The importance of a decision can often be determined by the status of the person making it.
This week’s proclamation to end encryption of the Arabian Gulf League and President’s Cup could not have come from a higher source – His Highness Sheikh Khalifa bin Zayed Al Nahyan, President of the UAE, Emir of Abu Dhabi and Supreme Commander of the Union Defence Force.
A flood of support followed on social media and beyond. The ‘blackout’ had not been popular.
UAE football already spends far too much time in the shadows without choosing, itself, to shut off wide sections of an already small television audience.
This interjection had been long awaited since 2015/16’s premature decision to offer a full pay model to view the Emirates’ top flight.
It was meant to echo the advancement of professionalism. The intervening years, however, have only highlighted the vast strides yet to be made by a competition that only dropped its amateur status a decade ago.
Put bluntly, people will pay to watch the Premier League, Serie A or La Liga. The AGL is a hard sell, for all but the most committed.
Encryption was designed to promote higher standards, grow revenue streams, improve financial self-sustainability and bring fans back into the stands after regular season-on-season attendance drops counted in double-digit percentage points.
On these counts, it can only be judged as a failure. Wrong time, wrong league.
But a reversal of policy, in this moment, should not be judged as a sign of weakness.
Forget Al Jazira’s headline-grabbing Ferrari giveaways in 2010/11 and 2012/13. Or 2015/16’s Mercedes raffle at – the now-defunct – Al Ahli. These stand as gimmicks, with little long-term value.
A broad, coherent strategy has been discernible during the two-year stewardship of visionary CEO, Waleed Al Hosani.
الحوسني: قرار #الغاء_تشفير_دوري_الخليج_العربي أسعد عشاق دورينا داخل وخارج الإمارات.
— دوري الخليج العربي (@AGLeague) November 6, 2018
التفاصيل 👈 https://t.co/wFbt9w7oDq pic.twitter.com/D0Ji225nOe
For the Abu Dhabi-native and boyhood Al Wahda fan, a sense of community has underpinned efforts to grow the domestic game.
The AGL has, for far too long, felt like a closed shop. Approximately 90 per cent of the UAE’s 9.5 million population are expatriates, and yet their presence has been ignored.
Marketing initiatives were not consistent and tickets were hard to procure for non-Arabic speakers.
Even among Emiratis, outreach programmes had, broadly, diminished since the amateur days.
Under previous regimes, the AGL appeared to be sleepwalking towards obscurity. Not anymore.
Rules by organisers, the Pro League Committee, have ensured funds are set aside by each of the 14 top-flight teams for marketing and community activities. Rather than the wages of another foreign signing.
In future, fan loyalty will be earned, rather than bought.
Electronic ticketing is now readily available and easily accessible in English or Arabic.
Social media was largely ignored for foreigners before 2018/19. The new English-language official Twitter account has discovered an entertaining ‘voice’ – it features shareable cartoons, enlightening infographics and even an interaction with the acerbic Roma account that has become such cult viewing.
The match-going experience is also set for vast improvement. A number of stadiums have been upgraded to the highest standards for January 2019’s Asian Cup.
Broken plastic seats and permanently closed food and beverage stands are, increasingly, a thing of the past.
Interest has been piqued. Yet these initiatives were useless when television was misused.
Now, a funny post might just lead the uninitiated to flick over to Abu Dhabi Sports or Dubai Sports. Critically, open minds will no longer be met with blank screens.
