"Often it's not one reason[why a sponsor quits]. Sponsors do look at what other sponsors are doing. If you get a couple ending their sponsorship,there could be a bit of herd mentality that comes with it.

"Most Australian sports have not struggled to get sponsors. If you look at Australian cricket,for example - run me through all the people who have sponsored all the different products and I'd struggle because there's been so many. It's become more unusual to actually have a sponsor for more than 10 years."

Stavros said while the A-League was clearly struggling,the broader outlook for the sport was more positive than negative,making it an appealing proposition for sponsors.

"It's been a long relationship by most relative factors in sport and that's a good sign in itself,"Stavros said of the Hyundai deal.

"If I was going to be a sponsor,I'd say,the A-League could be better,but the participation,the Matildas,the Olyroos qualifying for the Olympic games ... there's good stuff there,I'd be excited by the sport in general."

FFA's bid to gain new sponsors will be groundbreaking on a number of levels. Firstly,previous partners like NAB and Caltex have been procured not through a traditional process but because executives from those companies have either sat on FFA's board,or were closely aligned with Sir Frank Lowy or his son and successor as chairman,Steven.

Secondly,this will be the first time Australian soccer has tested the marketplace since the separation of the A-League from FFA - which won't occur legally until 2023 but has been operationally finalised. Existing sponsorships will need to be"unpicked",according to one source,to determine if partners wish to attach themselves to the A-League,national teams,grassroots programs or a combination.

Sources close to FFA and clubs remain hopeful that Hyundai will stay on board with the game - if not as the A-League's naming rights holder then perhaps as a lower-tier motoring sponsor or through the Socceroos or Matildas.

The sources also claimed FFA were"very close"to finalising deals to bring in at least one new corporate partner,something that has not been achieved since the demise of the Lowy-led board in late 2018.

In his maiden press conference last month,Johnson said he planned to"talk and listen"to the game's sponsors,but insisted no other sport could offer them what football does.

"We have the largest participation base in the country,so on that point alone it's a very good sport to be involved in,"Johnson said.

"The other opportunity we really have to tap into is the concept of being local but global ... so how can we add value to our partners in the future by opening up doors and opportunities that the global game provides? These are the levers I'll be pushing to try and bring investment into the organisation."