Football Federation Australia CEO Ben Buckley remains bullish over the prospect of negotiating a lucrative new TV deal, bundling the Socceroos with the A-League, amid warnings from TV industry sources that any change to existing Government anti-siphoning rules could be catastrophic to the game.
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By combining the high-value Socceroos in a package deal with its bread-and-butter product, the A-League, the ruling body has a hot property. The existing seven-year $125 million deal, which expires in June 2013, is evidence of that.
Recent leaks from within Fox Sports confirm though that should the Government decide to place Socceroos World Cup qualifiers in the hands of a free-to-air provider, the strong likelihood is that the A-League and the remaining Socceroos component - friendlies and the Asian Cup - would be worth far less.
With negotiations imminent on a new broadcast deal unlikely to include a free-to-air element thanks to recent restructuring at Channel 10’s OneHD network, Fox Sports appears to hold all the aces, whether the Government loosens its hold on Socceroos rights or not.
But Buckley believes the negotiating cupboard is far from bare, telling The World Game: “The next deal will come on the back on proven record of delivering ratings and value to Fox Sports.
"In 2005, we had no track record. Now we have regular high-quality Socceroos matches, the halo effect of World Cup qualification and compelling weekly content in the A-League.
“We’ll go into the next round of negotiations against a backdrop of new digital platforms and delivery channels. There are so many opportunities to deliver football content. That will only add to the competitive tension in the marketplace.
"Sports content is valued highly by broadcasters and advertisers. We’re entering an era where the proposed National Broadband Network will change the way we consume media, whether it’s IP TV or hand-held devises.
"There’s a hunger there for compelling live sports content and we say the A-League is exactly that. So we feel we’re in strong position to get good value for the post-2013 rights.”
There is some indication that the Federal Government could place Socceroos qualifiers on the anti-siphoning list with a decision due to be handed down during its current term.
“The Socceroos are the most powerful national football brand in the country. They have the ability to unite all Australians, which makes football rights very attractive to broadcasters,” Buckley said.
Professional Footballers Australia (PFA) boss Brendan Schwab is equally optimistic over striking a mutually-beneficial bargain with Fox Sports to safeguard the future of the game domestically and nationally.
“Football has a unique advantage over a lot of sports and in order to position ourselves strongly in the pursuit of a good TV deal beyond 2013, it’s vital we reinforce our position as the national football code,” Schwab said.
“If we can achieve that by strategically packaging key Socceroos games with the A-League, then I’m confident we’ll get a successful broadcast rights outcome.
"We would encourage the Government to review its current position on anti-siphoning (it is reportedly leaning towards widening the Socceroos free-to-air presence). If that is achieved then we can have a very good outcome.
“The Socceroos are quickly becoming the most important national team for sports fans, and they will soon surpass even the national cricket team.
"The level of interest in football is equivalent to that of AFL at a grassroots level, but the challenge is reflecting that interest in support for the A-League.”
Schwab claims that a second Sydney team will be crucial in adding lustre to the A-League, adding: “We need to be well positioned in western Sydney, which is the heartland of football and a crucial broadcast market.
"It was our preference at the PFA to have a team in western Sydney when the A-League was launched six years ago and that need has never gone away. Getting a team in that region must be a priority for 2012-2013.”
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