Those owners have had enough and want FFA board representation or at least more say, including an ownership stake potentially, in the A-league. FFA want to stay in charge of the sport and have a say in how the league is run.

Yet Lowy, who took over from his father Frank in the role in November 2015, and the FFA, admit change is needed. They want more clubs in the 10-team competition (more teams mean more matches and better opportunities for emerging players). But as it is, the sport can't afford to expand unless things change.

"What the FFA has to do is come up with a structure that attracts more capital," Lowy tells AFR Weekend. "The model we had worked a certain time. We have to remember that after FFA was restructured in 2003 and 2004 – we achieved a lot of great things. Now is the time for the next phase."

That includes offering an olive branch to clubs, with Lowy saying he foresees a model where the league operates as a sort of joint venture with the clubs in common ownership.

Businessman Frank Lowy launched the A-League on November 1 2004 in his role as chairman. Phil Carrick

"We understand the need for a separate A-League, where there is some ownership for clubs but with close links to the FFA. I am looking at this as a businessman. I would really like them to have that opportunity to make money on having that asset, to sell their shares if they want and for owners of expansion teams to buy in. We can raise capital that way. But we need owners who are in the sport for the long term."

Yet FFA does not want to give total control to the clubs, fearful the situation unfolds as it did in England where the Premier League teams are the richest in the world but the national team struggles and little money drips down to the grassroots.

Lowy says he has heard the criticism FFA has taken too long to be convinced to cede power but claims he has, as a businessman, been considering options since being appointed a little over a year ago. He also points out many board members, such as BT Funds Management boss Crispin Murray and Commonwealth Bank institutional banking head, Kelly Bayer Rosmarin, are relatively new to their roles.


"We need to get this right. So we have to take some time, it will take many months. We will, like any corporation, bring in advice [from a yet to be named advisory firm]. We will consult deeply with the clubs, we will talk to stakeholders."

The A-League has the ability to attract players of the calibre of Tim Cahill (No.17) who now plays for Melbourne City. Getty Images

Professional Footballers' Association CEO John Didulica, who has worked at the FFA and at Melbourne City previously, says whatever decision are made need to be with the aspiration of making Australian soccer competitive on a global basis.

"If you do that, then I think the decisions you make will be easier. We need to be aspirational and not just shrink back to only worrying about what happens here. The flow of money through world football is massive, and people are interested in investing here. The potential is there, just look at the record crowd numbers, TV numbers and participation. But we need to have a proper discussion about what the industry looks like to make it attractive."

Options abound as to the method FFA could use to raise more capital.

It could, as seems likely, devolve some ownership and responsibility to the clubs, who could then raise fresh equity to invest in the league and also charge licence fees to any new clubs that join via expansion – though there are concerns the existing clubs may not want new teams operating in cities or territories where they are currently located.

Dietrich Mateschitz, founder of Red Bull and owner of Leipzig football club, is looking at the A-League. Getty Images

FFA is also considering the option of selling a stake in the league to a private equity investor, in a similar manner to the V8Supercars motor racing circuit. Private equity firm Archer Capital bought a 60 per cent stake in the circuit for $180 million in 2011, with the racing teams' owners holding the remaining stake.


Another option could see a media company like News Corp, which used to own half of the National Rugby League when FFA chief executive David Gallop was running that sport, emerge as an option. News owns Fox Sports, which telecasts the A-League and recently agreed to a new record six-year $346 million deal.

Other investors from overseas have been sniffing around the league, and potentially a company like Red Bull could be convinced to invest. Red Bull for now is said to be looking for a new team to start from scratch, rather than buy an established name and risk alienating a fan base.

Lowy says all options will be considered. "Yes, time is of the essence. But we have to get things right. We are thinking very deeply about this."

Whether that is enough to satisfy clubs urgently calling for change and more control is another thing. Soccer is, after all, a game that can look deceptively simple to play but often proves devilishly difficult to master.