AFL To Usurp NRL In New Mega Rights Deal That’s Set To Ignite TV Code War

AFL To Usurp NRL In New Mega Rights Deal That’s Set To Ignite TV Code War
SHARE
THIS



Last Monday’s NRL rights deal that saw Nine pay overs to cover the game from 2018 to 2022 should play nicely into the hands of the AFL who are in the process of renegotiating its rights.

Nine surprised everybody last week when it paid a whopping $925 million for the four-year deal that landed the network four live games a week. The offer was reportedly so good the NRL signed on the dot, infuriating other bidders who believed they never got a fair look-in during negotiations.

However, the failed bidders – namely Foxtel, Ten and Seven – will go hard for the AFL rights which insiders believe will be heavily inflated due to a bidding war and the benchmark set by the NRL.

The main player here is the News- (and Telstra-)owned Foxtel. The pay TV player is yet to announce what it will pay for the NRL rights considering Nine now has half the games live and all rights to the digital broadcasts. The NRL reportedly wants $1.7 billion for the rights for the four years meaning Foxtel would be expected to stump-up close to $800 million.

In a piece in the News-owned The Australian this morning its media and entertainment writer Michael Bodey reports that News are reportedly livid at the Nine-NRL deal. Foxtel is also planning to buy a 15 per cent stake in Network Ten and had hoped to give the struggling free-to-air station a live NRL game of itself.

Bodey suggests that News are so furious about the deal with Nine they could even turn their league-focused tabloids in NSW and Queensland towards the AFL.

“The NRL’s seeming abandonment of the benefits of round-the-clock coverage of its sport on Fox Sports and in News Corp newspapers and digital sites, including The Daily Telegraph and Courier-Mail, is likely to see News Corp’s attention swing to the AFL,” Bodey wrote. He also infers that News will spend up big to ensure the AFL rights and believes there could be some form of AFL-NRL broadcast war as the AFL programs more live games against the NRL.

Foxtel will lose its Monday night game in the new Nine deal and there has been speculation it may ditch its NRL commentary/opinion programming.

Last week, sports marketing specialist, Jack Watts from Bastion EBA told B&T, that its deal had been a coup for Nine and, yes, the AFL would be worried that league now had an increased reach and was dominating in Sydney, Brisbane and increasingly in Melbourne too.

“On the other hand it also sets a benchmark for the AFL’s upcoming broadcast rights deal,” Watts said. “The big thing here is that the NRL has gone first to market and they know their plans. Nine can get to market before the AFL. But as you say there’s only so much money to go around from brands and Nine and the NRL and the clubs can go to market immediately with security around what the broadcast rights now look like.”

Latest News

Dan Gregory’s Five Tips For Effective Collaboration
  • Opinion

Dan Gregory’s Five Tips For Effective Collaboration

In this guest post, CEO of The Impossible Institute, Dan Gregory (main photo), says if you’re lost for inspiration then two heads – even 100 heads – are always better than one… The implementation of effective collaboration leading the generation of results has been well documented, but there is one example that comes to mind – this […]

Opinion

by B&T Magazine

B&T Magazine
Poll Reveals What Journalists Fear the Most
  • Media

Poll Reveals What Journalists Fear the Most

A global poll of journalists from 52 countries has identified declining ad revenues as the profession’s number one concern. Staff cuts came second and the dreaded “fake news” came in at third. The poll was conducted by German press organisation Impressum and asked respondents the three questions below: In one word, what defines journalism in your […]

by B&T Magazine

B&T Magazine
Aussie Adland’s Brightest Come Together To Crystal-Ball Trends In Creative & Marketing
  • Advertising
  • Marketing

Aussie Adland’s Brightest Come Together To Crystal-Ball Trends In Creative & Marketing

A new Aussie study – based on the views of some of adland’s brightest – has concluded that data and technology is bringing agency creatives and marketers far closer together. The study, titled Joining The Dots: The Future Of Creativity, was conducted by PwC and Google and included the opinions of 15 industry thought leaders […]

by B&T Magazine

B&T Magazine
Aussie Study: Brands With An Excellent Reputation Can Charge Almost 10% More
  • Marketing

Aussie Study: Brands With An Excellent Reputation Can Charge Almost 10% More

Consumers are willing to pay more for products that not only have the features they want but also are delivered by businesses with a good reputation, a new Australian study has found. The study (which you can read in full here) was done by researchers at the University of Technology Sydney (UTS), puts a price on reputation […]

by B&T Magazine

B&T Magazine
P2P Transport Limited Becomes Australia’s Largest Taxi Advertising Network
  • Media

P2P Transport Limited Becomes Australia’s Largest Taxi Advertising Network

The acquisition of Nonstop Media by ASX-listed P2P Transport Limited will create Australia’s largest taxi advertising network. Adflow, P2P Transport’s advertising division, will take control of all acquired media assets to complement its growing fleet of digital rooftop signage, vehicle wraps and in-vehicle entertainment products across Australia. The acquisition grows Adflow’s footprint substantially by adding […]

UNSW Partners With Adobe To Transform Its Digital Ecosystem
  • Marketing
  • Technology

UNSW Partners With Adobe To Transform Its Digital Ecosystem

Computer software giant Adobe has announced a partnership with UNSW Sydney that will see Adobe Experience Cloud implemented across the university’s global digital ecosystem. The partnership with Adobe is part of a five-year overhaul of UNSW’s digital ecosystem designed to boost its reputation as a top 50 global university through improved integrated marketing capabilities and […]