Nine shoots goal picking up netball TV rights with Telstra

The Nine network and Telstra will share broadcast rights to Australian netball in a five-year deal securing four matches a week live on TV

Madi Robinson in full flight gets possession in front of Kimberlee Green in the Melbourne Vixens v NSW Swifts match at Hisense Arena. Pic: Michael Klein

Nine Network and Telstra have signed a five-year partnership with Netball Australia as growing interest in women’s sport rejuvenates broadcaster enthusiasm.

Starting in 2017, fans will be able to watch four of the new league’s games live on television, with Telstra acquiring the exclusive rights to broadcast two games every week through internet-based service Telstra TV.

The deal means supporters will be able to watch every game live on mobile — the first time a women’s sport has been broadcast in this way on a mobile platform.

The telco giant will also become the Official Telecommunications and Technology Partner of Netball Australia and the new national netball league.

The deal marks the first major strategic play by Telstra’s newly installed head of media, Michele Garra, a former Optus executive.

Ms Garra, executive director Telstra Media, said the telco had a proud history of supporting Australian sport.

“Australians love sport and love having access to the best live entertainment at home or on the go and we are very proud to continue delivering world class entertainment experiences for all Australians to enjoy,” Ms Garra said.

Women’s sport is back on television and attracting increasing audiences after the World Cup soccer tournament ignited interest in the media rights.

Two years after the ABC abandoned its coverage of women’s soccer (W-League), basketball (WNBL) and other local sports, a number of high-profile events are setting new benchmarks.

The Netball World Cup broadcast on Network Ten and Fox Sports follows the Matildas’ successful run to the ­quarter-­finals of the soccer World Cup. Ten’s telecast of eight women’s Big Bash cricket matches last summer was declared a success.

A wider boom in sports rights reflects fundamental shifts in the media industry. Viewers are watching programs on demand, and skipping the ads. For advertisers, live sport has become a key way to reach large audiences at once.

Last year, Telstra struck a $1.8 billion media rights deal with the NRL and Fox Sports and Nine. Telstra stumped up $175 million to telecast matches digitally on its mobile network as well as replays and highlights on Telstra TV — a service that plugs into TVs to stream content from apps including Netflix.

Having announced 43,000 Telstra TV subscribers at its half-year result in February, Ms Garra said she expects to have “more than 200,000 devices in our customers’ homes” by the end of June.

“Our customers have embraced streaming entertainment at home and we are seeing terrific growth in the number of Telstra TVs out in market,” she said.

Ms Garra said “growing popularity” of Telstra’s NRL and AFL apps shows fans are demanding more live sport action on mobile.

“Last weekend our AFL and NRL apps delivered over 2.2 million live streams and we have no doubt that netball fans will be similarly enthusiastic about keeping up with all the action of their favourite sport, as it happens,” she said.

“We are also very excited about broadcasting two live netball games per week into Australian homes using Telstra TV.”

Pricing and package details for the Telstra Netball Live App will be made public close to launch of the 2017 Netball season.

As part of a wider tie-up between Telstra and Netball Australia, the telco will offer customers exclusive ticket deals through the Telstra Thanks program. TV rights are currently held by Fox Sports Australia, whose agreement ends next year.