Australian football hits the broadcast market: Where will the rights land?

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Crunch time is fast approaching for Football Australia and the APL, with new broadcast deals set to be struck independently in the coming weeks.

Football Australia have regained the broadcast rights to all Socceroos and Matildas internationals, Asian Cup qualifiers and World Cup qualifiers according to the SMH, and are now looking to on-sell to broadcasters.

“There are a lot of national team games because of the backlog of the calendar in the lead-up to Qatar 2022 and Australia and New Zealand 2023. We will go to market with even more national team games than what we have had in the past and I think that is a very attractive market in this competitive environment that we have in broadcast today,” FFA CEO James Johnson told SMH.

The APL are also in the process of negotiating a new TV deal for the A-League and W-League which will look to secure the future of the professional game in Australia.

Whilst there will likely be a free-to-air component for each deal, here are the companies that may stump up the majority of the cash:

Stan Sport

Stan Sport are a relative newcomer to the sport media rights landscape in Australia. They recently secured the rights to showcase Super Rugby matches on their platform, with Rugby Australia also signing a free-to-air deal with Channel Nine, who are owners of the streaming service.

A similar type of deal may be attractive to the APL or Football Australia, as Channel Nine also owns major newspapers across the country such as The Sydney Morning Herald and The Age.

A positive media narrative is something the game is crying out for after years of negativity, and a partnership with Stan and Channel Nine should guarantee an increase in media visibility for Australian Football across a range of channels.

Stan is interested, with a need to add to their low portfolio of sport at the moment, as they look to continue to build up their Stan Sport add-on service.

Fox Sports/Kayo

Fox Sports have had the broadcast rights for the A-League since the competition’s inception and shown some of the Socceroos’ and Matildas’ biggest moments over the past 15 years.

Their current on-air talent includes the likes of Mark Bosnich, Archie Thompson, Robbie Slater and Robbie Cornthwaite.

Fox also has the Australian rights to the Serie A, La Liga, Bundesliga, English Championship and more across their platforms.

Over the past few years Fox have been disappointed with the linear TV ratings of the A-League and have axed magazine shows,  as well as holding back on overall production values for their broadcasts.

Despite this, the company is still interested in brokering a new deal, but there are question marks around their coverage.

Constant technical issues have plagued the broadcast of W-League games this season on Fox and they continue to focus the majority of their energy and investment around NRL, AFL and Cricket.

Optus Sport

As of February 2021, Optus Sport had 868,000 subscribers to their service.

The streaming platform currently have the Australian rights to the English Premier League, the UEFA Champions League, UEFA Europa League, FA Women’s Super League, J League, Euro 2021, Copa America 2021, J League and more.

Current on-air talent includes the likes of John Aloisi, Michael Bridges, Mark Schwarzer and Kevin Muscat.

The company have produced a range of different programs that go along with their high-quality production of pre-and post-game shows for the UEFA Champions League and English Premier League. This includes the Football Belongs podcast and Women’s Football Oz Style.

Optus Sport are well within its rights to say they are the home of football in Australia; however, the addition of A-League/W-League and Socceroos/Matildas content rights will leave no doubt.

Sports Flick

The Sydney based start-up streaming service have a range of unique content on their platform including the rights to the UEFA Women’s Champions League and the K-League. They have reportedly done a deal that has seen them grab the UEFA Champions League rights off Optus Sport from next season.

Will they look to Australian football properties for more content?

Others: DAZN, Amazon

Let us know where you want to see the rights end up, join the conversation on Twitter @Soccersceneau.

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PFA Reveals Findings from 2024-25 A-League Men Report

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Image credit: Freedomz / Shutterstock.com

Professional Footballers Australia (PFA) has released the 2024-25 A-League Men Report featuring insights into the developments and challenges experienced across the men’s game throughout last season.  

Recently published, the report collected data through PFA end of season surveys, post-match surveys and fan focus groups to gain a comprehensive understanding of player and fan experiences. The report’s findings will hopefully serve not only to highlight existing issues within the men’s game, but to provide a direction for future decisions by the Australian Premier League going into the 2025-26 season. 

Key findings

Inconsistent Attendances

Aided by the introduction of Auckland FC, the average ALM attendance rose by 9% from last season. As the report shows, the club reached a league-high average crowd of 18,101, cementing Auckland as a dominating force both on the pitch and in the stands. Seven other clubs also increased their game attendances, most notably led by Newcastle Jets with a 14% improvement. 

Despite this, five clubs saw attendances fall drastically. Melbourne City witnessed a concerning decline of 27% compared to the 2023-24 season, representing the highest drop-off in the league despite achieving on-pitch success and topping the PFA’s Club Index scorecard. Poor attendance is a common theme across the ALM and ALW, with the latter seeing all but two clubs (Adelaide United and Brisbane Roar) increase their attendance since the 2023-24 season.

Falling attendances are also emphasised by excessive stadium capacities. Only three clubs, Auckland, Adelaide and Western United, managed to fill over half of their stadium capacity, illustrating the need to address stadium infrastructure across the league in future seasons.

Player Dissatisfaction 

Similar to the findings in the 2024-25 ALW Report, ALM players continue to prefer an independent commission to the current APL board. According to the 2024-25 end of season survey, 52% of players were dissatisfied with the APL’s management of the A-League, and 60% affirmed that the ALM board should be formed by individuals with no formal connections to clubs. 

With the current board featuring five club representatives, decisions are increasingly likely to be impacted by conflicts of interest. To resolve such concerns, following the models of leagues like the AFL and NRL may offer a more effective form of governance, in which commissioners selected by the clubs satisfy the prerequisite balance of skills and experience.  

Youth Representation 

A record number of match minutes were given to players under the age of 21 in the ALM last season. According to the report’s findings, Under 21s made up 18% of match minutes, with players under 25 accounting for 56% of minutes played. 

High levels of youth representation isn’t necessarily a cause for concern, as it implies that club academies are maturing and producing high-quality talents worthy of professional minutes. As future generations look to the professional game for inspiration, seeing young players be given the chance to prove themselves is an encouraging sign. 

However, the increasing reliance on young players may also be influenced by clubs turning towards a transfer-focussed revenue and a desire to cut player costs while traditional revenue (such as from broadcasting) falls. 

What Should the Focus be Moving Forward?

As the APL and competing clubs are currently competing in the 2025-26 season, addressing the issues revealed in the ALM Report will help professional football in Australia to flourish. 

Improving Infrastructure 

Increasing attendances and filling stadium capacity will help to elevate matchday atmospheres and thus create an incentive for consistent attendance throughout the season. To this end, following the model practised by MLS clubs in America could be crucial.

According to the report, 22 out of the 29 MLS clubs with stadium capacities of 18,000 to 30,000 all achieved utilisation rates of 79%. Stadia with lower capacity can drive an improved matchday atmosphere and ultimately encourage fans to regularly attend ALM games. 

Inspire Collaboration 

Earlier this week, the PFA and FSAA (Football Supporters Association Australia) announced a new partnership aimed at establishing connections between players and fans and giving them a voice in future decision-making.

This marks a step in the right direction for the men’s game and points to an optimistic future in which all parties can voice their opinion before changes are implemented. Increased collaboration will ensure decisions are collectively agreed upon and reduce conflicts among stakeholders and participants in the APL.

Pounce on International Opportunities  

As the 2026 FIFA World Cup™ approaches, clubs in Australia should see the tournament as a unique opportunity for economic and cultural growth within the men’s game. As part of the altered Men’s World Cup Club Benefits Program, clubs who released players for qualifiers and for the final tournament will now receive a share of the pot totalling just under AUD 535 million. Although it remains unclear how much of this will go to ALM clubs, it remains an added incentive for clubs to propel their players into contention for the tournament in North America next year.

With more domestic players performing alongside the most successful footballing nations on the world stage, it proves to clubs, players and fans that football in Australia deserves high-quality governance, infrastructure and working conditions.

Meaningful Sponsorship: A Smarter Way to Drive Down Football Club Costs

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Meaningful sponsorship in football reducing club costs and supporting community clubs
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In the last 30 years of being involved in the football ecosystem, I have seen firsthand the incredible impact football has on communities across Australia. From weekend volunteers to local families, football thrives because of the people who dedicate their time energy and passion to the game. Yet I also see the rising pressures on clubs and families. Increasing registration fees facility costs and operational expenses threaten the very accessibility that makes our sport special.

That is why I firmly believe that meaningful sponsorship in football is no longer optional. It is essential. Not just for financial survival but to ensure clubs can invest in programs support players and keep football accessible for every child parent and volunteer in our community.

Why Meaningful Sponsorship in Football Is the Future of Club Funding

From my perspective leading Soccerscene, community football holds enormous commercial value but it is too often under-leveraged. In Victoria, alone, there are more than 350 registered football clubs representing tens of thousands of players families and engaged supporters. That collective scale rivals many professional sporting codes and represents a real opportunity to secure sustainable value-driven partnerships.

The challenge is shifting clubs and federations away from short-term transactional sponsorships and toward relationships that deliver long-term financial impact and community benefit.

Toyota and the Long-Term Meaningful Sponsorship Model

A perfect example of this approach is Toyota’s long-standing partnership with Heidelberg United. Since the National Premier Leagues Victoria launched in 2014, Toyota has been a major sponsor of Heidelberg United. This makes it one of the longest-running and most stable sponsorships in the competition.

This partnership is not just about logos on jerseys, it is about building community trust stability and shared values. It mirrors Toyota’s broader AFL involvement through programs like the Good for Footy Program which supports grassroots football clubs across Australia.

President and CEO of Toyota Australia, Matt Callachor said when renewing Toyota’s national football partnership said via Official Media Press Release.

“A vital part of the sponsorship is Toyota’s focus on community clubs with its Good for Footy Program. The extension of the sponsorship will only enhance the opportunities available for grassroots football clubs over the coming years.”

From my perspective this is exactly what meaningful sponsorship in football should look like. Long-term community-focused and designed to strengthen the game at every level.

How Energy Companies Are Powering Community Football

Automotive is not the only sector seeing the value of football communities. Energy companies are also stepping up. AGL’s partnership with St Kilda Football Club in the AFL demonstrates how sponsorship can go beyond brand visibility to deliver tangible benefits including sustainability initiatives and member incentives.

St Kilda CEO Carl Dilena commented via Club press release.

“Partnerships such as the one with AGL not only positively impact football programs but the community as well. Through the assistance of AGL we’re making our facilities more environmentally friendly playing our part in shoring up the future of our community.”

Group General Manager at AGL, Ryan Warburton added via press release.

“We will be engaging with St Kilda’s business community as well as offering energy deals for members and fans who choose AGL.”

At the recent Football Queensland Convention Football Queensland confirmed that it has applied a similar model leveraging commercial partnerships to directly reduce registration costs for players across the state. This demonstrates the real potential of meaningful sponsorship in football to lower costs while supporting communities.

Why Contra Deals Undermine Sustainable Football Sponsorship

From my experience in the industry, contra deals are often promoted as a “cost-effective” alternative, but in reality they rarely build the long-term stability clubs need. Clubs trade valuable exposure for goods or services rather than securing cash that can be reinvested into player programs facilities or coaching development.

An industry expert summarised it well:

“Contra deals might offer short-term relief but they don’t build reserves. Real sponsorship with cash activation and commitment gives clubs power to invest in growth talent and affordability.”

Low-value sponsorship can also push clubs toward riskier categories including wagering services, beverage sector or fast food which may conflict with the values of the football community. Meaningful sponsorship by contrast aligns commercial investment with community benefit helping clubs build long-term resilience.

The Future of Meaningful Sponsorship in Football

The future of football funding will not be built on short-term swaps or tokenistic exposure. It must be built on

  • Scale through collective club and membership leverage
  • Long-term commercial alignment not one-season deals
  • Sponsors who invest in community outcomes not just logos

The Toyota-Heidelberg example demonstrates how trust and longevity can transform an NPL club’s commercial stability. The AGL-St Kilda model shows how member incentives and infrastructure investment can work at scale in AFL. Football Queensland shows how federations can leverage commercial success to lower player costs.

Together these examples form a clear roadmap for the future of meaningful sponsorship in football.

Conclusion

I firmly believe that football must embrace strategic long-term partnerships to ensure affordability, participation, growth and sustainability. Meaningful sponsorship is not about who can supply the most banners. It is about who can help keep a child registered to a club and connected to a community.

The models already exist. It is now up to clubs, federations and commercial partners to adopt them collectively commercially and boldly.

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