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FFA embraces ‘challenger brand’ status as A-League spin-off heralds new dawn for Australian soccer

Sydney FC players and fans celebrate the team's victory in the 2019 A-League Grand Final

Australian football entered a new stage in its development earlier this year with the announcement that the A-League and W-League would be spun off from Football Federation Australia. The FFA's chief commercial and marketing officer Luke Bould talks Adam Nelson through the implications of the move and how the body is set up to weather the change.

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