As we approach the launch of the Australian Championship and the OFC Professional League South Melbourne finds itself on the verge of a transformation. A move from a winter football focus to a summer football focus. A move from semi-professionalism to something potentially approaching full professionalism. But as the Senior team transforms the club needs to think about the flow on impacts to the Juniors and the Women’s programs, as underpinned by the club’s values – whatever they may be.

There is a world where everything else continues as normal. The juniors pay fees and receive top class development, the women’s team continues to compete towards the top end of the NPL, and the club continues to navigate its facilities challenges. However once the Seniors make their step up, I foresee an opportunity for the club that will require pause and planning.

Senior football is a money drain and for a non-for profit entity like South Melbourne the club  largely manages this by living hand to mouth. Junior fees pay the coaches, sponsors play the wages of the senior players. Poor relationship management or a bad season could damage the club for the medium term – as is the case for all clubs at this level. However the step up in the men’s program poses an additional financing risk. Additional expenses in the form of player wages and likely operational expense may increase the operational leverage of the club and heighten the pressure to deliver higher sponsorships to cover these costs.

One of the club’s strengths at this level as been its low cost model and sustainability compared to A-League clubs. Whereas A-League clubs are generally expected to spend over $10 million a season, South delivers a comparable product on a turnover closer to $2m. What I don’t want to see if the club replicating the A-League model as the senior team rises. Increasing senior team spend whilst the other programs remain the same. The improved status of the Senior team should rather be leveraged to deliver better outcomes for our community and other programs.

In the long term I’d like to see our elite junior programs being offered fee-free. This might sound crazy but at a cost of roughly $1m a season this investment reflects the value of a single A-League marquee player. I’m also not saying to flick the switch tomorrow but I think this is something the club should prioritise in the future. Not only will the national status of the club attract top talent, but the improvements in incoming youth players will ultimately deliver a stronger pipeline of players into the Senior program, reducing wage costs, scouting costs and potentially turning transfer activity into a net positive cash flow for the club.

In the long term the club also needs to secure facilities it can access for 365 days a year. We generally have this, but each of our facilities comes with prohibitive conditions which impact operations and community development. Albert Park is disrupted by the Grand Prix, Caufield is disrupted by Cricket season, Lakeside is shared with Athletics. The enhanced status of the Senior team should be used to renegotiate facility deals with council, improve relations with Lakeside Stadium management and even be used to secure new facilities outside of current options. These conversations would be further enhanced by a fee free or expanded junior program.

In the long term the club should also look to deliver enhanced competition opportunities and support for its women’s team. Whether it’s Australian national competition, agitating for a Women’s Second Division or Australia Cup, or even an Women’s OFC Professional League, the men’s experience can be leveraged. The enhanced facilities and operational capacity of the men’s team should also be used to deliver an improved support structure for the women’s team including not just on-field support but marketing and sponsorship.

In the long term the club should consider where it fits in and how it develops its community. The increased status of the men’s team will encourage growth in spectators, members and engagement so these will need to be catered for. Increased social club usage, better facility delivery, more events. But also critically in terms of community football services. The club has supported power chair football, blind football, but even the expansion of additional fee-paying community teams for players outside the elite stream could help capture and engage families who love the club.

This was just a quick one off the cuff, but the central point is that the enhancement of the men’s team offers great opportunities for the club as a whole. Management should keep this in mind and ensure that the enhanced senior men’s program doesn’t swallow up the entire focus and resources of the club.