Case Study: A record broadcast rights deal: Seven Network's historic renegotiation with the AFL
The Background
Seven Network is the highest rated television network in Australia and a subsidiary of ASX listed Seven West Media Limited. We assisted Seven with the complex negotiation of the 2025 - 2031 AFL free-to-air television and digital rights agreement.
This was the latest in a long line of our work in assisting Seven with acquiring sports rights, which includes deals with the International Olympic Committee, Commonwealth Games, Australian Football League, Cricket Australia, Swimming Australia, Professional Golfers Association of Australia, V8 Supercars, All England Club (Wimbledon), and Racing Victoria.
The details
Seven's agreement includes free-to-air broadcast rights and digital rights for both AFL and AFL Women's matches. Under the deal, Seven will be able to broadcast the AFL on Thursday nights, Friday nights, selected Saturday nights, Sunday afternoons, Marquee matches, the Brownlow Medal, all AFL Finals and the AFL Grand Final. At least 30 AFL Women's home and away games, AFL Women's finals, and the AFL Women's grand final will be live and free on the Seven Network and 7plus digital.
The $4.5 billion seven-year broadcast deal is undisputedly the largest in Australian history in terms of size and scale. Then-AFL CEO Gillon McLachlan's statement highlights the significance: "This partnership is about providing a legacy that not only aggregates viewership and reach but helps footy bring people and communities together. This partnership is an incredible result. Unprecedented and the biggest in Australian sport." We continue to advise Seven on a range of issues arising under and from this Agreement.