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.
Sporting Code | Broadcasters | Rights | Value (AUD) | Length |
---|---|---|---|---|
Australian Football League (AFL) |
|
|
4.5 billion | 2021-2028 (7 years) |
National Rugby League (NRL) |
|
|
1.8 billion | 2023-2028 (5 years) |
Cricket Australia |
|
|
1.2 billion | 2020-2028 (8 years) |
Football (A-League) |
|
|
200 million | 2021-2028 (7 years) |
Supercars Championship |
|
|
100 million | 2021-2025 (4 years) |
Rugby Australia (Wallabies) |
|
|
200 million | 2021-2025 (4 years) |
Tennis Australia (Australian Open) |
|
|
300 million | 2020-2024 (4 years) |
Netball Australia |
|
|
50 million | 2020-2024 (4 years) |
Cycling Australia (Tour Down Under) |
|
|
20 million | Ongoing (annual) |
Australian Olympic Teams |
|
|
200 million | 2020-2032 (12 years) |
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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