Moneyball - The Business of Sport
Moneyball is a podcast that explores the business side of sport, covering topics like player contracts, sponsorship deals, broadcast rights, and athlete brands. Hosted by brand expert Scott Keenan, the show features open conversations about the intersection of sport, money, and culture, with a focus on the Australian and global sports industry. It aims to provide insights for sports insiders and fans who want to understand the financial dynamics behind the games.
Episodes
Should Aussie Sports Be Worried About the NFL?
NFL Melbourne worked. More than 100,000 people packed the MCG for the NFL's first regular-season game in Australia — but the bigger question is what happens next.Can the NFL turn one enormous event into a genuine Australian market? And if it does, could its sheer commercial scale eventually become a threat to the AFL, NRL and other Australian sports?Scott Keenan is joined by AJ Maestas, founder of
Is the NBL about to BLOW UP on Nine?
Could NBL27 be the season Australian basketball gets significantly bigger?With the new NBL season tipping off on September 19, Saturday night basketball is coming live and free to Nine and 9Now — giving the league a major opportunity to reach new and casual fans.Geoff Dyer, Director of Programming for 9Network & 9Now, joins Scott Keenan on Moneyball – The Business of Sport to explain why Nine
Is Australia Getting the Better Deal From the NFL?
The NFL has finally arrived in Australia — but could Australia actually be getting the better deal?Scott Keenan looks at how the NFL’s enormous content ecosystem is showcasing Melbourne and Australia to an American audience, why the San Francisco 49ers have spent the week behaving like a local club, and whether the Los Angeles Rams’ late-arrival strategy makes sense commercially as well as competi
Why Private Equity Wants the NRL
Sports teams are becoming one of the hottest assets in global investment.The LA Lakers have been valued at an extraordinary US$12.5 billion. Private equity giant EQT has agreed to become the majority shareholder in Melbourne Storm. And all 17 existing NRL clubs have reportedly proposed helping to build and own the competition’s 20th team before potentially selling it.So why does everyone suddenly
What Was Pep Guardiola Really Worth to Manchester City?
Manchester City spent years building a club capable of attracting Pep Guardiola. Now that he's gone, we're about to find out whether they built something capable of succeeding without him.After 10 years, six Premier League titles and a Champions League triumph, Guardiola leaves Manchester City as much more than its most successful manager.Sky Sports reporter Ben Ransom had a front-row seat for the
What PNG Really Buys With Tax-Free Dollars
Brian To’o is going to the PNG Chiefs — and his signing is bringing the real value of PNG’s tax-free recruitment concessions into sharp focus.The Chiefs will enter the NRL in 2028 under the same salary-cap system as every other club. But eligible players and staff will be able to earn their employment income tax-free under arrangements involving the Australian and Papua New Guinean governments.So
How The Bye Round Landed A Show On Disney+
How does an independent sports podcast become a media company?Charlie White and former NRL player James Graham started The Bye Round as an independent rugby league podcast.Today, it has grown into an independent sports media business producing ESPN League Central for Disney+.In this episode of Moneyball: The Business of Sport, Charlie joins Scott Keenan to explain how the opportunity came about, w
Why It's Cool To Support The New Zealand Warriors
The Warriors are becoming one of the most commercially interesting clubs in world sport. And it's becoming cool to follow them as well. At NRL Magic Round, Warriors fans transformed Brisbane into a home away from home, while the club's pop-up store generated more than half a million dollars in sales. But the bigger story isn't merchandise—it's culture, identity and the way the Warriors are buildin
Why Football Can't Replace David Beckham
David Beckham retired more than a decade ago—so why was he still one of the biggest commercial stars of the 2026 FIFA World Cup?That question reveals something much bigger than one footballer's career.In this episode of Moneyball, we explore why Beckham remains one of the most valuable commercial brands in world sport, how he reinvented himself after retirement, and why football is still searching
Can DAZN Make The NRL Deal Pay Off?
The NRL got its record media rights deal. But signing the contract was the easy part.Now DAZN has to make the economics work.Former DAZN executive Murray Barnett joins Moneyball – The Business of Sport to explain what happens after one of the biggest sports broadcasting agreements in Australian history is signed.How do you justify paying billions of dollars for one competition? Will Kayo Sports an
Who Owns Greatness in Football?
A trademark fight between FIFA and the owners of the Ballon d'Or has opened up a much bigger question: who gets to define greatness in world football?FIFA is seeking trademark protection for FIFA GOLDEN BALL around the world, including in Australia, but the move has been challenged by the owners of the Ballon d'Or — football's most prestigious individual award. The complication? Ballon d'Or litera
Player Power in Rugby League's Billion-Dollar Era
Exclusive: Rugby League Players Association CEO Clint Newton joins Moneyball to discuss player power, the NRL’s new $5 billion TV rights deal and who gets to shape rugby league’s billion-dollar future.This episode was recorded recently, but before the NRL announced the full details of its new TV deal with Nine Entertainment, DAZN and Sky Sport New Zealand.Clint Newton joins Scott Keenan for a wide
How the NRL Landed a $5 Billion TV Deal
Inside Story: How did the NRL land a record $5 billion TV rights deal with Nine and DAZN—and how serious was Amazon's rival bid?In this episode of Moneyball: The Business of Sport, host Scott Keenan sits down with Sam Buckingham-Jones, media and marketing reporter at the Australian Financial Review, to go behind the story of one of the biggest sports media negotiations Australia has ever seen.For
Is the NRLW Draw Broken? | Glen Hawke
Is the NRLW schedule broken?More than 50,000 women and girls are now playing rugby league across Australia, TV audiences are growing and Women's State of Origin has become one of the biggest events on the sporting calendar. So why does the NRLW still face challenges getting more people through the gates and watching the game?On this episode of Moneyball, Scott Keenan is joined by SEN sports broadc
$5bn NRL Mega TV Deal Done?
Emergency Episode: Reports suggest the NRL has agreed in principle to a new media rights deal worth around $5 billion over seven years from 2028, potentially making it the biggest media rights agreement in Australian sporting history.If confirmed, Nine would retain State of Origin, the Grand Final and three games per week, while DAZN-owned Foxtel and Kayo would continue as the home of every match
NRL Media Rights Explained
The NRL media rights battle is entering its final stages, and for the first time in decades, State of Origin could potentially leave the Nine Network. With Peter V'landys chasing a $4 billion broadcast deal, the biggest sports media rights negotiation in Australian history has become far more than a simple contest between Nine and Foxtel. Seven Network has emerged as a genuine contender, Amazon
Inside Origin with Mathew Thompson
State of Origin is Australia's biggest television event. And there is huge pressure for the broadcast team, especially the play-by-play commentator.More than four million Australians tune in. Hundreds of people work behind the scenes. And for Channel Nine's lead NRL commentator Mathew Thompson, every game brings the pressure of calling moments that become part of rugby league history.In this episo
Scotland: Football's Cultural Power at the World Cup
After nearly three decades away from football's biggest stage, Scotland is heading back to the FIFA World Cup.Former Scottish footballer and Australian football coach and commentator Charles Samushonga joins Moneyball to discuss Scotland's resurgence under Steve Clarke, the players driving this generation's success, and why supporters are more optimistic than they have been in decades.We explore S
Is Sport Built For Men — And Limiting Women?
Australia prides itself on being a sporting nation. But in a market of just 26 million people, a small number of dominant men’s competitions continue to consume most of the attention, airtime and commercial investment.In this episode of Moneyball: The Business of Sport, host Scott Keenan sits down with Dr Bridie O’Donnell — broadcaster, former elite cyclist and advocate for women’s sport and gende
Amazon Wants NRL TV Rights
The NRL’s broadcast rights negotiations are heating up — and Amazon Prime is now reportedly preparing a bid for rugby league rights in Australia.In this episode of Moneyball, Scott Keenan is joined by Australian Financial Review media reporter Sam Buckingham-Jones to break down the biggest developments in the NRL media rights race, including Andrew Abdo leaving the NRL for Tennis Australia, Peter
How Hearts Changed Scottish Football & Why Belief Matters in Sport
For the first time in 40 years, Scottish football has had something different: hope.In this episode of Moneyball: The Business of Sport, Scott Keenan breaks down the incredible Scottish Premiership title race between Hearts of Midlothian, Celtic and Rangers — and why Hearts’ shock challenge may have changed Scottish football forever.From Ted Lasso’s iconic “Believe” message to the commercial reali
The Most Expensive World Cup Ever?
The 2026 FIFA World Cup is being billed as the biggest tournament in football history — but it may also become the most expensive World Cup ever for fans.In this episode of Moneyball, Scott Keenan examines the business behind the modern FIFA World Cup and the growing concern that football’s biggest event is becoming financially out of reach for ordinary supporters.With the Socceroos preparing for
Who REALLY Runs Manchester United Now?
Who is really running Manchester United right now?After years of instability since the retirement of Alex Ferguson, United are back in the Champions League and preparing to make one of the biggest decisions in the club’s modern history: appointing a permanent manager.Will it be Michael Carrick after his impressive interim spell? Or will INEOS and Jim Ratcliffe go in another direction?And with the
Nike vs Adidas: Who Owns Running Culture?
Who really owns running culture?After a breakthrough performance at the London Marathon—where two athletes broke the two-hour barrier in the same race—Adidas has momentum.At the same time, Nike is navigating questions about its brand positioning following backlash at the Boston Marathon.In this episode of Moneyball, we unpack the running wars between Nike and Adidas—and explore how the sport is ev
Building a Sports Attention Machine: Nine’s Big Play (NBL, Netball & NRL)
What is Nine Entertainment really building with its latest sports rights deals?In this episode of Moneyball – The Business of Sport, Scott Keenan is joined by Tim Burrowes from Mumbrella to unpack Nine’s acquisition of the National Basketball League free-to-air rights and its major new deal with Netball Australia.This isn’t just about adding more sport to the schedule.It’s about building a portfol
Can the NRL Still Afford Nathan Cleary?
Can the National Rugby League actually afford Nathan Cleary in the future?With reports suggesting Cleary could become the first $2 million player in NRL history, this episode of Moneyball breaks down the economics behind the biggest contract question the game has ever faced.Because this isn’t just about one player.It’s about whether the NRL’s salary cap, broadcast deals, and revenue model can keep
Inside the Mind of a 5x Olympian & Why Silver Wasn’t Enough
What happens when you win an Olympic silver medal… and it still feels like failure?At the 2026 Winter Olympics, Scotty James claimed his third Olympic medal — yet instead of celebration, the moment carried something far more complex. In real time, he made a decision that defines elite sport: he would return again in 2030 for a sixth Olympic campaign, chasing the only medal he hasn’t won — gold.In
Why Tottenham Fans Feel Let Down Right Now
Tottenham Hotspur fans are questioning the direction of the club.After years of investment, including a billion-pound stadium and consistent Premier League revenue, Spurs are struggling to deliver results on the pitch — and supporters are starting to feel the disconnect, not to mention the fears or relegation to the EFL Championship.In this episode, Moneyball host Scott Keenan speaks with Andrew P
What Tottenham Lose If They Get Relegated
Tottenham Hotspur are facing a scenario that once felt unthinkable: relegation from the Premier League.But beyond the results on the pitch, what would it actually cost them?In this episode of Moneyball, we break down the financial impact of relegation — from a potential £200–£250 million revenue loss, to the pressures of servicing a £1 billion stadium, declining broadcast income, reduced sponsorsh
Inside the NRL Las Vegas Launch with Creator Lincoln Ison
The NRL’s Las Vegas season opener is one of the boldest marketing plays in rugby league history. But what does the event actually look like on the ground?In this episode of Moneyball – The business of sport, host Scott Keenan speaks with Australian rugby league content creator Lincoln Ison from The Knighted, who travelled to Las Vegas to experience the NRL’s international season launch.Lincoln att
Cadillac’s $1 Billion Bet on Formula 1
Formula 1 is back for a new season — and one of the biggest stories shaping the future of the sport is Cadillac’s planned entry into the grid.Backed by General Motors and a reported $1 billion investment, Cadillac is preparing to enter Formula 1 with a strategy that looks very different from traditional teams.Before the car has even raced, Cadillac has already launched the team with a Super Bowl c
Is Cooper Flagg the Best Teenager in NBA History?
We're using sports statistics, data, and analytics to break down Cooper Flagg’s record-setting NBA season and what the numbers say about his long-term potential.We explore Rookie of the Year implications, compare Flagg to past teenage stars, look at Australian NBA star Josh Giddey through a data lens, unpack the NBA trade window, and examine the changing All-Star Game format.Moneyball is the podca
Why Bad Bunny is Good Business for the NFL
In this episode of Moneyball, host Scott Keenan is joined by Crissy Whalin to break down why Bad Bunny headlining the Super Bowl Apple Music Halftime Show is more than a cultural moment — it’s a smart business decision by the NFL.Rather than focusing on politics or online outrage, this conversation looks at audience growth, cultural relevance, global reach and how the NFL thinks about the halftime
Should the NRL buy a Super Bowl ad?
The NRL season launch heads back to Las Vegas this weekend with the Newcastle Knights, North Queensland Cowboys, Canterbury-Bankstown Bulldogs and St George Illawarra Dragons taking centre stage at Allegiant Stadium.The event has become one of the biggest annual sporting spectacles in Vegas — and comes off the back of record-breaking financial results from the National Rugby League. But where to n
