In recent years, the broadcast rights for major national teams in sports such as football, basketball, cricket, or rugby have been the focus of intense negotiations. These competitions, which attract millions of viewers, are key for television networks and streaming platforms seeking to strengthen their audience base. In this context, Rugby Australia has secured a historic deal with Nine Entertainment, reinforcing rugby’s position in the Australian media landscape.
The new contract, valued at up to $240 million, extends the relationship between Rugby Australia and Nine Entertainment for five years, from 2026 to 2030, and includes financial incentives based on the Wallabies’ performance.
A significant increase in revenue
Rugby Australia highlighted in a statement that this deal represents “a significant uplift” compared to the current contract, which was renegotiated in 2020 during the Covid-19 pandemic for $100 million over three years. In 2023, both parties signed a two-year extension, and now, with this new contract, the financial stability of Australian rugby is secured until 2030.
The agreement includes the broadcast of Wallabies and Wallaroos matches, as well as games in the Nations Championship, which will kick off next year. According to Rugby Australia CEO Phil Waugh, “this deal will ensure Australian rugby is well supported from the grassroots through to the international level for men and women, boys and girls.”
Performance-based incentives and changes in broadcasting
One of the most notable features of the deal is the inclusion of financial incentives based on team performance. According to the ‘Australian Financial Review’, the Wallabies could receive a multi-million-dollar bonus if they improve their performance in the coming years. In 2024, under coach Joe Schmidt, the Wallabies won six out of 13 matches, a significant improvement compared to 2023, when they won only two out of nine games under Eddie Jones.
In terms of broadcasting, all Super Rugby Pacific matches will now be exclusively available on Nine Entertainment’s streaming platform, Stan, removing the current option of watching one match per round on free-to-air television. Additionally, the deal includes coverage of state competitions such as the Shute Shield and the Hospital Cup, aimed at die-hard fans.
A boost for Australian rugby
The contract also reflects optimism about the future of rugby in Australia. “The future of Australian rugby is bright, and our growth trajectory is strong,” said Waugh. This deal not only ensures funding for the development of the sport but also enhances the visibility of national teams and local competitions in a highly competitive media market.
With this new contract, Rugby Australia aims to solidify its position in the global sports landscape, while Nine Entertainment strengthens its commitment to rugby as one of the most-followed sports in the country.
