NRL Rights Battle Intensifies, Posing Threat to Foxtel's Dominance
NRL broadcast rights negotiations in Australia are set to reshape the local TV landscape, with significant implications for Foxtel and Nine Entertainment's Stan. The deal could cement Stan's position as a major sports streaming player or reinforce Foxtel's dominance, depending on which broadcaster secures the rights. The outcome will impact the competitive landscape for subscription streaming services and advertising models in the region.
Key Takeaways
- NRL's 2025 grand final drew nearly 4.5M average viewers, surpassing the AFL showpiece for the first time since 2015.
- Current NRL rights deal with Nine and Foxtel is valued at approximately $400M per year, ending in 2027.
- Foxtel was acquired by DAZN last year in a $3.4B deal, giving its new owners a vested interest in retaining key properties.
- Nine's Stan Sport has expanded its portfolio to include rugby union, tennis, combat sports, cycling, motorsport, Olympics, European football, and Premier League rights.
- Stan Sport now includes an ad-supported tier, aligning with NRL's desire for prime-time free-to-air exposure and subscription revenue.
Additional Context
The battle for NRL broadcast rights has escalated, with multiple players vying for a deal projected to be worth up to $4 billion. Nine Entertainment, led by CEO Matt Stanton and streaming boss Amanda Laing, is reportedly pitching for exclusive NRL rights, aiming to cut Foxtel out for the first time in decades (AFR, May 2026). In response, Foxtel has launched a counter-bid, seeking to acquire the entire suite of free-to-air and streaming rights, including those currently held by Nine (AFR, May 2026). This competitive offering seeks to protect Foxtel's decades-long relationship with the NRL and its Kayo Sports platform, which heavily relies on NRL content. Adding another dimension to the contest, Amazon Prime Video and Southern Cross Media (owner of Seven Network) have also submitted bids (AFR, June 2026). Amazon is reportedly interested in two games per week, viewing premium sports not just as subscription content but as a marketing tool to integrate with its broader retail ecosystem and deepen customer engagement (TV Blackbox, May 2026). The entry of multiple bidders creates an auction environment, which Australian Rugby League Commission chairman Peter V’landys has leveraged to aim for a record-breaking deal that could surpass the AFL’s $4.5 billion agreement (TV Blackbox, May 2026). Industry observers suggest the true contest is now between Kayo Sports, Stan Sport, and Prime Video, with traditional broadcasters Seven and Ten facing financial constraints that limit their bids (TV Blackbox, May 2026).
Read full article at inkl.com
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