Why Seven and Foxtel are willing to pay $40,000 per minute for the AFL deal

Welcome to a midweek edition of Unmade.

Yesterday the AFL finally signed a deal to renew Foxtel and Seven West Media’s broadcast rights for another seven years. The biggest deal in Australian television history, it’s worth $4.5bn over that period, made up of more than $4bn in cash and the rest in contra advertising inventory.

Below, we’ll explore the justification for that number, and what its means for marketing budgets (and for the code in Tasmania).

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