Seven is a major player in Australian sports broadcasting. The 2000 Summer Olympics in Sydney resulted in huge ratings for the network, with over 6.5 million Australians viewing the telecast of opening and closing ceremonies. The broadcast also ran on the short-lived C7 Sport subscription channel.
In 1998 Nine and pay TV provider Foxtel nabbed the rights to televise AFL games games with Seven for the 2000 and 2001 seasons. In 2001, Ten, won the rights to televise AFL matches from 2002 onwards. This ended Seven's famous 45-year run as the exclusive AFL football broadcaster. On 5 January 2006 the Australian Football League accepted a bid from Seven and Ten to broadcast AFL games from 2007–2011 at a cost of A$780 million.
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