The deal will see Telstra provide live streaming of matches via the Official AFL Live App from 2017, and is part of the record $2.5 billion dollar broadcast rights agreement with the Seven Network, Fox Sports and Telstra announced by the AFL today.
Telstra and the other major players have not revealed what they individually paid for the broadcasting rights.
Joe Pollard, Group Managing Director Telstra Media and Marketing said the agreement would give Telstra customers exclusive access to live streaming of all AFL matches and events, including the entire finals series and Grand Final, as well as the Brownlow Medal ceremony.
“The AFL is Australia’s most watched football code and Telstra has a long and proud association with the sport. Together we have built Australia’s leading digital sports network to give Australians a world class entertainment experience.
“Our customers will be able to enjoy live matches on the go including exclusive content, the best insight, enhanced statistics and all the behind-the-scenes action from Western Australia to Western Sydney.”
Pollard said Telstra will also offer extended highlights and replays via online and IPTV platforms including the TBox and Telstra TV device that will be on sale next month.
He said over the last four years, Telstra had enjoyed a close and successful partnership with the AFL as the league’s Official Technology Partner, created the Official AFL Live App, “which has grown to become Australia’s leading digital sports property.”
The AFL network is Australia’s leading online sports network with 84 million video streams so far in 2015, up 22% on 2014 and the official AFL Live App on mobile and tablet is Australia’s leading sports app with 3.1 million downloads and the 18 club websites and mobile apps collectively reaching more than 4 million unique users a week.
Telstra is the current holder of the AFL digital rights and the current agreement runs to 2017 and, in addition to holding digital rights for the sport, Telstra is also a sponsor of the AFL and collaborates with AFL Community Grants to support AFL junior clubs.
“Our vision is to be a world class technology company that empowers people to connect. Our relationship with the AFL, and the brilliant experiences we are able to give footy fans, bring that vision to life for all Australians,” Pollard said.
AFL CEO, Gillon McLachlan, said, “The AFL is thrilled to continue its long and successful partnership with Telstra as a rights holder and sponsor of the game, as well as launching new initiatives on data insights. We will continue to bring world class digital experiences to our supporters and members wherever they are consuming AFL content.”