The reason that Rome wasn’t built in a day was because the Romans spent time literally making sure the foundations were right. It’s also why some of those buildings are still standing, thousands of years later.
Little more than a month since the Leagues gained their independence, the announcements that emerged today are the first public sign of the intensive, below-ground work that has been going on in the background for months in preparation for the club-run Australian Professional Leagues.
The first members of a new executive team are in place, as the investment promised by the owners once they had achieved independence gets underway. A palpable sense of urgency at Leagues HQ this week hasn’t been surprising, with an order from APL chairman (and Wanderers owner) Paul Lederer to “unleash” the Leagues’ commercial capabilities.
The background of those appointed to the executive team tells you everything about where the priorities lie for an administration armed with detailed research and a demanding near-term strategy to implement.
Ant Hearne was most recently chief commercial officer of Kayo, BINGE, WatchAFL and WatchNRL; Michael Tange has just spent a decade spent advising US sports on digital and broadcast strategy. With a broadcast deal that expires at the end of June, and an audience whose demographic skews much younger and more diverse than other codes, the Leagues’ strategy is built around a digital future.
Whiteboards around the Leagues offices have been scrawled over as that strategy is explained and refined. A recurring line that gets written is “The 90 minutes” – a visual reminder of what the strategy is actually for.
“We have to be unapologetic about Australian football, and actually celebrate who we are,” said Hearne. “At the heart of everything is the 90 minutes, the game each team plays each week.”
A 90-day commercial plan underscores that, the final touches being put to it now for execution from next week. It’s less of a grandiose set of targets, and more an exhaustive “to-do” list – from building the relevant departments to defining exactly what Australian club football stands for, and everything in between.
The clubs have long argued that they can unlock the Leagues’ commercial potential in order to drive its growth as a football competition – it was at the heart of their pursuit of independence.
It’s not a shocking revelation, but the research compiled in recent weeks has detailed the significant and latent upside in potential fan conversion, commercial partners and digital engagement which the right strategy can unlock.
For official Media release on new appointments, click here.
