Previously, the British edition was sold in Australia, delivered via air freight from the UK. Some retailers still sell this version alongside the Australian edition.
The launch publicity ran with the tagline of "It's footy, but not as you know it", a reference to the popularity of Australian rules football and rugby league and the fact that association football is historically and is still commonly referred to as "soccer" in Australia. This also referred to the launch slogan of the A-League "It's football, but not as you know it" – part of the work Football Federation Australia (formerly known as 'Soccer Australia') is doing to rebrand and relaunch the game. Further to this, the first edition's frontpage contained the motto "Goodbye Soccer, Hello Football".
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