The agreement secures the rights for football for five years until 2023, with Telstra sub-licensing the mobile rights from Fox Sports, as part of the 2016 rights deal between the FFA and Foxtel.
Under the deal, Telstra will create and launch the new “My Football Live App” with live matches available via the Telstra Live Pass for existing Telstra mobile customers.
Telstra says the live, fast and data-free inclusion is yet another tangible and valuable benefit to being a Telstra mobile customer.
The deal will also see Telstra become the exclusive telecommunications partner of the FFA, and a technology partner of all FFA properties including the Hyundai A-League, Caltex Socceroos and Westfield Matildas.
Joe Pollard, Telstra’s Group Executive of Media and chief marketing officer, said Telstra was now providing a year-round live mobile sports offering across premier male and female competitions.
He said the My Football Live App would be included in all Telstra mobile plans, “providing another added benefit of being a Telstra mobile customer”.
“We are the home of live Australian sport on-the-go, and on our brilliant network we are committed to making games available live, fast and data-free to as many Telstra customers as possible,” Pollard said.
“We offer live streaming of every game of the AFL, AFLW, NRL and Netball seasons, on the leading mobile network in the country – and football is now joining the family. Adding the My Football Live App gives our customers a summer offering to complement the existing AFL, AFLW, NRL and Netball Live apps that are created by Telstra.”
David Gallop, FFA chief executive, said more Australians than ever before would now have access to live football.
“Our media rights strategy was to deliver content to as many Australians as possible and this new partnership with Telstra delivers on that commitment, helping us offer many more people the chance to watch the Hyundai A-League, Westfield W-League, the FFA Cup and our national teams live.
“As we saw with Riley McGree’s scorpion kick, the Hyundai A-League can produce moments that generate millions of views globally.
“And with women’s football the fastest growing part of the game, fans will now have the new option of watching the Westfield Matildas and Westfield W-League on the move through Telstra.
“This is the first of a range of innovations FFA is working on for next season.”
Telstra says it saw unprecedented demand by sports-mad fans live streaming their favourite sporting games in 2017, with the audience subscribing to Telstra’s sporting apps increasing throughout the year, to more than 1.5 million.
“We are enhancing the sports experience and shaping the way Australians are consuming sport. Customers now expect always-on ease of access, and deeper engagement with the game through their mobile devices, and we’re seeing strong continued growth of live streaming in 2018,” Pollard said.
Telstra says its expert sports product team is working with the FFA to design and build the My Football Live App and it will launch the app with regularly updated Socceroos editorial content and player profiles, in time for the Socceroos journey to Russia in June.
Live streaming in the app will be made available as a live, fast and data-free inclusion for Telstra mobile customers and will commence for key games in the FFA Cup and every game of the Hyundai A-League 2018/19 season.