Ten backs soccer to become ‘No.1 sport in Australia’ after $300m investment
By Vince Rugari
June 15, 2021
Network Ten has outlined its bold ambition to make football the number one sport in Australia after securing the rights to all Socceroos and Matildas matches outside of World Cups until the end of 2024.
Ten tied up a five-year, $200 million rights deal for the A-League and W-League last month together with the network’s soon-to-be-launched streaming subsidiary, Paramount+.
The Socceroos and Matildas have a new home on free-to-air television.CREDIT:GETTY
The Herald can reveal that Ten’s owners, ViacomCBS, have invested a further $100 million into the sport – according to sources with direct knowledge of the deal – to secure a suite of key international fixtures involving Australia’s men’s and women’s teams as well as the FFA Cup and other Asian tournaments.
The new contract, struck with Football Australia, covers the next three and a half years and includes the Socceroos’ final round of qualifiers for the 2022 World Cup, the forthcoming Asian Cups for women (2022) and men (2023), and all friendlies and qualifiers for both senior national teams.
Football has struggled at domestic level over the last few years but Ten is bullish about the sport’s potential in Australia and is planning a huge advertising blitz in the coming months to improve its visibility - and as part of this new deal, along with cross-promotions involving flagship shows like The Project and MasterChef, it will commission a children’s program focused on promoting participation in football.
Having once made the Big Bash League the country’s hottest sporting property in the summer, Ten believes it can now make the round-ball code the most popular in Australia.
ViacomCBS has splashed $100 million to secure more soccer rights to broadcast on Network 10 and Paramount+.CREDIT:GETTY
“It’s good to have a big ambition like that,” Beverley McGarvey, the chief content officer and executive vice president of ViacomCBS Australia and New Zealand, told the Herald.
“We’re not in this for a quick win. This is something we will build together with our partners. And I think all of the partners involved know that there’s a long-term goal here, but to do it you’ve got to do it one step at a time.
“Being the number one sport in Australia, that’s not going to be true by next year. But I think it’s a good ambition we can work towards and this is kind of where it starts for us.
“We really believe in football ... in terms of making this sport more accessible for all Australians, it helps it get there because we really believe in how the brands fit together and the ambitions of all of our businesses are really well aligned.”
The arrangement is a boon for FA, although the rough $100 million figure is not all pure profit for the governing body. The deal also includes a significant amount of contra, while FA had to spend an unspecified amount to buy the rights to much of the Socceroos and Matildas content off the AFC’s confederation’s marketing agency to facilitate the package it has now sold to Ten.
After sealing the A-League’s independence at the end of last year and having unveiled a series of lucrative sponsorship deals – including Commonwealth Bank’s naming rights sponsorship of the Matildas – in recent months, FA chief executive James Johnson said the organisation had weathered the worst of COVID-19 and was now on solid financial footing.
“It’s been a remarkable 12 months for the sport. We’re in a really good position,” Johnson said.
“This partnership with Network 10 is very important to us and I think it flags the bringing to life of a new era for our sport and we’re very happy with where we are and also where we’re going. ”
Anti-siphoning laws dictate that all of the Socceroos’ home World Cup qualifiers must be shown on free-to-air television, but McGarvey said a “considerable amount” of other match content – including the annual FFA Cup final – will be broadcast via Ten.
All other games will find a home on Paramount+, which will launch in Australia on August 11 at $8.99 per month.
“We set out with the target of obtaining both sets of rights [A-League and W-League, and national teams] a few months ago and we’re very, very happy we’ve been able to obtain those,” said Jarrod Villani, chief operating and commercial officer and executive vice president of ViacomCBS Australia and New Zealand.
“We think it puts the fan at the heart of what we’re trying to achieve here and that is deliver the Australian base of the sport to Australian-based fans, and we’re going to be very focused on making sure we get the balance right across our free-to-air and subscription-based assets.”
The rights to the next men’s World Cup, Qatar 2022, are held by SBS, while Optus Sport last month secured the rights to the 2023 Women’s World Cup to be co-hosted by Australia and New Zealand.
Industry rumours suggest SBS could be open to on-selling their rights after announcing it would shut down its iconic The World Game digital platform. Optus, meanwhile, is currently on the hunt for a free-to-air partner for its Women’s World Cup coverage.
https://www.smh.com.au/sport/soccer/ten ... 5818a.html
Ten backs soccer to become ‘No.1 sport in Australia’
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Ten backs soccer to become ‘No.1 sport in Australia’
Gees, Channel 10 are very bullish and optimistic.
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Re: Ten backs soccer to become ‘No.1 sport in Australia’
Tell ‘em they’re dreamin’.Beaussie wrote: ↑Tue Jun 15, 2021 6:03 pmGees, Channel 10 are very bullish and optimistic.
Ten backs soccer to become ‘No.1 sport in Australia’ after $300m investment
By Vince Rugari
June 15, 2021
Network Ten has outlined its bold ambition to make football the number one sport in Australia after securing the rights to all Socceroos and Matildas matches outside of World Cups until the end of 2024.
Ten tied up a five-year, $200 million rights deal for the A-League and W-League last month together with the network’s soon-to-be-launched streaming subsidiary, Paramount+.
The Socceroos and Matildas have a new home on free-to-air television.CREDIT:GETTY
The Herald can reveal that Ten’s owners, ViacomCBS, have invested a further $100 million into the sport – according to sources with direct knowledge of the deal – to secure a suite of key international fixtures involving Australia’s men’s and women’s teams as well as the FFA Cup and other Asian tournaments.
The new contract, struck with Football Australia, covers the next three and a half years and includes the Socceroos’ final round of qualifiers for the 2022 World Cup, the forthcoming Asian Cups for women (2022) and men (2023), and all friendlies and qualifiers for both senior national teams.
Football has struggled at domestic level over the last few years but Ten is bullish about the sport’s potential in Australia and is planning a huge advertising blitz in the coming months to improve its visibility - and as part of this new deal, along with cross-promotions involving flagship shows like The Project and MasterChef, it will commission a children’s program focused on promoting participation in football.
Having once made the Big Bash League the country’s hottest sporting property in the summer, Ten believes it can now make the round-ball code the most popular in Australia.
ViacomCBS has splashed $100 million to secure more soccer rights to broadcast on Network 10 and Paramount+.CREDIT:GETTY
“It’s good to have a big ambition like that,” Beverley McGarvey, the chief content officer and executive vice president of ViacomCBS Australia and New Zealand, told the Herald.
“We’re not in this for a quick win. This is something we will build together with our partners. And I think all of the partners involved know that there’s a long-term goal here, but to do it you’ve got to do it one step at a time.
“Being the number one sport in Australia, that’s not going to be true by next year. But I think it’s a good ambition we can work towards and this is kind of where it starts for us.
“We really believe in football ... in terms of making this sport more accessible for all Australians, it helps it get there because we really believe in how the brands fit together and the ambitions of all of our businesses are really well aligned.”
The arrangement is a boon for FA, although the rough $100 million figure is not all pure profit for the governing body. The deal also includes a significant amount of contra, while FA had to spend an unspecified amount to buy the rights to much of the Socceroos and Matildas content off the AFC’s confederation’s marketing agency to facilitate the package it has now sold to Ten.
After sealing the A-League’s independence at the end of last year and having unveiled a series of lucrative sponsorship deals – including Commonwealth Bank’s naming rights sponsorship of the Matildas – in recent months, FA chief executive James Johnson said the organisation had weathered the worst of COVID-19 and was now on solid financial footing.
“It’s been a remarkable 12 months for the sport. We’re in a really good position,” Johnson said.
“This partnership with Network 10 is very important to us and I think it flags the bringing to life of a new era for our sport and we’re very happy with where we are and also where we’re going. ”
Anti-siphoning laws dictate that all of the Socceroos’ home World Cup qualifiers must be shown on free-to-air television, but McGarvey said a “considerable amount” of other match content – including the annual FFA Cup final – will be broadcast via Ten.
All other games will find a home on Paramount+, which will launch in Australia on August 11 at $8.99 per month.
“We set out with the target of obtaining both sets of rights [A-League and W-League, and national teams] a few months ago and we’re very, very happy we’ve been able to obtain those,” said Jarrod Villani, chief operating and commercial officer and executive vice president of ViacomCBS Australia and New Zealand.
“We think it puts the fan at the heart of what we’re trying to achieve here and that is deliver the Australian base of the sport to Australian-based fans, and we’re going to be very focused on making sure we get the balance right across our free-to-air and subscription-based assets.”
The rights to the next men’s World Cup, Qatar 2022, are held by SBS, while Optus Sport last month secured the rights to the 2023 Women’s World Cup to be co-hosted by Australia and New Zealand.
Industry rumours suggest SBS could be open to on-selling their rights after announcing it would shut down its iconic The World Game digital platform. Optus, meanwhile, is currently on the hunt for a free-to-air partner for its Women’s World Cup coverage.
https://www.smh.com.au/sport/soccer/ten ... 5818a.html
Even SBS are dumping it.
There are lies, damn lies and then there are ratings.
Rugby league, Australias most popular game in some of North Eastern Australia.
Rugby league, Australias most popular game in some of North Eastern Australia.
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Re: Ten backs soccer to become ‘No.1 sport in Australia’
The 2024 end contract date is.....interesting.
There are lies, damn lies and then there are ratings.
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Rugby league, Australias most popular game in some of North Eastern Australia.
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Re: Ten backs soccer to become ‘No.1 sport in Australia’
blow's my mind how much Channel 10 are pumping up this deal.
sitting at $300million
Surprised they did not just go hard for Cricket again
who 7 outbid.
or the upcoming NRL RIGHTS>
now that would of been a game changer for the network.
sitting at $300million
Surprised they did not just go hard for Cricket again
who 7 outbid.
or the upcoming NRL RIGHTS>
now that would of been a game changer for the network.
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Re: Ten backs soccer to become ‘No.1 sport in Australia’
I actually can't remember the last time I watched anything on Channel 10. Like you I have my doubts about this soccer deal too.leeroy*NRL* wrote: ↑Fri Jun 18, 2021 3:29 pmblow's my mind how much Channel 10 are pumping up this deal.
sitting at $300million
Surprised they did not just go hard for Cricket again
who 7 outbid.
or the upcoming NRL RIGHTS>
now that would of been a game changer for the network.
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Re: Ten backs soccer to become ‘No.1 sport in Australia’
Start date looking a bit shaky, play all in Queensland, WA and tassy?
There are lies, damn lies and then there are ratings.
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Rugby league, Australias most popular game in some of North Eastern Australia.
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Re: Ten backs soccer to become ‘No.1 sport in Australia’
Start date is Friday, 29 OctoberQuolls2019 wrote: ↑Fri Sep 03, 2021 10:00 amStart date looking a bit shaky, play all in Queensland, WA and tassy?
still almost 2 months, still a while to go yet..
they would be a little worried though..
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Re: Ten backs soccer to become ‘No.1 sport in Australia’
NSW would have to be very unlikely. And the hard borders with Qld and WA will not change by then.leeroy*NRL* wrote: ↑Fri Sep 03, 2021 2:08 pmStart date is Friday, 29 OctoberQuolls2019 wrote: ↑Fri Sep 03, 2021 10:00 amStart date looking a bit shaky, play all in Queensland, WA and tassy?
still almost 2 months, still a while to go yet..
they would be a little worried though..
There are lies, damn lies and then there are ratings.
Rugby league, Australias most popular game in some of North Eastern Australia.
Rugby league, Australias most popular game in some of North Eastern Australia.
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Re: Ten backs soccer to become ‘No.1 sport in Australia’
true, depends about this 80% target thing too.
surely we are moving to normal by than..
surely we are moving to normal by than..
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Re: Ten backs soccer to become ‘No.1 sport in Australia’
Me thinks not.leeroy*NRL* wrote: ↑Fri Sep 03, 2021 6:21 pmtrue, depends about this 80% target thing too.
surely we are moving to normal by than..
There are lies, damn lies and then there are ratings.
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Re: Ten backs soccer to become ‘No.1 sport in Australia’
Manchester United vs Aston Villa fails to rate in Australia. Soccer on Channel 10’s main channel was beaten last night by SBS and 7mate.
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Re: Ten backs soccer to become ‘No.1 sport in Australia’
wonder how long channel 10 realize investing in soccer is a lost cause.
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Re: Ten backs soccer to become ‘No.1 sport in Australia’
I honestly thought EPL clubs out here would rate better. Beaten by SBS and 7mate is embarrassing.
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Re: Ten backs soccer to become ‘No.1 sport in Australia’
me too...
just proves only the Socceroo's rate
and it is mainly during the WORLD CUP when they pull big numbers.
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Re: Ten backs soccer to become ‘No.1 sport in Australia’
Soccer will never be the number 1 sport in this country. Channel 10 needs the AFL.
Johnson
September 4, 2022 10:09 am at 10:09 am
Hi David, how many viewers watched the women’s football friendly between Australia and Canada on 10 yesterday afternoon? Thanks in advance.
David Knox
September 4, 2022 10:28 am at 10:28 am
Hey Johnson, it was 85k.
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