Since the A-League left Fox Sports, its new home at Network 10 – owned by Paramount – has faced considerable scrutiny over its management of the competition’s broadcasting rights.
Removing games from 10 and a lack of advertisements have led many to conclude that their experiment with football has not been successful.
While viewer figures may have risen in some areas, the expectation that free-to-air television would shine a spotlight on the A-League has not been met.
Their first several seasons were disrupted by COVID-19, and the following since have failed to reach the audience they had hoped.
The network appears to have lost interest in the league.
As the deal for the A-league runs down, speculation is growing about the next broadcaster to take over. The feeling amongst some fans is that the new home should be Optus Sport.
The digital channel has recently acquired the rights to the FA Cup and Community Shield, alongside their existing rights for the EPL, La Liga, J-league, Euros and World Cup, it seems poised to become the new home for Australian football.
If Optus secures the rights, it would simplify following the A-League for football fans, having almost everything on one platform.
However, there are concerns that this might lead to an increase in subscription fees, due to the licensing agreement they would need to pay.
With Network 10 showing little interest in keeping the rights, Optus could potentially secure the license at a relatively low cost.
A big concern is that Optus is a football-only platform, which raises the question of how to attract non-A-League fans who have no reason to subscribe.
Fox Sports was a loyal host for the A-League for 15 years. When their deal came to an end, several bids were made for the rights.
David Williams of Perth Glory. (Photo by Mark Brake/Getty Images)
Despite it being reported Fox Sports outbid Network 10, the decision was made to switch to Network 10 due to the lucrative free-to-air.
However, Channel 10 has since stopped broadcasting prime Saturday games due to the low viewer numbers.
Another consideration is the cost of multiple subscription services. Paramount’s cost, combined with Netflix and other services that many households already have is a large expense.
Adding Optus, currently at $24.99 a month, which may raise its prices if it acquires the A-League rights, could deter casual fans who are not invested in the league.
On the other side of the argument, some fans may choose to unsubscribe from Paramount if Optus secure the rights due to no longer having football on their service, which would save fans money due to them cutting a streaming service they don’t need.
It is reported that Optus Sport currently has over 1.1 million subscribers to its platform.
If the A-league can attract and appeal to the followers of the EPL along with other leagues and competitions on the service, it would open up possibly the biggest market the A-league has ever had.
With the National Second Division set to at the beginning of 2025, the host for the league remains uncertain.
The most likely scenario is that games will be available on the 10play app, ensuring accessibility for everyone, which is crucial for the league’s rapid growth.
Network 10 may not feel as though there will be enough interest in the league to place it behind a paywall on Paramount.
Ultimately, there are pros and cons to both options. However, it is essential to ensure the next decision is well-considered and not rushed.