Less than a year ago, FFA chairman Frank Lowy flagged the idea of expanding the A-League to 14 teams to coincide with the expiration of the current broadcast deal. Those plans have since been canned.

Since Lowy’s comments, which were preceded by numerous other hints of expansion from CEO David Gallop, the idea of a 14-team A-League has slipped further from reality.

It is for good reason, too. Consolidation is crucial at the moment, and sticking with 10 teams has to be a short-term priority.

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Yet there is one big problem; the introduction of two new teams was supposed to give the FFA bargaining power heading into a new television deal.

With the the current deal’s expiration of June 30, 2017 approaching, FFA have lost a juicy weapon to take into negotiations with broadcasters, and they need a replacement carrot.

With aggregate crowds figures down and television ratings plummeting, the FFA need to bring something fresh to coax more money out of interested media organisations.

The answer appears to lie in south Sydney.

Fairfax Media journalist Dom Bossi reported this week that a third Sydney-based team could be next in line for an A-League license.

Based in the Sutherland Shire, potentially taking in Wollongong and Picton, the new club would bring an extra six Sydney derbies to the A-League, which would surely have broadcasters salivating.



It would also potentially bring Lyall Gorman back to football, who was instrumental in Western Sydney’s successful introduction, and has been involved in talks in his new role as Cronulla-Sutherland Sharks boss.

Yet 11 does not go into 10, so there has to be a sacrifice. And the FFA have a perfect lamb – Wellington Phoenix.

The club’s license is due for expiration and they have long been touted for an exit. The fact that a new licence extension has not yet been reached does not bode well, and FFA may have finally found a good excuse to give them the boot.

The critics of Wellington point to arguments that a New Zealand franchise does nothing for developing Australian football talent, provides little financial reward in terms of broadcast revenue, and does not add substantial numbers to average attendance figures.

This coming from a support base that was given a massive chance to witness Australian football’s improving fortunes when the Asian Football Confederation accepted the country as a new member in 2006.

Assisting other nations to reach Australia’s level can only benefit Asian football’s development. The arguments for Wellington’s continued inclusion have been argued before, so will not be explored again.

One positive to mention, however, was the rejuvenation of Nathan Burns. His career was close to petering out before Ernie Merrick and the Phoenix stepped in and gave him a platform to regain his form. The Socceroos, and Australian football, benefitted.

However, the main outrage stemming from the idea of a franchise change has not been Wellington’s omission, but Sutherland Shire’s potential admission.



It is an illogical place to develop a new A-League franchise, a point The Roar‘s Adam Santarossa outlined succinctly last year.

The region is already a Sydney FC heartland, and an introduction of another team would surely just take support away from one of the A-League’s clutch clubs. It does not make sense. One day, maybe, but definitely not in the current climate.

The Phoenix pulled a crowd average of 8700 last season; it is difficult to imagine a team in the Shire doing much better in the short term.

Wellington deserve another five years, the work Merrick is doing on the field is promising and the club has stable financial backing. If they are granted a new license, however, a move to Hutt Recreation Ground has to be part of the deal. The days of an empty Cake Tin must end.

The only downside of Wellington’s long-term inclusion is when promotion and relegation arrives, but that is still some way off.

If Wellington’s demise is a mere formality, however, then a new franchise has to come from a fresh environment.

A third Melbourne team would be bizarre with Melbourne City only just starting to build a support base, while a second Brisbane team, which may take in Ipswich and Logan, is surely a non-starter given the Roar’s current problems. The construction of a purpose-built stadium and joint-venture with an NRL club would be tempting though.

Tasmania is waiting for a sporting team, every code is dilly-dallying about the southern island. Although it would be a huge risk from FFA it could be a brave masterstroke. It has more credence than the Shire. Similarly, Canberra have done enough to suggest they are worthy of a chance after solid crowds during the Asian Cup.



Neither will pull 20,000 spectators, but there is room for A-League clubs that attract between 5000-10,000. Regional areas have a place in Australian football, if done properly.

The fact that the Newcastle Jets still have 8000 members, and had a crowd of 12,173 last weekend, despite not making the finals since 2010 and enduring the Nathan Tinkler era, is proof of that.

Football fans, regardless of their standing on a long-term presence of the Wellington Phoenix, should be concerned.

Football is not a television game show, as Manchester FC spelled out earlier in the week. Introducing a third Sydney team would treat the sport as such.

The move only makes sense for broadcasters, and if the franchise fails to make an impression in the Shire, it will be a poorly thought-out short-term gain.

“There are no plans for expansion of the A-League in the foreseeable future,” head of A-League Damien de Bohun said.

“The strategy is all about sustainability of the national competition and stability of the current 10 clubs.

“It’s a sign of the A-League’s growing popularity that several regions around Australia are lobbying for a club in their markets, but that doesn’t change our view that 10 is the right number of clubs.”



So 10 clubs will remain, but the longer the Phoenix’s license continues to remain unextended, the more likely it is that the FFA have ulterior plans concerning a replacement.

Sustainability is the key word from de Bohun’s comments, and it should rightfully be the FFA’s primary concern.

Sustain Wellington, show some patience, and then start tackling possible expansion plans – whether extending to 14 teams or through promotion-relegation. Alternatively, leave a third Sydney team out of the equation.