The Australian Rugby League Commission (ARLC) has secured a record-breaking $5.3 billion media rights agreement with Foxtel Group, Nine and Sky NZ, establishing the largest broadcast and media partnership in Australian sporting history.
The seven-year agreement from 2028 delivers a substantial increase in annual revenue to the game, returns control of competition scheduling and structure to the ARLC, expands access for fans across key markets and creates new opportunities for growth in Australia, New Zealand and internationally.
ARLC Chairman Peter V’landys AM thanked all broadcast partners for their collaboration and said the result future proofs the game and provides a platform for growth in Australia and globally.
“Today marks a defining moment for rugby league. The Commission has worked hard in the last five years to make the game more entertaining for our fans, effectively doubling our audience. Our Players and Clubs that made this possible will now be justifiably rewarded.
“This agreement is the largest commercial deal ever secured by an Australian sport, but its significance goes well beyond the financial outcome. It returns the draw back to the NRL and will ensure fair and equitable scheduling for all Clubs. It also gives us greater flexibility to shape the future of the game, and ensures more fans can access rugby league than ever before.
“We entered these negotiations with a clear objective — secure long-term growth while retaining control of the things that matter most. We have achieved that outcome.
“I want to thank Foxtel Group CEO Patrick Delany, Nine Chair Peter Tonagh, Nine CEO Matt Stanton, and Sky NZ CEO Sophie Moloney for reaching a landmark agreement that puts the fans and the future of rugby league first,” Mr V’landys AM said.
Under the new long-term partnership, the deals provide:
- A seven-year term from 2028, to provide certainty for the future of rugby league.
- A 90% uplift in cash received per annum compared to the current deal.
- Foxtel will continue to televise all NRL and NRLW Premiership matches, including all NRL and NRLW Finals Series matches.
- Nine will provide exclusive coverage of the NRL Grand Final and both Men’s and Women’s State of Origin Series and will simulcast three weekly NRL and NRLW fixtures.
- Sky NZ will place over 130 fixtures on their free platforms to continue the growth of fans in New Zealand which has almost tripled in the last five years.
- An innovative revenue sharing and marketing agreement on international rights with the Foxtel Group.
- Season structure, scheduling and draws are now under the ARLC’s control.
- A commitment from media partners to positively market and grow the game.
- More stringent quality assurance mechanisms in relation to conflicts of interest.
NRL Chief Executive Officer Andrew Abdo described the deal as a reflection of the unprecedented growth of rugby league and the confidence the market had in rugby league’s future.
“This agreement reflects the strength of rugby league today and confidence in where the game can go next. It is the result of years of planning, discipline and execution by the Commission as we positioned the game to maximise its value in a rapidly changing media landscape.
“The outcome gives us the certainty, flexibility and resources to pursue ambitious growth opportunities across every level of the game.
“In particular, more investment than ever will go into grassroots and community football to drive participation and ensure all levels of the game flourish.
“Rugby league is now in the best possible position for further expansion and continued growth from a community level through to the international stage.
“Most importantly, it gives the game greater control over how rugby league is produced, distributed and experienced, ensuring fans remain at the centre of every decision we make,” Mr Abdo said.
Foxtel Group CEO Patrick Delany said: “This renewed NRL partnership is a great outcome for the game, fans and our subscribers and maintains Kayo Sports and Foxtel as the home of NRL and live sport in Australia well into the next decade.
“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.
“We invest $1 billion every year in sports rights and production. Sport is critical to Australia’s social infrastructure and with the NRL investing significant broadcast dollars directly into grassroots football, every Kayo subscriber not only buys affordable family entertainment but contributes to a better and stronger community.
"Our thanks go to Peter V’landys and Andrew Abdo for their trust, vision and commitment to the ongoing innovation that continues to drive the growth of the game.”
Nine Entertainment Chair Peter Tonagh said: "Rugby League is a core part of Nine’s DNA, and this new agreement extends our partnership with the NRL into its fourth decade. The game is central to the fabric of Australian society and we take our role seriously in helping to grow the game with new audiences and fans.
"Over the course of our partnership, Nine has successfully delivered audience growth while deepening connections with consumers and advertisers.
"We look forward to continuing to work alongside the NRL to provide an unparalleled experience for fans right across the country."
Nine CEO Matt Stanton said: “Rugby league is one of Australia's great sporting institutions, and we're proud to continue our long-standing partnership with the NRL. As the Home of Rugby League’s biggest moments, our focus is on ensuring the game remains accessible to all Australians, continuing our commitment to bring the action live and free.
"Today's fans expect more than live broadcasts. They want richer experiences, deeper storytelling and greater connection to the game every day. Together with the NRL, we'll continue to evolve how Australians experience rugby league while helping grow audiences, fandom, and the long-term future of the code."
Sophie Moloney, Sky Chief Executive, commented: “The passion New Zealanders have for rugby league continues to grow, driven by a world-class competition and the incredible support behind the Warriors. I am delighted that Sky has extended its long-standing partnership with the NRL and will continue to bring the sport we love to audiences across the country.
“For more than three decades, Sky and the NRL have enjoyed a strong partnership, bringing rugby league to fans across Aotearoa New Zealand. In recent years, we've built on that foundation by working together to grow the game, inspire the next generation of players and fans, and help rugby league continue to thrive. This new agreement gives us the opportunity to carry that momentum forward as we continue to bring this exciting coverage to Sky and Three audiences for years to come.”
