The Socceroos victory over Iraq secures huge revenue streams as well as helping the game's credibilityIt was only a little over two weeks ago when qualification for the World Cup looked problematic for Australia. For Asia, the top two te...
The Socceroos victory over Iraq secures huge revenue streams as well as helping the game's credibilityIt was only a little over two weeks ago when qualification for the World Cup looked problematic for Australia. For Asia, the top two teams in each group automatically qualify. Australia sat equal third with Oman on six points, one point behind second-placed Jordan and seven points behind its greatest Asian rival, Japan. Although Australia and Iraq had a game in hand, such was the confidence level that Football Federation Australia CEO, David Gallop, went on the offensive by declaring that World Cup qualification was no longer a pre-requisite for the game's success.Gallop's point wasn't without merit – many students of the game in Australia have long argued that sustainability would depend on the success of the domestic league, not World Cup qualification. But one wonders whether Gallop's position was more about readying fans for potential non-qualification than it was about long-term structural changes in the game.And here's why. This is what qualification means for Australia.1) Ker-ching!That's the sound of the cash register as Gallop's finance department works on their 'best option' financial scenario for the next four years. The A-League may be the engine room of growth, but World Cup participation gives a turbo-boost. In 2010, Fifa gave more than $12m to each of the 32 countries who qualified for the South Africa World Cup. Team transport and accommodation costs are met separately by Fifa, and if a team progresses beyond the first round, they get more. FFA can expect a windfall from Fifa of at least $14 million for 2014; the world governing body is extraordinarily wealthy and tends to build-in increases each tournament. Many of FFA's commercial agreements – for example, the naming rights sponsor for the Socceroos, Qantas – have substantial bonuses attached to qualification and each time Australia make it, more sponsors circle around wanting to be part of the game.Of course, the players get their fair share also. A collective bargaining agreement signed in January 2011 will see the 23-man squad in Brazil receive a share in a minimum of $5m. In South Africa, the players received $200,000 each.2) The battle for hearts and mindsOver the years, professional football in Australia has struggled for financial sustainability because it has struggled in the battle for 'hearts and minds'. There are many reasons why but the one that underpins everything, including the frustration of supporters of the game, is that football is not part of the mainstream national sporting culture, a culture that sees sport as an intrinsic part of the Australian character. Sport has long played an important social and cultural role in Australia, but when it comes to football, it has historically related to communities which have just 'arrived'. Nowhere is this more apparent than in how football is portrayed by some sections of the Australian media.However, every time Australia make the World Cup, there is a tectonic shift in culture and attitude. People who wouldn't normally give 'soccer' a second thought realise there's a giant global party going on involving an Australian team and they want to be part of it. By the time the 2018 World Cup in Russia takes place, this cumulative impact, together with the shifting demographics of the Australian population, will mean that football will cement its cultural standing in Australia. That is not to say the 'local' code of Aussie Rules or the other imported English code of rugby league will be supplanted in their respective geographical markets, but football will be a clear second.3) Football credibilityCrucial to the code's credibility in Fifa and international eyes will be how Australia perform at the World Cup. If the Socceroos are not competitive, the impact of making it will be diluted at home and not add to Australia's standing and potential influence within the international football community.Last time ar
