In a significant blow to Australian football fans, Victorian Football League matches will vanish from free-to-air television from 2026, marking the end of an era for the competition's broadcast history. Channel Seven has confirmed it will no longer televise VFL and VFLW games, attributing the decision to escalating costs and disappointing audience figures.
The End of an Era for Free-to-Air Coverage
The Victorian Football League, which serves as a crucial reserve-grade competition for the AFL, has enjoyed Saturday night television exposure on Channel Seven's 7Mate network across Victoria since 2015. However, this longstanding arrangement will conclude after the current season, leaving the league without terrestrial television coverage for the first time in multiple decades.
Financial and Audience Pressures Mount
Channel Seven's decision stems primarily from the substantial financial burden of broadcasting the games combined with persistently low ratings. Network executives determined that continuing the coverage was no longer economically viable, particularly given the challenging Saturday night time slot that placed the VFL in direct competition with Fox Footy's AFL programming.
"The reality is, we didn't rate. It was a ridiculous time slot," revealed one club official familiar with the situation, highlighting how the scheduling decision ultimately undermined the broadcast's potential audience.
Club Concerns and Historical Context
VFL clubs received notification of Seven's withdrawal during a December meeting, with many expressing significant concern about the implications for their visibility and sponsorship opportunities. "It's a great selling point for us, you'll see your name on TV," explained one club representative, emphasising the promotional value that television exposure provided.
The move represents a dramatic shift from historical broadcasting patterns. The VFL's predecessor, the Victorian Football Association, enjoyed a celebrated run on ABC television beginning in 1987, following an extended period on Channel Ten. That coverage, featuring commentators like Ross Booth, Phil Cleary, and Sam Kekovich on Saturday afternoons, developed a loyal following and demonstrated the potential for successful public broadcasting of the competition.
Future Broadcasting Arrangements
While terrestrial television coverage will cease, VFL spokesman Sam Zito confirmed that all matches will continue to be available through digital platforms. "Broadcast arrangements for season 2026 are currently not finalised and will be announced ahead of the season. However, we can confirm all VFL and VFLW matches will again be broadcast live and free via AFL channels," he stated.
Since 2022, every VFL game has been streamed on AFL.com.au and the dedicated VFL app, suggesting that digital distribution will become the primary viewing method moving forward. This transition reflects broader trends in sports media consumption but raises questions about accessibility for traditional television viewers.
Community Reaction and Alternative Proposals
The announcement has sparked discussion among football enthusiasts, with some advocating for a return to public broadcasting. "For once why doesn't the ABC deliver on its obligation to serve the community and pick up the cost of VFL broadcasts?" questioned one supporter, while another drew parallels with successful lower-league models: "You invest in your lower leagues you have a thriving sport and thriving communities. The English Football League is the perfect example."
Club officials have privately suggested that the AFL should explore options with ABC or SBS, recognising the historical success of the ABC's coverage that concluded after the 2014 season. The absence of free-to-air exposure represents a particular concern for clubs seeking to showcase emerging talent and maintain connections with their supporter bases.
Broader Implications for Australian Football
While Channel Seven's decision does not affect its AFL coverage, the withdrawal from VFL broadcasting represents a notable reduction in football content available to free-to-air viewers. Many fans follow the reserve-grade competition to monitor the development of their club's rising stars and track the form of players transitioning between AFL and VFL levels.
The situation highlights the ongoing tension between commercial broadcasting imperatives and community sporting interests, raising questions about how second-tier competitions can maintain visibility in an increasingly crowded media landscape. As broadcasting arrangements for 2026 are finalised, the football community awaits details about how the VFL and VFLW will adapt to this new media reality.
