The Hyundai A-League - A football transformation kicks off

Andrew Moss

Australia's National Soccer League was failing. In response, the government commissioned the Crawford report in 2003, which exposed a corrupt and dysfunctional administration and a poor public image, while over its last three seasons the NSL collectively lost $52 million1.
Agency: Lowe HuntAuthor: Andrew Moss

The Hyundai A-League – A football transformation kicks off

Silver Award – Campaign for New Brand or Advertiser

Agency: Lowe HuntClient: Football Federation of AustraliaProduct: Hyundai A-League

BEFORE HAL – FOOTBALL'S PROBLEM AFTER PROBLEM

It's easy to forget, but the perception that existed around 'soccer' in Australia was bleak.

For decades football – or soccer – had been plagued by poor quality product, low entertainment values and violent ethnic rivalries. Matches were poorly attended. Worse was that violence was seen as a common feature at matches.

As recently as mid...

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