Southern Cross Austereo (SCA) and the Australian Football League (AFL) have announced a new three-year partnership, granting SCA exclusive live audio broadcast rights for all AFL matches across the 2025, 2026, and 2027 seasons.
The agreement positions SCA as a primary destination for AFL content, delivering comprehensive coverage through its Triple M network and LiSTNR digital platform.
Increased content integration and market expansion
As part of the partnership, AFL-related content will feature more prominently across SCA’s flagship shows and digital platforms. The deal also includes a strategic focus on expanding coverage in AFL growth markets such as Sydney, Brisbane, and the Gold Coast.
Commentary teams will be based in Melbourne, Sydney, Brisbane, Adelaide, and Perth, offering in-depth match analysis and player interviews throughout the season.
Continued investment in AFLW
SCA has reaffirmed its commitment to AFLW, with comprehensive coverage of the competition, including finals. The broadcaster will also introduce an annual AFLW internship, providing a player with hands-on experience in media and broadcasting, further supporting career development pathways within the industry.
SCA CEO John Kelly said: “Southern Cross Austereo is proud to extend our partnership with the AFL, reaffirming SCA’s position as Australia’s leading AFL audio broadcaster. As the season begins tonight, we’re excited to continue delivering the most passionate, insightful, and entertaining footy coverage across Triple M and LiSTNR. Our long-standing relationship with the AFL allows us to bring fans closer to the game they love, and we look forward to another incredible season of footy.”
John Kelly SCA
A new era
AFL executive general manager of finance, cubs and infrastructure, Matthew Chun, said: “The priority of the AFL was to provide fans with quality content and unrivalled free access to footy across radio platforms. Our radio partners will service more AFL and AFLW fans across the nation than ever before. It is important to us that our fans are able to consume live football all weekend, particularly when they aren’t able to get to a game.
“We want all Australians to have the best possible match experience on any platform of their choice, and we are proud to be partnering with Southern Cross Austereo and thank them for their continued support and commitment to delivering unparalleled content for our fans.”
The broadcaster says the agreement reinforces its focus on delivering comprehensive AFL coverage, with continued investment in both the AFL and AFLW. As SCA expands its reach, the partnership aims to provide more opportunities for fan engagement and content development across traditional and digital channels.