Charity match proves TV networks still rivals in troubled times

Like everything in Melbourne, the EJ Whitten Legends Game has been left stranded by COVID. So why a sudden surge of interest from Channel 9?

Channel 9 this week announced a celebration special of 25 years of the EJ Whitten Legends Game.

Sharing and caring in these troubled times doesn’t translate to rival TV networks.

The EJ Whitten Legends game has long been a staple on the football landscape.

In recent times it has had life breathed back into it when Channel 7 swooped on the rights in 2016, ending a 20-year relationship between the popular charity match and the rival Nine network.

This gave the event the kick along it needed with fellow broadcaster Foxtel and the AFL also jumping on board. But like everything in Melbourne it has been left stranded because of COVID and won’t be played for the second year in a row.

Seven then came up with a plan to do a “best of” series, including highlights from all of the games over the years to help rally support.

The EJ Whitten Foundation, which has done amazing work in raising awareness around prostate cancer in men and launched a new campaign on Friday, certainly embraced the idea.

Victoria and the All Stars walk on to the field during the 2016 EJ Whitten Legends Game at Etihad Stadium. Picture: AFL Media

Brendan Fevola kicks the ball for Victoria during the EJ Whitten Legends Game at AAMI Park in 2019. Picture: Getty Images

But the non-for-profit organisation found it didn’t own the TV rights to its own event and had to ask Channel 9 for permission to use the footage.

No shock as to the answer.

Less surprising was a sudden surge of interest from Nine, which this week announced a celebration special of 25 years of the EJ Whitten Game to be hosted by Tony Jones and Billy Brownless and screened during AFL grand final week.

Hmmmm. Interesting timing, or just a coincidence?

What has left industry sources bemused is that the EJ Whitten Foundation didn’t have control of its own rights.

EJ Whitten Foundation chief executive Anthony Moore said it wasn’t something he wanted to “get into today” preferring to focus on the merger with the Australian Prostate Centre to create RULE Prostate Cancer.

Channel 7 managing director Lewis Martin said the network’s “focus will always be sending the health message for men to get themselves checked.”