Limp Socceroos achieve their end

generation of senior Socceroos, most of whom are expected to retire after South Africa. With the exception of Oar, no-one put forward a strong case for consideration when a largely A-League based squad is selected for the 2011 Asian Cup next January.

The second factor is the marketability of the Socceroos brand. While international football has taken giant steps in terms of profile in the past four years, it has been built more on national fervour than exciting football. Verbeek's reign has been ever so pragmatic and while that may have played a large role in getting the Socceroos onto the big stage in terms of continental and international football, will it continue to drag people through the gates?

The lesson of one-day cricket is that the 'build it and they will come' mentality is highly flawed in what is a competitive battle for the entertainment dollar. Socceroos games are by no means a cheap entertainment experience and if people don't feel they are getting value then they will turn their attention elsewhere. That hits at the bottom line for an already financially fragile FFA.

As Verbeek wishes, at the end of his time in charge he will be judged by the end, rather than the means. But the only end that matters both financially to FFA and to Socceroos fans is a World Cup performance at least equal to that of 2006. Anything less and Verbeek's time as Socceroos coach will be viewed as a failure.