Introduced in the wake of fan backlash over the controversial decision to keep the A-League Men’s Grand Final in Sydney for three consecutive years, the A-Leagues Unite Round felt more like a hasty appeasement strategy than a genuine celebration of football.
The A-Leagues’ Unite Round, inspired by the successes of the NRL’s Magic Round and AFL’s Gather Round, aimed to create a festival of football uniting fans and teams.
Though for many, the Sydney-based event fell short of expectations, raising questions about its relevance, appeal and benefit to Australian football fans.
The concept always presented a unique challenge. While A-Leagues fans often travel to support their teams, the tribalism inherent in A-Leagues fandom makes a neutral venue round, where fans are expected to support any game regardless of the teams involved, a difficult sell.
Simply expecting A-Leagues fans to mirror the behaviour of their NRL or AFL counterparts overlooks the unique nuances of the competition’s fanbase.
The disconnect that highlights a need for the A-Leagues to invest in a deeper understanding of its target audience and tailor its football initiatives accordingly.
The choice of city and stadiums compounded the issue. While Sydney’s Allianz Stadium boasts world-class facilities, its vast size only emphasised the lacklustre attendances from clubs outside of the Sydney area.
The highlight of the weekend was undoubtedly Saturday night’s derby between Sydney FC and Western Sydney Wanderers, a thrilling contest in arguably the league’s marquee home and away fixture. However, a lack of local supporter crossover meant other fixtures were sparsely attended.
The last-minute switch from Leichhardt Oval to Jubilee Stadium for A-League Women’s fixtures due to poor pitch conditions also highlighted the lack of suitable mid-sized venues in inner Sydney.
Could Unite Round thrive in another city? Perth, with HBF Park and Dorrien Gardens, or Melbourne with AAMI Park and Lakeside Stadium, offer potentially more intimate and accessible settings. However, the fundamental issue of enticing fans to travel to neutral venues remains.
Perhaps a fixed-venue event would be better suited to occasions that resonate more deeply with football fans. An annual Australia Cup Final or Charity Shield match, held in a neutral location like Canberra, could generate greater excitement and a much-needed tradition.
The timing of Unite Round, amidst a cost of living crisis, also presented challenges. Rising travel expenses likely hampered many fans, and while free and discounted tickets were offered, the financial burden may have deterred many.
For some clubs, Unite Round meant sacrificing home fixtures, potentially impacting their connection with local supporters and revenue streams. This trade-off further fueled resentment towards the concept.
Ultimately, the general consensus among A-Leagues fans seems to be one of indifference, if not outright opposition. Many feel it’s an unnecessary addition to the calendar, failing to capture the unique spirit of Australian football culture.
With this being the final year of Unite Round under its current arrangement, it’s crucial that football authorities reconsider their approach to making football decisions over such marketing-driven initiatives that seem out of touch with the majority of its core supporter base.
And with that, let us never speak of *that* Grand Final decision again.
