The FFA and Buckley will soon be negotiating their own new TV deal with their current agreement with Fox Sports to expire in mid-2013.

Last week the AFL sealed a record-breaking $1.253 billion broadcast rights agreement and Buckley insists the deal is not a problem for football.

Buckley, who masterminded the AFL's previous broadcast rights deal in 2006, believes the deal will help other sports rather than suck money away from them.

“What it says is that sports rights are still a very valuable proposition to media companies," Buckley told AAP.

"The last agreement was negotiated at a time the A-League was a white sheet of paper.

"Now we have six years of consistent viewing audiences. There's a stronger platform to build from.

"What we need to be able to demonstrate is value for media operators. That's where you get the income from."

Buckley added he believes the changing media landscape could provide new untapped opportunities, after the AFL sealed a deal with Telstra for their customers to watch the code on their mobile phones and tablets.

"Mobile devices, tablet devices, subscription media services, subscription television, IP (internet protocol) TV - the media landscape is evolving so quickly," Buckley said. "It's a hungry beast that needs to be fed."

Football's case for an improved deal on it's current arrangement, which sees it earn $18 million a year from Fox Sports, could be hampered by the federal government's anti-siphoning list which may require important Socceroos games to be broadcast on free-to-air TV.

Socceroos games are big ratings winners for Fox Sports and their loss would diminish football's value to the pay-TV outlet.

In further bad news, Australia's leading media buyer Harold Mitchell this week warned football and rugby league they had plenty of work to do to convince media companies to spend big in the wake of the AFL deal.