Network 10 are no strangers to igniting a sporting competition and the A-Leagues believe they are in a position to explode like the Big Bash did years ago.
The new A-League Men's season kicks off on Friday night with the competition boasting a new broadcaster in the form of 10 and Paramount Plus.
After over a decade on Fox Sports, the A-Leagues found a new home over the off-season and the early signs are positive.
Network 10 have promoted the competition strongly in recent weeks, while they've also signed talented broadcasters in the form of Simon Hill and Tara Rushton to name just a few.
With one Saturday night A-League Men's match to be broadcast on Channel 10 every round and every game on Paramount+, hopes are high that the competition can grow its fanbase after a tough few years.
Australian Professional Leagues (APL) managing director Danny Townsend is particularly optimistic and believes the A-Leagues can enjoy a quicker popularity rise than the Big Bash did with Network 10 behind them.
"I’d argue that we’ve got better ingredients to do it faster and more effectively. Ten have proven that and the reason we were so compelled to sign with them was that they’ve done that before with the short-form of cricket," Townsend said on the Football From A to Z podcast.
"We see ourselves as being in the entertainment business at the APL. For us, it’s all about delivering an entertaining experience to the fans, whether that be on the television, through podcasts like this, through short-form video content, through digital content, through the 90 minutes - that’s about entertaining and engaging fans and 10 have proven they know how to do that.
"For us it was a really compelling part of their pitch and they’ve backed that up so far with the way they’re supporting our code and leagues.
"We’re really excited but we also can’t get too carried away. We’re not going to go from where we were as a sport in the last couple of seasons to crazy heights in three weeks.
"We can’t kid ourselves that it’s going to change quickly but one thing’s for sure is that we know we have the strengths and the foundations are there.
"The product on the pitch, arguably last season was as good as it’s ever been, it’s only going to get better. We’re confident we’re well placed to take advantage."
Australian Football has a brand new home - and there's a whole lot to look forward to ⚽️
— 10 Football (@10FootballAU) November 18, 2021
Isuzu UTE @aleaguemen kicks off from 7pm Friday November 19 on the Home of Australian Football - @Channel10AU and @ParamountPlusAU #WeAreALeagues pic.twitter.com/xHLlVtYT0x
Townsend, who is also the CEO of Sydney FC, has been involved in the game for a long time and senses this season is poised to be a revolutionary one.
"It’s very rare in your career where you get an opportunity to reinvent a league and a code in a country that’s such a big sports-loving nation like Australia," he said.
"We’re all believers in football. We wouldn’t be here working in the industry if we weren’t lovers of the game and to be able to sit on the precipice of a significant change in the way our game is received by fans in Australia is such an exciting time to be in the sport.
"I’ve not experienced this level of anticipation around what this season brings."
The new A-League Men season will kick off on November 19 with reigning champions Melbourne City hosting Brisbane Roar at AAMI Park.