Fox Sports have done a lot for the A-League. Beginning their partnership with the FFA back in 2005, they have broadcast every single match to date.
The amount of money they have poured into Australian football over 15 year is significant.
But all good things eventually come to an end. There are still three full seasons to run on the current rights deal between FFA and Fox Sports, but beyond that it’s no sure thing the broadcaster will re-up on the deal.
Viewing figures for recent television broadcasts and live streaming of games are worrying. There seems to have been a shift to putting more emphasis on sports such as AFL and rugby league over at Fox.
It’s understandable when you look at the value of their respective agreements with those sports. Both rights agreements blow the A-League deal out of the water in the dollar amount as well as viewing figures.
There is currently no standalone panel show covering football on Fox after Sunday Shootout was axed in the last off-season. Its quasi-replacement this season seems to be a quick wrap up of the weekend’s action within the post-game coverage of the final match of the round.
You could make the argument Fox Sports’ interest in football in general has been on a steady decline since losing the English Premier League rights to Optus back in 2015.
So, where does this leave the A-League?
A pessimist would probably say the A-League will end up in a coffin without the partnership of Fox Sports.
An optimist could point to the way Optus has been gradually building up its collection of football broadcast rights to various competitions and see a place in its stables for the A-League.
Optus’ first foray into Asian football was their recently completed deal to screen the region’s premier domestic club competition, the J-League.
Optus already boasts an Australian-based production operation for panel shows, such as their Scores on Sunday show (which touches on the A-League) and Champions League pre- and post-game coverage.
They have yet to produce an entire match-day broadcast, but it doesn’t seem like something that would be unreasonable for them to do. Current on-air talent such as Richard Bayliss, John Aloisi and Michael Bridges all previously covered A-League matches for Fox.
If Fox were to lose the rights, their talent would be out of work. Optus would do well to bring hosts Tara Rushton and Adam Peacock into the fold.
It seems that if Optus have a desire to further grow their football offering to the Australian market the A-League rights may be a tempting proposition.
Recently, a new media company has been making moves to launch in the Australian market. DAZN (pronounced “Da-Zone”) currently operates in Europe, South America and North America. Adverts for job openings in Sydney can be seen on their website.
Vince Rugari of the Sydney Morning Herald recently wrote that “multiple sources” have suggested the company is currently in the preliminary stages of securing the domestic A-League rights.
He also claims Fox would not stand in the way of a rival broadcaster buying out their current A-League deal for “the right price”. Now, I’m not sure if that’s rock-solid information. But it’s interesting to ponder whether or not Fox will actually see out the remainder of the current deal.
One thing is for sure – the revenue the clubs receive from the broadcast deal is of paramount importance. Let’s hope a bit of competition increases its value.
Nemesis
Guest
I'd take a guess that there would be at least 1.5 million football community who have a mobile phone. 1.5 million mobile phone customers would generate $880 million per year revenue for Optus. Yes, some might already have Optus. Football content will stop them from leaving. Do your research. Listen to what the Optus CEO says about why he went after football content. The information is easily available. And every football acquisition Optus has made since getting EPL validates the CEO's strategy. You can be sure they'll go after LaLiga, SerieA & Bundesliga, Ligue1 etc when the rights are up for tender later this year. They'll also go after Asian Football Confederation content (ACL, World Cup qualifiers, Asian Cup). Australian football content will eb the final piece of Optus football puzzle. Get that content & they get the entire Australian football community.
Beni Iniesta
Guest
Your comment is a bit strange. You have a go at Fox Sports, but then suggest Optus won't bid as much for Soccer or Rugby. The implication of what you're saying is that Fox Sports has been overpaying for Soccer & Rugby over the years. Is that what you're saying? So in other words, Fox Sports have spent years subsidising Soccer & Rugby by paying over the odds for these sports compared to what Optus or someone else will pay. So tell me again - why would you have a go at Fox Sports then if they've provided more money to these sports than they should have?!?!? Your comment makes little sense really.
David Shilovsky
Expert
What's your source for those figures? I've seen the 800k figure in the SMH. And does it break viewing data down by - like you mentioned - those paying $15/month who don't have other Optus services? In the context of the A-League, if Optus' endgame is increasing their market share for telco services, how many more customers will switch to Optus because of A-League? How many millions of dollars per year is the A-League theoretically worth?
Nemesis
Guest
Optus has more than 8 million customers with mobile phone & NBN contracts, who have free access to Optus Sport. 800,000 is the number of active viewers who log into the Optus Sport App. Some of these will be stand alone customers who pay $15/mth for access. Majority will be people who buy Optus for NBN or mobile phone access and pay $1000/year for NBN or at least $500/yr for mobile phone. Yes, you're getting it for Free. Optus wants you to get it for free so that you will stay with Optus instead of moving to another carrier. Each person who stays with Optus because of the free Optus Sport or moves to Optus to get free Optus Sport means the bundling strategy is working.
Para+Ten ISUZU Subway support Australian Football
Roar Rookie
Correct Pete4, I reckon FOX Sports will go through a sort of restructure and keep the A-League ect. on their books. I also think that Telstra through Kayo will get more involved with the bidding process and take a greater share of product and the responsibility for the costs. Do people really think Telstra are going to stand by and let Optus take more of their football family customers? I don’t think so.
pete4
Guest
Despite what people may say I don't think Fox Sports will let the A-League go easily it provides a fair bit of content including FFA Cup , AFC Champions League for them. Certainly if rival Optus come in for the A-League expect Fox Sports/Kayo to have the final say I don't see Fox Sports only covering rugby league, cricket and Aussie rules in future as it's simply not enough year round content to keep going
David Shilovsky
Expert
That’s why I hesitated to use the 800k subs figure that Optus have bandied about. It may be the number of times the Optus Sport app has been downloaded but I’d be surprised if that’s the number of regular viewers.
Glen Wallace
Guest
I agree that most people who actually use Optus Sport are soccer fans. But a lot of the subscribers only have it because it was part of their package (We got our subscription bundled with an ipad). Many wouldn't use it.
Burn em
Guest
Australian soccer has gone backwards since being in bed with Fox Sports. It is exactly the same as what happened to NBL basketball, until they got smart and also rugby. Rugby appears to be pretty dumb, because they want to continue burying their sport behind a paywall. A-League would be better off on Youtube than having anything to do with Rupert Murdoch. If you deal with his lot, you know you will come worse off.
2318008
Roar Rookie
The story's published about Optus getting the Rugby rights indicate that they are "shopping around" for a broadcast partner. So basically they outsource it as they don't have the capacity to do it themselves and they are best leaving it to experts to do. The estimates for the Rugby broadcast partner are around 10 million a year. They would likely do the same for A league I suspect but could be cheaper as it's only aud/nz...No international like rugby
Roberto Bettega
Roar Rookie
50k is still better than 0k. Furthermore, that's an average rating, so the reach will be around double that.
David Shilovsky
Expert
I don’t disagree that the league needs more mainstream media presence. However, last I checked the ABC games were averaging in the region of 50k. That is truly awful and it’s clearly only the tragics that may not have Fox/Kayo that are tuning in.
Ian Whitchurch
Guest
"One thing is for sure – the revenue the clubs receive from the broadcast deal is of paramount importance. Let’s hope a bit of competition increases its value." I think this is wrong - while the revenue is important, what is also important is putting your growing your competition by putting it in front of as many people as possible. Pay TV to pay the bills, Free to Air to grow the code.
Nick Symonds
Guest
AFC Bournemouth stadium Dean Court transposed on Dandenong site: https://www.facebook.com/ExpandTheALeague/photos/a.112316005605584/1315385151965324/?type=3&theater - Dean Court cost £6.5m when they built it in 2002, which works out to $18.3 million in our currency adjusted for inflation.
Nick Symonds
Guest
It's been mentioned before, but not flying commentators and TV crews around he country could save a lot of money.
Nick Symonds
Guest
"if they can get rights to go full screen" - That's full screen without going through FOX.
Nick Symonds
Guest
NEWS: Team 11 restate interest in joining national second division “Around us in terms of where you play, the fact that the first stage of Casey Fields [development] is going to be finished hopefully later this month or early April gives a team a place to be based." - https://www.ftbl.com.au/news/team-11-keen-to-be-part-of-any-national-second-division-discussions-539043/page0
Nick Symonds
Guest
I think that a streaming service is the future but 7, 9 and 10 could still help to increase the price of the deal if there's a bidding war of any kind. I'm just saying that there's a range of possibilities and possible interest from a number of different parties. Dont' forget Telstra either if they can get rights to go full screen - Telstra vs Optus. Competition is a good thing and the more attention the A-League gets, the better.
AxeMaster
Roar Rookie
Oh no, sorry Nick, never want to see the A-League on 9 or 7. Optus Sport would be a lot more desirable.
AxeMaster
Roar Rookie
Robby Slater's the really annoying one. So many dopey comment's.