FFA reveals new A-League logo and club-specific branding

Football Federation Australia (FFA) has revealed new branding for its professional leagues which will see the A-League, W-League and National Youth League share a common identity.

The new logos, described as “a first for sports branding in Australia” will be the A-League’s first rebranding since its launch in 2005, and will tie the elite leagues together. The new logo will also be adapted to take in each club’s colours when used on merchandise and playing kits.

Following a new six-year broadcast rights deal and the official recognition of football as Australia’s largest club-based participation sport, the FFA’s market research shows the design appeals to a wider audience, particularly families and children, in line with FFA’s long term strategy.

FFA has over the past 18 months put the A-League and a focus on women’s football at the forefront of its long-term strategy, with the A-League clubs viewed as the “engine room” of the sport in terms of driving revenue and awareness.

Introducing the new logos, which will be used from the start of the 2017/18 seasons, FFA Chief Executive stated “the logo design is inspired by football’s three outstanding features - atmosphere, diversity and unity.

“Our fans create a wonderful atmosphere, we are part of the biggest sport in the world and there’s a place for everyone to become involved.

“This is the perfect time to update our look and use the same logo across the board, especially to reinforce football’s ongoing commitment to women’s football by connecting the A-League with the W-League.”

The brand strategy and design was developed in conjunction with FFA management, FFA’s brand agency Hulsbosch Design and two club Chairmen as representatives of the leagues – Scott Barlow from Sydney FC and Simon Pearce from Melbourne City FC.

This path was chosen to showcase the importance of bringing the leagues and clubs closer and acknowledging the importance of club brands in driving fan connection and audience growth.

Crowds at 2016/17 A-League season games are up 2.5% on last season’s regular-season figure, while the increase in Fox Sports ratings has held up more strongly to be ahead by 20%.

With a range of clubs and groups bidding to be part of an expanded A-League, the FFA will next month release criteria that will outline how two new teams will be chosen to join the competition the season after next.

It is believed that the new TV includes specific provisions around the timing and locality of the league growing from 10 to 12 teams.

A third team in Sydney remains the favourite, with Tasmania, former National Soccer League club South Melbourne and another Queensland team all on the table as options for the second entrant.

Images: The new logos for the A-League, W-League and National Youth League (top) and the logos as adapted to take in each club’s colours when used on merchandise and playing kits (middle and below).

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