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The Australian Rugby League Commission (ARLC) has struck a record-breaking $5.3 billion media rights agreement with Nine Entertainment (ASX: NEC), Foxtel Group and Sky NZ, establishing the largest broadcast and media partnership in Australian sporting history.
The seven-year agreement delivers a substantial increase in annual revenue to the game, with the ARLC touting that it also returns control of competition scheduling and structure to the commission, expands access for fans across key markets and creates new opportunities for growth in Australia, New Zealand and internationally.
For its part, Nine has secured free-to-air and free streaming broadcast rights for the NRL and NRLW over seven years from 2028 to 2034, in a deal worth $145 million per annum in cash.
ARLC Chairman Peter V’landys says the agreement "future proofs the game" and provides a platform for growth in Australia and globally.
“Today marks a defining moment for rugby league," says V'landys.
"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.
“This agreement is the largest commercial deal ever secured by an Australian sport, but its significance goes well beyond the financial outcome.
"It returns the draw back to the NRL and will ensure fair and equitable scheduling for all clubs. It also gives us greater flexibility to shape the future of the game, and ensures more fans can access rugby league than ever before.
Nine's agreement covers three live NRL games per week, the finals series, the grand final, State of Origin and test matches, along with 33 live NRLW weekly games and NRLW finals.
Nine's annual cash outlay will be partially offset by $10 million of committed NRL advertising spend and $15 million per annum of contra, bringing the effective net cost below the headline figure.
The deal extends a broadcasting partnership between Nine and the NRL that stretches back more than three decades.
Nine's current five-year agreement, struck in late 2021 under then-CEO Mike Sneesby, runs through to the end of 2027 as part of a media rights cycle worth more than $400 million per annum across Nine, Fox Sports, and Sky TV New Zealand.
Nine chair Peter Tonagh says the renewed deal reflects the strength of a relationship built over decades.
“Rugby league is part of Nine’s DNA, and it is one of Australia’s most important sporting and cultural assets, uniting the nation," says Tonagh.
"This new agreement extends our partnership with rugby league into its fourth decade, and during that time we have delivered consistent audience growth, while deepening connections with consumers and advertisers.
"This multi-year agreement is not just a major milestone for our business; it is a testament to the commitment, innovation and passion that has defined Nine’s relationship with the game for decades."
Nine CEO Matt Stanton says the annual cost increase under the new agreement amounts to what he described as a modest uplift relative to the prior cycle.
"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," says Stanton.
“For Nine, the NRL and NRLW competitions represent premium, culturally significant content that drives immense value across our entire ecosystem.
"Nine’s relationship with the NRL offers a significant opportunity for us to engage with both our audiences and advertisers, deepening fan engagement, and ensuring the game remains at the heart of Australian culture."
Stanton says the rights bolster Nine's broader sports portfolio, which also includes cricket and tennis, and reinforce its position as the dominant free-to-air sports broadcaster in Australia.
"Together, these partnerships reflect Nine’s long-term strategy of investing in premium live sport and delivering the sporting moments that matter most to Australians,” he says.
In its most recent trading update in May, Nine reported that operationally had its strongest revenue quarter in the three months to the end of March this year, underpinned by a successful content performance, driving growth in core digital and subscription assets, and generating a solid advertising revenue and share outcome.
However, the fourth quarter was impacted by a confluence of uncertainty, both international and local, which is "proving challenging for advertising markets".
Shares in Nine were trading 2c higher at 93c at 12.57pm (AEST).
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