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http://www.theaustralian.com.au/med...102863828?nk=050c5527bf3917a51322dacfd51b00e8
AFL eyes as much as $1.6bn for television rights deal
The Australian
October 27, 2014 12:00AM
THE AFL is set to negotiate the richest sports deal in Australian television history, with an opening bid of $1.5 billion-$1.6bn.
The extraordinary figure is being privately discussed as attainable by AFL chief executive Gillon McLachlan and the powerful AFL Commission ahead of the upcoming broadcast rights negotiations, The Australian can reveal.
That figure is unlikely to close the deal, yet it will see the Australian Football League obliterate the code’s previous record $1.258bn deal, the nation’s most lucrative TV rights payment. Sources close to the discussions have revealed that the AFL Commission, the governing body responsible for the running of the competition, discussed valuations in recent weeks.
A starting figure of $1.5bn- $1.6bn — which would surpass the AFL’s current deal by $300 million — was put forward by commissioners as an achievable target for a five-year deal when the league blows the siren on negotiations in the coming weeks.
Under an even more ambitious scenario, commissioners including former News Corp Australia boss Kim Williams and Wesfarmers managing director Richard Goyder have discussed a $1.7bn or $1.8bn deal.
A spokesman for the AFL declined to comment.
In a potential twist that could hurt pay-TV operator Foxtel, half-owned by News Corp, ultimate publisher of The Australian, the commissioners have discussed signing a five-year deal with a free-to-air network, and a shorter contract with Foxtel and Fox Sports.
In setting the bar high at the outset, the league will signal to the commercial networks that it will adopt a tough negotiating position with the TV chief executives, confident the balance of power is *tilted in its favour.
This could lead to protracted talks with the networks, whose bosses are privately warning that a huge price escalation may not be economically viable.
While the networks have found it is getting harder to make money from sports rights, they know they can’t attract big ratings and advertising dollars without top-tier sports in the schedule.
Mr McLachlan is under pressure to deliver another bumper payday as the AFL fast-tracks the next round of negotiations so that it has the capital to buy out Melbourne’s Etihad Stadium.
He will send networks a brief within weeks, with the aim of clinching a new deal during the early rounds of next season, around March or April.
Working in his favour is strong interest from all the free-to-air networks, improving the prospect of competitive tension that he can exploit to the AFL’s advantage.
As the current rights holders, media mogul Kerry Stokes’s Seven Network and Fox Sports will again be frontrunners, determined to secure matches. They will face competition from NRL rights holder the Nine Network, if only to bid up the price Seven could pay to renew its contract.
But Nine’s interest could be limited by its commitment to the NRL. If Nine overplays its hand with the AFL, the high-stakes tactic could hand the Ten Network an advantage when these rights come up for renewal next year.
Ten has a genuine interest in securing some games, and will explore a partnership with one of the other networks to defer the cost.
“We’ve very interested but obviously at the right price,” Ten chief executive Hamish McLennan recently said. “We won’t be blowing our brains out.”
The cash-strapped third-placed network attempted a simil*ar approach on the last deal but is more likely to succeed with a joint venture model due to the league’s demands for higher payments.
Seven Network’s debt-*burdened parent company Seven West Media has been on a rights buying spree this year, agreeing to deals for the Olympics, Commonwealth Games, US Masters and American football.
This means the No 1-placed network’s increasing television costs could predispose the company to a tie-up with one of the other networks.
The international market for sport is particularly bullish with new US TV deals for the NBA and Olympics exceeding expectations.