NRL signs $5.3b rights deal with Foxtel, Nine, Sky NZ
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The news: The NRL has signed a $5.3 billion media rights agreement with Foxtel Group, Nine and Sky NZ, in what is the largest Australian sports broadcast deal in history.
The context: The seven-year agreement runs from 2028 and represents a 90% uplift in cash received per annum compared to the existing media rights deal.
The Financial Review reported in late June that Nine and Foxtel were on the cusp of re-securing the media rights.
Nine will have exclusive coverage of the NRL Grand Final as well as the Men’s and Women’s State of Origin. They will also simulcast three weekly NRL and NRLW fixtures as the exclusive free-to-air and free streaming broadcaster.
Nine will face an annual cost of $145 million in cash, which is expected to be offset by $10 million of committed annual spend by NRL on advertising and other services as well as a further $15 million per annum of contra.
Foxtel will televise all NRL and NRLW premiership matches as well as the final series matches. A revenue sharing and marketing agreement has also been reached with Foxtel for international rights.
Meanwhile, Sky NZ will show more than 130 fixtures on their free platforms.
What they said: “Today marks a defining moment for rugby league. The Commission has worked hard in the last five years to make the game more entertaining for our fans, effectively doubling our audience. Our Players and Clubs that made this possible will now be justifiably rewarded,” Australian Rugby League Commission chair Peter V’landys said.
Nine CEO Matt Stanton said: “Rugby league is one of Australia’s great sporting institutions and we’re proud to continue our long-standing partnership with the NRL.”
He also noted that “given the performance of rugby league on Nine over the past three decades and what we’re seeing globally with premium sports rights, we are pleased to secure this contract for what is effectively an annual CPI increase”.
NRL CEO Andrew Abdo said: “The outcome gives us the certainty, flexibility and resources to pursue ambitious growth opportunities across every level of the game.”
“In particular, more investment than ever will go into grassroots and community football to drive participation and ensure all levels of the game flourish,” he said.
