AFL announces new radio rights deal

The AFL has today announced a two-year rights deal with radio partners SEN, Southern Cross Austereo, FIVEaa, Nine Radio, K rock, and the ABC, in which rightsholders have been given digital rights for the first-time, making match calls available on digital platforms as well as analogue stations.

The new deal also sees a change to the current SEN licensing model for metro AM commercial radio partners, with all rightsholders now contracting directly with the AFL to produce and distribute their own AFL content on their channels directly.

The AFL has given rights holders access to deliver zero latency calls at AFL venues, meaning AFL fans will be able to experience a call at certain AFL match venues with little to no delay, with zero latency calls to be made available on the AFL website and app.

The AFL and Southern Cross Austereo have additionally entered a content partnership to co-create productions for distribution on both the AFL website and app together with the LiSTNR app.

Executive General Manager of Customer and Commercial Kylie Rogers says the priority of the AFL is to provide fans with unrivalled access to footy – anytime, anywhere.

“Our radio partners service millions of AFL and AFLW fans across the nation, and the addition of digital rights and zero latency Wi-Fi access will ensure they receive the best possible match experience on any platform of their choice.”

Sports Entertainment Network Chief Executive Craig Hutchison says “We’ve worked with the AFL to accommodate their request to work directly with the Nine and NOVA networks and unlock them from our previous rights structure, a decision we’ve supported in the strong interest of our shareholders and own platforms.”

“With the growth, acquisition, and maturing of our own SEN stations we were fully focussed on a deal that served the SEN listenership via our own stations, app and extensive regional partners. And we are rapt to be able to call local teams in Adelaide and Perth for the first time.”

“SEN’s AFL Nation continues to innovate and broadcasts more matches than anyone, and ever before. We are really proud of the fact we take the game throughout all of Australia including NSW and Queensland, whether it be regional towns or capital cities with more footy broadcast than anyone else.

“We have also been delighted with the continued expansion of SEN Stadium over the last few years as we continue to deliver live commentary with no delays direct to the fans within AFL venues.”

SCA CEO Grant Blackley says “We are absolutely delighted to extend and expand our audio partnership with the AFL to branch into co-created podcasts on LiSTNR. The AFL has been a long term partner of SCA and, given our expertise with the product, we are pleased to have been granted privileged status in this exciting new on demand offering. The AFL is an important pillar in our sport offering on the Triple M network and LiSTNR and the appeal of AFL to our listeners continues to grow.”

Tom Malone, Managing Director of Nine Radio says “We are delighted to be extending our decades long partnership with the AFL. Our listeners are the big winners of this new deal. They will have access to 3AW’s and 6PR‘s unrivalled commentary and coverage through their local station, and importantly the new agreement incorporates full streaming rights across Australia, giving fans the ability to listen anywhere, anytime on any device. We’re also very proud to be increasing our support for the AFLW by calling more matches and implementing our groundbreaking broadcast internship program.”

ABC Manager of Sport Nick Morris says “As a long-term radio partner of the AFL, the ABC is thrilled to be in a position to continue broadcasting AFL on our audio platforms, including, for the first time, ABC Listen. The AFL & AFLW is a massive part of our live sports offer, and we are delighted that under this new agreement, starting with the 2023 season, our audiences will be able to hear our uninterrupted, play-by-play commentary on whatever platform they choose.”

Peter Charlton, NOVA Entertainment CEO says “This new two-year agreement is a continuation of FIVEaa’s enduring 32 year relationship with the AFL and demonstrates the evolution of the partnership by giving listeners access to commentary across NOVA’s broadcast and digital platforms. In addition, we are excited to broadcast live the Adelaide and Port Adelaide matches of the increasingly popular AFLW season. FIVEaa has a long history as the home of AFL in South Australia and a passion and dedication for the role the game plays in Adelaide’s culture.”

Andy Mathers, K rock General Manager says “As the Cats prepare for a Grand Final and we celebrate 90 years of K rock/3GL broadcasting VFL/AFL football, we’re pleased to be extending our partnership with the AFL. We’re delighted, under this new agreement, to be able to provide K rock’s award-winning coverage of Geelong games through not only FM 95.5 but also via our digital platforms.”

“Since 1932 we’ve been proudly parochial when it comes to the Cats, and we’ll continue that in 2023 and beyond.”

The new deal commences on 1 November 2022, until the end of 2024.