What would you be willing to pay to stream world class athletics live?
This piece is inspired by a recent tweet from live streaming aficionado, Lachlan Rayner. It’s presented below to set the scene.
How is FloTrack a 'local broadcaster' of Australia? They aren't Australian and they are behind a paywall?— Lachlan Rayner (@LachlanRayner) May 9, 2021
Probably would have paid if the price point was right. But what a rip off 😡— paulpearcecoaching (@paulcoachpearce) May 9, 2021
The topic is a classic conundrum for a rights holder like World Athletics that has dual responsibilities of promoting the sport and generating revenue: Do you give away content for free, to maximise exposure of the sport? Or put a price to it, to achieve a commercial return that can be reinvested in the sport, but at the expense of lower exposure?
It’s a topic others have also sought to address, but from a different perspective: providing additional income for elite athletes. Earlier this year the Parkdale Gift trialed an initiative where the top athletes at their meet received a cut of the pay-per-view income, while a similar model is being explored in the US.
We’re going to take your money. But we promise it’s going to a good place. https://t.co/cXRfkt2khs— Jeff Merrill (@JedMerle) May 10, 2021
But first, back to Australia and viewing the big meets around the world. As David Culbert tweeted, it’s a peculiar set of circumstances that FloTrack have the Australian rights to World Athletics’ events and haven’t engaged in any marketing to encourage subscriptions to their service.
Perhaps it’s because FloTrack’s pricing would likely make the Australian audience baulk unless they are very interested in the US collegiate content they primarily focus on… $30 to pay by the month or $150 annually (presumably in US dollars?).
In turn, FloTrack not seeking to gain a commercial return on their investment makes one think that the World Athletics rights must not have cost them much… perhaps they were bundled with the US rights that service their constituent base?
So what are the rights worth? One way to put a value to them would be the figure out what Australian athletics fans would be willing to pay to watch the events (if they are willing to pay at all).
Help us find out that out with the below quick survey. Survey closed
While we’re at it, let’s also look at a similar question for Australia’s domestic season meets. We’ll publish a summary of the responses shortly, along with a range of opinions on the topic. Survey closed
Like to receive the results straight to your inbox? Subscribe to our newsletter.
Have an opinion on this topic? Join the discussion via Facebook or Twitter.
Latest posts:
- Gout Gout awarded Betty Cuthbert medal after windy 19.84 200m
The Australian Athletics Championships in Perth had already produced fireworks, but the grand finale was reserved for two of the sport’s brightest stars – a teenage phenom rewriting history and an Olympic finalist turning hometown hero. Gout Gout and Peter Bol headlined an unforgettable final day that crackled with energy,… Read more: Gout Gout awarded Betty Cuthbert medal after windy 19.84 200m - Photo Finishes and Front-Running Fireworks: Sprint and 1500m Finals Ignite Perth
Day Three of the 2025 Australian Open and Under 20 Athletics Championships delivered a dose of drama and dominance, with the nation’s best sprinters separated by thousandths of a second—and its finest middle-distance talents proving that sometimes, the best tactic is simply to go. Photos by Chiara Montesano courtesy of… Read more: Photo Finishes and Front-Running Fireworks: Sprint and 1500m Finals Ignite Perth - Lachlan Kennedy moves to #2 all-time with 10.00 heat run at Nationals
Lachlan Kennedy has scorched his name into Australian sprinting history, clocking 10.00 (+0.9) in the heats of the Men’s 100m to climb to number two on the all-time list, behind only Patrick Johnson, on a blistering second day of the 2025 Australian Athletics Championships in Perth. Photos by Chiara Montesano courtesy of Australian Athletics… Read more: Lachlan Kennedy moves to #2 all-time with 10.00 heat run at Nationals - Gout 9.99 twice in windy Perth conditions
The star continues to rise for Gout Gout, with the 17-year-old sprinter lighting up the track on the opening day of the Open and U20 events at the Australian Championships in Perth, becoming just the third Australian in history to run under 10 seconds — not once, but twice in… Read more: Gout 9.99 twice in windy Perth conditions - The top 5 contests to look out for at the Australian Championships
The domestic season nears its thrilling conclusion this week in Perth, with the 2025 Australian Athletics Championships set to deliver fireworks across four jam-packed days. With national titles, bragging rights, and potential world championship selection points on the line, these five contests stand out as the can’t-miss showdowns of the… Read more: The top 5 contests to look out for at the Australian Championships
