The FFA's tender period for television companies – both pay broadcasters and free to air networks, along with social media outlets and telecommunications companies – closes off at the end of this week with much speculation about which combination of providers will gain the rights.

David Gallop and the FFA's chairman, Steven Lowy, have touted a potential rights figure of as much as $80 million per year, a sum that will help them bankroll the existing 10 A-League clubs and underpin the entry of another two more in short order. Such a figure would also help develop the sport and pay for the national teams, headed by the Socceroos and Matildas.

Whether they will get that much money remains a moot point, with some analysts arguing that big free to air broadcasters like Channel Nine, Ten and Seven will not want to shell out vast sums for a game that is still unproven as regular programming on a large free-to-air network – certainly not while they are cramming their war chests to pay for NRL and AFL rights, which are demonstrable ratings winners. It was ever thus for "challenger" businesses as they seek to overturn entrenched market leaders.

The final decision may require the wisdom of Solomon if Gallop and his team have to decide on taking the highest amount of money or trading that off for less cash but the chance to reach a wider audience with a major free-to-air network broadcasting live games in combination with Fox Sports and/or another digital platform.

Still, having huge participation numbers will not hurt their cause.

Many of those who play the game don't yet follow an A-League team or may not yet subscribe to Fox Sports, the A-League's current main broadcaster.

But where there is huge interest there is a big market that can be developed, especially by a large free to air network with a large marketing budget and ability to cross promote the game with its mainstream programming.

The ASC's AusPlay survey, released on Thursday, reveals that more than a million men, women, boys and girls are playing football, significantly more than any other club-based sport.

"It's official, we are number one. Football is Australia's most popular club-based participation sport for adults and children because it is the most inclusive and accessible. Football is also the biggest global sport with the world's highest profile players and competitions and the planet's biggest event, the World Cup," FFA boss Gallop says.

"The combination of local accessibility and global interest is attracting more and more Australians."

Gallop said that other sports, which were now rapidly promoting opportunities for women, were simply following a trail that soccer had blazed.

"There has been a lot said recently about the emergence of opportunities for women in sport and we applaud these developments. But this is nothing new for football," he said.

"The Westfield W-League is currently in its ninth season and producing players like Caitlin Foord who is representing her country with distinction and last week was named female player of the year by the Asian Football Confederation.