Has football become too expensive to stream in Australia?

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As the European Championships come to an end this Monday morning (AEST), with the English playing the Italians, club football from around the world will soon be back on the agenda for football fans across Australia.

This forthcoming season, however, Australian audiences will find their favourite football content in different locations.

New streaming services have entered the market and existing ones have stepped up their appetite for football broadcasting rights, giving the consumer more choices, but potentially a bigger hit to their wallets.

For example, whilst the EPL will remain on Optus Sport for next season at $14.99 a month, the telco has lost the rights to show the UEFA Champions League, UEFA Europa League and other UEFA associated club tournaments to relatively new streaming service Stan Sport.

Stan acting CEO, Martin Kugeler, said at the announcement of the three-year-deal: “Since Stan Sport launched in February, we have been delighted with the way Australians have taken up the service.

“The addition of the UEFA Club Competitions, including the UEFA Champions League, represents a unique strategic opportunity that will continue the momentum for Stan Sport and aligns directly with the Nine group sports strategy.

“Featuring the most outstanding players in the sport, the UEFA Club Competitions bring together the best clubs for more than 400 matches of world-class football.

“We can’t wait to showcase the most prestigious club football tournaments in the world and we thank UEFA for its trust in Stan to deliver their iconic football products to Australia.”

Stan Sport costs customers a minimum of $20 a month, meaning Australian football fans must now pay $35 a month to watch the Champions League and EPL across the two services, a jump of $20 a month on previous rates.

Alongside this, the A-League, W-League, FFA Cup, Socceroos and Matildas matches will not be shown on Foxtel’s Kayo Sports service, with those rights migrating to Network 10 and Paramount + in August, a brand-new streaming platform which will cost fans $8.99 a month.

Beverley McGarvey, Chief Content Officer and Executive Vice President at ViacomCBS Australia and New Zealand, said at the time of the agreement with FA: “Today marks a new era for Australian football. This landmark agreement gives all Australians access to more football than ever before.

“We are thrilled to partner with Football Australia and are proud to provide National Teams football and the FFA Cup unprecedented reach and exposure across our many platforms including on Network 10 and our new streaming service Paramount+.

“We will be showcasing all Socceroos, Westfield Matildas and FFA Cup matches, which not only complements our recently announced rights deal to broadcast every A-League and Westfield W-League match but reinforces our commitment to football in this country.”

Kayo Sports still has the rights to a suite of BEIN Sports content which includes the Serie A, Bundesliga, La Liga, Ligue 1 and Scottish Championship, for which they charge $25 a month (although you can subscribe to BEIN directly for $20 a month).

Throw in Sports Flick for $14.99 a month, which showcases some of our local stars in leagues such as the K-League and Chinese Super League, being a football fan in Australia is becoming more and more of an expensive proposition.

The fragmentation of the football rights in Australia means if you want to subscribe to watch all of the football content on these streaming services, it will cost you a minimum of around $80 a month.

Of course, there are bundled deals with broadband connections which may cheapen the price of some these services, but that depends on an individual’s setup.

With millions of Australians also already signing up to entertainment services such as Netflix, Disney+ and Amazon, many will find it hard to justify the price of all of these platforms for the world game – as limits will be reached.

Therefore, certain leagues and football content are likely to be prioritised by certain consumers, which may leave some services behind in the competitive marketplace.

Hypothetically, Paramount + could be a first-choice priority for many football fans, as it is cheaper than the other services, offers more than just sport on their platform and is the only place to watch all of the A-League, W-League and national teams.

But other fans can’t go without the EPL on a weekly basis, so Optus Sport will be their default service.

What do you think? Has football, overall, become too expensive to watch in Australia?

Get in touch with us via our social channels and let us know which services you will be keeping, signing up for, or dropping in the coming weeks.

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10:1 Against the World Game: Hume City Council’s Budget Is a Kick in the Guts for Football

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The numbers don’t lie. While football leads participation across the state, Hume City Council is spending ten times more on AFL infrastructure - exposing a funding imbalance that can no longer be ignored.
Image Credit: Hume City

Across Melbourne’s northern suburbs, football clubs are doing everything they can to keep up with demand.

Participation is rising. Teams are expanding. Young players inspired by the Matildas are flooding into community clubs. Training schedules are being pushed later into the night and volunteers are stretching limited facilities simply to keep pace with growth.

But behind the scenes, there is a problem quietly building and it is one that has little to do with the passion of players or the commitment of grassroots clubs.

It sits inside council budgets.

And when the numbers are examined closely, the picture becomes impossible to ignore.

The City of Hume’s current budget reveals a funding reality that should concern every football participant and every ratepayer in the municipality.

For every dollar spent on football infrastructure, Hume City Council is spending roughly ten dollars on AFL and oval-based facilities.

A 10:1 funding ratio against the world game.

For a sport that leads participation across Victoria, that figure isn’t just disappointing – it’s a kick in the guts for football communities across the municipality.

And for those watching the game grow while infrastructure continues to lag behind, it represents something even more troubling.

Ignorance hiding in plain sight.

The Numbers Inside Hume’s Budget

The City of Hume’s 2025-26 capital works program allocates roughly $1.55 million to football-specific infrastructure projects.

That includes:

$1.265 million for the renewal of the synthetic pitch and lighting upgrade at John Ilhan Memorial Reserve

$250,000 for portable change rooms supporting Upfield Soccer Club at Gibb Reserve

$35,000 for a goal cage for Roxburgh Park United Soccer Club

Important projects for the clubs involved, without question.

But when placed alongside the rest of the sports infrastructure spending in the same budget, the disparity becomes glaring.

Oval-based facilities – primarily serving AFL and cricket – receive close to $15 million in funding.

Projects include:

$4.71 million for the Willowbrook Recreation Reserve pavilion expansion

$3.45 million for the Vic Foster Reserve pavilion upgrade

$1.795 million for the redevelopment of Johnstone Street Reserve

$1.294 million for change room upgrades at Lakeside Drive Reserve

$1.207 million for the Bradford Avenue Sports Ground upgrade

Lighting upgrades, pavilion improvements and reserve master planning across additional oval facilities push the total even higher.

The bottom line is simple.

Ten dollars for AFL infrastructure.

One dollar for football.

The Participation Gap No One Wants to Acknowledge.

The imbalance we see in Hume mirrors a broader trend across Victoria.

Participation data shows football sitting comfortably at the top of the sporting ladder, yet infrastructure investment tells a very different story.

Across the state:

Football: approximately 260,000 participants, receiving around $9.31 million in infrastructure investment annually

Netball: around 100,000 participants, receiving $14.35 million

Cricket: roughly 80,000 participants, receiving $33.55 million

AFL: about 140,000 participants, receiving $39.17 million

The sport with the largest participation base receives dramatically less infrastructure funding than codes with significantly fewer players.

Football is carrying the participation numbers.

Other sports are receiving the infrastructure.

And when councils continue allocating funding based on outdated participation assumptions, the gap only widens.

The Pattern Across Melbourne

Hume’s spending decisions sit within a broader trend across metropolitan Melbourne.

In Whitehorse, $28 million has been committed to the redevelopment of Box Hill City Oval.

In neighboring City of Boroondara, significant funding is being directed toward the refurbishment of the Michael Tuck Stand.

Again, the issue is not whether these facilities deserve investment.

Community infrastructure should absolutely be maintained.

But when tens of millions are flowing into upgrades for oval venues while football clubs across Melbourne struggle to secure additional pitches, the imbalance becomes difficult to ignore.

Participation growth is happening in football.

Infrastructure investment is happening somewhere else.

The Frustration From Industry

There is another dimension to this issue that is rarely discussed.

In recent conversations I’ve had with business leaders and industry advocates working across the sports technology and recreation sector, many have openly vented their frustration about the lack of understanding from government when it comes to football’s broader ecosystem.

These are entrepreneurs and innovators working in areas such as performance data, AI scouting platforms, wearable technology, fan engagement systems and digital broadcast infrastructure.

Industries shaping the future of global sport.

Yet many say football innovation in Australia continues to be misunderstood by policymakers who still frame sport through traditional codes rather than recognising the scale of the global football industry.

The irony is clear.

While councils debate whether football deserves additional community pitches, the global football economy is expanding rapidly across technology, data, manufacturing and commercial innovation.

If Australia fails to recognise that opportunity, we risk missing out on industries that will define the future of sport.

A Growing Movement for Change

Last week, the Level the Playing Field campaign was launched at the Victorian State Parliament to raise awareness about exactly this issue.

The campaign highlights the growing gap between football participation and football infrastructure investment across the state.

It shines a light on a reality that grassroots clubs experience every week.

Football participation is surging.

Infrastructure investment is not keeping pace.

And unless that imbalance is addressed, the sport’s growth will eventually collide with the limits of available facilities.

If Not Now, When?

Australia has never had greater momentum behind football.

The Matildas have inspired a new generation of players.

Participation continues to grow across communities.

Clubs are expanding.

Demand is rising.

And yet the infrastructure conversation remains stuck in the past.

If councils cannot recognise football’s growth now – when participation is leading the state and the global opportunity around the sport continues to expand – then the question becomes unavoidable.

If not now, when?

A Civic Responsibility to Speak Up

As CEO of Australia’s leading football business magazine, Soccerscene, I believe it is our civic duty to raise awareness about these issues and help break down the barriers that continue to hold the game back.

For too long, football’s infrastructure challenges have been discussed quietly within the sport itself.

That must change.

Advocating for the growth of the game – and ensuring decision-makers understand the participation reality – is not just about football.

It is about communities, opportunity and fairness for the sport played by more Australians than any other code.

Championing that conversation is part of our responsibility to the game, to the industry that surrounds it, and to the communities that continue to drive its growth.

The Question That Cannot Be Ignored

The numbers inside the Hume City Council budget are clear.

A 10:1 funding ratio against the world game.

For the largest participation sport in the state, that statistic should prompt serious reflection.

As I’ve said before:

“When Hume City Council spends ten times more on AFL infrastructure than the world game, despite football’s participation growth, the problem isn’t demand – it’s ignorance staring us in the face as ratepayers.”

Football is not asking for special treatment.

It is asking for proportional investment that reflects participation, growth and opportunity.

Because if the sport with the largest participation base continues to receive only a fraction of infrastructure investment, the problem is no longer participation.

The problem is how decisions are being made.

And communities across Melbourne are starting to notice.

Grassroots Clubs Want to Grow – But They Need the Tools to Do It

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Image Credit: One-Nil Media

Across Australia, grassroots football clubs are doing extraordinary work to keep the game alive in their communities. Volunteers line fields, coordinate registrations, organise sponsorships and manage finances – often all at once. But new survey insights suggest something deeper: clubs want to grow commercially, yet many lack the knowledge and systems required to do so.

The results point to a clear reality. Community football’s commercial potential exists, but it remains largely untapped.

When asked about their club’s commercial strategy, confidence was strikingly low. Half of respondents (50%) said their club has only a limited commercial strategy, while 25% admitted there is no clear strategy at all. Only 25% described their approach as somewhat confident, and notably no respondents felt “very confident” about their club’s commercial direction.

 

Image Credit: One Nil

For a sport that prides itself on being the most participated in Australia, that figure should give administrators pause.

Community clubs are often expected to behave like small businesses – raising revenue, managing stakeholders and investing in infrastructure. Yet the data suggests many are navigating these expectations without a clear roadmap.

The question then becomes: where are clubs currently generating revenue?

The survey shows that sponsorship and memberships dominate equally, each accounting for 50% of the primary revenue sources identified by respondents. Events, often seen as a key opportunity for community engagement and fundraising, accounted for 0% of responses as the main income generator.

 

Image Credit: One Nil

This reliance on two core streams highlights a structural vulnerability. Sponsorship and memberships are important pillars, but they are also susceptible to economic pressures and local community fluctuations. Without diversified revenue, such as events, partnerships, digital engagement, or merchandising, clubs risk stagnating financially.

However, perhaps the most revealing insight from the survey relates to the barriers clubs face in expanding their commercial capabilities.

A significant 75% of respondents identified a lack of commercial knowledge as the biggest barrier to growth. The remaining 25% pointed to volunteer capacity.

 

Image Credit: One Nil

This distinction is crucial. It suggests the issue is not simply about manpower, but also expertise.

Volunteers remain the lifeblood of grassroots football, but expecting them to also function as marketing managers, sponsorship strategists and commercial analysts may be unrealistic without proper support. In many cases, passionate community members are asked to perform professional-level commercial tasks with limited guidance.

That challenge becomes even clearer when examining how clubs track their commercial performance.

Only 25% of respondents said their club tracks return on investment consistently, while 75% said they do so only sometimes.

Image Credit: One Nil

Without consistent measurement, it becomes difficult for clubs to demonstrate value to sponsors, justify investments, or refine strategies. In modern sport, data-driven decision making is not a luxury; it is essential.

For community clubs competing for attention and funding in crowded local markets, the ability to measure impact could be the difference between securing long-term partnerships and losing potential sponsors.

Encouragingly, the survey also highlights where clubs believe solutions may lie.

When asked what support they need most to grow revenue, 50% of respondents identified commercial education as the priority. Meanwhile 25% called for better commercial tools, and another 25% highlighted the need for stronger media and content capabilities.

Image Credit: One-Nil Media

Taken together, these responses paint a consistent picture: grassroots clubs are not asking for handouts, they are asking for knowledge, systems, and support.

This presents a major opportunity for football’s governing bodies, commercial partners and industry stakeholders.

If the sport is serious about strengthening the foundations of the game, investing in commercial capability at the community level must become part of the strategy. That could mean workshops for volunteers, accessible sponsorship toolkits, digital platforms that simplify partnership management or better storytelling frameworks that help clubs showcase their value to local businesses.

The demand clearly exists.

Community football already delivers enormous social return by bringing people together, supporting youth development and strengthening local identity. The challenge now is ensuring clubs have the commercial frameworks required to sustain that impact.

Because the truth is simple: grassroots clubs are willing to do the work.

They just need the tools.

And if Australian football wants to unlock the full potential of its largest participation base, empowering community clubs commercially may be one of the most important investments the game can make.

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