On 28 April, just two days shy of the close of the seven-month season, 19-year- Keegan Payne from Katherine, NT, reeled in the fish that claimed Sportsbet’s $1 million prize. A longer season, a guaranteed million-dollar winner and ultimately more than 80 eligible million-dollar fish activated into the Top End waters resulted in a record 61,601 registrations, up from 47,949 in Season 8. There were 43,098 anglers actively participating, up from 30,000 the previous year. In Season 9, there were 32,006 interstate registrations, primarily from Queensland, Victoria, and New South Wales, which surpassed that of locals and comprised 35.8% of participants. Almost a quarter (23.5%) of anglers were new to the Million Dollar Fish (MDF) competition this season, with a large portion under 35 and 29.5% women (the highest percentage ever.) Independent research showed MDF generated a total expenditure stimulus of $91.8 million in the Northern Territory, more than $82 million of this in the five Top End regions. Of this, $49.6 million represented ‘new money’ generated in the Territory because of MDF, up from $18.3 million in 2021 (Season 6). Nearly 80%, $38.1 million was attributed to competition-specific visitors from outside the Territory. Aside from positive tourism impacts (visitor beds etc.), the local fishing industry benefited through bait, tackle, and gear purchases. Additionally, fish tours or guides were hired by 16% of participants. As well as making someone a millionaire, Season 9 saw eight people share in $90,000 by catching a $10,000 fish, with one angler winning a double prize money fish. The event has proved itself as a major tourism driver. More than two-thirds of interstate and overseas participants agreed that the MDF competition influenced their decision to travel to the NT to fish over other states (68.4%). As in previous years, MDF Season 9 maintained strong participant support with a Net Promoter Score of +75.2, driven by fishing fanatics. (An NPS above 50 is deemed ‘excellent’.) By every measure, Million Dollar Fish Season 9 was an outstanding success, with the event captivating the nation and beyond, thanks to one lucky teen catching – for the first time since it began– the prized red-tagged million-dollar barramundi. Event Impact Registrations 61,601 (43,098 Participants) Media Coverage 1,297 mentions Visitor Nights (NT) 253,235 Audience Reach 79,083,587 │ $14,471,277 ASR** Expenditure Stimulus $91.81 million Total Digital Paid and Organic Impressions 8.5 million Visitor Expenditure Impacts* $43.87 million Net Promotor Score 75.2 *Visitor Spend in the Top End **Advertising Space Rate (ASR) Northern Territory Major Events Company – ANNUAL REPORT 2023/24 43