The National Rugby League (NRL) has signed Australia sport’s most valuable broadcast deal as it looks to accommodate more teams in the future
The National Rugby League (NRL) has inked Australia’s most lucrative broadcast rights deal with Foxtel Group, Nine and Sky NZ.
The record $3.68bn (AUD5.3 billion), seven-year broadcast agreement will come into effect for the 2028 season as the Australian Rugby League Commission (ARLC) confirmed a 90% uplift in cash per annum compared to the current deal which is worth $3.12bn (AUD4.5 billion).
Under the terms of the new broadcast deal, Foxtel – owned by DAZN – will televise all NRL and NRL Women’s Premiership matches, including all Finals Series matches. Foxtel has also agreed a new revenue sharing and marketing agreement for the distribution of international rights, excluding New Zealand and Papua New Guinea.
Nine will provide exclusive coverage of the NRL Grand Final and both men’s and women’s State of Origin Series and will simulcast three weekly NRL and NRLW fixtures
Sky NZ will place over 130 fixtures on their free platforms to continue the growth of fans in New Zealand which has almost tripled in the last five years.
ARLC Chairman, Peter V’landys, said: “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.
“We entered these negotiations with a clear objective — secure long-term growth while retaining control of the things that matter most. We have achieved that outcome.”
Greater control over league and expansion
The new broadcast deal will see the scheduling of the league fall into the hands of the ARLC, which will fall in line with the NRL’s expansion plans from 17 to 20 league teams by the 2029/30 season.
The Perth Bears are expected to become the NRL’s 18th team for the 2027 season, while the Papua New Guinea Chiefs are expected to join the expanded league in 2028.
Foxtel are expected to broadcast one extra weekly NRL men’s Premiership game if the league is to bring in a 20th team by the 2030 season.
When speaking on the new broadcast rights agreement, Foxtel Group CEO, Patrick Delany, said the company invests up to AUD $1 billion per-year into sports rights and production in Australia.
“We have been partners in the growth of rugby league for 30 years and are committed to working with the NRL to grow the game at all levels, elevate the fan experience and deliver even better innovation for audiences watching across Australia and in 200 international markets through DAZN,” said Delany.
“We invest $1bn every year in sports rights and production. Sport is critical to Australia’s social infrastructure and with the NRL investing significant broadcast dollars directly into grassroots football, every Kayo subscriber not only buys affordable family entertainment but contributes to a better and stronger community.”
The NRL was reportedly considering a move to an in-house streaming service or to attract the services of streaming platforms, such as Netflix, as part of its latest broadcast rights agreement.
