Netball’s Struggle: From Broadcast Success to Financial Gamble

The landscape of New Zealand netball has shifted dramatically, with the national governing body recently securing a broadcast deal for the 2024 ANZ Premiership after months of negotiations. This agreement with TVNZ marks a significant change from the previous arrangement with Sky Sport, which had been the primary broadcaster since 2008. The new deal comes at a time when the sport is grappling with declining broadcast revenues and increased competition from other women’s sports.

Just six years ago, the Silver Ferns celebrated their triumph at the 2019 Netball World Cup, defeating Australia to claim the title. However, the current situation reveals a stark contrast. Netball New Zealand, facing a reduced offer from Sky Sport, opted to return to free-to-air television in an attempt to reach a wider audience. This calculated move aims to revitalize the sport’s visibility and attract commercial revenue to compensate for a significant shortfall.

The financial terms of the new agreement with TVNZ remain undisclosed, but it is anticipated that players may face pay cuts as the organization adjusts to this new reality. Netball New Zealand is banking on the hope that increased exposure will translate into greater sponsorship opportunities, allowing the sport to recover from its financial challenges. The one-year deal also provides a window for Netball New Zealand to explore potential involvement in the Australian league from 2027.

The evolution of netball broadcasting in New Zealand reflects broader trends in women’s sports. In recent years, there has been a surge in the popularity of various female sports, with traditional male-dominated disciplines investing more in their women’s programs. Consequently, sports like women’s cricket and rugby have gained significant traction, further complicating the competitive landscape for netball.

During the previous years, Sky Sport relied heavily on netball as one of its few regular female sports offerings. However, with the growing prominence of women’s rugby and cricket, as well as the broadcast of the New Zealand women’s basketball league and rugby league’s NRLW, netball’s previous dominance in the lineup has dwindled. As Sky Sport tightens its belt amid declining profits, the pressure on netball to maintain its audience has only intensified.

Former Australian Diamonds coach Lisa Alexander highlighted the shift in media coverage, noting the challenges faced by netball in New Zealand compared to its earlier prominence. “There was so much more coverage in New Zealand [back then] and I think you’ve taken it for granted,” Alexander remarked. The need for Netball New Zealand to actively promote its competition has never been more pressing.

In contrast, Australia’s Suncorp Super Netball and England’s Netball Super League have seen significant growth. Australia has successfully secured better broadcast deals, while England has increased average salaries by at least 60 percent in its new league format. New Zealand, once a leader in women’s sports broadcasting, now finds itself playing catch-up.

Despite these challenges, Netball New Zealand reported record-breaking crowds for this year’s domestic competition, with viewership for the ANZ Premiership surpassing 1.7 million. Silver Fern defender Kelly Jackson emphasized that the quality of play remains high, even as the organization navigates difficult financial waters. “The product we are putting out on court is still to a really high standard and that’s not being reflected in what’s going on,” Jackson stated.

The shift to free-to-air coverage could potentially benefit fans, allowing broader access to the sport without the financial barrier of a subscription service. In past decades, aspiring young netballers were deeply connected to the Silver Ferns, a relationship that Netball New Zealand hopes to rekindle through increased visibility. By prioritizing fan engagement, there is potential for long-term growth that could ultimately strengthen the financial foundation of the sport.

In summary, the recent developments in New Zealand netball illustrate the challenges and opportunities facing the sport as it seeks to navigate a rapidly changing broadcast landscape. The return to free-to-air television represents both a risk and a chance for revitalization, as Netball New Zealand aims to secure its place in the competitive world of women’s sports.