A new broadcast deal for the A-League and W-League with Channel 10 owners ViacomCBS has been announced, worth $200 million over five years with an optional three-year extension.
The deal will include one free-to-air game on TV for both the A-League and W-League each week, with the other five A-League and all W-League games being broadcast on the Paramount+ streaming service.
A free-to-air A-League game will be broadcast live each Saturday night, with a pre-show as a lead-in. The W-League will feature on 10’s secondary channel on a Sunday. The Australian Professional Leagues (APL) will share broadcasting responsibilities with ViacomCBS and Channel 10.
The deal features a large budget for advertising as part of an $8 million contra agreement between channel 10 owners Viacom and the APL, who run the A-League and W-League. ViacomCBS have also bought a 2.5% stake in the APL, showing their commitment to the development of Australian football.
ViacomCBS outbid both Stan sports and Channel 9 for the rights. It represents their first foray into the Australian sporting landscape, as they aim to launch in the market to become the #2 streaming service behind Netflix.
Football Australia will receive 20% of the $32 million a season, as per the agreement made last year with the APL.
Beverley McGarvey, Chief Content Officer and Executive Vice President of ViacomCBS Australia & New Zealand, said the deal was a landmark moment for both the league because of the free to air component.
“We are thrilled to partner with the Australian Professional Leagues to become the new home of football for both the A-League and Westfield W-League, giving all Australians access to more football than ever before,” he said.
“As part of this landmark media rights partnership, all the action, excitement, and fierce competition of the A-League and Westfield W-League will be broadcast on Network 10 and Paramount+. Ensuring broad reach on free-to-air, as well as extensive access on Paramount+, we are committed to showcasing the sport in innovative ways and exposing it to a plethora of programming opportunities across all our platforms, including those of our parent company ViacomCBS.”
APL Managing Director Danny Townsend believes the deal will allow the A-League to reach a larger audience.
“Fundamental to our strategy is a determination to ensure that we connect and engage with every Australian,” he said.
“This agreement starts that process by giving the game unprecedented reach and the backing of an absolutely iconic and globally renowned broadcaster.
“Football is played all over Australia, and the creative power that this partnership will deliver can unlock what we believe is an audience the game has never managed to reach before.”
Paramount+ launches in Australia on Wednesday, 11 August for $8.99 a month.
More details on the deal can be found at the ViacomCBS announcement here.
