The NRL has landed a monumental coup, securing a record-breaking £2.7 billion broadcast deal with media giants Nine Entertainment and Foxtel - a staggering sum that eclipses even the AFL's previous £2.3 billion agreement. The seven-year pact, set to kick off in 2028, represents a massive uplift from the current arrangement, which will conclude at the end of the 2027 season and is valued at approximately £205 million annually.
Chairman Peter V'landys hailed this defining moment for rugby league as a testament to the commission's tireless efforts over the past five years to enhance the sport's entertainment value. With the audience having effectively doubled during this period, players and clubs are now in line to be 'justifiably rewarded'. The new deal marks a major milestone in the NRL's growth story, cementing its position as one of Australia's most popular sports.
Under the terms of the new contract, Nine Entertainment will retain exclusive free-to-air rights for major events, including the NRL Grand Final and both the men’s and women’s State of Origin series. They'll also broadcast three live NRL games per week on Thursday and Friday evenings, and Sunday afternoons, alongside free streaming rights. Foxtel and its streaming service, Kayo Sports, will continue to be the primary home for live coverage of every home and away game throughout the NRL and NRLW seasons, as well as all finals matches, excluding the Grand Final.
While the distribution of men's matches largely mirrors the existing agreement, a notable change will see the number of NRLW games available on free-to-air television halve from 66 to 33 per season from 2028. Despite this, the overall value of the deal underscores the NRL's growing commercial strength and appeal. Nine Entertainment informed the ASX that its annual cash payment to the NRL would be £74 million ($145 million AUD), partially offset by £5 million ($10 million AUD) worth of advertising for the code.
The NRL has consistently attracted significant television ratings and lucrative sponsorship deals, making its media rights highly contested. Last year’s Grand Final drew an average audience of nearly 4.5 million, surpassing the AFL showpiece for the first time since 2015. The men's State of Origin series also saw close to 4 million viewers for its opening match, a 6% increase year-on-year, while the women's series consistently draws around 1 million viewers, demonstrating robust and growing engagement across both codes.
This substantial investment is set to coincide with the expansion of the NRL competition. In 2027, the Perth Bears are slated to join as the 18th team, followed by the Papua New Guinea Chiefs in 2028, becoming the 19th team. V'landys asserted that the NRL is 'the most viewed program in Australia and in the Pacific,' aiming to further grow the game globally and 'future-proof' it for all involved.