Melbourne Victory choose SEN as media partner for Victory in Business

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Melbourne Victory VIB
Image credit: Melbourne Victory

Melbourne Victory have recently announced that Sports Entertainment Network (SEN) will be the Official Media Partner of Victory in Business (VIB) for the 2023/24 season.

This partnership will allow any VIB members a chance to pay for advertising that will be played and viewed across all SEN platforms during VIB events. It will provide a network for VIB members to grow in and allow them to gain access to exclusive advertising opportunities.

SEN currently own broadcast rights to both A-League Men’s and Women’s competitions as well as Socceroos and Matildas home games, proving it has an extensive network and current relevance in the local football landscape.

SEN also provide a big audience and different avenues to view their content making it a very valuable partnership for Victory’s business side of the club.

Melbourne Victory Managing Director, Caroline Carnegie said that this collaboration will help Victory grow their network in VIB.

“We’re thrilled to have SEN partner with our business and networking program, to offer a new dimension to our network of close to 100 businesses,” Carnegie said viaVictory press release.

“One of the many goals of the VIB network is to connect like-minded businesses together to build relationships and develop synergies in an environment where businesses wouldn’t normally connect in.

“The chance to open our network to the wide range of advertising opportunities SEN can provide is exciting for everyone involved in VIB.”

SEN Chief Commercial Officer Daniel McGuire expressed his excitement for the potential for growth through this partnership.

“We are thrilled to partner with Melbourne Victory and Victory in Business and we’re looking forward to working closely together to open doors and connect business within their network,” McGuire added via press release.

“Whether it be via our national radio network or expanding digital platforms, SEN connects brands with fans and this initiative will provide the opportunity for different businesses to experience the wide reach the SEN can deliver.”

This partnership is a smart way for Melbourne Victory to involve their VIB members and expand their already impressive network of close to 100 businesses. It’s an exciting move for the VIB members who will be glad they can grab a huge advertising opportunity for their business.

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FIFA has partnered with Konami to host the FIFAe World Cup

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Image credit: FIFA website

FIFA has entered into a partnership with Konami to use its eFootball game for the FIFAe World Cup.

This collaboration will feature two tournaments, one for console and one for mobile, with participants from 18 nations competing for the title of FIFAe world champion.

This move is part of FIFA’s strategy to maintain relevance in gaming and esports, particularly in engaging younger fans. FIFA has also expanded its esports portfolio with deals involving Rocket League and Football Manager.

The partnership fills the void left by EA Sports following their high-profile split with FIFA in 2022. Konami’s eFootball, an evolution of the Pro Evolution Soccer (PES) series, is currently the only comparable game to EA Sports FC on the market.

FIFA’s Chief Business Officer, Romy Gai, has championed the new deal highlighting their excitement at the prospect.

“We are incredibly excited to join forces with Konami, this collaboration aligns perfectly with our mission to promote football globally and to provide a platform for players to showcase their skills.”

Konami the Japanese gaming company, this partnership provides legitimacy and increased awareness for eFootball, which has struggled to compete with EA Sports in recent years.

The collaboration is seen as a necessary step for FIFA, given the lack of alternatives and the time it would take to develop a new soccer simulation game. It allows FIFA to continue its presence in soccer-based esports while exploring other gaming opportunities.

Esports has grown massively in viewership and investment over the last decades, it has become a major part of the franchising side of football.

Even in Australia the rise in Esports popularity has coincided with the rise in football popularity, one can not argue against their connection towards football popularity.

FIFA have shown that Esports has become an ever-present strategy in their development of the game. For investors and shareholders in football, Esports impact is something that should not be disregarded.

WSL triples viewership after move to YouTube

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Image credit: Jason Ilagan / Shutterstock.com

Viewership for Women’s Super League (WSL) matches streamed live on YouTube has more than trebled during the 2024/25 season.

This success is no coincidence. Beyond the clear rise in quality and star power across teams for the 2024/25 season, it’s also the first time in league history that non-televised games are streamed for free on YouTube.

Last season, the main issue with viewership was accessibility, where matches not picked up by domestic broadcasters were only available on the FA Player app or website, requiring users to create an account on a platform that was already unpopular.

In the 2023/24 season, the highest viewership for an online-only WSL game was Arsenal’s home fixture against Bristol City, which attracted 78,050 viewers.

However, this season has already shattered records. Over 250,000 fans tuned in on YouTube to watch Leicester face Arsenal in September, setting a new high for a WSL game not televised.

In total, the first three weeks of this season have seen a staggering 1,576,848 live views for WSL matches streamed on YouTube.

Women’s Championship matches have also benefited from the platform, with the season opener between newly promoted Newcastle and London City Lionesses setting a new record for the league, drawing 46,050 live viewers.

This spike in viewership comes at a crucial time for both the WSL and the Championship, as they are holding out for a new broadcasting rights deal set to begin after 2025. Both leagues smartly delayed signing earlier this year to avoid locking into a premature agreement.

The gamble absolutely paid off and the Women’s Professional Leagues Limited (WPLL), now in charge of the top two leagues, will be using these numbers as leverage in discussions over the next major TV rights deal which should include the BBC and Sky Sports amongst other suitors.

Streaming must remain free for A-League Women’s growth 

The A-League Women’s impressively saw a 114% increase in viewership on 10 Play, where every game is streamed for free, and 125% on Paramount+ for the 2023/24 season.

While a switch to YouTube seems unlikely given Channel 10’s monopoly over A-League football, it’s crucial to keep every game available for free on 10 Play if they want viewership to continue rising.

As the WSL and previously the NWSL have demonstrated, offering free streamed games draws in viewers of all ages and ultimately helps turn them into paying fans. The league’s primary focus should be on building an audience as quickly as possible.

Conclusion

The impressive figures from this season suggest that the demand for women’s football is only increasing.

The WSL has made a brilliant move that is sure to enhance the upcoming record-breaking broadcast rights deal, helping the league continue to improve both on and off the field.

The next step is to take it mainstream, and the Ninja A-League should look to follow the blueprint set by the WSL, which has demonstrated how to rapidly gain widespread popularity.

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