Channel 10 and Paramount have hit the ground running by promoting the A-League to both casual fans and bolted-on supporters, and Australian football will only continue to benefit from their commitment towards promoting the beautiful game.
Fans are already relishing the increased accessibility created by a new broadcast deal. To watch all the A-League games previously, it would cost $25 a month for a Kayo Sports basic subscription, compared to the $9 a month a fan will pay next season for a Paramount+ subscription.
Paramount+ has created an ingenious way to win over A-League members through collaboration with their clubs. The offer – with assistance from Australian Professional Leagues (APL) – subsidises and reduces the cost of a subscription to Paramount+ for A-League members and is a winner with nothing but positive feedback from supporters. Currently, the best was an early bird offer from Melbourne Victory for $60 a year (which has now expired), however most clubs are offering a yearly subscription for around $75.
This has helped alleviate fears that there are too many platforms to watch football, and that costs could become too high. This move by ViacomCBS will certainly garner goodwill and positivity from the people who make up the backbone of A-League support.
While Foxtel was a great partner to the A-League for many years, which allowed an Australian top-flight league to stay relatively stable during its tenure as a broadcaster, in recent years football in Australia has stagnated. The ability to introduce the A-League to not just sports fans, but also casual fans is the biggest strength of the partnership between the league and Channel 10.
Studio 10 featured an interview with Adelaide players Stefan Mauk and Kusini Yengi, and we are surely going to see more of these exclusives featured as we approach the beginning of the A-League regular season. We are already seeing cross-promotion of the A-League through their other shows and news programs. Melbourne Victory’s former talismanic striker Archie Thompson is appearing on Celebrity Masterchef, in a crossover attempt to win over casual viewers. When the A-League season begins, you can only imagine how this coverage will expand and feature in the channel’s line-up.
The coverage of football in Channel 10’s news bulletins and programs has changed recently. The A-League has never seen transfers and news being prioritised in the way they are now on a free-to-air commercial station, and this can only be good for the game. Each night the network makes up around 17% of all TV viewership Australia-wide, and the possibilities for cross-promotional activity have only just scratched the surface. 10 News First regularly draws over 500,000 people for their nightly show, and introducing A-League stars with the league itself to these viewers can produce growth and exposure like Australian football has never seen before.
The new broadcast deal for next season is an opportunity for the A-League to refresh itself, and ViacomCBS are certainly giving it their all to ensure this happens. Channel 10 appears to be going all-in on ensuring the opportunity to market Australian football to a new audience is not being wasted. A challenge for the A-League and Channel 10 will be finding a way to reach the large number of lapsed fans who have stopped following the A-League for various reasons.
The next step for Paramount+ and 10 is ensuring they have the right broadcast team in place for games. Fox Sport’s A-League commentators have been maligned in recent years, however there are passionate and skilled play-by-play announcers who are waiting to be picked up. Simon Hill is currently freelancing for Optus Sport and would be a shrewd pickup as lead announcer for A-League games. Rumours of his acquisition by 10 circulated earlier this year, and he is proven quality who is dedicated and knowledgeable about Australian football.
Australian football could see a change in fortune if ViacomCBS can continue to expand upon this level of promotion for the A-League. By engaging new fans, ensuring lapsed fans are reached, and continuing to offer value to the committed and faithful, Channel 10 and Paramount+ can build upon the strong foundations that they have already laid before the season has even kicked off.