The National Rugby League (NRL) has finalised a landmark $5.3 billion broadcast agreement with Nine Entertainment and Foxtel, securing the game's media rights through to 2034. The seven-year deal, commencing from 2028, is valued at approximately $750 million annually, representing a significant increase from the current $400 million per year arrangement that ends after the 2027 season.
Key terms of the agreement
Under the new contract, Nine Entertainment will continue to broadcast the NRL grand final, as well as both the men's and women's State of Origin series. The network has also secured exclusive free-to-air and free streaming rights to air three live NRL games each week: Thursday nights, Friday nights, and Sunday afternoons. Foxtel and its streaming service Kayo Sports will retain the rights to live coverage of every regular-season home and away game for both the NRL and NRLW, along with all finals matches except the grand final. The global streaming platform DAZN will also carry the games internationally.
Nine Entertainment disclosed to the Australian Securities Exchange (ASX) that it will pay $145 million in cash annually to the NRL, offset by $10 million worth of advertising provided by the league.
Reactions from league and media leaders
Australian Rugby League Commission (ARLC) chairman Peter V'landys hailed the deal as a historic achievement. "The Commission has worked hard in the last five years to make the game more entertaining for our fans, effectively doubling our audience," V'landys said. "Our players and clubs that made this possible will now be justifiably rewarded." He described the agreement as "a defining moment for rugby league."
Nine CEO Matt Stanton emphasised the long-standing partnership, noting that Nine and the NRL are entering their fourth decade together. "The next era presents an extraordinary opportunity for rugby league," Stanton stated. "Nine brings together an unmatched breadth of media capabilities and a proven track record of growing audiences, deepening fandom and creating cultural moments around the game's biggest occasions. This year alone, the top two highest-rating television programs across any Australian broadcaster have both been NRL, demonstrating the enduring strength of the game and the opportunity that still lies ahead."
Foxtel Group CEO Patrick Delany reaffirmed the company's commitment to the sport. "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," Delany said.
Record-breaking value and audience growth
The deal surpasses the previous record of $4.5 billion set by the Australian Football League (AFL) in 2022, underscoring the NRL's rising commercial power. The NRL's strong television ratings have been a key driver: the 2023 grand final between the Brisbane Broncos and Melbourne Storm attracted an average audience of nearly 4.5 million viewers, marking the first time it outrated the AFL grand final since 2015. The first match of the men's State of Origin series drew close to 4 million viewers, a 6% increase year-on-year, while the women's State of Origin consistently attracts around 1 million viewers, figures that outpace women's Australian rules football.
Impact on the sport and future outlook
The increased revenue is expected to provide substantial financial benefits to players and clubs. V'landys indicated that the league's growth in audience and sponsorship has enabled this landmark deal. The NRL's current broadcasting agreement with Nine and Foxtel, valued at about $400 million annually, will remain in place until the end of 2027. The new contract ensures long-term stability for the sport and positions rugby league for continued expansion in both domestic and international markets.
