Southern Cross Austereo signs six-year deal to broadcast AFL

Southern Cross has signed a new six-year agreement with the AFL for the radio broadcast of AFL games and events on the Triple M Network and affiliated regional stations.

Southern Cross Austereo

Triple M will have FM commercial exclusivity in Melbourne, Adelaide and Perth in addition to broadcast and simulcasting on digital radio while SCA will be streaming the games via each station’s website.

The SCA and AFL partnership extends beyond the call of the game and beyond the Triple M network.

Announcing the renewal, Grant Blackley, CEO of SCA said: “This is an outstanding outcome for SCA and for AFL fans around Australia.

“We’ve had a strong partnership with AFL for over 20 years and this new long-term extension provides both continuity and security of rights moving forward.

“Over the past two decades, our listeners have come to expect Triple M to bring them the most entertaining and informed footy call and other AFL content.  We’re thrilled that this valuable partnership with AFL is continuing and with even more benefits to our listeners and advertisers than ever before.

“The financial offer included in the new agreement with the AFL was included in the outlook and financial guidance provided on release to the ASX of SCA’s FY16 results on 25 August 2016.”AFL logo

SCA will be actively supporting women’s football, with on air promotions of the AFLW competition in Breakfast and Drive on Fox FM in Melbourne, and on Hit 107 in Adelaide and Hit 929 in Perth.

The AFLW grand final will be broadcast live on Triple M in Melbourne and Adelaide.  There will also be live coverage of selected other AFLW matches around the Triple M Network.

The rights announcement comes as Crocmedia confirmed it had also signed a six-year deal to become the AFL’s exclusive commercial regional radio master rights holder.

Crocmedia will partner with fellow media companies Macquarie, Southern Cross Austereo, Nova Entertainment, Pacific Star Network and Grant Broadcasters in the 2017-22 AFL broadcast, distribution and content supply partnership.crocmedia logo

There will be Crocmedia exclusivity on commercial regional broadcasts to all commercial radio stations around Australia other than stations owned by Southern Cross Austereo.


Crocmedia will develop a national AFL radio call across metro markets under the revamped AFL deal with new arrangements to supply a range of sports and entertainment programming across 2UE, 3AW, 6PR, FIVEaa, Magic882, SEN and Southern Cross Austereo’s regional stations underpinning the new partnership.

A new, exclusive programming deal with rounds out the suite of supply partnership deals, with Crocmedia also extending its ambassadorial partnership with the AFL’s Premiership Club Hospitality business for six years.

Blackley: “This long-term extension provides continuity and security of rights moving forward"

Blackley: “This long-term extension provides continuity and security of rights moving forward”

Crocmedia chief executive, Craig Hutchison, said: “We are delighted to play a bigger role in shaping the way the game is heard and promoted nationally. It is fantastic that all incumbent partners have not only maintained their position but increased their commitment to cover and broadcast the game.

“We look forward to working with all partners for the next six years.


Hutchison: “Radio is the best way to connect fans to the AFL”

“There has never been as much choice for AFL fans to consume the game via play by play broadcast or programming. Radio is the best way to connect fans to the AFL and there’s no doubt with greater choice than ever fans are the big winner.”

The deal means Crocmedia will produce a call of all nine AFL matches each weekend including, for the first time, two matches into metro capital cities.


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