Sports Entertainment Network (SEN) and Southern Cross Austereo (SCA) have announced separate two-year radio broadcasting deals with the Australian Football League (AFL).

SEN:

SEN has announced an extension to the audio rights with the AFL on AM channels, which delivers more matches and a greater distribution than ever before.

The deal will see SEN broadcast all nine AFL matches in each round for the next two years.

The partnership will also include:

• Rights for all West Coast Eagles and Fremantle Dockers matches, to be broadcast on SEN WA, 657am Perth, SEN Spirit 621 Bunbury and SEN Peel Mandurah DAB+.
• For the first time, rights for all Adelaide Crows and Port Adelaide Power matches on SEN SA 1629am.
• For the first time, exclusive right to syndicate/sub-license to other AM stations in Adelaide and Perth.
• Exclusive AM broadcast on the AFL platforms including the AFL App and AFL.com.au of the AFL Nation call.
• Dedicated and exclusive coverage of Brisbane Lions, Gold Coast Suns, Sydney Swans and GWS Giants games on SENQ 693am (Brisbane) and SEN 1170am (Sydney) platforms respectively.
• Regional syndication exclusivity, with the exception of SCA-Triple M owned stations nationally and K-Rock in Geelong.
• Continuation of live coverage of all matches on the SEN app and growth of the in-venue product, SEN Stadium.

Commenting on the partnership, SEN CEO, Craig Hutchison, said: “We’ve worked with the AFL to accommodate their request to work directly with the Nine and NOVA networks and unlock them from our previous rights structure, a decision we’ve supported in the strong interest of our shareholders and own platforms.”

“With the growth, acquisition and maturing of our own SEN stations we were fully focussed on a deal that served the SEN listenership via our own stations, app and extensive regional partners. And we are rapt to be able to call local teams in Adelaide and Perth for the first time.

“SEN’s AFL Nation continues to innovate and broadcasts more matches than anyone, and ever before. We are really proud of the fact we take the game throughout all of Australia including NSW and Queensland, whether it be regional towns or capital cities with more footy broadcast than anyone else.

“Be it via up to 100 radio frequencies across every state and territory, the SEN app, sen.com.au, afl.com.au, aflnation.com.au, SEN Stadium and beyond – AFL Nation really is the place for unparalleled live AFL footy of the Toyota AFL Premiership season,” he said.

SCA:

SCA has announced an extension to their long-term radio broadcasting coverage of the AFL, along with a multi-year podcast collaboration to develop on demand concepts for the league.

SCA will provide exclusive FM coverage of the AFL on Triple M for the 2023 and 2024 seasons, with all games also being available on LiSTNR and selected AFLW games also featuring on the platform.

Commenting on the deal, SCA CEO, Grant Blackley, said: “We are absolutely delighted to extend and expand our partnership with the AFL to branch into co-created podcasts on LiSTNR.”

“The AFL has been a long term partner of SCA and, given our expertise with the product, we are pleased to have been granted privileged status in this exciting new on demand offering. The AFL is an important pillar in our sport offering on the Triple M network and LiSTNR and the appeal of AFL to our audience continues to grow.

“Triple M’s footy coverage and sports shows dominate adult listeners, with almost 50% more audience compared to the closest commercial competitor. We have the nation’s best line-up of AFL legends as our commentators, bringing listeners live and local broadcasts of all games, plus expert commentary.

“We look forward to continuing that tradition, not only on our Triple M radio network, but for all Australians anywhere, anytime on LiSTNR, with some new, exciting digital initiatives to come,” he said.

AFL executive general manager of customer and commercial, Kylie Rogers, added: “Our radio partners service millions of AFL and AFLW fans across the nation, and the addition of digital rights and zero latency Wi-Fi access will ensure they receive the best possible match experience on any platform of their choice.”

“We want all Australians to have access to our game, and we are proud to be partnering with Southern Cross Austereo and thank them for their continued support and commitment to delivering unparalleled content for our fans,” she said.

The announcements come after the AFL partnered with TikTok to grow the league’s presence across local and international communities.