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Broadcast Battle Looms as NRL Chairman Warns Channel 9 and Foxtel Against Joint Bid The National Rugby League (NRL) is preparing for high-stakes broadcast negotiations, with Australian Rugby League Commission (ARLC) chairman Peter V'landys issuing a strong warning to current rights holders, Nine Entertainment Co. (Channel 9) and the recently DAZN-acquired Foxtel, against forming a joint bidding alliance for the next cycle, which begins in 2028. The escalating tension follows record television audience figures for the 2025 NRL Grand Final, placing the rugby league code in a commanding position to demand a significant increase on the current A$1. 7 billion deal, despite a tightening domestic media market. The current rights agreement, which splits games between the free-to-air coverage provided by Channel 9 and the subscription services of Fox Sports and Kayo (formerly Foxtel), is due to expire at the end of the 2027 season. The ARLC is aiming to formally commence negotiations following the conclusion of the international Ashes Test series in November, seeking a figure that could potentially rival or surpass the lucrative A$4. 5 billion deal secured by the Australian Football League (AFL) in 2022. V'landys Threatens to ‘Take Rights Elsewhere’ The central point of contention for the ARLC remains the potential for the incumbent broadcasters—Nine Entertainment Co. and the pay-TV operator—to collude on a single offer. Mr V'landys explicitly stated his opposition to such a move, arguing it would suppress the competitive tension necessary to drive up the overall value of the rights and would ultimately be detrimental to the sport.
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"If they collude, it will be at their peril," Mr V'landys was reported as saying, referencing the potential for anti-competitive behaviour. "We will take the rights elsewhere. If they think they can behave as monopolists, they will be in for a shock. " This aggressive negotiating stance is underpinned by recent ratings successes. The 2025 NRL Grand Final, exclusively broadcast by Channel-9-NRL, drew a record-breaking average audience of 4. 46 million viewers, momentarily eclipsing the AFL’s recent decider for the first time in a decade and securing the highest audience for any Australian television programme that year. The Shifting Media Landscape The negotiations are taking place against a backdrop of profound structural changes in the Australian media landscape, primarily driven by the rising influence of global streaming services. The potential entry of international players like Amazon, Netflix, or DAZN—the Saudi-backed global streamer that recently acquired a controlling stake in Foxtel—is seen as the NRL’s key leverage point to inflate the deal’s value. Media analyst, Dr. Eleanor Vance of Sydney’s Institute for Media Studies, suggests the NRL’s strategy is a calculated risk to maximise revenue through fragmentation.
“Live, free-to-air sport is the last great bastion of mass-audience advertising, and Channel-9-NRL knows its business model is built around that,” Dr. Vance explained. “However, the NRL is clearly studying the fragmented distribution models used by leagues like the NFL in the US, where rights are parcelled out across multiple platforms to maximise subscriber reach and value. ” The potential for splitting rights further creates a challenge for Nine Entertainment Co. , which, through its free-to-air network and its Stan Sport streaming service, has previously positioned itself as a major multi-platform partner for rugby league. While Nine remains the established free-to-air partner, rival broadcaster Seven recently secured the rights to the 2026 Rugby League World Cup, signaling an increased appetite for rugby league content among other domestic networks. Fan Concerns Over Accessibility Despite the league’s focus on achieving a 'record-breaking' financial outcome, the ARLC chairman has consistently sought to reassure the fan base regarding accessibility. A key government policy in Australia, the anti-siphoning list, ensures major events like the State of Origin series and the NRL Grand Final must be available free-to-air. Nevertheless, the fragmentation of mid-week and regular-season fixtures remains a concern for many supporters. As streaming giants circle, the possibility increases that fans may be required to subscribe to multiple services to follow their team’s entire season.
"The deal will be record-breaking because we built the game up and doubled our audience," Mr V'landys confirmed, but insisted that securing greater revenue would not come at the expense of loyal fans. "We don't want our fans in Australia paying more to watch rugby league. We are looking at making money from extra markets—New Zealand, England, the United States, and Papua New Guinea. " Outlook: Expansion and Certainty The outcome of the next broadcast deal will be critical in funding the NRL’s ambitious expansion plans, which currently include the addition of the Perth Bears and a Papua New Guinea side, both of which are set to join the competition. These new teams and time zones are viewed as essential elements in broadening the game's geographic footprint and commercial appeal to advertisers. For Channel-9-NRL, securing the core free-to-air package—specifically the Grand Final and State of Origin—is paramount to maintaining its prime-time audience dominance and supporting its broader media ecosystem, including its news and digital assets. However, the network must now navigate a new, highly competitive negotiation environment where the NRL is leveraging unprecedented audience growth and the deep pockets of international streaming platforms. The coming months will determine whether the three-decade partnership between Nine and the NRL can evolve to meet the league's lofty financial targets without sacrificing the principle of free-to-air access that has defined the sport's broadcast history.
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