Football Australia and Free TV extend partnership

Football Australia has extended its partnership with Free TV Australia to distribute national team and domestic competition matches across the Pacific through the PacificAus TV platform until 2027.

The agreement ensures coverage of all Football Australia, as a controlled home matches for the CommBank Matildas and Socceroos, alongside select Hahn Australia Cup fixtures. An important addition is the Australian Championship, which will feature in the broadcast package from its inaugural season, including two quarter-finals, two semi-finals, and the final.

Partnership Highlights for Football Australia

The partnership showcases the role of sport as both a commercial and diplomatic tool, broadening football’s visibility in a region with deep cultural and historical ties to Australia.

For Football Australia, the agreement strengthens its stated ambition of becoming a leader in the Pacific sports market, using national teams and domestic competitions as key assets to expand reach.

An Extension for Long-term and Cultural Growth 

Interim Football Australia CEO Heather Garriock positioned the deal as central to long-term growth. “This partnership will ensure international reach for the Australian Championship from its inaugural season and greater audience reach more broadly,” she said, noting the opportunity for clubs and competitions to build recognition beyond Australian borders.

Free TV Australia CEO Bridget Fair emphasised the government-backed cultural role of the initiative. “PacificAus TV is a key component of the Australian Government’s Indo-Pacific Broadcasting Strategy, demonstrating our commitment to deepening relationships across the Pacific,” she said.

Commercial Perspective

the inclusion of the Australian Championship creates additional value for rights holders, offering exposure in new markets for sponsors and potential alignment with regional broadcasters. Importantly, the content is distributed free-to-air, increasing accessibility and removing barriers to entry for Pacific audiences.

PacificAus TV, launched in 2020 under the Australian Government’s Indo-Pacific Broadcasting Strategy, provides more than 2,000 hours of free commercial television content annually to 17 broadcasters across 11 Pacific nations. Football content will be made available in Fiji, Papua New Guinea, Samoa, Solomon Islands, Vanuatu, Tonga, Kiribati, Nauru, Tuvalu, Cook Islands, and Niue.

Investment for Future Games

With Australia’s hosting of major events in the coming decade, including the 2026 AFC Women’s Asian Cup and Brisbane 2032 Olympic Games, extending football’s broadcast reach in the Pacific positions the sport as a central driver of Australia’s wider soft-power strategy in the region.

The upcoming Socceroos’ September fixtures against New Zealand will be among the first to be distributed under the extended agreement, providing an early test of the expanded coverage model.

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