Qatar-based international sports broadcaster BeIN Sports has entered into a significant partnership with Optus Sport, the sports broadcasting division of telecommunications giant Singtel, to enhance its presence across Australia.
As part of this collaboration, BeIN Sports will now be available in commercial venues throughout Australia — including pubs, clubs, and various out-of-home establishments. This will be achieved through Optus Sport Business’ streaming solution, which will distribute the three BeIN Sports channels to its subscribers.
The partnership will enrich Optus Sport Business’ offerings, showcasing BeIN’s comprehensive lineup of sports rights within Australia. This includes major European soccer leagues such as Italy’s Serie A, Spain’s LaLiga, and the Carabao Cup from England, in addition to lower tiers of the English Football League.
Moreover, BeIN Sports holds rights to tennis events from both the ATP and WTA tours, broadening the range of sports available to viewers.
John Armitage, BeIN Sports’ director for distribution and country manager for Australia and New Zealand, commented on the significance of the partnership: “We recognize the complexities that the fragmentation of sports rights presents to venues. This partnership aims to deliver a streamlined and centralized solution, simplifying the process for venues to provide an array of live sports to their patrons. By focusing on the fan experience, we aspire to create unforgettable moments for soccer and tennis fans in their favorite establishments. We anticipate enhancing in-venue experiences with Optus Sport, which will ultimately drive greater foot traffic into our venue partners.”
Scott Davoren, associate director of Optus Sport Business, also expressed enthusiasm regarding the partnership: “Soccer has been the cornerstone of Optus Sport since its inception in 2016. With BeIN Sports joining us as a venue partner in Australia, we are excited to offer an even broader selection of live sports to our Optus Sport Business customers.”
The announcement comes during a pivotal period for Optus, as reports indicate that SingTel is in discussions to sell Optus Sport to Nine Entertainment, potentially merging it with Nine’s Stan Sport platform.
Currently, Optus Sport holds exclusive streaming rights for the English Premier League in Australia, secured in a lucrative agreement running through the 2027-28 season, alongside the Women’s Super League for the ongoing 2024-25 campaign.
Optus’ offerings are primarily centered around soccer, featuring rights for Japan’s J-League, South Korea’s K League, and the National Women’s Soccer League from North America.
In contrast, Stan Sport boasts a more diverse portfolio, including rugby union’s English Premiership, the Rugby Championship, tennis’ Davis Cup, and motor racing’s Formula E, among others.
