Barely a few months ago the "iconic relationship" between SBS and football looked set to come to an end -- but amid public pressure, "a change of heart and some hapless negotiations, the network is now likely to continue broadcasting A-League matches next season," according to Sebastian Hassett of the SYDNEY MORNING HERALD. Although it is still possible the rights could be sold to another free-to-air network, "time is running out for the likes of Seven, Nine and Ten to make a concrete offer." The new season "starts in just over two months." The broadcaster has quelled its mid-year desire to offload the rights and, according to several sources, is now "more than likely" to fulfill the existing contract. None of the rival networks have so far tabled a sufficient offer to tempt SBS -- "but that may be because Fox Sports has refused to concede any ground to new broadcasters regarding their Saturday night arrangement." In May, Chief Content Officer Helen Kellie and TV & Online Content Dir Marshall Heald recommended to senior management that the network should look to dump the rights and instead focus on "big ticket" items -- such as the World Cup, the Tour de France and the Sydney Mardi Gras. Kellie "intimated the ratings results had put the network's commitment to the A-League into question." But the combination of pressure, both from the public and inside the network -- where several members of management have rallied in favor of keeping the A-League -- "may eventually bear fruit" (SMH, 7/24).
