How VFL's Four-Network Strategy Reshapes Sports Media Distribution in APAC

The Victorian Football League has locked in broadcast deals with Foxtel's Kayo Sports, ABC, Seven Network, and SEN radio for the 2026 season, covering 53+ confirmed matches across free-to-air television, subscription streaming, digital platforms, and radio simultaneously.

The agreements, announced ahead of Round 1 on March 21, 2026, represent one of Australian rules football's most comprehensive multi-platform distribution arrangements for a developmental league property.

Four Platforms, One Coordinated Distribution Architecture

Kayo Sports will stream 16 VFL matches across the opening 13 rounds, with many scheduled directly before AFL fixtures on the same platform. This curtain-raiser positioning places developmental league content in front of audiences already tuned in for premium AFL games.

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ABC Television returns to VFL broadcasting for the first time since 2014, a 12-year absence. The deal covers one match per round on ABC TV in Victoria, national streaming on ABC iview, simulcast on ABC Listen radio, and six finals matches including both preliminary finals and the Grand Final.

"Australian football is at the heart of the nation's sporting culture, and this deal gives us a fantastic opportunity to serve the Australian sporting community, bring live sport back to ABC TV, and further strengthen our offering on ABC radio," said Hugh Marks, Managing Director of ABC.

Seven Network's involvement marks its 12th consecutive season of VFL partnership, dating back to 2015. Seven's 2026 commitment focuses on all 10 Tasmania Devils home matches, broadcast on Seven Tasmania and available nationally on 7plus Sport.

Tasmania Devils Broadcast Deal Signals Pre-Launch Audience Strategy

The Tasmania Devils are a new VFL entrant preparing for their 2028 AFL debut. Their inclusion in this broadcast deal, two full seasons before that top-tier arrival, reflects a deliberate audience-building investment.

Sports Entertainment Group and its production arm Rainmaker will produce all 10 Devils home matches. SEN will simultaneously broadcast across three Tasmanian radio frequencies and the national SEN app.

"We look forward to working closely with SEN to bring every game of the side's inaugural season to passionate viewers in Tasmania, while also making each match available nationally on 7plus so fans across the country can get behind the Devils and be part of the story from day one," said Renee Quirk, Head of Sport at Seven Network.

This model, where broadcast investment precedes competitive debut by years, has direct parallels for Asian sports marketers managing new franchise launches in leagues such as the Pro Kabaddi League or Indian Super League.

Structural Lessons for Asian Sports Marketing Executives

The VFL deal activates three distinct streaming platforms simultaneously: Kayo Sports (paid subscription), ABC iview (free, public broadcaster), and 7plus Sport (free, commercial network). Each serves a different audience segment without platform exclusivity.

AFL Executive General Manager Matthew Chun stated: "We are thrilled to be expanding the broadcast coverage of the VFL. This is a wonderful result and will bolster the exposure of the competition right across the country."

Adam Howarth, Executive Director of Commercial Sport at Foxtel Group, added that the VFL "plays a vital role in the AFL ecosystem" and that expanded VFL coverage will "strengthen the development layers that keep the game thriving."

For Asian CMOs managing tiered sports properties, such as J.League versus J3 League or IPL versus domestic state cricket competitions, the VFL's coordinated use of public broadcasters, subscription platforms, and free commercial networks offers a replicable distribution model. VFL content is also available internationally via WatchAFL, adding a diaspora audience layer relevant to AFL development markets across Japan, China, and India.

The 2026 season begins March 21, with additional broadcast matches for Rounds 14 through 21 still to be confirmed.