A-Leagues Embrace TikTok to 'Supercharge' Football's Appeal to Younger Audiences

The A-League Men (ALM) kicked off its new season on a high note with sell-out games in Auckland and Parramatta, as the Australian Professional Leagues (APL) look to revitalize and expand football’s appeal, particularly among younger fans. As part of a broader vision to be unveiled next month, APL commissioner Nick Garcia outlined a strategy that places A-League clubs at the forefront of engaging with core fans, while the league itself will focus on drawing new and casual audiences into the fold. One of the key tactics is leveraging TikTok to connect with younger generations.

Targeting Younger Fans with TikTok

Garcia emphasized that the APL’s role is to attract casual and new fans, while leaving clubs to foster relationships with their dedicated supporters. "No one’s a fan of 'the A-League,' right? Our job is to bring new fans into the top of the funnel," Garcia explained. The “funnel” metaphor refers to a marketing strategy where casual fans, often on platforms like TikTok, are gradually converted into committed supporters.

Garcia further explained that the A-Leagues are prioritizing reaching the top of this fan funnel through modern platforms like TikTok, where younger fans are more likely to consume content. "We know that young fans consume there, and they are new fans we can pull in," he added.

Brett Armstrong, TikTok Australia's general manager for business, also confirmed the ongoing collaboration with the A-Leagues, underscoring the role the platform could play in boosting football's visibility and engagement in Australia.

Strategic Realignments Amid Financial Constraints

While the new strategy shows a promising approach to growing the sport’s audience, the APL is also grappling with financial pressures. This year, the APL reduced its head office staff and cut annual funding to clubs by $1.5 million. Moreover, Central Coast Mariners' chair Richard Peil returned the club's license to his predecessor Mike Charlesworth, citing financial difficulties.

Despite these challenges, the first round of the ALM season demonstrated that the competition remains popular in key areas. Channel 10’s broadcast of the Sydney derby drew an impressive 464,000 viewers on secondary channel 10 Bold, with 103,000 of those viewers aged 16 to 38. This placed the match seventh among all programs for the day and made it Channel 10’s top performer, a clear indication of football’s continuing appeal, particularly with younger audiences.

Looking Forward: New Vision for Football in Australia

In response to the financial pressures and growing competition from other sports, Garcia hinted at the unveiling of a comprehensive plan for football in Australia. This new vision is expected to be presented to the APL board at its annual general meeting in November, with a specific focus on transforming the competition, attracting investment, and making football a more prominent force in Australian sports.

"We’ve got some ideas on what can fundamentally change the game, grow the league, and grow the sport in Australia," Garcia said. This strategy includes not just enhancing the relationship between the league and clubs, but also launching initiatives that have the potential to “supercharge” the game.

The APL’s new direction has been shaped by consultations with a wide range of stakeholders, including clubs, Football Australia, Professional Footballers Australia, and fan groups. Garcia acknowledged past criticisms of the APL being disconnected from the clubs, noting that this new approach is designed to better align the league and clubs toward shared objectives. "I think APL in past administration has been accused of sitting in an ivory tower... I see us now as a real ‘club and league’ model, when our job is to sit behind the clubs and enable them," Garcia said.

Leadership Changes and Future Appointments

Amid these changes, the APL is also undergoing shifts in its leadership. Sydney FC owner Scott Barlow has stepped down from the APL board, and a new director will need to be appointed at the November meeting. An independent director will also be named based on the skillset of the newly elected board members.

Former Labor senator Stephen Conroy, who was appointed the inaugural independent chair last year, remains in the position as the APL navigates its path toward greater relevance and success in Australian sport.

The Road Ahead

As the A-League continues its new season, the focus will be on how the league and clubs can work together to build a more sustainable, fan-engaged product. TikTok’s role in reaching younger fans will be a pivotal part of this new strategy, especially as modern Australia’s sports landscape becomes increasingly digital and youth-oriented. The upcoming vision, set to be revealed next month, will serve as a roadmap for the league's efforts to grow football in the country and ensure its long-term success.

The league’s ability to adapt to the changing demands of its audience, while overcoming financial and operational challenges, will be key to its future. If successful, the A-Leagues could not only retain their core supporters but also attract a new generation of football fans, both locally and internationally.