TV rights pact important for football’s pathway

Since the reformation of Australian football in 2005, there has seemingly never been a more crucial period in the game’s history.

Following the inaugural season of the invigorated domestic competition, Football Federation Australia signed off what was the most lucrative television deal in the sport’s history – putting pen to paper on a $120 million, seven-year deal with Foxtel broadcaster Fox Sports.

With the current contract expiring in June 2013, FFA chief executive Ben Buckley holds the key to unlocking a bigger, better and more rewarding financial package in the new TV rights deal.

The current seven-year venture had plenty of critics, arguing that the length of the contract was far too long, whilst the lack of free-to-air component had limited the sport’s reach to a more mainstream market.

However, if we think on a more lateral level, it provided the game with a sound financial backing for an extended period of time, something that football wasn’t accustomed to in years gone by. Realistically, if Fox Sports didn’t come to the party, there are grave doubts that the A-League, as we know it today, wouldn’t exist.

Buckley, formerly Andrew Demetriou’s right-hand man at the AFL, was the protagonist behind its previous TV rights deal from 2007-2011, negotiating an impressive $780 million, five-year pact with free-to-air networks Seven and Ten, and additionally Fox Sports.

While Buckley may not be universally loved by enthusiasts of the round-ball code – often due to his former alliance with Aussie Rules and an inability to financially stabilise the A-League – he certainly has the opportunity to put his critics to bed, with a cavernous cut of the pie in the new TV deal.

Many critics believe that $30-35 million per annum would be a fantastic outcome for the code, significantly aiding the A-League – contributing towards clubs’ salary cap wages – underpinning a more vibrant and financially viable competition. In retrospect, this would be a brilliant result, although there are many factors to consider when assessing the new TV rights deal.

While the competition is still in its infancy, undeniably the product has matured enormously over the past few years. Technically the game has enhanced considerably, coaches are much more tactically astute, a higher quality of imported players are plying their trade down under, Socceroos stars Harry Kewell and Brett Emerton are conveying a greater interest in the media, while TV audiences and crowds continue to rise in this campaign.

All these factors – particularly the upward trend in TV audiences, up around 50 per cent this season – will significantly help in the FFA’s negotiation process.

With besieged outfit Gold Coast United uncertain of its A-League future beyond this weekend – after FFA revoked the licence off mining tycoon Clive Palmer – FFA knows too well the financial ramifications that would be imposed if the league contracts to a nine-team competition during the negotiation phase. It’s imperative that the Gold Coast community rally behind its club, seek a shrewd community ownership model – a consortium of local businessman, in conjunction with Asian investors, are reportedly keen on bankrolling the club – and demonstrate that an A-League club is viable in the region.

The area has a wealth of potential – the sixth largest market in Australia, predicted to top 700,000 residents by 2021 – however it was unable to realise it under the boorish management of Mr. Palmer. The national governing body should be doing everything in its powers to keep Gold Coast in the competition, not only for the future development in the region and competition – with a long-term ambition of a 12-14-team league – but importantly for the financial pay packet with the forthcoming TV rights deal.

In addition, FFA has made no secret of its desire to have a team situated in Western Sydney as soon as possible – an area considered the heartland of Australian football. While it’s only a matter of time before a team is positioned there, Canberra is also looming as a realistic prospect for a future A-League licence.

Bid leader Ian Slavich has secured financial backing from the ACT government, private investment and 2,000 foundational members, who have donated $200 each. While the bid is approximately $2-million short of reaching the financial demands set by FFA, there is still optimism circling the nation’s capital.

Assuming the Gold Coast licence is reinstated, the A-League could realistically have a 12-team competition within the next two to five-year period. The prospect of more teams, initiates a longer season and an improved cause for an enhanced TV deal.

In regards to FTA, is it time for football to liberate its shackles on Foxtel and allow FTA networks to also telecast the A-League and Socceroos matches?

In an ideal world, Australian football would be on FTA, along with Fox Sports. The notion of having this scenario would have fans jumping for joy. SBS is the obvious choice – with its sound football heritage – but it’s exceedingly doubtful that it could compete with Foxtel’s big dollars. Currently, SBS televises the prestigious UEFA Champions League tournament and select international fixtures, while also hosting the weekly review show, The World Game.

Channel 10’s OneHD could also be another option, although it’s unknown whether the broadcaster is interested at present. While channel nine, who lost the bidding war to host AFL, could also be a contender. Its HD station GEM poses another alternative.

The FTA market is colossal, boasting 70 percent of television’s reach. FFA has made no secret about its desire to have a FTA component, although it must be for the right price. Similar to the current AFL package, it would be advantageous for the FFA to have a similar deal – where Foxtel has the rights to a certain number or all of the games, while FTA has a set amount each week and a highlights package.

Unfortunately, without the rudiments of FTA, the A-League is limiting its potential reach. For the competition to cultivate and continue in an upward trend, FTA may be the catalyst for football to move into a new degree of professionalism.

Fox Sports do offer a stylish, enjoyable viewing experience. Their expert panellists, in particular Mark Bosnich and Adam Peacock, are charismatic and bring a sense of fun to the table. Moreover, in the new TV rights deal, more concrete analysis of the game is a necessity, if the code wants to compete with the AFL’s Fox Footy coverage or the various NRL shows on offer.

Currently, Fox Sports dedicates a one-hour programme on the week’s football issues – where only half-an-hour is solely bestowed towards Australian football – A-League, Socceroos etc – while the other half is habitually focussed on the English Premier League. This is not nearly enough in-depth analysis on the code’s chief talking points, in contrast to the rival codes.

People may believe that the demand isn’t there for a wider range of football shows or extended coverage of its present format. However, it’s evident that football has a vast following throughout the nation. If Fox Sports decides to persist with Fox Sports FC as the sole talkback panel programme, it must encompass a more construed effort towards the local game and the issues confronting the code.

Furthermore, when Australian clubs compete in the Asian Champions League, it’s perplexing that Fox Sports decides to abandon its magazine style program for the week. It’s a clear illustration of the code’s lack of media transparency, and must be rectified in the new TV agreement.

Whilst on the local scene, the National Youth League – an important pathway to the A-League, where the next generation of players are unearthed – is generally neglected by the media. If FFA wants to seriously foster, and nurture the development of the country’s best prodigies, then the media must also dedicate more time towards this competition.

In the NRL, its youth league – the Toyota Cup – is televised on Fox Sports on a weekly basis. Whereas in the AFL, the various state league competitions, essentially the AFL clubs’ reserve squads – the VFL, SANFL, WAFL etc – are also broadcast weekly.

If youth are a key priority for football, then FFA must follow suite with its rival codes and look at airing NYL games – even if it’s only one-game per round. NYL curtain-raisers to A-League fixtures could be the way to implement the process. Fans are generally interested in their club’s youth set-up, and would certainly warm to the concept of NYL coverage.

By and large, the football community should feel optimistic with the game’s direction. We must remember it wasn’t that long ago where Australia didn’t have the privilege of a professional national competition, engulfed with a glut of mainstream media coverage. There are still many impediments to overcome; it won’t always be smooth sailing.

However, if we can take confidence from where the game has come, to the proficient environment it is immersed in today, then football will certainly be a mainstay in Australia’s clustered sporting atmosphere.

The new TV rights deal is important for the code’s imminent direction and financial security. Whether it includes FTA, remains to be seen at present. Although, improved coverage and of course, a superior cash settlement will go a long way towards securing a brighter future from the grassroots, all the way through to the A-League competition.

Courtesy of Goal Weekly. Follow Robbie on Twitter @RobertDiFabio.