Channel 10 has left the AFL unimpressed following a “disappointing” bid to take over coverage of the sport from 2025.
The reported bid from Channel 10 sits at around $500 million a year, which would put it roughly on par with the current rate paid by Seven and Foxtel. This would likely put the incumbent providers in the box seat to retain their current position as broadcasters.
AFL appears desperate to cross the $3 billion threshold for the five-year deal in order to assert itself as the biggest sport in Australia, but Paramount and Ten have talked down the possibility of stepping up to such a price.
Securing such a deal would do a lot for Paramount+ as it attempts to enter the sporting realm in Australia, with the streaming service bagging the rights to the A-League last year for $200 million.
Other competitors for the AFL rights include Channel Nine and Stan, which are reportedly offering to cover the Thursday night matches to join their existing coverage of rugby union and grand slam tennis.
Should no-one make a bid that exceeds that of current partners Seven and Foxtel, who made a deal for $2.5 billion for five years back in 2018 and re-negotiated to have it extended to 2024 during the pandemic for a further $946 million, then the expectation is that the AFL will simply re-sign with the current providers.
