Media agencies expect bookmakers to be falling over each other for a slice of the action after the Football Federation Australia (FFA) announced that the Seven Network has won the broadcast rights to the Liverpool and Manchester United games.
With both matches – All Stars v Manchester United and Melbourne Victory v Liverpool – sold out, media buyers believe advertisers will likely pay big bucks to run ads around the one-off games, with Australian bookmakers predicted to be at the top of the queue.
“Whenever there’s a big live sports event like this, where there'll be plenty of viewers and the chance of promoting live odds, you can bet the big bookmakers will be the first on the phone to Seven’s marketing department,” the head of one media agency told B&T.
A spokesperson for Tom Waterhouse told B&T: Like most live sports events, it is something we'll be taking a look at".
It has been reported Seven paid almost $1 million to cover the two games, an offer big enough to bag the package ahead of Ten Network and Fox Sports.
New Seven CEO Tim Worner said: “Manchester United and Liverpool are two of the biggest brands in world sport and we are really pleased to be delivering their matches live to Australians everywhere and on every device. These are going to be huge events. They sold out straight away and we expect a big audience to be engaged before, during and after the games.
“Big, live sport – now available across not just our broadcast television platform but online and other tablet apps as well – underpins a lot of Seven’s strategy and these games certainly fit that bill," he added.