Football Australia (FA) is poised to negotiate a landmark broadcast deal, buoyed by the stellar performance and exceptional TV ratings of the Matildas at the FIFA Women’s World Cup.
James Johnson, FA’s chief executive, has expressed his anticipation for a game-changing financial boost post-tournament.
Both the Matildas’ recent win against France and the Socceroos’ commendable run at the Men’s World Cup in 2022 have placed Australian soccer in an advantageous position for negotiations with broadcasters. Johnson is urging for an increased broadcast investment, believing it to be merited by their on-field successes and is keen to channel these funds towards enhancing national teams and grassroots participation.
Football Australia’s current agreement with the Ten Network and its parent company, Paramount, worth $100 million and signed in 2021, is due to expire next year.
This deal significantly augmented the viewership for Australian soccer. However, with the rising popularity of the Matildas, Johnson has hinted at a possible open market approach. This move could potentially see Matildas and Socceroos matches hosted on a paywalled service such as Optus Sport.
Although matches of the national soccer teams aren’t currently covered by the federal government’s anti-siphoning list, which dictates key events for free-to-air broadcasts, Johnson stressed that accessibility to the widest audience is crucial.
However, a significant financial discrepancy exists between streaming services and free-to-air providers. Sources indicated that Optus Sport paid approximately $20 million for the entirety of match broadcasts, out of which 15 were sublicensed to Seven for around $4 million.
The unprecedented enthusiasm for the Matildas, mirrored by the Socceroos last year, elevates the appeal for broadcast rights, despite the current economic climate marked by inflation and rising interest rates.
The forthcoming rights cycle from 2025 to 2028 encompasses several notable events such as the 2026 Men’s World Cup and the 2027 Women’s World Cup. Furthermore, an alteration in FIFA’s international men’s match calendar post-2026 would allow FA to host four games within a span of 16 days, creating an opportunity for a mini-competition.
The current broadcast landscape for soccer in Australia is quite fragmented. Paramount showcases the A-League Men and Women; Optus Sport airs the English Premier League and the Women’s World Cup; Seven is the chosen broadcaster for the Women’s World Cup, and last year’s Men’s World Cup was brought to audiences by SBS. Additionally, Disney has secured the rights for a Matildas documentary produced in anticipation of the Women’s World Cup.
The Matildas’ performance has further raised the value proposition for advertisers. Their match against Denmark drew an average of 3.63 million viewers, totalling 6.5 million, or 25% of Australia’s population. James Johnson pointed out the magnitude of these figures, comparing them favourably to past major sporting events.
In October, as Football Australia presents itself to the market, it aims to highlight its strong sporting brands, superior content cycle, and blue-chip sponsorships. With major deals involving the International Olympics Committee, AFL, and Cricket Australia concluded in the past year, the Socceroos and Matildas remain the last national teams to be offered to the free-to-air TV market.
Furthermore, as the 2026 FIFA Men’s World Cup approaches, Australia’s free-to-air networks are gearing up to contest for broadcast rights, particularly in light of the immense success of the women’s tournament. FIFA executives, currently in Australia, are scheduled to meet with national networks this week, setting the stage for official negotiations in the subsequent months.
SBS, which first acquired the rights in 1990, faces competition from Network Ten, who with a recent $300 million investment in the sport, is keen to secure the rights. Seven, also in the fray, has reaped the rewards of broadcasting the Women’s World Cup. Both Seven and Nine are considering propositions to FIFA for the 2026 tournament.
The federal anti-siphoning laws stipulate that the Men’s World Cup matches featuring Australia, along with the finals, should be offered first to free-to-air networks, allowing them priority over pay-TV or streaming services.
Expected to exceed $20 million, the rights for the upcoming tournaments will demand significantly higher investments. This could present challenges for SBS, given its status as a publicly funded broadcaster.
Colin Smith, a renowned sports rights expert, underscored the significance of the Matildas’ triumph for TV networks. He categorised the tournament as top-tier, likening its appeal to that of the AFL, NRL, and the Australian Open.
Seven’s involvement in the women’s tournament has added another dimension to the broadcasting scenario for soccer in Australia. Despite its hefty investment in the A-League, Network Ten has faced challenges with low viewership numbers. As a result, many games remain confined to Paramount+, a paywalled service.
In contrast to the past two men’s World Cups, the 2026 edition, to be hosted by Canada, Mexico, and the US, benefits from a more favourable time zone for Australian viewers. The competition, expanded to include 48 teams, will see 104 matches being played.
I would of wanted to jump off the plane seeing the L Matilda’s on screen