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Football Australia near $200m TV deal with Network Ten
Football Australia is currently in the final stages of negotiations to secure a record-breaking $200 million TV deal with Network Ten that will extend the current broadcast deal for four more years.
Reported by The Australian, the deal will be worth double the current $100 million agreement.
The deal will include broadcast rights to the 2026 Asian Cup women’s tournament that Australia will host, the 2027 Women’s World Cup in Brazil as well as most Socceroos and Matildas games. Football Australia has also bought the rights to some junior World Cup tournaments in order to package them in the new TV contract.
There is no bigger indication of the lasting impact the Matildas have made since the recent FIFA Women’s World Cup concluded in August of last year.
Channel Seven reported that for the Semi Final against England last year, the broadcast reached staggering 11.15 million people nationally with an average audience of 7.13 million, making it the most watched TV program since the OzTAM measurement started in 2001.
Not to mention the fact that the Matildas have sold out stadiums 14 times in a row, including an incredible 76,798 attendance at Monday’s Olympic send-off friendly against China in the cold weather.
Football Australia Chief executive James Johnson didn’t publicly discuss the numbers in the deal but commented on the TV package itself and how the FA no longer relies on broadcast deals to survive.
“What it does strategically is it creates a one-stop shop for Matildas and Socceroos content over the next four-year cycle, and it is a creative way to come up with a new package broadcast deal,” he said via press release.
“If you go back four or five years, we were very dependent on broadcast.
“But today you’ve got strong sponsorship and other revenue streams, like merchandise, the broadcasting for national teams only, and also ticketing revenue.
“We have more broadcast revenue that will pick up in (financial year 2025) and there’s also new sponsorship deals like Milo, Coles and the new Nike deal that we signed at the back end of last year.”
This deal is extremely positive for football fans, normalising free-to-air TV in an era where Australian’s access to free sport is dwindling.
The impact of the Matildas and Socceroos producing good results in their respective World Cup’s has given the FA a platform to surge growth at grassroots level and this record-breaking TV deal is the biggest indicator that the future is heading in the right direction.
A comprehensive study by Nielsen Sports, the world leader in sports data measurement and fan insights, revealed that UEFA EURO 2024 will have an economic impact of €7.44 billion ($12.27 billion AUD) for Germany and the ten host cities.
Over 90%of this amount stems fromspending by the 2.7 million ticket holders (with 44% coming from abroad), organisers, and accredited personnel, along with the indirect and induced economic effects.
The largest expenditures included accommodation, travel to and within the host cities, and food and beverages both inside and outside the stadiums.
The study also highlighted that nearly two-thirds of ticket holders used public transport within the host cities.
Furthermore, the event generateda total of€571 million ($941 million AUD) in advertising value for both the host cities and the country, due to their global media presence and visibility.
The conclusions of the study demonstrate the tournament’s positive impact in several areas:
The 51 matches were attended by 2.7 million spectators. 1.7 million were unique ticket holders, who attended at least one match.
22% of the Ticket Holders were female, with the average age of all ticket holders being around 43 years old.
On average, 23% of ticket holders came from the host cities, 33% from the rest of Germany and 44% from abroad.
97% of international ticket holders said they wanted to visit Germany again. On average, 79% of ticket holders said they would recommend visiting the city that had hosted their match.
78% of all ticket holders rated UEFA EURO 2024 as positive, implying positive associations with the host cities and host country by extension.
85% of host city residents stated that hosting UEFA EURO 2024 gave them a sense of pride
73% said that EURO 2024 had made a positive contribution to the common good and cohesion in the host city.
More than a quarter of residents said that they had been inspired by EURO 2024 and played more than two hours more sport than before.
Ticket holders stayed for almost two days on average, with 87% staying for up to three nights.
Bernd Neuendorf, president of the German Football Association (DFB), said:
“The study provides impressive evidence that UEFA EURO 2024 has had a wide range of positive effects across the ten venues and the country as a whole,” Neuendorf said in a statement.
“Not only did it provide us with great matches and a fantastic atmosphere in the stadiums; it was also an economic and social success.
“Thirty-six years after EURO 1988 and 34 years after peaceful reunification, Germany has proven to be a football-loving country, a friendly host and a reliable partner for the organisation of major sporting events.”
How can Australia benefit?
In 2026, Australia will host the AFC Women’s Asian Cup with the host cities confirmed to be Sydney, Brisbane and Perth.
Similarly, the results of the Germany EURO 2024 success compare closely to the 2023 FIFA Women’s World Cup in terms of social impact and its effect on participation and attendance rates in women’s football.
Record numbers of viewers and grassroots sign ups suggest that this even and the one upcoming in 2026 stretch far beyond the Matildas’ results on the pitch.
However, it’s worth noting that the Asian Cup in 2026 produces a fantastic opportunity for iconic silverware and to continue the momentum set by the previous World Cup, with women’s football setting the foundations nicely to leapfrog into the mainstream.
The event is forecast to also attract thousands of out-of-state visitors, generating millions in visitor spend, while also delivering a cumulative broadcast audience of over 100 million across the event.
Conclusion
EURO 2024 proved to be a resounding success, offering a refreshing return to a popular footballing nation after the controversies surrounding the previous tournaments in Qatar 2022 and Russia 2018.
The Nielsen Sport report highlighted the significant benefits Germany reaped as hosts, both economically and in terms of global visibility.
Looking ahead, the upcoming 2026 AFC Women’s Asian Cup is poised to further elevate women’s football, shining a spotlight on the sport while generating substantial revenue and exposure through tourism.
Following a distinguished coaching career that included reaching the heights of the Premier League, Scott Miller is now embracing the next chapter of his professional journey.
No stranger to Australian football, Miller was Head Coach of the Newcastle Jets Men’s team and as an assistant coach for the Socceroos leading up to the 2014 World Cup. With extensive international experience from his time at Fulham FC, where he witnessed everything coaching had to offer, Miller decided in 2023 that a new direction was needed.
Now, as the Chief Commercial Officer at iReel, a Gen AI sports technology company, Miller combines his passion for coaching and sports technology to deliver valuable solutions to sporting organisations. iReel’s vision is to become the leading provider of Gen AI in sport, and Miller is at the forefront of this innovative journey.
In this interview with Soccerscene, Miller reflects on his 17 years in coaching, the lessons he’s learned from working overseas compared to Australia, how iReel presented itself as an opportunity, and why sports technology is essential in today’s sporting landscape.
You’ve had experience from the Premier League to the A-League. How has your journey been so far?
Scott Miller: My background originally stems from playing in the Victorian Premier League. I signed with former NSL team the Gippsland Falcons as a youth and came through their youth system, but I didn’t make a senior appearance due to a serious leg injury. This injury gave me clarity about the longevity of a career in sport as an athlete, which led me to pursue a degree in exercise science at ACU in Melbourne.
During that time, my interest in physical performance and its alignment with football grew. I took the initiative to make as many contacts overseas as possible, which was quite a challenge pre-LinkedIn, relying on handwritten letters. I was fortunate to have family in London, which allowed me to explore opportunities there. I landed a role at Fulham FC, starting in their academy system and eventually working with the first team. Within six months, I was offered a full-time contract with the Premier League team, marking the beginning of an exciting 10-year journey.
My time at Fulham was filled with learning opportunities, including earning my UEFA A license and a degree in sports psychology. I worked with top-level managers like Chris Coleman, Roy Hodgson, Mark Hughes, Martin Jol, René Meulensteen, and Felix Magath. These experiences helped shape my career, leading to a role as an assistant coach, where we achieved multiple top-10 finishes and reached the 2010 Europa League final against Atletico Madrid—a highlight of my time at Fulham.
Were you always looking to get into coaching, or did your injury force your hand?
Scott Miller: Coaching wasn’t my initial plan, but it became a natural evolution for me. Roy Hodgson, in particular, inspired me with his methodology and the impact he had on players. With my background in high performance, football knowledge, and a passion for psychology, I naturally transitioned into coaching. By the age of 27, I was delivering sessions to Premier League players, covering various aspects of training outside of tactics.
My journey into coaching continued when Ange Postecoglou invited me to join him as an assistant with the Socceroos, which was a fantastic experience. Later, he recommended me for the head coaching role at Newcastle Jets at just 33 years old. My time working with some of the best players and coaches in the Premier League was invaluable in shaping my approach to coaching.
What insights can you share from your experiences in the UK?
Scott Miller: Football culture in the UK is deeply ingrained—it’s more than just a sport; it’s a way of life. The Premier League is a global phenomenon, vastly larger in scale than the A-League, with financial and commercial resources that drive innovation and performance.
Another key difference is the highly competitive environment. The standards are ruthless, and if you’re not up to par, you’re quickly replaced. This applies to everyone, from coaches to players and support staff. I experienced this firsthand, often finding myself as the cultural link between outgoing and incoming managers due to my role as a central figure in the club’s operations.
The financial resources available in the Premier League also allow for greater opportunities for coaches to build sustainable careers. The remuneration packages are significantly different compared to the A-League, providing a stable foundation for those working in football.
You are now the Chief Commercial Officer at iReel. How did that transition come about?
Scott Miller: Coaching has been a significant part of my life since I was 24, but after nearly two decades, I felt the need for a new challenge. I wanted to innovate, develop new skills, and contribute to a space that is pioneering and future-focused. The opportunity to join iReel came at the perfect time.
James Doyle, the founder of iReel, reached out to me, and knowing him for some time, I was excited to join the venture. iReel is at the forefront of Gen AI in sports, and the chance to build technology that can transform the sporting industry was too good to pass up. It’s a different kind of challenge but one that’s equally rewarding.
Why would you recommend a career in sports technology for post-playing careers?
Scott Miller: Sports technology offers a unique opportunity for players looking to transition after their playing careers. The skills developed in sports, such as communication, leadership, and performance, are highly transferable to the tech space.
The sports tech industry allows you to stay involved in the sport while also building its future. Unlike coaching or analysis roles that are often dependent on performance results, a career in sports tech lets you create something from the ground up. It’s a powerful and fulfilling path that I highly recommend to anyone looking to stay connected to sports in a meaningful way.
For full information on iReel and to contact the team, you can do so here.
