Million Dollar Fish delivering for the Territory

The latest season of Australia’s richest fishing competition, Million Dollar Fish, sponsored by SportsBet, has delivered exceptional results for the Territory and its economy, new figures show.

According to research, Season 6 of Million Dollar Fish generated an economic benefit (new money) of $11 million to the Top End, and an economic stimulus of $41.3 million for the Territory. Close to 29,000 people registered for Season 6, with almost 25,000 fishos actively participating in the competition.

The largest contingent of people visiting the Northern Territory from interstate for Million Dollar Fish were from Queensland, followed by New South Wales. A total of 20,289 visitor nights were generated by visitors from outside the Territory.

SportsBet External Affairs Manager Brad Fanning said the company was thrilled to be the naming rights sponsor of an initiative that is delivering so many benefits to the Territory.

“It is fantastic these impressive results have been confirmed as we are busy preparing for Season 7 to be another bumper year, both for fishos out on the water trying to catch a tagged barra, and for the Territory as businesses reap the benefits of so many people signing up for this unique competition,” he said.

In addition, the Net Promoter Score (NPS) for Season 6 was 72 per cent, with participation satisfaction coming in at 4.4 out of 5. More than 69 per cent of Season 6 visitors to the Territory indicated they are very likely to return for the next season of the competition.

Million Dollar Fish Season 7 returns on 1 October 2021 and will run until 31 March 2022. Registrations will open on 1 September 2021. For more information, head to or follow Million Dollar Fish on social media.