The PFA has today published its 2023-24 A-League Men (ALM) Report, which highlights both opportunities and challenges for the competition.
The report is informed by comprehensive player feedback, and includes analysis of global football trends, and recent league developments, offering critical insights for the future of Australia and New Zealand’s premier men’s football competition.
The report benchmarks the ALM against reference leagues in Asia, Europe, and North America for on-field quality, explores emerging revenue opportunities for clubs, analyses player profiles, long-term attendance trends, competitive balance, progress of the Collective Bargaining Agreement, player perceptions and club environments.
For the first time, the report includes viewpoints from a range of football stakeholders, including players and key industry figures such as the Brisbane Roar and Wellington Phoenix Executive teams and Central Coast Mariners Head Coach Mark Jackson. Their insights complement the PFA’s annual player survey, which received responses from 191 A-League Men players following the 2023-24 season.
The Report’s Findings and Insights:
After more record growth, ALM transfer income has surpassed broadcast revenue
For the second consecutive season, revenue from player transfers has increased substantially, reaching $17.5 million and surpassing broadcast revenue as the league’s primary income source. This growth follows the $10 million milestone set in the 2022-23 season.
New AFC Champions League format effectively represents ALM prize money
The recently restructured AFC Champions League Elite format offers financial incentives for A-League Men Premiers, creating additional revenue potential for clubs.
ALM provides opportunities for youth but lacks peak-age players
The A-League Men remains a leading league for providing opportunities to young players, solidifying its role as a critical platform for developing Australian talent.
The PFA analysed every match minute played in the most recently completed seasons of the ALM, J1 League, K League 1, Major League Soccer (MLS), Scottish Premiership, and Belgian Pro League. The top flights in Australia and Belgium provided relatively far more opportunities for young players than the other four leagues.
ALM crowds are climbing towards pre-COVID levels, controlling for expansion
Average crowds are gradually recovering toward pre-COVID levels. Notably, six clubs reported higher average attendance in 2023-24 compared to the 2018-19 season.
Despite the league’s overall attendances not yet reaching its 2012-2017 peak, this growth suggests an overstated negative crowd narrative.
APL has a trust deficit among ALM players
The report reveals a trust deficit in the Australian Professional Leagues (APL) among players. Half of the surveyed players expressed dissatisfaction with APL’s competition management, with 27% reporting they were “very dissatisfied.”
Concerning league improvements, 46% of players had low trust in APL’s ability to deliver effective solutions, while only 11% expressed high trust. The survey was conducted in May this year.
11% of ALM players felt unsafe in their club environment at some point this season
The PFA end of season survey uncovered concerning findings regarding the safety of players’ workplaces. 11% of ALM players felt their club environment was either physically or psychologically unsafe at some point during the season.
Improving the fan experience is the players’ priority focus
Players identified improving match atmosphere and broadcast quality as essential for audience growth and fan engagement.
PFA Chief Executive Beau Busch commented on the report:
“This evidence-based examination of the A-League Men highlights both the competition’s potential, while exposing the challenges that have undermined that potential.
“The findings illustrate the underlying quality on the pitch and of the players, while also identifying several positive trends, such as transfer revenue and high-performance standards at clubs, that must be built on.
“To the credit of the clubs and the APL, this season is off to a positive start. However, the report pinpoints the structural, regulatory and cultural matters that must be addressed to build a robust league.
“Four years post-separation, players have upheld their commitment on the pitch, yet their trust in the APL has eroded due to a governance model that is not fit for purpose and fails to establish a genuine partnership with the players.
“Without a unified strategy rooted in good governance and a meaningful player voice, the league will struggle to meet the expectations of the players and fans, leaving the game vulnerable to the repeated failures of the past.”
