Optus to subsidise Premier League in multimillion-dollar Stan tie-up
Stan will stream the next season of the English Premier League in August under a complex agreement that would ultimately mean Optus subsidises a large proportion of the broadcast rights.
Nine Entertainment, which owns the streaming platform, is expected to pay about $60 million annually for the next three years to broadcast the league, two people briefed on the arrangement said. Optus will continue to pay $40 million every year over that time, despite giving up the rights.
The people briefed on the matter, who requested anonymity as they were not permitted to comment, said the plan was to transition customers in the first few months of the new season. The move, once complete, will mark the end of Optus Sport, a streaming service that quickly rose to prominence in 2016 when it beat rival Foxtel to the Premier League rights.
Nine and Optus declined to comment.
Optus approached prospective buyers last year following a decision to return its focus to core telecommunications assets. One of those parties was Stan, the broadcaster of major tennis tournaments including Roland Garros and Wimbledon, the UEFA Champions League, as well as Super Rugby.
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Under its new deal with Optus, Stan will expand its football offering to include the Premier League, the FA Cup, the K League, and J League.
The Women’s Super League, a tournament featuring Matildas players Caitlin Foord, Steph Catley, and Hayley Raso, was broadcast by Optus until the end of this season. That contract has expired and executives are in the market searching for a potential buyer. It is unclear whether Stan will broadcast the UEFA European Women’s Championship in early July.
Nine, the biggest media group in the country, is the publisher of The Australian Financial Review. It has spent hundreds of millions of dollars on live sport because it is one of the few ways to still reach many viewers.
The people briefed on the agreement said no staff were expected to transition from Optus to Nine. The deal is considered attractive to Nine because it already has staff and infrastructure ready to take over the rights.
Nine’s plans are for local programming are unclear, as is whether it will invest more in match data, such as team lineups and statistics, in the same way that Optus did. A deal is expected to be signed as early as this week.
The deal was first reported in the Financial Review in January*.*
With the minimum price to access Stan Sport at $27, it would take at least 185,000 new subscribers to cover the cost of the Premier League.
Even as it agrees to pay $60 million annually for those rights, Nine is cutting costs in other parts of the business amid a sluggish advertising market. It owns the Nine Network, and free-to-air television has lost hundreds of millions of dollars in the past three years alone to YouTube, social media and ads on streaming services like Netflix and Amazon Prime Video.
Nine chief executive Matt Stanton announced more than $100 million in new cost cuts at the company’s half-year results in February. Revenue rose 2 per cent in the six months to $1.4 billion, but costs rose 3 per cent. It does not have unlimited funds to spend on sports rights – especially with bidding for a new NRL broadcast deal likely to kick off this year.
Money woes
Optus Sport began in 2016 after the company, owned by Singapore’s Singtel, won the rights to broadcast the Premier League. It went on to acquire other international soccer competitions in Japan, Spain, and Korea, sublicenced the FIFA World Cup from SBS in 2018, and bought the rights to the FIFA Women’s World Cup in 2023. It is also the broadcaster of the FA Cup.
These broadcast rights were once considered valuable to Optus. They improved the company’s average revenue per user, allowed it to chase new customers, and minimised churn of existing customers. At its peak, the company said Optus Sport had more than 1 million active subscribers.
Last April, it said it had 700,000 active subscribers.
However, the local market has changed rapidly since that time, and Optus Sport has found itself fighting for broadcast rights against deep-pocketed international rivals like Amazon and Paramount, as well as bigger local players like Stan and Foxtel’s sports streaming service Kayo.
The Premier League is considered the crown jewel of football rights, but Nine did not submit a bid in 2021 because of the premium it was required to pay to secure it. In the end, Optus signed a six-year deal with the Premier League, estimated to be worth about $100 million per year.
People familiar with Optus’ financial position said the streaming service was losing tens of millions of dollars under the current EPL deal.
The amount it pays is so substantial that in 2022, before the new deal started, Optus started charging phone and internet customers to watch its content. The subscription for Optus customers grew 40 per cent last year to $120 a year, while non-Optus customers pay $24.99 a month.
Accounts for the year to the end of March show a 14 per cent year-on-year decline to $65 million in revenue for subscription-based broadcasting services, which include Optus Sport and aggregation platform SubHub.