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Seven and Swimming Australia terminate their broadcast partnership

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The Seven Network and Swimming Australia have today confirmed a decision to terminate their broadcast partnership.

The decision comes after Swimming Australia was unable to hold the Olympic and Paralympic Swimming Trials this year due to the COVID- 19 pandemic as required under Seven’s media rights agreement.

The decision by Seven to terminate the Swimming agreement comes at a time when the network is looking to cut costs across the business while only investing in sports coverage that delivers a “solid return on investment”

Earlier this year the network managed to secure a two-year extension on its AFL deal at a reduced price. Seven has also just signed a new Supercars deal for a price lower than what previous rights holder 10 was paying.

Seven is also currently threatening to terminate its costly cricket broadcast rights deal after two seasons of poor ratings, with the dispute now to be settled in the Australian Chamber for International and Commercial Arbitration.

Seven has been the host broadcaster of Australian Swimming since 2016.

Through the late ’90s and early 2000s, swimming was a top rating sport with coverage regularly broadcast LIVE in primetime on the Nine and Seven networks, however in recent year’s the popularity of the sport has declined dramatically.

Although both parties today acknowledged disappointment at the outcome, they have mutually agreed to terminate their arrangements and part ways, following Seven giving notice of termination.

It remains unclear if Seven would be willing to reconsider broadcasting the Australian Swimming Championships at a reduced cost in 2021 should the event be rescheduled.

Swimming Australia Chief Executive Leigh Russell said:

“While we are disappointed with the outcome, we acknowledge that these are unprecedented times for businesses all over the world, including our own, and understand Seven’s position.

“I would like to take this opportunity to thank Seven for the generous contribution they have made to the sport of swimming over the years.

“Through a strong working relationship with Seven, we have been able to bring swimming to Australian lounge rooms – not just in an Olympic and Paralympic year but every year in between and that has been vital telling the story of our incredible athletes and coaches.

“We see the broadcast of swimming in Australia as crucial to our sport and the fabric of the Australian sporting landscape and we will continue to explore options within the media and digital landscape for opportunities to share and showcase our amazing sport, which literally millions of Australians are involved in.

“With 2021 Olympics and Paralympics around the corner, we are firmly focused on the future for our athletes, coaches and fans.”

Lewis Martin, Managing Director Seven Melbourne and Network Head of Sport, said:

“We have enjoyed our partnership with Swimming Australia since 2016 and have been proud to broadcast their events to Australians.

“We thank Swimming Australia for the great relationship we have had with them and wish them nothing but the very best going forward.”

- ADVERTISEMENT -

The Seven Network and Swimming Australia have today confirmed a decision to terminate their broadcast partnership.

The decision comes after Swimming Australia was unable to hold the Olympic and Paralympic Swimming Trials this year due to the COVID- 19 pandemic as required under Seven’s media rights agreement.

The decision by Seven to terminate the Swimming agreement comes at a time when the network is looking to cut costs across the business while only investing in sports coverage that delivers a “solid return on investment”

Earlier this year the network managed to secure a two-year extension on its AFL deal at a reduced price. Seven has also just signed a new Supercars deal for a price lower than what previous rights holder 10 was paying.

- ADVERTISEMENT -

Seven is also currently threatening to terminate its costly cricket broadcast rights deal after two seasons of poor ratings, with the dispute now to be settled in the Australian Chamber for International and Commercial Arbitration.

Seven has been the host broadcaster of Australian Swimming since 2016.

Through the late ’90s and early 2000s, swimming was a top rating sport with coverage regularly broadcast LIVE in primetime on the Nine and Seven networks, however in recent year’s the popularity of the sport has declined dramatically.

Although both parties today acknowledged disappointment at the outcome, they have mutually agreed to terminate their arrangements and part ways, following Seven giving notice of termination.

It remains unclear if Seven would be willing to reconsider broadcasting the Australian Swimming Championships at a reduced cost in 2021 should the event be rescheduled.

Swimming Australia Chief Executive Leigh Russell said:

“While we are disappointed with the outcome, we acknowledge that these are unprecedented times for businesses all over the world, including our own, and understand Seven’s position.

“I would like to take this opportunity to thank Seven for the generous contribution they have made to the sport of swimming over the years.

“Through a strong working relationship with Seven, we have been able to bring swimming to Australian lounge rooms – not just in an Olympic and Paralympic year but every year in between and that has been vital telling the story of our incredible athletes and coaches.

“We see the broadcast of swimming in Australia as crucial to our sport and the fabric of the Australian sporting landscape and we will continue to explore options within the media and digital landscape for opportunities to share and showcase our amazing sport, which literally millions of Australians are involved in.

“With 2021 Olympics and Paralympics around the corner, we are firmly focused on the future for our athletes, coaches and fans.”

Lewis Martin, Managing Director Seven Melbourne and Network Head of Sport, said:

“We have enjoyed our partnership with Swimming Australia since 2016 and have been proud to broadcast their events to Australians.

“We thank Swimming Australia for the great relationship we have had with them and wish them nothing but the very best going forward.”

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Kevin Perryhttps://tvblackbox.com.au/author-kevin-perry/
Co-Creator and Editor of the TV Blackbox website, Kevin Perry is an experienced media commentator focused on TV Production, Consumer Tech, SVOD & Sports Broadcasting. Media enquiries please Call or Text 0428-275-111
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