Australian Professional Leagues announce new broadcast deal with ViacomCBS

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.

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UEFA and Unilever renew partnership

UEFA has embraced Unilever as an Official Global Partner of the UEFA Women’s EURO 2025, kicking off in Switzerland on July 2 until July 27, 2025.

Unilever’s deal with UEFA builds off of their 2024 partnership and will see a wide array of Unilever’s Foods and Personal Care brands ignite their own integrated advertising campaigns to connect with fans and consumers in and out of the stadium, including household names like Dove, Rexona, Knorr and Hellmann’s.

UEFA marketing director, Guy-Laurent Epstein expressed UEFA’s excitement to work with Unilever again.

“Building on the success of our collaboration last summer, we are delighted to be continuing our partnership with Unilever for UEFA Women’s EURO 2025,” he said in a press release.

The support and interest in women’s football is on a sharp upward trajectory, and with Unilever’s portfolio of Food and Personal Care brands reaching billions of people every day, we look forward to celebrating the power of the game and bringing excitement to fans everywhere.”

General Manager of Unilever Foods Europe, Robbert de Vreede conveyed his enthusiasm for Unilever’s involvement in the upcoming Women’s EURO 2025.

“We are thrilled to partner with the UEFA Women’s EURO 2025, enabling our Foods brands to connect with a large audience who come together enjoying the thrill of a football match with friends whilst sharing delicious foods,” he said in a UEFA press release.

“Just as a great BBQ brings people closer, football unites fans in a shared experience of passion and camaraderie. In this partnership we will create memorable moments that highlight the best of summer – good food, great company, and beautiful games.”

General Manager of Unilever Personal Care Europe, Fulvio Guarneri detailed why the collaboration between UEFA and Unilever was a perfect fit.

“This is an exciting opportunity for some of our biggest brands to tap into a big cultural moment and connect with millions of consumers who will be watching the UEFA Women’s EURO 2025,” he said via press release.

“It’s a great time for women’s football and this partnership fits perfectly with our Personal Care products which are all about feeling clean and confident, and taking part in sports. Together with our retail partners, we look forward to building on the success of last year’s men’s tournament, delivering unmissable campaigns across a variety of channels that celebrate the power of women’s football.”

Unilever joins an exciting list of brands for the UEFA Women’s EURO 2025 tournament, including household names such as adidas, Amazon, AXA, Booking.com, EA, Euronics, Grifols, Heineken, Hublot, Just Eat Takeaway.com, Lay’s, Lidl, PlayStation and Visa.

The Club Development Conference highlights community football

Significant Sporting Events Program 2023-24

On Saturday, February 1st, over 200 attendees came together at Valentine Sports Park for the 2025 Football NSW Club Development Conference.

With registrations for the 2025 season still coming in, over 85 Football NSW clubs from both Sydney Metropolitan and regional areas gathered for a dynamic day of workshops, panels, and special guest speakers, celebrating community football.

Presented by Stephanie Brantz, the Conference included keynote addresses from Karen Jones, Acting CEO of Destination NSW and Chief Executive of the NSW Office of Sport, Dr. Catriona Rose of the Australian Sports Commission, and Matildas cap #167, Ellie Brush.

After the successful second edition of the conference, Trevor Huxley, Football NSW’s Program Manager for Club Development, expressed his excitement over the strong support from the community.

“The Club Development Conference is a fantastic opportunity to bring together all levels of the game to learn from one another, network and discuss best practice for grassroots football,” said Huxley via press release.

“It has been inspiring to see grassroots clubs across the state in attendance, illustrating a remarkable commitment to supporting their local communities. It’s vital that Football NSW continues to lead in this space, providing support to the volunteers and local administrators who are central to the ongoing growth of our game.”

Along with the keynote speakers, attendees were able to choose sessions tailored to their Club or role, covering topics such as safeguarding, volunteerism, marketing and data analysis, infrastructure and grant funding, player and spectator behaviour, women & girls’ football, diversity and inclusion, and grassroots coach education.

The Football NSW Club Development Conference serves as a pivotal platform for enhancing community football by Empowering Clubs, Facilitating Networking, Offering Targeted Education and Showcasing Leadership.

By focusing on these areas, the conference plays a crucial role in strengthening community football, promoting inclusivity, and ensuring the sport’s sustainable growth.

To gain further details and access Club resources, click here.

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