Nine nears $600 million six-year English Premier League rights renewal

The deal signals the end of the telco-led sports disruption era in Australia as premium rights return to traditional media conglomerates. By doubling its financial commitment, Nine is betting that consolidating the EPL and UEFA Champions League on Stan Sport will drive enough subscription growth to offset a declining free-to-air ad market. This aggressive spend effectively shuts out potential rivals like Paramount+ or Amazon, which have been selective in the Australian market. Watch for a potential Stan Sport price hike; the platform previously raised its add-on fee to $20 per month when it first acquired the EPL rights from Optus. More than 185,000 new subscribers are likely required just to break even on the direct rights costs.

The EPL renewal is part of a broader $6 billion sports rights spree by Nine Entertainment in July 2026. Per Variety and SportsPro, Nine and Foxtel recently secured a record seven-year, $5.3 billion domestic broadcast deal for the National Rugby League (NRL) through 2034. This landmark agreement represents a 90% uplift in cash commitments for the code, eclipsing the AFL's $4.5 billion package for the first time in history. Under the NRL deal, Nine retains exclusive free-to-air rights for the Grand Final and State of Origin, products the broadcaster deemed critical for its survival against digital giants like YouTube.

Simultaneously, Nine has been divesting non-core assets to fund these escalating sports costs. On January 30, 2026, Nine announced the $56 million sale of its radio network and its Northern NSW television station, NBN, for $15 million. This pivot to ‘must-have’ live sport is a direct response to the fracturing of the Australian media landscape. According to Ampere Analysis in July 2026, Nine now dedicates approximately 41% of its annual content budget to live sport, a figure significantly higher than European free-to-air peers that typically cap sports spend at 20%.

This consolidation follows the August 1, 2025, closure of Optus Sport. As documented by The Australian Financial Review and Finder, Optus transitioned its 700,000 subscribers to Stan Sport after the Singaporean telco Singtel pivoted away from expensive media content. The transition included several major properties, including the FA Cup and J.League, effectively making Stan Sport the sole destination for top-tier international football in the Australian market. Industry analysts at Kalkine noted in June 2026 that Nine’s early move to lock in the EPL extension aims to pre-empt any rival bids before a formal auction process could begin.