AFL wildcard round will protect value of broadcast deal
The AFL and broadcasters Channel Seven and Foxtel have been tight-lipped about whether they will pay more for additional games in the season than expected when the current seven-year rights deal was signed. This deal brought the game $4.5 billion and expires in 2031.
A source with knowledge of the deal, who asked not to be named to speak freely, said there had been an improvement. However, the source did not disclose the amount added to the agreement. The clubs interviewed by this imprint also supported the idea, but many fans made it clear that they were against changes to the final system.
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Another top competition source said a finale attracting a million viewers could attract about $1 million worth of advertising to broadcasters. Smith suggested the estimate would be minimal and the value could be larger depending on which teams are involved. But the real value of the change is that it will increase the number of games that appeal to all audiences, including but not limited to fan rust.
The AFL will also generate revenue from ticket sales and corporate packages, which will add several million dollars to its coffers.
The sale of Foxtel to DAZN also means the AFL must continue to woo new owners. One way to do this is to reduce the number of games with predictable outcomes and minimize dead tires.
“This [change] “It’s going to grow the audience,” Smith said. “It’s going to get more attention from fans than there is, especially in Sydney.”
He said the sports market is always looking for different moments that fans can engage with during the season and “key events” to create interest.
Although it is now possible for some of its members to play 28 matches in a season as a result of the wildcard final round, AFL Players’ Association chief executive James Gallagher has supported the introduction of additional finals.
“Playing in the finals is something all players are committed to, so it’s exciting for more players and clubs to get that opportunity every year,” Gallagher said.
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“Players will share in the commercial benefits created by the wildcard round through their revenue share agreement with the AFL, and the timing of the concept means the length of the season remains as is.
“As partners in the game, players support finding ways to innovate and grow the game. The AFLPA is working with the AFL and clubs to grow the industry and ensure players’ rights, health and safety are at the forefront of decision-making.”
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