Football Federation Australia has kicked off negotiations on the richest TV deal in its 11-year history by "targeting a doubling in the price of its media rights with more free-to-air coverage," according to Darren Davidson of THE AUSTRALIAN. FFA CEO David Gallop hired London-based strategic adviser Oliver & Ohlbaum to "help obliterate" football’s previous four-year A$160M ($113M) broadcast deal with Fox Sports Australia and SBS. O&O's clients include the English Premier League and Germany's Bundesliga. Administrators are said to "be confident of achieving a big rise in the value," potentially up to A$80M ($56.5M) annually -- a "massive" 100% rise in the value of the rights. Gallop confirmed he had started a tender process, saying, "There's no set timetable but with a year to go on the current deal we recognize it's a good time to be out and about talking to the potential partners." Asked if he was seeking a bigger free-to-air deal, Gallop said, "While recognizing the investment of Fox Sports we think commercial free-to-air coverage of our bigger A-League games will help us both grow the sport." It is understood the Seven, Nine and Ten networks have "all indicated to the FFA they will participate in talks." Incumbent rights holder Fox Sports "is keen to retain its rights," according to CEO Patrick Delany. Delany: "It's a sleeping giant in an incredibly competitive sports landscape here in Australia. This is a very important one for us; it falls into the live and local bucket." Asked about the prospect of a price rise in line with recent gains secured by the Australian Football League and National Rugby League, Gallop said, "We're confident about our sport and very hopeful the broadcasters will recognize that an investment in Australian football will help us grow the game" (THE AUSTRALIAN, 2/8).
