World Rugby selected Nine Entertainment to be the exclusive home of rugby in Australia until 2029.
The multi-year agreement, signed on 11 May, will see Nine broadcast some of the biggest competitions in rugby calendar, including the Men’s and Women’s Rugby World Cups, WXV Global Series, HSBC SVNS, the World Rugby U20 Championship and Pacific Nations Cup.
Alan Gilpin, CEO of World Rugby, said: “World Rugby and Nine are uniting to deliver unprecedented visibility for the sport and its stars in Australia, ensuring the next generation of rugby fans is inspired by the action both on and off the field.
“As we enter a golden decade for the sport in Australia, we are excited to continue our fruitful relationship with Nine all the way to two era-defining Rugby World Cups in 2027 and 2029.”
Major tournaments secured
Described by Gilpin as “era-defining”, the two upcoming Rugby World Cups present a major opportunity for the broadcaster.
First up is the Women’s 2025 Rugby World Cup in England, kicking off in August. Nine confirmed that Australian fans will be able to watch every match live and free on the 9Network and 9Now.
The final will also be shown free-to-air to help raise the profile of the women’s game ahead of Australia hosting the tournament in 2029. TNT Sports recently secured the rights to England’s Premiership Rugby competitions, in which it has seen impressive viewership growth over the last season.
Before that, however, Australia will host the Men’s 2027 Rugby World Cup. Nine has announced it will broadcast half of all matches live and free on Nine and 9Now, including all Wallabies games, both semi-finals, and the final.
Catherine West, Chair of Nine, commented: “Securing the rights to these global events is a testament to Nine’s long-term strategy and deep commitment to delivering value for audiences, partners and shareholders.
“Major sporting bodies know they can trust Nine to bring an exceptional experience for fans that builds interest not just in the event but also engagement in their sport. Rugby is living proof of that value Nine brings.”
The media rights deals don’t end there, however. Nine will broadcast at least half of all matches from the Women’s 2029 Rugby World Cup, including every Wallaroos game while the full tournament will be available to stream on Stan Sport.
Together with coverage of the previously mentioned tournaments like the WXV Global Series and Pacific Nations Cup, this solidifies Nine Entertainment as the home of rugby in Australia – a message likely to feature prominently in future marketing campaigns.
Matt Stanton, CEO of Nine, said: “The Rugby World Cup agreement reinforces the power of Nine. Whether it’s streaming on 9Now or Stan Sport, watching at home on 9 Network, listening on radio or getting the analysis across our publishing mastheads, Nine can bring the game to Australian audiences like no other media company can.
“It not just cements Nine as the home of Rugby, it strengthens our position as the place for iconic national and international sport with an unmatched ability to reach audiences across any and every platform.”
