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.”

Please login with linkedin to comment

Advertising Standards Bureau Failure Fast Ed Fetch TV talkback The Bastion Group The Press Council

Latest News

“We’re In Big-Bang Readiness”: Flight Centre To Ramp Up Media Buying Activity
  • Advertising
  • Marketing
  • Media

“We’re In Big-Bang Readiness”: Flight Centre To Ramp Up Media Buying Activity

Flight Centre Travel Group is anticipating some of its biggest years of growth as Australia’s vaccination rollout gains momentum, travel restrictions ease and international borders start re-opening. With travel industry leaders forecasting unprecedented demand for both domestic and international travel as the world moves into a phase of post-COVID management, Flight Centre Australia general manager […]

Acast Announces New Podcast ‘The Elements’
  • Media

Acast Announces New Podcast ‘The Elements’

From the audio producer of The Teacher’s Pet comes The Elements, a new Acast Creator Network podcast hosted by Thredbo survivor Stuart Diver. The Elements is a  podcast that journeys into the heart of surviving a natural disaster and will be hosted and distributed by the creator-first podcast company Acast as part of the Acast Creator […]

Herd MSL Announces Foxtel Account Win
  • Advertising
  • Marketing

Herd MSL Announces Foxtel Account Win

Comms agency Herd MSL announces Foxtel win. Forgoes office party poppers on account of the new $1300 Dyson cordless vac.

DoubleVerify Launches Enhancements To Brand Safety And Suitability Solution
  • Technology

DoubleVerify Launches Enhancements To Brand Safety And Suitability Solution

DoubleVerify has today announced enhancements to its brand safety and suitability solution that include the introduction of DV’s Brand Safety Floor as a turnkey option, extending Brand Suitability Tiers on YouTube, and more. Available to both advertisers and publishers since January 2021, Brand Suitability Tiers allow brands to align suitability settings with their own unique standards, […]

Aimee Buchanan Lands GroupM CEO Job
  • Media

Aimee Buchanan Lands GroupM CEO Job

Aimee Buchanan quits OMD to take up GroupM CEO role. Leaving gift ideas include mounted moose head & ALDI traffic cones.

Retired Marketing Man Andrew Piccoli Speaks About His Children’s Book ‘Dexter The Dahu’
  • Marketing

Retired Marketing Man Andrew Piccoli Speaks About His Children’s Book ‘Dexter The Dahu’

Andrew Piccoli spent his career overseeing some of Australia’s most memorable ad campaigns. Now, he has turned his attention to a particular area of passion: children’s literature. Now retired, Piccoli spent the COVID-19 lockdown writing the story of Dexter the Dahu for children aged between five and nine. He has donated a copy of the charming […]