NRL secures record $3.7B domestic media rights deal through 2034

Rugby league has overtaken Australian rules football (AFL) for the richest domestic media contract, shifting the leverage in Oceanian sports broadcasting. By reclaiming scheduling control, the ARLC can now optimize broadcast windows for maximum reach rather than deferring to network preferences. The inclusion of DAZN as a global marketing partner signals a shift from purely domestic licensing toward a centralized international distribution model, intended to monetize the league in over 200 markets. Industry observers should watch for the official announcement of the 20th franchise location, which triggers an additional weekly live match for Foxtel platforms.

The National Rugby League’s record deal ends a period of intense market speculation regarding the entry of global tech giants into Australian sports. Per the Australian Financial Review, Amazon Prime Video was a credible bidder during the 18-month negotiation period, which ultimately served to drive up incumbent valuations despite the U.S. streamer failing to secure a package. This follows a similar trajectory to the AFL’s AUS$4.5 billion renewal in 2022, where interest from Paramount was utilized to extract record sums from Seven and Foxtel. The result confirms that premium local sport remains the primary defensive asset for traditional linear and subscription broadcasters against digital displacement.

Strategically, the deal is anchored by DAZN's recent acquisition of the Foxtel Group. According to SportsPro reporting from April 2025, DAZN finalized its AUS$3.4 billion takeover of Foxtel to gain a foothold in the high-ARPU Australian market. This synergy allows the NRL to use Foxtel’s domestic production infrastructure while leveraging DAZN's global streaming footprint for international growth. The 90% cash uplift is particularly notable given the tightening advertising markets; Nine’s CEO described their specific cost increase as effectively an annual CPI adjustment, indicating that the bulk of the financial growth is being borne by Foxtel’s subscription and streaming business, Kayo.

Expansion remains the league's primary growth lever. The addition of the Perth Bears in 2027 and the PNG Chiefs in 2028 creates a roadmap for a 20-team competition. According to Mediaweek, a potential 20th franchise based in New Zealand or Queensland could lift the annual value of the deal toward AUS$800 million. This structural expansion is designed to provide Foxtel with a tenth weekly game, further insulating its Kayo streaming service—which now boasts over 1.5 million subscribers per recent company filings—against churn during the long winter season.