Kiwi sports fans will soon be getting world class news and talkback radio with Sports Entertainment Group (ASX: SEG) launching the hugely popular SEN channel in New Zealand where its on-air talent will be headlined by NZ cricket legend Brendon McCullum.

The launch of SENZ will draw upon media infrastructure and programming that has proven as a staple amongst Australian sports and horse racing audiences where SEN is the leading sports-dedicated radio network, featuring a plethora of on-field and off-field talent.

Expanding the program to New Zealand comes with Sports Entertainment Group signing an agreement to acquire TAB NZ’s 29 AM/FM radio licences across New Zealand, including its racing broadcast audio rights.

“New Zealand is one of the most passionate places in the world for international and local sport and we are delighted to have reached agreement to unleash SENZ onto an unrivalled radio footprint across the whole country,” said SEG CEO, Craig Hutchison.

“Our business has long championed local content for local fans and that’s exactly our plan in NZ. Our 24/7 sports talk format will include shows hosted by some of New Zealand’s most loved sporting identities – as well as a block-buster line-up of live sport – all delivered through a fiercely local lens.

“We thank TAB NZ for reaching terms to take on the former Trackside radio footprint and look forward to partnering with them to provide a unique offering to sports and racing, pacing and chasing fans alike.”

The cost of acquiring the licence was not disclosed by SEG which described it as “not material” but will impact FY22 earnings. The Company is confident this will be recouped in longer-term earnings.

Kiwi fans will immediately recognise the headline talent Brendon McCullum who is best known internationally as the former New Zealand Test captain who carved out a career as one of the world’s most powerful hitters, featuring in 101 Tests, 260 One Day Internationals and 370 T20s.

Even during his cricket career, McCullum always had an interest in horse racing. Since retirement, he has increased this interest and been heavily involved both in New Zealand and Australia where he purchases and syndicates race horses under his Vermair Racing banner alongside roles in sports media.