Media & Broadcast 3 min read

Current Broadcast Rights Deals and Emerging Trends in Australia and Beyond

Written by MOS Editorial Team

Published on 15 October 2024

The realm of sports and racing broadcast rights in Australia is undergoing significant transformation, driven by evolving viewer preferences, technological advancements, and a competitive media landscape. The value of broadcast rights across various sports remains robust, with a notable trend toward digital streaming platforms. The rise of over-the-top services is reshaping traditional broadcasting, enabling sports organisations to reach audiences directly and enhance revenue streams.

This article summarises key insights and trends, providing a comprehensive overview for industry stakeholders. Insights have been taken from Addisons report on Sports and Racing Broadcast Rights in Australia, written by Lachlan Gepp.

Key Trends and Insights

Increased Investment in Digital Platforms: Digital platforms are becoming integral to the broadcasting landscape. Viewers increasingly prefer on-demand content, prompting sports organisations to invest in their own streaming services to broaden audience reach and create sustainable revenue models.
Evolving Consumer Habits: Australian audiences favour flexible viewing options, often opting for highlights and condensed versions of events over traditional broadcasts. This shift emphasises the need for content delivery adaptations, particularly for younger demographics.
Competition Among Broadcasters: The entry of new players in the market intensifies competition for sports broadcasting rights. Traditional networks face challenges from tech giants and emerging platforms, leading to increased bidding wars and potential inflation of rights fees.
Impact of Regulatory Changes: Regulatory bodies shape the broadcast rights landscape significantly. Changes in media ownership and content rights regulations can affect sports organisations’ negotiations. Stakeholders must stay informed about these developments to navigate market complexities.
Value of Local Content: Emphasising local content fosters community engagement and loyalty among fans. Australian sports organisations focus on producing content that resonates with local audiences, leveraging regional narratives to strengthen connections.

Key Broadcast Rights Agreements

Sporting Code	Broadcasters	Rights	Value (AUD)	Length
Australian Football League (AFL)	Seven Network Foxtel	AFL AFLW	4.5 billion	2021-2028 (7 years)
National Rugby League (NRL)	Nine Network Fox League	NRL NRLW State of Origin (men’s and women’s)	1.8 billion	2023-2028 (5 years)
Cricket Australia	Foxtel Seven Network	Men’s internationals Women’s internationals BBL WBBL	1.2 billion	2020-2028 (8 years)
Football (A-League)	Paramount+	A-League W-League	200 million	2021-2028 (7 years)
Supercars Championship	Foxtel Network Ten	Supercars practice sessions Qualifying Main race	100 million	2021-2025 (4 years)
Rugby Australia (Wallabies)	Stan Sport Nine Network	Wallabies & Wallaroos tests Domestic competitions	200 million	2021-2025 (4 years)
Tennis Australia (Australian Open)	Nine Network	Men’s and Women’s singles and doubles	300 million	2020-2024 (4 years)
Netball Australia	Nine Network	Suncorp Super Netball	50 million	2020-2024 (4 years)
Cycling Australia (Tour Down Under)	SBS	Tour Down Under Major European cycling events	20 million	Ongoing (annual)
Australian Olympic Teams	Channel 7	Olympic Games coverage	200 million	2020-2032 (12 years)

Future Outlook

Looking ahead, competition for sports broadcast rights will likely escalate, with a greater emphasis on personalised content experiences. As technology advances, organisations must innovate and explore new monetisation avenues, including partnerships with tech firms and investment in interactive viewing experiences.

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