Sydney FC chairman Scott Barlow has challenged the A-League to clearly define what it stands for, stressing bold decisions need to be made if Australia's domestic competition is to reach its full potential.
Speaking in front of 600 attendees at Sydney FC's In Business Lunch on Wednesday, Barlow expressed pleasure with the way the A-League had thrived in its first decade, saying it rivalled many leagues worldwide.
But he also emphasised that neither Football Federation Australia nor clubs could afford to take their feet off the accelerator, measuring the league's success at "only 50 percent of its true potential."
"Now is the time to be bold about our next phase of growth," Barlow said.
"And as we look to the future, we need to ask ourselves -- where does the A-League sit on the global football stage?"
Barlow pointed to America's Major Soccer League, the Chinese Super League and Indian Super League as young leagues leading the way in both ambition and investment.
All are backed by big broadcast deals -- the Chinese Super League's is worth a massive AU$1.7 billion -- and are benefiting from the presence of high-profile marquees.
"We're seeing greater and greater levels of demand from broadcasters for football content with a number of new, non-traditional players entering the market," Barlow said.
"The global demand for marquee players is continuing to reach new levels -- noticeable even over the last 12 months.
"In this dynamic environment, the A-League needs to clearly define what and where it wants to be in the future.
"We need to make big, bold decisions to drive this next phase of our growth.
"I'm very confident that with the vision and leadership of [FFA chairman] Steven Lowy, [CEO] David Gallop and the chairmen of the 10 A-League clubs, we will deliver this."
Lowy and Gallop have already revealed FFA will play an increased role in helping clubs recruit and fund marquees that raise the game's profile in Australia.
The governing body intends to expand next season's "seven-figure" marquee pot to around $10 million -- if it can land a lucrative new broadcast deal in 2017.