Since the announcement of Football Federation Australia’s four-year, $160 million media rights deal with current host Fox Sports and SBS, the debate that has kicked into life is which is more important, the value or the new partner?
The value, $40 million per season, for some is disappointing as it falls short of expectations and supposed previous bids. But it crucially covers the salary cap for the 10 clubs.
The partnership with SBS is more crucial, because it opens the free-to-air door for a league hidden away on pay television, at a time when it has the momentum to entice a new audience.
SBS’s coverage includes one live Friday night A-League match per week, all finals series matches, including the grand final, Socceroos World Cup qualifiers on an hour delay, and a weekly A-League highlights show in addition to online, radio and mobile rights.
All bases are covered – a live showpiece fixture in a regular and attractive timeslot, a highlights package that will showcase the best of the action and should feature prominently on the network’s schedule, and the finals series and Socceroos matches covered on a slight delay.
Irrespective of the sum, the salary cap is taken care of and it’s now up to the clubs to maximise the increased exposure of additional free-to-air coverage.
A league (and wider code) available to only those with enough disposable income for pay television is now open to those not so fortunate, and a potential new audience more likely to stumble across the coverage and give it a go, as opposed to a sports-only pay television network.
Some will claim the game has merely retreated to its former spiritual home, the home of ‘old soccer’. But it’s crucially a network that will respect the game and give it plenty of love and attention as it’s part of SBS’s fabric.
Super Rugby, the National Basketball League, V8 Supercars and the A-League’s predecessor, the National Soccer League, stand as examples of codes who have, in the past or present, paid the price of commercial free-to-air networks’ cut-throat, unsentimental approach to fringe code sports coverage.
Even if the potential audience is smaller than a Seven, Nine or Ten, who were seemingly never interested in the A-League anyway, the treatment it will receive with live prime-time coverage, only slight delays etc. is far more valuable than being treated as an afterthought elsewhere.
Remember, regardless of the numbers SBS may give away to the commercial networks, its reach far outweighs that of Fox Sports, putting the A-League for the first time in households who have never been exposed to it, at a time when the buzz around the league with star marquees and entertaining and unpredictable football is at an all-time high.
This is the most positive aspect of the new media deal, on top of meeting the requirement for the clubs’ salary caps, for the growth potential is clear.
It’s also an opportunity to do away with any talk the game’s ‘old soccer’ and ‘new football’ divide was reflected in the schism between SBS and Fox Sports.
Now FFA must ensure the money is allocated wisely, with clubs becoming viable propositions for their owners while also enticing potential new investors into the game, particularly if the likes of current club owner Nathan Tinkler are forced to vacate the league.
There are positive noises coming from FFA that expansion is on the backburner and a knockout cup competition remains on the agenda, with David Gallop now in charge and impressing in his early days as the game’s leader.
As for scheduling, FFA must ensure the Friday fixtures become the showpiece event of each round, like the AFL and NRL, in order to maximise the potential of the free-to-air debut. It becomes the A-League’s greatest advertisement.
Whether you believe the deal is strong or not, there can be no denying the game finds itself in a far healthier position than a year ago, when the league seemed to be unravelling as its faulty expansion plans collapsed and faith in the league and governing body was at an all-time low.
With a free-to-air presence added to the current coverage, the league can only grow in exposure and popularity. It’s a win-win.
Football United
Guest
hoping fox subscribers will be able to stream for free as well
NUFCMVFC
Roar Guru
Bi tricky to say, Saturdays allow for greater travelling numbers, which means more away supporters which means a greater atmosphere in the stadium and a greater sense of theatre Plus it is easier for some families etc and the FFA won't want to take away from the gate by having all the big matches on FTA So personally I think there will be a mix of blockbusters on Fridays and Satrudays, Friday night matches will feature a mix of good matchups plus normal ties involving your Perths and Adelaide
Cappuccino
Roar Guru
Titus, arguably having top-tier games on FTA is good for both football generally, as well as for Foxtel. If people tune in on FTA to watch an A-League match, and are treated to the best product the league can offer (local derbies, top-of-the-table clashes, etc.) they will be much more likely to decide to go for the full package and purchase a Foxtel subscription. Don't forget Foxtel advertisements will be all over grounds for matches on FTA, and Fox will probably purchase ad space during SBS games promoting the full package. If we don't have the best examples of the A-League on FTA, less people are likely to be attracted to purchase a full Fox subscription. This principle has been show to have worked for AFL and NRL in the past- long term, Fox have benefited from increased membership. Not only will blockbuster Friday-nighters be good for the game generally, but it will also present a valuable opportunity for Fox to market their complete package. There's no better advertisement for a sport than an actual, widely-viewed match showcasing the best that sport can offer.
Fussball Nitwit
Guest
Well done Ben Buckley!
MV Dave
Guest
They will telecasting all games live also so will not be missing out on these matches...just sharing them.
Titus
Guest
Don't you think Foxtel will want to make sure they get their share of the big games too? I doubt they will just say to SBS, take your pick of the best games of the week and the FFA will then put them all on friday. It remains to be seen how the friday games are decided but there could potentially be a few dud games amongst them.
Cappuccino
Roar Guru
Blockbuster matches on Fridays are a must- that means all the Sydney and Melbourne derbies, and the other bigger matches like NJ vs. CCM and MV vs. ADU. All teams (bar Wellington) should be represented on Fridays, but the FFA must also ensure a focus on big matches that pull big crowds.
Titus
Guest
They are also giving up some exclusivity to FTA.
Philip
Guest
You cant use one point in time (the lowest 38 and the current high 96) to make such an assumption. Nor can you use just the ratings as your guide. But if that is the over-riding factor you could say that over the course of the last deal the average rating was about 52K, maybe over the course of the next deal they hope to average 100K (that would be a substantial achievement) which is a 2 times increase. That's in line with the new deal.
Matt F
Roar Guru
I think the Crows/Power games start at around 7pm local time to fit in with the 1/2 hour time difference. West Coast/Fremantle games on Friday generally start at 8:30 in the Eastern states (6:30 in Perth.) Perth would be an issue with Friday nights because the extra hour time difference in summer means that even an 8:30 kick-off (AEDT) is a 5:30pm kick off in Perth which could be difficult for fans to get to the game due to work etc. It's difficult to start the game any later than 8:30 for commercial reasons so while the Glory will probably get one or two Friday games they'll be away games, unless Foxtel choose to have a few Friday night double-headers, which has happened before.
Andyroo
Guest
The Eastern seaboard must be because they want the same 7:30 or 8:00 pm time slot every week to get people into the habit. What happens in the AFL? Do the Crows or West Coast ever host Friday night games?
Steve
Guest
Thanks striker. So since the last tv deal was struck tv ratings have surged from 38k per game to 96k (2.5 times increase) per game and there are now 2 extra games per week? So did Foxtel pay too much last time (haven't heard that yet) or a they getting a good deal this time?
Kasey
Guest
Its not as ominous as it sounds Perth and Adelaide fans, 7 of the 10 clubs are based on the Eastern seaboard(lets not even get into the bun-fight that is QLDers and Daylight savings!) Wellington are a natural for a few Saturday games as their timezone leands itself well to starting the Soccer Saturday Marathons on Fox. I dare say Syd & Melb will get the bulk of the home fixtures on a Friday, but with 27 odd rounds to filll, the other teams are sure to feature on a reasonale number of Friday night games.
striker
Guest
STEVE 05/06 38K 06/07/ 53K 07/08 65K 08/09 60K 09/10 48K 10/11 43K 11/12 63K 12/13 96 CURRENT
Steve
Guest
Does anyone know what the average tv ratings per game for each year in the A-League have been?
Timmuh
Roar Guru
I don't have kids, but live three hours (probably four by the time actually getting to a stadium is taken into account) from the nearest team, don't have Foxtel or Austar and don't drive; so I'm quite happy to have something on FTA. As someone without a club to support, just hope we get a decent mix of teams on the Friday night and not just get the big clubs (Sydney and Victory) every week.
Steve
Guest
Michael, I agree that online streaming t is the present and no longer the future and the NBA is an excellent example. To be fair though we don't know yet if Fox Sports will provide an online package where you can stream games live or on delay. They may well come up with some $200 a season package where you can watch every match live or on delay at any time. When the rights next get negotiated the digital component will be greater, and so it would make sense of Foxtel to get in early and provide a good product so they are in pole position for when the digital rights next get negotiated.
Michael
Guest
Great to see some online streaming. But having 1 hr delay only is extremely disappointing. Online distribution is no longer the future, it is the here and now. NBA/NFL I can watching every game whenever I want, where I want and for a competitive price. To think in 2016 I will not be able to do that makes me sad. Looks like streaming live from questionable sites is still going to be top of everyones list.
Fussball ist unser leben
Roar Guru
The CEO of SBS, Michael Ebeid was interviewed yesterday (video on TWG website). Ebeid said the Friday night matches would be focused on clubs on "the eastern seaboard" - which is not surprising since this part of the continent has the 3 biggest consumer markets. Ebeid also quickly added that all clubs would get good exposure, when they travel to play these eastern seaboard clubs. With 27 matches to broadcast, I can't see why we can't have all 9 AUS teams featuring at least 3 times ... of course, if MVFC were on every Friday for 27 weeks, I'm sure the FFA, SBS & I would be happy with that ;-)
SlickAs
Guest
The next question is which games the FFA will schedule for Friday night. Given that people will be more likely to tune in when their team is playing, if the FFA wants the highest ratings possible it will schedule the 2 teams whom together represent the most supporters. Presumably this will be Sydney and Melbourne teams as a priority. Last thing we would want to see is a Sydney centric focus as SBS are liable to do at times. But should it be fair? Obviously Wellington will hardly be shown ... FFA owes them nothing. But will Brisbane, Perth, Adelaide, Central Coast and Newcastle only be televised when playing a Melbourne or Sydney team. Obviously before the season starts it will be impossible to know who the form teams will be in the coming season. Food for thought.