SCA lands Australian-first podcast deal with AFL; renews audio broadcast rights

SCA has secured a multi-year podcast deal with the Australian Football League (AFL) to develop audio-on-demand concepts for the league and extended its audio broadcast rights.

The podcast deal will see the AFL and LiSTNR collaborate with their respective resources in creating, producing, distributing, and commercialising in-app programming and feature podcasts including SCA talent and AFL league stars.

The agreement comes on top of AFL’s radio broadcast agreement with SCA’s Triple M, which was extended to cover the 2023 and 2024 AFL seasons and includes the exclusive FM radio rights in Melbourne, Adelaide and Perth and rights on all other Triple M metro and regional radio stations around Australia, including SCA’s Canberra joint venture station Mix 106.3. The renewal is effective from 1 November. 

The new agreement also confirms all AFL men’s matches in every round and selected AFLW women’s matches, including the AFLW grand final, will be available on LiSTNR across Australia.

SCA CEO, Grant Blackley, said: “We are absolutely delighted to extend and expand our partnership with the AFL to branch into co-created podcasts on LiSTNR. The AFL has been a long-term partner of SCA and, given our expertise with the product, we are pleased to have been granted privileged status in this exciting new on-demand offering.

“The AFL is an important pillar in our sport offering on the Triple M network and LiSTNR and the appeal of AFL to our audience continues to grow.”

AFL executive general manager of customer and commercial, Kylie Rogers said: “We want all Australians to have access to our game, and we are proud to be partnering with Southern Cross Austereo and thank them for their continued support and commitment to delivering unparalleled content for our fans.” 

Triple M has the largest commercial AFL metro audience and across Melbourne, Adelaide and Perth has a cumulative audience of 626,000, according to GFK Metro Survey 4.


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