Sports Entertainment Group Limited

What Sports Entertainment Group Limited does

Sports Entertainment Group Limited (ASX:SEG) is an Australian independent multi-platform sports media company headquartered in Southbank, Melbourne. Operating under the Sports Entertainment Network (SEN) brand, the group delivers sports content across radio (24/7 stations SEN, SEN SA, SEN Q, SEN WA, SEN Spirit), syndicated live broadcast (AFL Nation, NRL Nation, Football Nation, Big Bash Nation), digital streaming (SEN App and sen.com.au), podcasts, TV shows (Footy SA, Footy WA, Women's Footy), print publishing (the AFL Record since 1912, Mt Gambier Times), event hospitality (Ballpark) and talent management (Bravo Management). Underlying platform architecture combines owned-and-operated radio infrastructure, multi-state office footprint across Melbourne, Adelaide, Perth, Sydney, Brisbane, Gold Coast and Bunbury plus a New Zealand subsidiary (SENZ, NZBN 9429048958233), and state-of-the-art production facilities via the Rainmaker TV Studios in Melbourne's Southbank.

The group's business model is anchored on three monetisation streams: (1) B2B advertising and integrated sponsorship sales targeted at brands seeking sports-focused audience reach (the primary segment); (2) content licensing and syndication fees from broadcast partners including Nine, Seven, SBS, Fox Sports Australia and ESPN Australia; and (3) commercial production services via Rainmaker. Audience scale cited includes 3.5 million weekly people, 1.6 million unique digital users per month, 2.1 million monthly audio streams, 5.2 million monthly podcast listens, and approximately 250,000 SEN App downloads. The company reaches passionate AFL, NRL, cricket, A-League and racing fans across metro and regional Australia.

Founded in 2006 as Crocmedia by CEO and Managing Director Craig Hutchison (a Walkley Award winner and 11-time AFMA Best Electronic Reporter), the group has expanded through acquisitions (RSN 927 for AUD $3.25 million) and organic launches (SENTrack racing service, SEN Spirit, Footy SA/WA). It is publicly listed on the ASX under ticker SEG, is currently pursuing Nine Entertainment's radio assets (2GB, 3AW, 4BC, 6PR) for approximately AUD $28 million together with financial partner Viburnum Funds, and has filed documents to issue up to USD $118 million in unsecured convertible bonds to fund further media content production and digital distribution expansion. Sub-brands include SEN, SENTrack, SEN Spirit, AFL/NRL/Big Bash/Football Nation, Rainmaker, Ballpark, Bravo Management, the AFL Record, Sportsday, Off The Bench, Reel Adventures and The Sounding Board.

Name

Sports Entertainment Group Limited

Legal name

Sports Entertainment Group Limited

Website

https://sportsentertainmentnetwork.com.au

Company type

Public

Founded year

2006

Operating status

Operating

Headcount range

251–500 employees

Short description

Sports Entertainment Group Limited (ASX:SEG) is an Australian multi-platform sports media company operating radio, syndicated broadcasts, digital platforms, podcasts, TV shows, and publishing. It monetises sports fans through advertising, sponsorships, and content licensing to broadcast partners across Australia and New Zealand.

Ownership category

akta.pro rank

Product category

Sports Broadcasting and Media

NAICS

Television Broadcasting Stations (516120), Agents and Managers for Artists, Athletes, Entertainers, and Other Public Figures (7114), Promoters of Performing Arts, Sports, and Similar Events (7113), Television Broadcasting Stations (51612)

SIC

Radio Broadcasting Stations (4832), Television Broadcasting Stations (4833), Services-Advertising Agencies (7311)

akta.pro primary industry

Sports Radio Networks & Talk Stations (MPABAJAB)

akta.pro secondary industries

Sports & Recreation Magazines (MPAJAEAJ), Athlete & Talent Representation (Agents, Managers) (MPAKAKAA), National Sports Broadcast Networks (MPABAAAC)

Keywords

• Sports broadcasting
• Radio syndication
• Sports media content
• Audio streaming services
• Sports publishing

Headquarters

HQ city

Melbourne

HQ country

Australia

HQ region

Oceania

Offices9 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Advertising Revenue: Primary revenue stream monetizing sports-focused listeners through display advertising, audio spots, and integrated sponsorship placements across radio, TV, and digital platforms.
2. Sponsorships and Commercial Partnerships: Brand partnerships enabling advertisers to integrate messaging across the network's sports content, leveraging audience engagement and talent endorsement opportunities.
3. Content Syndication: Production and distribution of live sport coverage and sports-talk programming to broadcast partners including Nine, Seven, SBS, Fox Sports, and ESPN, generating licensing and distribution fees.
4. Acquisition Expansion: Strategic expansion through acquisition of radio assets, including potential acquisition of Nine Entertainment's radio assets and recent purchase of Melbourne sports station RSN 927 for $3.25 million.

Pricing tiers

Go-to-market motion2 records

Distribution channels7 records

Marketing channels6 records

Core offering

Sports Entertainment Group is an Australian multi-platform sports media company that produces and distributes live sport coverage, sports-talk radio, podcasts, television programs, and match-day publications across radio, digital, television, print, and live events. It operates the SEN 24/7 sports radio network, the SENTrack racing radio service, syndicated live sport broadcasts (AFL Nation, NRL Nation, Football Nation, Big Bash Nation), the SEN App, TV production studio Rainmaker, sports marketing agency Ballpark, and talent management firm Bravo Management, reaching over 3.5 million people weekly.

Product overview

Sports Entertainment Network is a multi-platform sports and entertainment content group operating as a platform-plus-modules architecture. The core offerings include SEN (24/7 sports radio brand), SENTrack (racing radio service), and SEN Spirit (regional sports/music station), supplemented by syndicated live sport broadcasts (AFL Nation, NRL Nation, Football Nation, Big Bash Nation). Content is distributed across radio shows (Sportsday, Off The Bench, Reel Adventures), TV shows (Women's Footy, Footy SA, Footy WA), podcasts (The Sounding Board, Don't Shoot The Messenger), and publishing (AFL Record, Mt Gambier Times). Supporting services include Rainmaker (TV production studio), Ballpark (event hospitality), and Bravo Management (talent representation). The company reaches over 3.5 million people weekly across radio, television, digital, print, stadium and events platforms.

Differentiator

Problem solved

Functional benefit

Brands

• SEN: 24/7 sports brand delivering comprehensive sports coverage via radio, live streaming, and on-demand audio/video content through the SEN app and website
• SENTrack
• SEN Spirit
• AFL Nation
• NRL Nation
• Big Bash Nation
• Football Nation
• AFL Record
• Mt Gambier Times
• Rainmaker
• Ballpark
• Bravo Management
• Sportsday
• Off The Bench
• Reel Adventures
• The Sounding Board
• Don't Shoot The Messenger

Products and services

• SEN (Sports Entertainment Network) 24/7

Quantifiable outcome

• 3.5 million people reached each week
• +4 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Eight partnerships are on record, tiered minor and core.

• Netball AustraliaminorOthers · 14 April 2026Sports Entertainment Group emerged as a leading contender for new Super Netball expansion licences alongside Tasmania and Newcastle Knights. The expansion has been pushed back to 2028.
• Nine NetworkcoreChannel Partner/ Reseller/ DistributorNine Network is a key broadcast partner receiving Sports Entertainment Network's AFL content, NRL coverage, and sports-talk programming. Craig Hutchison co-hosts Nine's Footy Classified.
• Seven NetworkcoreChannel Partner/ Reseller/ DistributorSeven Network is a broadcast partner receiving live sport coverage and content produced by Sports Entertainment Network.
• SBSminorChannel Partner/ Reseller/ DistributorSBS receives sports content coverage from Sports Entertainment Network as part of broadcast partnership arrangements.
• Fox Sports AustraliacoreChannel Partner/ Reseller/ DistributorFox Sports Australia is a broadcast partner receiving live sport content and coverage from Sports Entertainment Network.
• ESPN AustraliaminorChannel Partner/ Reseller/ DistributorESPN Australia receives sports content from Sports Entertainment Network as part of content distribution agreements.
• Rainmaker Production ClientscoreChannel Partner/ Reseller/ DistributorRainmaker provides production services to both broadcasters and brands utilizing purpose-built TV studios in Melbourne's Southbank, serving corporate video, live streaming, and event production needs.
• Mrs MacsminorGTM or Marketing PartnerMrs Macs was a prize provider for the Sportsday Central Supercars promotion competition, providing Supercars event tickets and VIP experiences.

Scale indicators10 records

Recent moves7 records

Expansion highlights7 records

Broad incumbents

• Seven West Media: Seven West Media operates a national free-to-air television network and is a key broadcast partner receiving SEG's AFL and other live sport coverage. It also owns rights to major sports (Olympics, cricket) that compete for advertising spend against SEG's portfolio.
• Fox Sports Australia (Foxtel / News Corp): Fox Sports Australia is a premium sports content distributor and a current syndication partner of SEG. It is part of News Corp/Foxtel and competes in sports rights bidding, subscription sports streaming (Kayo Sports), and sports content production.
• Tabcorp Holdings: Tabcorp operates Australia's largest gambling and racing media business including Sky Racing and broadcast partnerships with Channel 7. It competes directly with SEG's SENTrack racing radio network for racing audience and wagering-adjacent sponsorship dollars.
• Nine Entertainment: Nine is a major Australian media company whose radio assets (2GB, 3AW, 4BC, 6PR) are reportedly being pursued for acquisition by SEG, and which is simultaneously a content syndication partner (Footy Classified, AFL coverage). It is a broad incumbent with overlapping but much larger-scale operations.

Direct peers

• Australian Radio Network (ARN): ARN is one of Australia's largest commercial radio broadcasters operating national networks (KIIS, Pure Gold, The Edge). It is a direct competitor to SEG in metro and regional radio advertising sales, and increasingly in sports-adjacent digital audio content, making it the closest like-for-like comparable.
• Nova Entertainment: Nova operates the Nova and smoothfm networks across metro Australia and competes with SEG for advertising budgets and audience attention. While less sports-focused, Nova is a direct competitor in commercial radio and increasingly in podcast distribution.
• Southern Cross Austereo (SCA): SCA operates the Hit and Triple M networks and is a major Australian commercial radio broadcaster with strong sports content (AFL rights) and digital streaming (LiSTNR). It competes directly with SEG for sports radio audience share and broadcast rights.

Regional players

• DAZN: DAZN is a global sports streaming platform with growing activity in the Asia-Pacific region. While not a direct competitor in Australian radio, it represents the international OTT sports media model that informs SEG's digital and streaming strategy.

Emerging players

• Optus Sport: Optus Sport is an Australian subscription sports streaming service focused on English Premier League and other international football rights. It competes with SEG's Football Nation A-League coverage for sports streaming subscriber attention and ad-supported content reach.

Others

• TEG (Tennis, Events, Global): TEG is a leading sports and entertainment event promoter in Australia and Asia-Pacific. It is an adjacent peer through its ticketing (Ticketek), event promotion, and sports content businesses that intersect with SEG's Ballpark event hospitality operations.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

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

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Subsidiaries6 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 Group Limited