The National Rugby League (NRL) has taken a historic step by securing the largest broadcast rights agreement in its history. The Australian competition announced a A$5.3 billion broadcasting deal with Nine Entertainment and Foxtel, a partnership that will begin in 2028 and run through 2034. Beyond its financial magnitude, the agreement reflects the league’s sustained growth in recent years and further establishes rugby league as one of the most valuable sports properties in the Australian and Pacific media landscape.
The new contract comes at a time of expansion for the NRL, which will welcome the Perth Bears in 2027 and the PNG Chiefs in 2028, increasing the competition to 19 teams. In addition to guaranteeing the league’s presence across free-to-air television, pay TV, and streaming platforms, the agreement strengthens its international growth strategy through global distribution by DAZN and the continued support of two of its long-standing broadcast partners.
A Historic Agreement That Reinforces the NRL’s Growth
The seven-year deal is expected to generate approximately A$750 million per season, significantly surpassing the current agreement, which is worth around A$400 million annually. It also eclipses the previous Australian sports broadcasting record set by the Australian Football League (AFL) in 2022 with a A$4.5 billion contract. According to Peter V’landys, Chairman of the Australian Rugby League Commission (ARLC), approximately 95% of the total value will be received by the NRL in cash, representing a major improvement over the previous structure, which included a commission of around 10%.
V’landys described the announcement as “a defining moment for rugby league”, attributing the achievement to the work carried out over the past five years to make the competition more attractive to fans. He stated that the league has nearly doubled its television audience thanks to changes implemented both on and off the field, allowing clubs and players to benefit from the sport’s commercial growth. For the organization, the agreement not only provides long-term financial stability, but also creates a platform for continued investment in both the professional game and grassroots development.
Broader Coverage, New Opportunities, and International Expansion
The new rights structure will largely mirror the current arrangement. Nine Entertainment will continue to broadcast the NRL Grand Final as well as the men’s and women’s State of Origin series, while also retaining exclusive free-to-air and streaming rights for three live regular-season matches each week. Meanwhile, Kayo Sports will continue to carry every NRL and NRLW match, including the finals series, while DAZN will distribute the competition across nearly 200 international markets, significantly expanding the league’s global reach.
The league’s commercial strength is backed by impressive audience figures. Last season’s Grand Final attracted an average audience of nearly 4.5 million viewers, marking the first time since 2015 that it outperformed the AFL Grand Final in television ratings. The men’s State of Origin series also continues to grow, with the opening match drawing close to four million viewers this year, while the women’s series consistently attracts around one million viewers. For Nine and Foxtel, these numbers represent an opportunity to continue building one of Australia’s most valuable sports properties, while the NRL views the new agreement as a key step toward expanding rugby league’s global audience.
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