Sports Entertainment Network

What Sports Entertainment Network does

Sports Entertainment Network (ASX: SEG, operating as "SEN" and "Sports Entertainment Group") is an Australian multi-platform sports media company headquartered in Melbourne, founded in 2008. The company operates a national radio broadcast network covering all eight Australian states and territories, supplemented by an integrated suite of digital products: SEN TV (video streaming), SEN Listen (audio streaming), SEN Track Hub (racing data and form), SEN News (sports journalism), SEN Games (interactive content), SEN Tips (expert racing tips powered by third-party provider EarlyCrow), SEN Win (competitions), and SEN Advertise (B2B advertising sales). Content spans cricket, AFL, netball, and horse/greyhound racing, with marquee rights including 30 matches of the ICC Men's T20 World Cup 2026.

SEN generates revenue primarily through advertising and sponsorships sold against its broadcast and digital inventory, with a dedicated advertising sales team targeting brands seeking access to Australian sports audiences. The company is privately held in form but publicly listed on the ASX. Recent strategic activity has been aggressive: a A$3.25M acquisition of RSN Racing & Sport 927AM in July 2025, a A$28M joint takeover bid with Viburnum Funds for Nine Entertainment's radio division (2GB, 3AW, 6PR, 4BC) announced in January 2026, and international expansion via a partnership to develop Saudi Arabia's Dunes T20 League cricket franchise.

SEN is led by CEO Craig Hutchison, with commercial leadership including Andy Mathers (Regional Victoria Commercial Director) and John Adams (Commercial Manager). The company employs 251–500 staff, operates without disclosed AI/ML capabilities, and is positioned as a challenger to legacy Australian media groups through national reach, talent investment (notably Tom Morris's three-year cricket extension), and a vertical-spanning product architecture rather than a single flagship channel.

Name

Sports Entertainment Network

Legal name

Sports Entertainment Network

Website

https://www.sen.com.au

Company type

Public

Founded year

2008

Operating status

Operating

Headcount range

251–500 employees

Short description

Sports Entertainment Network (ASX: SEG) is an Australian multi-platform sports media company operating a national radio network across all Australian states and territories, complemented by digital streaming, racing data, and advertising platforms serving sports fans and brand advertisers.

Ownership category

akta.pro rank

Product category

Sports Media Broadcasting

NAICS

Radio and Television Broadcasting Stations (5161)

SIC

Television Broadcasting Stations (4833)

akta.pro primary industry

National & Regional Sports TV Networks (Linear) (MPABAJAA)

akta.pro secondary industries

Sports Radio Networks (MPABABAE), Sports OTT & League Pass Streaming Channels (MPABAHAJ)

Keywords

• Sports broadcasting
• Radio network
• Sports media
• Video streaming
• Racing tips

Headquarters

HQ city

Melbourne

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Digital Commerce or Content

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. Broadcasting and Radio Operations: SEN operates a national radio network across Australian states (Victoria, New South Wales, Australian Capital Territory, Queensland, South Australia, Tasmania, Western Australia, Northern Territory), generating revenue through advertising and sponsorships
2. Advertising Sales: The company maintains an advertising sales operation targeting businesses seeking to reach sports audiences

Go-to-market motion1 record

Distribution channels4 records

Marketing channels3 records

Core offering

Sports Entertainment Network (SEN) operates a national Australian sports media network delivering live sports coverage, expert commentary, and sports-related content through radio broadcasts spanning all Australian states and territories, video streaming via SEN TV, audio streaming via SEN Listen, racing tracking via SEN Track Hub, and supporting digital platforms. Revenue is primarily generated through advertising sales and sponsorships from businesses seeking to reach Australian sports audiences, complemented by coverage of major events including the ICC Men's T20 World Cup 2026.

Product overview

Sports Entertainment Network (SEN) operates as a multi-platform sports media network in Australia, offering a unified platform-plus-channels architecture. The core offering consists of SEN TV (video streaming), SEN Listen (audio/radio), SEN Track Hub (racing tracking), SEN Games (interactive gaming), SEN News (sports journalism), and SEN Tips (expert racing tips powered by EarlyCrow). Additional offerings include SEN Win (competitions) and SEN Advertise (advertising services). The network covers sports across all Australian states and territories and provides extensive cricket coverage including ICC tournaments, with recent expansion into potential radio network acquisitions.

Differentiator

Problem solved

Functional benefit

Brands

• SEN TV: Television content platform
• SENTrack
• SENTrack Hub

Products and services

• SEN TV Video streaming platform delivering sports content, live events, and sports-related programming to Australian audiences.
• SEN Track Hub Racing tracking and information hub providing horse racing and greyhound racing results, form guides, and race information.
• SEN Listen Audio streaming platform for sports radio broadcasts and podcasts available across Australia.
• SEN Games Interactive gaming section offering sports-related games and entertainment content.
• SEN News Sports news aggregation and delivery platform covering local and international sports coverage.
• SEN Tips Expert racing tips service powered by third-party provider EarlyCrow, offering predictions for horse racing and greyhound events across Australian tracks.
• SEN Win Competitions and prize platform offering contests and giveaways to SEN listeners and viewers.
• SEN Advertise Advertising and sponsorship platform enabling brands to reach SEN's sports audience through radio, digital, and event channels.
• National Radio Network National radio broadcast network delivering live sports coverage, expert commentary, and sports talk content to Australian audiences across all states and territories.

Quantifiable outcome

• Average match audience of 57,000 in 2024 for Super Netball broadcasts
• +1 more outcomes

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature3 records

Partnerships

Three partnerships are on record, tiered core and supporting.

• Sports Asian NetworkcoreStrategic or Co-development Partner · 1 October 2026Collaboration with Sports Asian Network for the development of Saudi Arabia's Dunes T20 League cricket franchise. Sports Asian Network is a key strategic partner in developing this new international cricket league in collaboration with the Saudi Arabia Cricket Federation.
• Unique Sports GroupsupportingStrategic or Co-development Partner · 1 October 2026Talent management firm partnered for the Dunes T20 League development, providing talent management services alongside Prolithic for the Saudi Arabia cricket initiative.
• ProlithicsupportingStrategic or Co-development Partner · 1 October 2026Talent management firm partnered with Unique Sports Group for the Dunes T20 League development, supporting talent management services for the Saudi Arabia cricket initiative.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Foxtel / Fox Sports Australia: Australia's dominant pay-TV sports broadcaster operating linear sports channels (Fox Cricket, Fox AFL, Fox Sports News) and the Kayo Sports streaming platform. Direct competitor for premium Australian sports rights and advertising revenue.
• Nine Entertainment: Major Australian broadcaster holding free-to-air Channel 9, the Stan streaming platform, and metro talk radio stations 2GB, 3AW, 6PR and 4BC that are the target of SEN's $28M takeover bid. Competes head-to-head for sports rights, audiences, and advertising budgets.
• Seven Network: Leading Australian free-to-air broadcaster and holder of major sports rights (AFL, cricket, Olympics) via 7plus streaming. Competes with SEN for cricket rights, sports audiences, and national advertising share.
• Kayo Sports: Sports-focused OTT streaming service from Foxtel offering live coverage of AFL, NRL, cricket and motorsports. Direct competitor to SEN TV for streaming audiences and digital sports advertising.

Broad incumbents

• ABC Sport: Public broadcaster delivering national sports coverage across TV, radio and digital platforms including Grandstand radio. Competes for sports audiences but operates with public funding rather than commercial advertising dependency.
• News Corp Australia: Australian media conglomerate owning major newspapers (The Australian, Herald Sun), news.com.au and digital platforms. Adjacent competitor for sports news audiences and advertising share; potential content partner or rights holder.
• DAZN: Global sports streaming platform expanding in combat sports, football and motorsports. Comparable OTT sports distribution model and potential international rights competitor as DAZN pushes into Asia-Pacific markets where SEN also operates.

Regional players

• beIN Sports: Middle East/Asia-Pacific focused pay-TV sports broadcaster owned by beIN Media Group. Comparable as a regional sports broadcaster with rights aggregation model; relevant as a counterparty reference given SEN's Saudi Dunes T20 League partnership.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks1 record

Key highlights6 records

Customer concentration

• Xx.com/1116sen
• Facebookfacebook.com/SEN1116

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A2 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Sports Entertainment Network