For decades, Australian sport has largely been a two-horse race when it comes to broadcast
visibility and market share: AFL and NRL. Between them, they rule the winter calendar,
crowd out mainstream news coverage, dominate Australian sports betting markets and
command billion-dollar TV deals. But beneath them, a pack of ambitious “second-tier” sports
are scrambling for airtime and relevance — and the gap may be narrowing.
Basketball’s Boom
The NBL has steadily repositioned itself from a struggling competition to a media-savvy,
globally connected league. With smart marketing, strong links to the NBA, and the rise of
Australian basketball talent like Josh Giddey and Dyson Daniels, the NBL has become a key
player on ESPN and Ten. Throw in the WNBL’s recent shift to free and digital-first coverage,
and basketball’s growth trajectory is undeniable — particularly among younger
demographics.
A-League’s Identity Fight
The A-Leagues remain a puzzle. The Matildas’ World Cup run supercharged public interest
in football, but domestic competitions still struggle for ratings. Paramount+ is betting on
football as a subscription driver, but the lack of consistent free-to-air exposure is stunting
growth. A strong product on the field and better storytelling off it could yet make the A-
League a more formidable broadcast property.
Netball and Super Netball’s Sponsorship Pull
Netball may not deliver the raw TV numbers of AFL or NRL, but it punches above its weight
with sponsorship appeal. The league’s long-term battle for a secure broadcast home has
held back its potential. Now, with broadcast rights returning to free-to-air alongside Fox
Sports, Super Netball has a chance to cement itself as the premier women’s code for TV
advertisers.
Supercars and the Trans-Tasman Opportunity
Supercars continues to attract a loyal but niche following, and its multi-year deal in New
Zealand could unlock a stronger trans-Tasman footprint. The sport’s challenge remains how
to convert hardcore fans into broader mainstream engagement, particularly as Formula 1’s
popularity surges among younger Australians.
The Verdict
Breaking into the AFL/NRL duopoly is not about overtaking them — it’s about carving out
sustainable niches, securing smart broadcast partnerships, and targeting younger, more
digitally native audiences. Basketball and netball are arguably best positioned in the short
term, while football has the greatest long-term upside if it can turn World Cup momentum
into week-to-week fandom.
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