The AFL will remain on the Seven Network and Foxtel until at least 2031 in a landmark new deal.
Seven has been the traditional and historic broadcaster of the sport, with its partnership with the VFL going all the way back to the inception of television in Australia in the 1950s.
In 2001, the network relinquished the rights, which went to rivals Nine and 10 along with subscription TV provider Foxtel. It regained a portion of the broadcast rights in 2006 alongside 10 and Foxtel, before Seven and Foxtel signed a deal with the sport’s administration in 2011 and again in 2015.
This new deal has been under intense scrutiny, with reports everyone from the Nine Network to international players Paramount (owner of Network 10) were upping their bids and trying to get a slice of the pie.
The deal, now locked in and covering 2024 to 2031, is worth $4.5 billion.
Seven will pay a 14% increase on the 2024 rights in 2025. It said that with indexation over the term, this represents a 3.6%compound annual growth rate in rights fees across the period.
Gillon McLachlan, CEO of the AFL, said the same number of games would screen on free-to-air TV as in the previous deal. Foxtel will, however, have exclusive rights to Saturday games for the first eight rounds in Melbourne.
The release from Seven Network’s parent company Seven West Media, meanwhile, pointed to a much more digital future for the game’s broadcast.
The opening statements in the release focus on the digital rights and Seven’s online platform 7Plus, rather than the traditional television rights.
“SWM’s 7Plus will be the new home of the AFL for Seven’s dedicated fans and advertisers, with a comprehensive package of digital rights secured with this renewal,” it said. “The 7Plus AFL hub will include live and replay matches as well as catch-up rights and highlights packages on video on demand, available live and free on any device, at any time.”
Only then does it confirm: “Seven will also continue to broadcast AFL games on Channel 7 and 7Mate.”
Seven will retain the exclusive rights to the AFL Grand Final.
James Warburton, Seven West Media’s managing director and CEO, said the media company is delighted to extend its partnership with the AFL through to 2031.
“Securing a comprehensive package of digital rights to the AFL for 7Plus was our absolute focus,” he said. “For the first time, fans will be able to access the best AFL games and video content, live and free, in a way that suits them.
“More importantly, this new combination of broadcast and digital means SWM will be ideally positioned to drive and capture a significant share of the growing total television market.”
The AFL’s chairman, Richard Goyder, said it was a historic day for the code and its future.
“It’s a proud day that we announce the biggest broadcasting deal in Australian sport and deliver on our purpose to progress the fame so everyone can share in its heritage and possibilities,” he said.
Patrick Delany, Foxtel Group’s CEO, said today marks a new era in its 20-year relationship with the AFL.
“This extension is great news for sports fans that love Foxtel and Kayo Sports but also the AFL that relies on funding from the Foxtel Group to not only prosper at the elite level but also filter down to support their strong grass roots and community programs. It’s a game for all Australians,” he said.
“We deliver a fan experience like no other, with no ads siren to siren at a price that all Australians can enjoy. Together with 4K on Foxtel and the endless innovation and multi-sport environment on Kayo Sports, these experiences will continue to propel the growth of the game over the next decade.
“Through our incredible team at Fox Sports, we have no hesitation in investing in the biggest and best production capability in Australia. We will continue to bring the highest-quality analysis, shows and entertainment as well as innovation in production to record breaking audiences and in turn providing unprecedented growth to the AFL.”