Each week, Seven’s suite of AFL live games and magazine style shows reached around 5 million Aussies. At the time, Seven said it would pay an additional 14 per cent for AFL rights in 2025 compared with the 2024 season, which includes the addition of digital rights. “At the beginning of the year, our ambition was for it to be our most successful AFL season on record. OMG head of sports partnerships Aaron Miller told B&T media agencies have been closely monitoring Seven’s coverage to see what digital rights would deliver in terms of numbers and new integration opportunities. Maclean said the expanded AFL slate and digital rights has allowed Seven to deliver more content and fan engagement across the week.