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The central aim of this study was to evaluate the broadcast strategies of Australia’s 2 leading commercial sports leagues, the Australian Football League and the National Rugby League. Specifically, the research focused on assessing the degree of exclusivity and geographic reach embedded in each broadcast agreement. In doing so, the research considered the impact of strategy in providing value to the broadcasters and teams, as well as utility to fans of each league, within Noll’s framework of broadcasting principles.
The authors are with the Australian Centre for Olympic Studies, University of Technology Sydney, Broadway, NSW, Australia.