Network 10 is still weeks away from broadcasting their first bit of Australian football content as part of a recent rights deal, but they're already giving the A-League some much-needed love.
With the help of owners ViacomCBS and in partnership with new streaming service Paramount Plus, Network 10 has secured the rights to show the majority of Australian football for the next five years.
From the A-League, W-League and FFA Cup to the Socceroos and Matildas, the broadcaster has gone all in with their commitment to the round ball.
And the early signs are promising that they are going to back up their investment with the coverage the game deserves.
On Thursday night, 10 News Melbourne secured an exclusive interview with new Western United coach John Aloisi just minutes after the club themselves confirmed his appointment.
Finally a primary network channel providing solid a-league news.
— WanderF (@WSWanimal) July 15, 2021
This early coverage of the game on Channel 10 is great to see.
— Nic Rojas (@Nic_Rojas_99) July 15, 2021
Just noticed @10NewsFirstAdl preview their sports segment, which included an exclusive chat with John Aloisi about his A-League return.
— Paul Williams (@PaulWilliams_85) July 15, 2021
This is the new #ALeague TV deal in full force. Great to see.
It's not the first time the network has shown football some affection over the past month either with Melbourne City goalkeeper Tom Glover also appearing on game show 'Have You Been Paying Attention?' after winning the A-League grand final.
Good to see 10 pushing the league even from now
— James (@SYDFCConspiracy) July 5, 2021
From #EURO2020 to the #TDF2021 and everything in between… 😅
— Olyroos (@Socceroos) July 8, 2021
Check out a special round of sports questions hosted by Guest Quizmaster Tom Glover on @HYBPA earlier this week! pic.twitter.com/6fCyzJ9SDw
Both the A-League and W-League suffered from technical issues over the past year under the operation of previous rights holder Fox Sports, who had backed the game admirably for over a decade.
A change was clearly needed however and Network 10 have wasted no time trying to win fans over before a ball has even been kicked.
While their coverage of the games themselves will be key, there are easy and early victories to be had in the form of bringing back commentator Simon Hill and simply ensuring there are more cameras at matches to avoid a common complaint of last season.
Network 10's soon-to-be-launched streaming partner Paramount Plus has also offered up an early olive branch to football fans with A-League club members set to score a solid discount on subscriptions.
The new broadcast deal officially kicks off on the pitch next month via the FFA Cup with matches to be shown live and free initially via 10Play.
Only time will tell if this early love affair with a new broadcaster will last, but after a frustrating few years, it's time to enjoy what looms as a promising honeymoon period for Australian football.