The bid team is an all-star cast – former NSW Premier Morris Iemma leads a side of Australian football royalty including Craig Foster, Craig Johnston and until last year, the late Les Murray.

Southern’s wealthy Chinese-based backer has supposedly released funding in droves, as Iemma proudly flaunts, “The money is sitting in an account, the cash is there. Its controlled by the football company and its in one of the big four banks.”

Then there’s the scope of the operation. Southern Expansion is, by its own admission, trying to encompass the entirety of Southern NSW – the St. George, Sutherland and Illawarra regions – and will play at three home venues spread across 73 kilometres.  

A-League expansion doesn’t get bigger than this. But with Expressions of Interest now formally submitted, it’s up to FFA to decide – is bigger better for Australian football?

“We can provide the A-League with the energy, enthusiasm and new level of interest that it really needs,” Iemma said.

“The areas we seek to represent are three powerful areas of football. We have a huge potential supporter base and a combined total of 40,000 registered players – an enormous pool of talent and pathways.

“It’s a really good fit in regional Sydney and New South Wales.”

But while they talk loudly and wield a big stick, Iemma’s mob aren’t the only kids on the block.

Former NSL heavyweights Wollongong Wolves are Southern’s direct rival for another NSW club, while bids from South West Sydney and Campbelltown have also been submitted.

Five NSW sides in a 12 team league may appear excessive to those crying out in the A-League’s undiscovered territories, but it does present FFA the opportunity to solidify its heartland at a time of record-low metrics and fan engagement.

“Our support’s broader (than the Wolves),” Iemma said.

“The people in Sutherland wouldn’t have much reason to support the Wolves if they were selected. Do they have the critical mass to maintain an A-League bid?”

In a blow to Southern, governing body Football South Coast (FSC) believe in Wollongong’s chances, emphatically backing the Wolves in March with Chairman Eddy de Garbiele telling Game On, “We want the Wolves. 100 per cent, that is our position.” 

FSC’s partisanship seemed to spark a siege mentality from within Southern’s bid, with the expansion candidates willing to fight a war on both fronts.