SEN Extends NFL Broadcast Rights, Securing 2026 Melbourne Game Coverage

Sports Entertainment Network (SEN) has confirmed the extension of its broadcast partnership with the National Football League (NFL), strengthening its foothold in the increasingly competitive market for US sports content in Australia.

Under the renewed deal, SEN will air a minimum of one live NFL game per round during the regular season, with continued access to full postseason coverage, including the Super Bowl. Commentary will again be led by former NFL punter Ben Graham and SEN’s Jordan Kounelis, with Gerard Whateley returning to call the Super Bowl live from the US.

Commenting on the renewed partnership, SEN CEO Craig Hutchison, said: “This extension speaks to the rising commercial viability of NFL content in Australia.”

“We see continued growth in audience appetite, particularly as the league builds its international footprint with games in Australia,” Hutchison said.

The agreement includes Australian broadcast rights to the NFL’s 2026 Melbourne Game, positioning SEN as a key local media stakeholder in what will be a landmark event for the sport’s profile in Australia.

While financial terms of the deal were not disclosed, the partnership showcases SEN’s long-term investment strategy in premium international sports properties. With a growing domestic audience for American football, particularly among younger male demographics and fantasy sports participants, the network is leveraging the NFL’s global brand to boost listenership and commercial engagement across its platforms.

The deal also offers implications for advertisers and sponsors seeking cross-market opportunities. With a time zone that suits Monday morning broadcasts, NFL coverage provides a unique touchpoint for brands targeting sports fans during peak commuter hours.

Additionally, SEN’s on-ground presence at the Melbourne game could unlock integrated partnership and experiential marketing opportunities for local sponsors.

The 2025 NFL season kicks off on 4 September (AEST), with SEN’s programming expected to play a role in driving fan engagement and market education in the lead-up to the 2026 game.

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