Gold FM is ready to swoop, while a new digital player in the sports radio broadcast market - sponsored by a company chaired by Andrew Demetriou - has expressed official interest in securing a slice of the AFL rights.
EON Sports Radio, established by music industry veteran Glenn Wheatley, the manager of Australian singing legend John Farnham, will begin broadcasting a 24-7 sports radio network next month.
Having already won the rights to the English Premier League, EON has officially expressed interest to the AFL for a set of weekly matches when the new rights deal begins next season.
Wheatley, in the US, revealed to Fairfax Media on Monday he had submitted an official expression of interest but did not want to comment further.
Acquire Learning, a vocational education company which has Demetriou as its executive chairman, will be a key sponsor of EON. EON is a name steeped in radio history, for it was the name Wheatley used when he formed the original FM station in 1980.
It's understood EON believes it its unlikely to win a package of matches but wanted to show it was serious about being a key player in the sports market.
The AFL is deep in negotiations - a final call is expected as early as this week - with incumbent and potentially new networks in what is likely to be a three-year contract.
Gold FM did not wish to comment on Monday but industry insiders said the network had met several times with the AFL, and was keen on having three matches per weekend.
The AFL had wanted to have only one FM network broadcast matches but it's understood Triple M has baulked at the price the league is seeking for its A package. Industry figures said this was about $1.5 million over three years.
Gold FM does not have any history with the AFL but is understood to have drawn up a list of potential callers, and approached at least one - for the contracts of the majority of prominent callers expire this year. The network would use the sport as a way of broadening its audience.
Another FM player, Nova, has not bid for matches. Rather, it's believed it has sought a deal allowing it access to players.
3AW is also firmly in the running for the A package of matches on the AM network but has also had an issue with the price tag.
Sports radio network SEN is in prime position for the B package of matches, said to be worth about $1 million, with negotiations also focusing on the new women's football league, and how it can diversify its callers. This could involve running a callers' seminar. The ABC, through its national reach, and Croc Media, with its focus on the country and interstate, will also retain a share of the rights.
