Nine eyes Optus Sport as Stan Sport expansion opportunity

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Image credit: Optus Sport website

Nine Entertainment is reportedly in discussions to acquire Optus’ sports streaming service, Optus Sport, as part of plans to strengthen its own Stan Sports platform.

This would include handing over the rights to the Premier League, which has been the main selling sport in Optus’ sports streaming subsidiary.

According to the Australian Financial Review (AFR), Nine initiated talks in December, while Optus has been seeking buyers for the service since late 2023.

Optus Shifts Focus Back to Core Business

Optus initially launched its sports streaming service to diversify revenue streams and complement its telecommunications offerings. However, the company has decided to refocus on its core operations and move away from content-based ventures.

In recent years, Optus Sport has opted not to renew broadcast rights for major competitions such as La Liga and the UEFA Champions League, reflecting a strategic shift towards cost-cutting and prioritising its core telecommunications business.

Additionally, the service has seen its subscription price increase from $14.99 to $24.99 over the past two years. Optus also introduced charges for its customers, who previously enjoyed complimentary access to the platform, further signalling its move away from subsidised content offerings.

Nine’s Strategy to Stay Competitive

Acquiring Optus Sport would enable Nine to secure key sports rights, including the English Premier League and FA Cup, while expanding its subscriber base.

This move comes as the Australian streaming landscape becomes increasingly competitive, with international player DAZN poised to enter the market.

DAZN, which recently acquired Foxtel in a AU$3.5 billion deal, is expected to make a significant impact when it launches locally later this year.

Stan Sports: Building a Robust Portfolio

Stan Sports currently holds the rights to premium events such as the Olympic Games, UEFA Champions League, and several rugby union and tennis properties.

Adding Optus Sport’s rights would bolster its offerings and help Nine contend with rivals like Paramount+, BeIN Sports, Amazon Prime, and free-to-air broadcasters.

Consolidation on the Horizon

Australia’s crowded sports media market is ripe for consolidation, with multiple players vying for lucrative rights deals.

Free-to-air broadcasters have maintained a strong foothold, supported by Australia’s anti-siphoning laws, which ensure key events remain available outside paywalls.

Conclusion

While Nine has declined to comment on the AFR report, Optus noted it routinely reviews its businesses to ensure they deliver value.

As the market evolves, this potential acquisition could be pivotal in shaping the future of Australian football broadcasting.

As it stands, the average Australian consumer requires at least four subscriptions to watch every European competition and each of the Top 5 leagues which remains a frustrating solution to legal broadcasts in the country.

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GIS Sydney continues to connect students with Australia’s sports industry

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Image Credits: Global Institute of Sport

Following the launch of its Sydney campus in 2025, the Global Institute of Sport (GIS) is continuing to establish itself in the nation’s sports industry. A leading provider of degrees and executive education in sport, GIS provides students the chance to study at two of Australia’s biggest sporting venues: Allianz Stadium and the Sydney Cricket Ground (SCG).

Programs such as Sports Analytics and International Sports Business are delivered in collaboration with the University of Newcastle, and feature the chance for students to gain exclusive access to the sports industry.

More than 50 guest speakers have shared their experience with students studying at GIS Sydney, representing organisations like FIFA, Red Bull, Cricket Australia, and the AFL. While learning about the regional and national sports industry in the classroom, students have also had the chance to gain an international perspective through GIS’ signature Global Sports Summits, which have given Sydney students access to iconic sporting venues around the world from London to Miami.

Outside of the iconic venues students can call their classrooms, the organisation prioritises the real, industry placements needed to put theory into practice by providing each student with 140 hours of relevant work experience throughout their studies. Included in this are several sporting organisations who are keen to welcome GIS students on board, including the Professional Football Scouts Association (PFSA), Football Coaches Australia, and Basketball NSW.

GIS also has a partnership with popular network and app Yakka Sport to connect students with paid employment opportunities while they study.

Behind these advancements at the GIS Sydney campus is an Industry Advisory Board which features a host of experienced figures from the world of sport. Included in the Asia-Pacific branch is Chair James Rosengarten, GM of the Melbourne Renegades; Kevin Jang, Managing Director of CAA Stellar Korea; and Brad Lloyd, GM of the Carlton Football Club.

Since launching, GIS’ Sydney campus has ultimately combined its locations and industry connections to provide the next generation of sports professionals with the knowledge, network, and confidence to tackle the rapidly evolving sports industry.

Melbourne Victory partners with The Pass to expand fan experience

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Image Credit: Australian Professional Leagues

Melbourne Victory has added The Pass to its commercial portfolio, with the partnership designed to give supporters more ways to follow the club away from matchday.

The Pass becomes an ‘Associate Partner’ of Victory, while Hickens Hotel has been named the club’s ‘Official Away Game Venue Partner’. The arrangement will see the Russell Street venue host Victory watch parties and provide a dedicated gathering point for supporters during away fixtures.

The partnership also gives Victory supporters access to The Pass’ broader network of more than 200 venues around Australia, extending the relationship beyond a single location.

For Melbourne Victory, the deal forms part of a wider approach to creating commercial partnerships around the supporter experience rather than limiting sponsorship to traditional branding opportunities.

Hickens Hotel will host Victory fans for selected away matches, while The Pass will provide members with access to offers and experiences through its venue network.

The agreement also connects with Victory’s broader business community, with The Pass joining the club’s commercial network and creating potential opportunities for corporate engagement alongside its consumer-facing activity.

The partnership comes ahead of the 2026/27 A-League Men and Ninja A-League Women seasons, with Victory continuing to develop its commercial offering around both its membership base and matchday audience.

For The Pass, football provides a way to bring its network of hospitality venues into the supporter experience, giving fans a physical destination to watch matches when Victory is playing on the road.

The agreement reflects a broader trend across professional football, with clubs increasingly looking to partnerships that can provide tangible benefits to supporters while creating additional opportunities for commercial partners.

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