STAN DEAL TO ‘FUTURE PROOF’ MOTORSPORT COVERAGE

The recently announced media partnership between the Australian Racing Group and Stan will future proof the motorsport business according to ARG leaders Matt Braid and John McMellan.

The deal will see ARG categories including the TCR Australia Series broadcast on the Stan Sports streaming platform live and on demand, while free-to-air viewers will have to settle for delayed coverage on the Nine channels.

When asked about the reasoning behind the shift away from free-to-air broadcasting in favour of live streaming, ARG Executive Chairman John McMellan pointed to recent consumer data.

“The latest data from the federal government survey on consumer trends says that as of January 61% of people now consume their product via video on demand, not from free to air,” McMellan said.

“That’s an emerging trend that the market will have to meet. We’re aware of that.”

Across the board, sports coverage has seen significant changes in recent years headlined by the growth of Kayo, a streaming service that exclusively covers sport.

ARG CEO Matt Braid believes the Stan deal will help bring motorsport coverage further into the digital age, expanding audiences and setting categories up for the future.

“I think there’s scope for us with Stan and the Nine Entertainment platform, we look towards this as potentially future proofing ARG categories and events,” Braid says.

“We are looking after existing viewers with that platform, we’re attracting new viewers, and actually preparing ourselves for the future, ideally getting ahead of the curve.

“It’s about increasing the number of eyeballs that watch our categories and events.

“The world media landscape is shifting, we are embracing that and moving with it and this partnership allows us to, while still retaining some legacy to existing audiences and fan bases as well.

“When we started on SBS that was what was possible for us to do that. Then we’ve had the deal with Seven and Stan allows us to actually go even wider again.”

Stan Sport has rapidly expanded its motorsport portfolio in recent times, acquiring the rights to Formula E, the World Rally Championship and IndyCar Series before securing the landmark deal with ARG.

While the shift in coverage may turn out to be a great success, Braid recognises that there may be resistance from fans who have always have free access to their favourite events.

“Any change on a category basis, on a media basis is going to be heavily scrutinised, as you’d expect,” Braid conceded.

“There will be people that will like the consumption of media how it has always been, the live component.

“But equally we’re already finding feedback that this is great, that fans can watch on demand when they want. There’s going to be more coverage.

“We’re cognizant that the change does impact the fan base but we’re also confident that once the completely integrated package comes out, people will see the benefit of it both now and in the long term as well.”

Race Tasmania will kick off the Australian motorsport season from Symmons Plains Raceway next weekend, broadcast live on free-to-air channels before ARG categories switch to Stan Sports for the rest of the year.

For more of the latest motorsport news pick up the current issue of Auto Action.