The National Rugby League (NRL) has announced a landmark broadcast deal valued at $5.3 billion, securing its media rights for the next seven years starting in 2028. The agreement, which will see the competition continue on the Nine Network, Foxtel, and Sky NZ, represents a significant financial injection for the sport.
Peter V'landys, the NRL boss, confirmed that the majority of the deal's value is in cash, with streaming service Amazon also having been in contention for the rights. "We will be getting $5.3billion in media rights. Most of that is cash, 95 per cent is cash," V'landys stated. He attributed the success to extensive work over the past five years, during which he claims the game's audience has effectively doubled.
The new deal surpasses the Australian Football League's (AFL) most recent seven-season extension, which was valued at $4.5 billion. V'landys, however, downplayed direct competition, stating his focus was on maximizing the value for rugby league, though he referred to the AFL as the "FLA" and asserted that rugby league is the "No.1-viewed sport in Australia."
Recent performance metrics show a surge in NRL viewership, with coverage on Nine up 15% year-on-year. Game two of the State of Origin series achieved record viewership, drawing 4.3 million viewers.
Under the agreement, the Nine Network will retain exclusive rights to the NRL Grand Final and the men's and women's State of Origin series. Foxtel will broadcast two additional exclusive matches per season once the competition expands to include a 20th team. The free-to-air broadcaster will also carry three live NRL matches each week, 33 NRLW matches, men's and women's Test matches held in Australia, and the NRL and NRLW Finals Series. Foxtel's matches will be available on Kayo and the global streaming platform DAZN.
This partnership with DAZN, which boasts approximately 400 million subscribers across 200 markets, is a key component of the NRL's international ambitions. V'landys expressed confidence that the global reach will substantially increase the deal's value and fuel the sport's expansion beyond the Pacific region. "The world's our oyster ... that (global expansion) ambition has not changed, and more so now that with the deal that we've done with DAZN," he said.
Reports suggest the NRL is exploring potential investments in the English Super League and aims to host a global round with games played in various international locations, including the United States, the United Kingdom, France, and Japan.
Regarding scheduling, V'landys confirmed that the Grand Final will continue to be held on Sunday evenings. State of Origin matches will remain on Wednesday nights. While Monday night football is a possibility with the league's expansion, V'landys noted potential challenges due to player recovery times.
The deal also includes provisions for player rewards, an increased salary cap, and further investment in the competition's assets, which are currently valued at around $400 million.