Facebook signs AFL, NRL and Cricket Australia

Facebook has locked in streaming content deals with some of Australia’s biggest sporting codes.

The AFL, the NRL and Cricket Australia have signed deals with Facebook to provide content. Picture: Getty Images

Facebook has locked in three content deals with some of Australia’s biggest sporting codes as it looks to engage fans and attract younger audiences.

The social media giant said it had agreements with the National Rugby League (NRL), Australian Football League (AFL) and Cricket Australia which would see each code bring new content to the Facebook’s streaming platform, Facebook Watch.

It comes after The Australian revealed Seven West Media and Facebook had signed a content deal that would see some of the network’s biggest shows, including My Kitchen Rules and House Rules, transformed into digital series from June 17.

As part of the arrangement, the NRL and AFL will offer match highlights, weekly wrap-up shows, old matches and live original programs. Facebook has previously worked with Cricket Australia, live broadcasting all 36 Women’s Big Bash matches last year — something it will extend.

Facebook declined to comment on how much money it was investing or how much the sports codes were spending. Facebook Watch, which launched in August 2017, generates revenue through ad-supported video, splitting the money it makes 55-45 per cent in the publisher’s favour. Facebook Watch has 720 million monthly users.

Joyee Biswas, Facebook’s head of sports partnerships at APAC, said the deals would “extend the life” of sports content and ad-supported material, allowing for brands to better target consumers: “The intention is to provide the fans with more opportunities to interact with this content.

“But I wouldn’t say we are looking to compete with any television network or with any media platform. For us it’s about experimentation and about maximising the value of the content.”

Mr Biswas said it was also about attracting younger audiences, who may not consume full matches on television like older generations, to the sports codes.

The NRL’s chief commercial officer, Andrew Abdo, said the deal was about providing new ways for fans to access content: “This is a fantastic opportunity to extend our reach across two social media platforms that reach billions of people every day.”

Cricket Australia’s executive general manager of fan engagement, Anthony Everard, said the partnership would allow the sport to build viewing of women’s matches, while Julian Dunne, AFL’s head of content and distribution, said it was about ensuring the AFL reached all its fans.

At the same time, Australian Facebook original content creator Jamie Zhu will launch a new live talk show which will feature conversations with musicians, artists and health experts.

Facebook and media com­panies are waiting on a final report, due on June 30, from the Australian Competition & Consumer ­Commission on the impact of digital platforms on traditional media. Earlier this week Facebook told The Australian it was keen to support the Australian ecosystem.