BeIN holds Australian rights for Italy’s Serie A, home of Australia defender Alessandro Circati of Parma. (Francesco Pecoraro/Getty Images)

The international sports broadcaster BeIN Sports has launched a new partnership with Australia’s Optus Sport, the sports broadcasting arm of the Singtel-owned telecommunications giant, to expand its reach in the country.

BeIN will now be broadcast at commercial venues across Australia including pubs, clubs, and other out-of-home establishments, through Optus Sport Business’ streaming solution, which will distribute the three BeIN Sports channels to its subscribers.

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This will expand Optus Sport Business’ offering with BeIN’s full array of sports rights in the country, primarily European soccer which includes Italy’s top-flight Serie A, Spain’s LaLiga, and England’s Carabao Cup knockout competition, and the country’s English Football League lower tiers.

Also included is tennis from the ATP and WTA tours, which BeIN holds some rights to.

Speaking on the new partnership, BeIN Sports director for distribution and country manager for Australia and New Zealand John Armitage stated: “We understand that the fragmentation of sports rights in this market can be challenging for venues. Through this partnership, we are providing a streamlined, centralized solution that makes it easier for venues to offer more live sport to their patrons. 

“By prioritizing the fan experience, we’re ensuring that [soccer] and tennis enthusiasts can enjoy unforgettable moments together in their favorite venues. With Optus Sport, we look forward to enhancing in-venue experiences and driving increased foot traffic into our venue partners.” 

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Optus Sport Business associate director Scott Davoren added: “[Soccer] has been the essence of Optus Sport since 2016, and now, with BeIN Sports as a venue partner in Australia, we’re privileged to bring an even wider array of live sport to our Optus Sport Business customers.” 

This partnership comes at an important time for Optus, with reports circling that SingTel is in talks to sell Optus Sport to the Nine Entertainment media company, a move that would see Optus Sport merged with Nine’s Stan Sport offering.

Optus Sport is the exclusive streaming home of English soccer’s Premier League in Australia, in a lucrative deal running through the 2027-28 season, and English women’s soccer’s Women’s Super League through the current 2024-25 campaign.

Optus’ portfolio is mostly comprised of soccer rights, with Japan’s J-League, South Korea’s K League, and North America’s National Women’s Soccer League also included.

By comparison, Stan Sports’ rights portfolio is more diversified, including rugby union’s English Premiership, Rugby Championship, and SVNS, tennis’ Davis Cup, and motor racing’s Formula E, among others.