how does that compare with some of the smaller states?
"Victoria tends to be the most lucrative when it comes to club investment. Some clubs in VPL 2 (formerly NPL 3) offer more than NPL 1 clubs in Sydney. The investment by state tends to rank: 1. Victoria, 2. New South Wales, 3. South Australia, 4. Western Australia, 5. ACT, 6. Queensland, 7. Tasmania, 8. Northern NSW."
What advice would you give to young players looking to break into the NPL or Australian Championship, especially if they are currently playing Under 18s or Under 20s?
"Football is all about opportunities, so my advice would be if you really want to turn pro, be open to exploring options in other states. Your chances of breaking into first-grade football are much higher outside of the big markets like Sydney and Melbourne. Sometimes, it is better to play first grade for a smaller club than to be stuck playing 20s for an A-League academy or a top NPL 1 club."
Do you see a bright future for the lower leagues in Australia?
"Absolutely. There are massive opportunities for growth. Football is the number one participation sport in the country, and there is no going back now. What we really need is for Football Australia to develop a long-term plan for the next 10 years. Every weekend, you see thousands of kids playing football, and that is the foundation for a strong future—both for the national team and the wider football community."
Do you send many players overseas from the NPL?
"Yes, I have sent players to Malta, Thailand, Vietnam, and Brazil. One of the players I sent abroad, Favor Zeogar, has been in Brazil since 2023. He has learnt Portuguese and recently played in the biggest youth competition in the world, Copa SP (Copa São Paulo de Futebol Júnior)."
Do you bring foreign players into the NPL or A-League system?
"Yes, bringing in foreign players is a key part of my business. The challenge, of course, is the limited number of Visa spots available. But over the years, I have brought more than 25 international players into the NPL."
How does NPL or NPL 1 standard compare to the leagues you send players to? Do they adapt well?
"I would say we have better players here in Australia compared to countries in East Asia. But the reality is the NPL does not provide the same professional environment, so players often need time to adjust, especially when it comes to fitness and conditioning. Some players who go overseas need time to adapt to the higher intensity or distinctive styles of play."
Where do you see yourself in 5 years?
"I am currently working on an exciting project called 'DONE DEAL', which is designed to help clubs, agents, and players connect more easily and speed up the negotiation process. It is a game-changer, and I'm really excited about what it can do for the industry. Stay tuned!"
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