http://www.foxsports.com.au/story/0,8659,23545880-23215,00.html
Football 'worth more than league'
By David Davutovic
April 16, 2008
THE battle of Australia's football codes is not consigned to western Sydney, with football's TV rights tipped to rival that of the AFL when a new deal is nutted out in 2013.
Leading media buyer and analyst Harold Mitchell claims that football's deal may surpass the NRL's $500 million deal and rub shoulders with the AFL.
Mitchell, the man who advised the AFL when it signed the unprecedented $780 million TV deal, predicted that Football Federation Australia's bargaining power would top the $100 million-a-year mark by the time the rights are up for renewal.
"The soccer rights should be a $100 million-a-year sport by 2013," Mitchell said. "It could be equal to the AFL by then if it is properly presented.
"No doubt it could surpass the NRL. The reason is it can grow into all the states, southern and western. Where the NRL is very strong in New South Wales and Queensland, soccer can grow into new areas more easily and readily. Also what's developing is that mums want their kids to play soccer.
"They don't like thuggery so it's perfectly positioned as a family sport. It's minimal contact. It's of high appeal and it is a fast-moving game for TV. Plus it's short."
His argument is supported by the Professional Footballers Association, whose research indicates that football's TV rights - the A-League and Australia matches packaged together - will eventually surpass those of the NRL.
PFA chief executive Brendan Schwab, a former vice-president of AFL club Richmond, believes the TV rights will be lucrative if A-League teams are introduced in western Sydney, Melbourne and the Gold Coast before the next deal.
"The question is when, not if," Schwab said in reference to surpassing the NRL's TV rights.
"We may not be No1, but the key is being the No.2 sport in every Australian market.
"The Socceroos can be the No.1 national team in Australia, with a regular audience of one million and up to 3.5 million for big games.
"Packaged together, these media rights can provide a commercial platform that will sit only behind the AFL in the medium to long term."
Football's current seven-year, $130 million deal with Fox Sports was lucrative at the time it was signed - after just one A-League season.
But it was also signed on the eve of the 2006 World Cup, and Mitchell said the rights even now would be worth considerably more.
In football's favour is the fact that FFA chief executive Ben Buckley was the man who brokered the AFL's $780 million deal.
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