The 2024–25 summer of sport is here, and Seven is setting the pace with an impressive lineup that blends tradition, technology, and some clever storytelling. From cricket to the NFL playoffs, Seven is making sure its coverage isn’t just watched but truly experienced.
Rob Maclean, Seven’s national sport sales director, says the secret to Seven’s success is inclusivity. “At its core, Seven’s sport content is for everyone. We tell stories that draw in the first-time viewer while keeping the die-hard fans engaged.”
And it’s not just about the broadcast anymore. Seven is putting digital platforms like 7plus front and centre. “We know people’s time is limited, so we offer highlights, minis, and social content for those who want a quick fix,” Maclean explains. But it’s the live-streaming options that really stand out. “Our Hindi feed for the Australia vs. India Tests reached 74,000 viewers, and we’re introducing alternate commentary like The Grade Cricketer for the Big Bash League. It’s all about catering to different fan segments.”
Maclean is confident that the future of sports broadcasting is evolving into a more curated, entertainment-driven experience, and Seven is strategically positioning itself at the forefront of this shift.
Where brands meet fans
When it comes to integrating sponsors into its coverage, Seven knows that subtlety is key. “Sports fans are smart—they know when something feels forced,” says Maclean. That’s why Seven’s 7RED division works closely with producers to make sure brands genuinely enhance the experience.
“The best integrations are entertaining, informative, or insightful,” he says. “We’re always asking, ‘Does this add value for fans?’ For example, we’ve got brands collaborating with us to create unique content that our producers actually love.”
It’s a strategy that’s clearly working, with strong advertiser interest across the summer slate. “The NRMA Insurance Test Series between Australia and India is a standout. It ticks all the boxes—big audiences, cultural relevance, and perfect timing leading into Christmas.”
Maclean also notes the growing appeal of international sports like the NFL and NBA. “Younger Australians are tuning in more because accessibility has improved. It’s easy to follow now, and that’s opening up new opportunities for brands to connect.”
Star talent and smart tech
Seven’s coverage wouldn’t be the same without its all-star commentary teams. Chris Jones, Seven’s director of sport, says this summer is particularly exciting with the addition of Aaron Finch. “Having Aaron on board gives us so much flexibility. And we’re still rolling out Ricky Ponting—he’s the world’s best cricket commentator, hands down.”
But it’s not just about who’s on the mic—it’s also about how they deliver. “We’ve made a conscious decision to focus on the action on the field. Our commentators aren’t here to reminisce about the ‘good old days.’ We aim to educate, inform, and entertain every time we go to air,” Jones says.
And then there’s the tech. Seven is pushing boundaries with new offerings like virtual sets and partnerships with companies like Quidich in India. “We’re doing player tracking and even taking viewers inside players’ helmets so they can see what the athletes are seeing,” says Jones. “This summer, we’re also mic-ing players live and non-live across all forms of cricket, including Tests. It’s game-changing.”
A summer slate to remember
With such a packed schedule, Seven isn’t just delivering sport—it’s delivering moments. “The Big Bash League will carry us through January, and we’ll wrap up the cricket season with the Women’s Ashes, including the first-ever day-night Test at the MCG,” says Maclean. “Then, February kicks off with the Super Bowl, LIV Golf Adelaide, the Supercars championship, and Australian thoroughbred racing every Saturday.”
And it’s not just sport pulling viewers in. Seven’s entertainment offering is firing too. “Home and Away is back mid-January, and our FAST channels are packed with local and international content from partners like NBCUniversal and Disney,” says Maclean.
With more people streaming than ever, Seven’s strategy seems to be paying off. “Since adding cricket to 7plus, we’ve already seen over 70,000 new users register on the platform,” Maclean says. “It’s about giving people reasons to stay engaged—not just with the sport, but with everything else we offer.”
Whether it’s short-form highlights, live-streamed alternate feeds, or Ricky Ponting breaking down the action, this is sport as it should be—inclusive, innovative, and downright entertaining.