Nine said cash for the deal is an average of $85 million a year,but the deal also includes advertising credits,promotions and other services. This masthead wrote in October that Nine had offered an average of $85 million a year to extend the deal,but that it could end up higher given tennis’ ambition to secure a deal worth about $100 million a year.
The media giant did not disclose how many millions of dollars it would give Tennis Australia in contra – advertising dollars – and services per annum. Sources close to the deal,who spoke anonymously,said the ad dollar value was worth about $10 million a year. When taking this into account,the deal is worth substantially more than the cash component,which is worth about $425 million over the five years.
“Tennis attracts both a broad and very passionate following,and is a perfect fit with Nine’s schedule,audiences and advertisers,” Nine chief executive Mike Sneesby said. “The Australian Open has delivered some of Australia’s most iconic sporting moments and largest television audiences and together,we are committed to bringing these great moments to all Australians live and free.”
Tennis Australia boss Craig Tiley said a long-term commitment from a domestic broadcast partner gave it the backing to continue to grow the Australian Open and the reach of the sport.
Having already secured the open’s future at Melbourne Park until at least 2039,Tiley said Tennis Australia was looking to expand the Australian tennis summer,with a focus on all capital cities.
“[The new deal] gives us then some assurances for the future but most importantly an opportunity to build a relationship to provide as much value as we can to every single person in Australia,” Tiley said. “There’s many out there that don’t get to consume tennis and we want to get them to consume it. There’s many out there who love it.