Refreshed look at sports media

It’s time we refreshed the way we look at different sports in Media:  

Sport has always been an anchor of Australian culture – from packed stadiums in winter to back-garden cricket over Christmas. But the way fans watch and engage with sport is changing fast. The rise of streaming platforms, social media highlight culture, and younger, digitally native audiences has disrupted traditional models and opened the door for brands to rethink how they partner with sport and imbed themselves within the media surrounding it.  

Three clear areas stand out: the continued growth of football (although I’ve been here for 2 years, not saying soccer yet), the cultural impact of basketball – particularly the NBA – and the seemingly lapsed estimations in value of homegrown codes NRL and AFL. Together, these present huge opportunities for brands looking to reach passionate, engaged audiences in new ways. 

(And yes, before anyone asks, I’m writing this as a West Ham fan and a Sydney Swans fan – so I’m well versed in sporting disappointment, but more importantly loyalty.) 

Football: From Niche to Mainstream 

For decades, football in Australia was seen as niche – something played by kids but largely ignored as a professional product compared to the AFL and NRL juggernauts. That picture has changed dramatically over the past ten years, and the shift of English Premier League rights from Optus Sport to Stan Sports from 2025 will only accelerate that growth. 

Stan already holds the rights to the UEFA Champions League, Wimbledon, and Rugby, meaning football will now sit alongside premium global sports content on a mainstream entertainment platform. This matters for brands because: 
- Bigger Reach: Stan reaches a broader demographic than Optus, which had a smaller, tech-driven customer base. 
- Cross-Vertical Audiences: EPL coverage on a streaming platform associated with drama, comedy, and family content means football exposure extends beyond hardcore fans. 

Australia’s women’s team – the Matildas – captured national attention during the 2023 FIFA Women’s World Cup, with their semi-final against England attracting 11.15 million viewers on Seven, the most-watched TV program since OzTAM began measuring in 2001. Women’s football participation has grown by over 20% in the past five years, with Football Australia reporting it is now the most played team sport in the country. 

For brands, this shift offers an opportunity to connect with fans who are highly engaged, increasingly diverse, and often under-served by traditional Australian sports partnerships. Whether it’s via digital-first activations, grassroots support, or premium sponsorship, football has moved from a “nice-to-have” to a serious strategic play. 

Basketball & the NBA: A Cultural Powerhouse 

Basketball, and particularly the NBA, has become more than just a sport – it’s a cultural movement. The NBA has one of the youngest fan bases of any sport in Australia, with nearly 60% of fans aged under 35. Its influence extends beyond the court into music, fashion, and lifestyle, creating a cultural overlap that few sports can match. 

Social media has supercharged NBA consumption. ESPN reported a 30% year-on-year increase in NBA viewership in Australia between 2020 and 2023. NBA League Pass subscriptions have also surged, particularly among younger, tech-savvy audiences. 

On the domestic front, the National Basketball League (NBL) is booming, with record attendances and a clear pathway for Australian talent to the NBA. Merchandise sales for the NBL grew 27% year-on-year in 2023. 

For brands, basketball offers: 
- A Youthful, Digitally Native Audience 
- Cultural Credibility 
- Digital Activation 

Basketball is where sport meets culture – and if you don’t believe me, just look at how fast NBA jerseys sell out every Christmas compared to, say, Sydney Swans retro guernseys… which (judging by our form this year) will mostly be used for painting or sleeping in. 

NRL and AFL: Australia’s Napping Giants 

While international sports are stealing headlines, Australia’s homegrown codes remain unrivalled in terms of raw audience numbers and community connection – yet they’re often underutilised by brands outside of official broadcasters and tier-one sponsors. 

AFL remains the most attended sporting league in the country, with an average crowd of 36,000 per game and over 7.5 million attendees across the 2024 season. AFLW has expanded the game’s audience, with female participation up 21% year-on-year. The AFL has also invested heavily in grassroots development, with more than 1.2 million participants nationwide. 

The 2025 State of Origin series attracted an average of 3.8 million viewers per game nationally, up almost 12% YoY. Participation in the women’s game has surged 32% since 2022. Expansion into Pacific nations like Papua New Guinea is broadening the NRL’s reach. 

These codes offer unmatched access to mass audiences and deep community roots. Brands can innovate through local club partnerships, grassroots initiatives, or unique content collaborations. 

What This Means for Brands 

The sports landscape is fragmenting – and that’s a good thing. The modern ecosystem allows for: 
- Streaming Has Lowered the Barrier to Entry 
- Content-Led Partnerships 
- Audience Diversification 

Sports marketing is no longer one-size-fits-all. Whether a brand wants scale, youth relevance, or cultural cachet, there’s now a pathway to achieve it. 

In short, football’s transition into the mainstream, basketball’s cultural dominance, and the enduring power of AFL and NRL create a unique moment for brands. Sport has always captured hearts and minds, but today it also captures screens, data, and lifestyle moments far beyond the stadium. 

For marketers, the opportunity is clear: move early, invest smart, and understand these audiences. The brands that do won’t just win over fans, but they become part of the communities and generations to come.