NRL's $5.3bn rights deal cements live sport as Australia's most valuable media asset

The NRL has secured the largest media rights deal in Australian sporting history, locking in a seven-year, $5.3 billion broadcast agreement with Foxtel Group, Nine and Sky NZ from 2028.

The deal represents a 90% uplift in annual cash revenue compared to the current agreement and further entrenches premium live sport as one of the most valuable assets in Australian media.

Under the agreement, Foxtel will continue to broadcast all NRL and NRLW premiership matches, including finals, while Nine retains exclusive coverage of the NRL Grand Final, men’s and women’s State of Origin, and will simulcast three weekly NRL and NRLW fixtures.

Sky NZ will also place more than 130 fixtures on free platforms as the NRL looks to accelerate growth in New Zealand, where its fan base has almost tripled over the past five years.

For marketers and media buyers, the deal underlines the continued power of live sport to deliver mass audiences at a time when viewing behaviour is fragmenting across streaming, social and on-demand platforms.

Nine said rugby league audiences have continued to strengthen across broadcast and digital, with total minutes viewed across its rugby league coverage up 15% year-on-year and 20% since 2023.

Commercial audiences among people aged 25 to 54 are also up 19% year-on-year and 27% since 2023, reinforcing the code’s value among one of the most important advertising demographics.

The 2025 NRL Finals Series audience grew 33% year-on-year, while the Grand Final audience increased 35%. The NRLW Grand Final audience grew 55%.

Streaming is also accelerating, with Nine reporting BVOD audiences increased 69% for men’s State of Origin, 131% for the NRLW Grand Final and 52% for women’s State of Origin.

Game II of this year’s State of Origin became the highest-rating Origin match in history, reaching more than six million Australians and delivering Australia’s largest BVOD audience on record.

Nine CEO Matt Stanton said the agreement reinforced Nine’s long-term strategy of investing in premium live sport. In an ASX statement, Nine said it would pay $145 million each year, offset offset by $10m advertising commitment by the NRL, plus a further $15m per annum of contra deals.

“As our partnership with the NRL enters its fourth decade, this agreement reinforces Nine’s long-term strategy of investing in premium live sport and the moments that matter most,” Stanton said.

“The next era presents an extraordinary opportunity for rugby league. 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.”

Foxtel Group CEO Patrick Delany said the renewed partnership would keep Kayo Sports and Foxtel as the home of NRL and live sport in Australia 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,” Delany said.

Beyond the financial uplift, the agreement also returns control of the season structure, scheduling and draw to the ARLC, giving the code greater flexibility to shape fixtures, optimise audiences and support future expansion.

ARLC chairman Peter V’landys said the deal was a defining moment for the sport.

“This agreement is the largest commercial deal ever secured by an Australian sport, but its significance goes well beyond the financial outcome,” V’landys said.

“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.”

NRL CEO Andrew Abdo said the agreement reflected the strength of rugby league in a changing media landscape.

“This agreement reflects the strength of rugby league today and confidence in where the game can go next,” Abdo said.

“The outcome gives us the certainty, flexibility and resources to pursue ambitious growth opportunities across every level of the game.”

The deal strengthens Nine’s premium sport portfolio, which already includes the Olympic Games, all four tennis Grand Slams, the Premier League, rugby union, the NBL and WNBL, and netball.

For the broader media market, it confirms the enduring commercial power of live sport, particularly as broadcasters and streaming platforms compete for scarce content capable of delivering scale, appointment viewing and advertiser demand.