NRL can’t guarantee fans will be better off despite richest broadcast deal in Australian sporting history

The NRL can’t guarantee fans will be better off despite signing the richest broadcast deal in Australian sporting history. The $5.3 billion, seven-year deal, was announced on Tuesday and could be finalised this week, will see free-to-air viewers remain shut out of multiple games every round. Nine retains the commercial rights and Foxtel will retain the right to televise every game except the State of Origin and the Grand Final until 2034. Only three NRL matches will be broadcast on free-to-air television a week, as was the case in the last deal. That means fans without subscriptions will miss out on the majority of the action, as Foxtel and Kayo will broadcast six games exclusively each week. It’s understood Nine had submitted a bid to broadcast the available rights across free-to-air and their paywalled Stan streaming service — but the bid to take on the streaming rights were rejected. The announcement prompted fears the extra money being paid by broadcasters will result in raised subscription costs. Foxtel Group chief executive Patrick Delany appeared to respond to criticism about the rising price of streaming service Kayo, describing it as “an investment” for viewers. He did not respond to direct questions on whether the price would rise again, instead echoing the sentiment trumpeted by Australian Rugby League Commission chairman Peter V’landys. “We’re completely aligned in making sure it’s affordable,” Mr Delany said. “I think we’ve got a good track record. It is very well priced.” Mr V’landys dismissed criticism of the new deal, instead trumpeting it as “a defining moment for rugby league” as it surpasses the AFL’s broadcast package. “Don’t listen to what other people tell you, especially down south, we are the No 1-viewed sport in Australia,” he said. “The deal future-proofs the game for everybody. It future proofs it for the next 20-50 years.” He added that globalisation of the game was the next step for the NRL. “More importantly, it gives us the platform to not only continue to grow the game here in Australia, but globally. Our ambition is to grow the game globally,” V’landys said. “With these additional funds, we’ll be able to achieve that in all parts of the world . . . That’s a very important element to us. This isn’t just about growing it in Australia, this is about growing it in all markets around the world.” The new deal commences from the 2028 season, when the Papua New Guinea Chiefs will join the competition following the addition of the Perth Bears in 2027. The NRL’s current deal with Nine Entertainment and Foxtel, which ends at the end of the 2027 season, is worth around $400m per year.