The Australian Football League (AFL) has announced the introduction of a wildcard finals round in 2026, a strategic move aimed at safeguarding the value of its current broadcast rights deal. This decision comes as the league seeks to maintain its allure in the competitive sports rights market, with the existing deal set to expire in 2031.
Colin Smith, a sports rights analyst at Global Media Sports, emphasized the necessity of this move. “The AFL is rightly concerned, not necessarily about enhancing the value of broadcast rights, but protecting value. [This decision is about] actually recovering value as opposed to increasing value,” Smith told this publication.
Broadcast Audience and Viewer Engagement
Channel Seven, one of the AFL’s primary broadcasters, reported an average national audience of approximately one million viewers for each of the eight finals leading up to the grand final between Geelong and the Brisbane Lions. However, the lead-up to the finals was marked by an unusually high number of dead-rubber games, with only nine teams realistically vying for top-eight positions in the last six rounds.
To address this, the AFL and its broadcasters have decided that a wildcard finals round will ensure more games are “games of consequence,” as described by AFL CEO Andrew Dillon. This decision, initially reported by this publication on Sunday, is also expected to enhance scheduling flexibility, particularly for the coveted Thursday and Friday night slots.
Financial Implications and Broadcast Rights
The current seven-year broadcast rights deal, valued at $4.5 billion, is set to expire in 2031. While the AFL and broadcasters Channel Seven and Foxtel have remained tight-lipped about potential financial adjustments for the additional games, one insider hinted at an increase in value, though the exact figure remains undisclosed.
“A final that attracts one million viewers could generate about $1 million in advertising revenue for broadcasters,” a senior competition source noted. Smith suggested this would be a minimum estimate, with potential for higher returns depending on the teams involved.
The AFL is also poised to benefit from increased ticket sales and corporate packages, potentially adding millions to its revenue stream. The recent acquisition of Foxtel by DAZN underscores the importance of maintaining the league’s appeal to new stakeholders by minimizing predictable outcomes and reducing dead rubbers.
Impact on Players and Fans
James Gallagher, CEO of the AFL Players’ Association, has expressed support for the wildcard round, highlighting the excitement it brings to players and clubs. “Playing in finals is what all players dedicate themselves to, so having that opportunity for more players and clubs each year is exciting,” Gallagher stated.
He further noted that players would share in the commercial benefits generated by the wildcard round through their revenue-share agreement with the AFL. “As partners in the game, players support finding ways to innovate and grow the game,” Gallagher added, emphasizing the importance of balancing industry growth with player welfare.
Meanwhile, Smith pointed out that the sports market constantly seeks “tentpole events” to engage fans and create memorable moments throughout the season. “This [change] will grow the audience,” he said. “It will keep the fans more engaged than they would have been, especially in Sydney.”
Looking Ahead
The introduction of the wildcard finals round is a significant development in the AFL’s strategy to protect and potentially enhance its broadcast rights value. As the league navigates the evolving landscape of sports broadcasting, this move represents a proactive step towards ensuring the continued relevance and excitement of Australian Rules Football.
For fans and stakeholders alike, the coming seasons promise a more dynamic and engaging competition, with the potential for increased viewership and financial growth. As the AFL continues to innovate, the impact of these changes will be closely watched by industry analysts and fans around the world.
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