NRL rights deal a two-horse race

Monday, June 15, 2026

Foxtel and Nine Entertainment have emerged as the main bidders for the National Rugby League broadcasting rights, with a deal expected by mid-July that could be worth up to $4 billion. The outcome will shape the future of NRL coverage, influencing streaming strategies and broadcaster partnerships amid regulatory and financial challenges.

The competition for broadcasting rights to the National Rugby League (NRL) has reportedly narrowed to two primary contenders, Foxtel and Nine Entertainment, as negotiations intensify ahead of a potential agreement expected by mid-July. NRL chief executive Peter V’landys is aiming to finalize a deal by July 15 and is leveraging the uncertainty among interested parties to drive up the value of the contract, which could reach an estimated $4 billion.

Foxtel, owned by British firm 2NDS, has reportedly proposed a seven-year rights deal extending until the end of 2034. The pay-TV company is exploring partnerships with either Paramount (owner of Network Ten) or Southern Cross Media (owner of Seven) in order to comply with Australia’s antitrust regulations, which prevent a single broadcaster from holding exclusive control. Under this arrangement, Foxtel would retain streaming rights and exclusive coverage of high-profile fixtures known as "Super Saturday," while sublicensing two NRL games per week to both Seven and Ten.

There remains some debate about the extent to which Paramount and Southern Cross are formally engaged in bidding. While sources recently suggested these networks have not made official offers and are instead involved in discussions around sublicensing with Foxtel, V’landys has disputed that characterization.

A significant challenge for Foxtel’s proposed model is the fragmentation of NRL content across three different broadcasters, which could impact viewer experience and fan engagement. Additionally, Foxtel might need to license games to Seven and Ten at below-market rates due to the latter networks’ constrained financial positions.

On the other hand, Nine Entertainment is pursuing a strategy that includes streaming some NRL matches on its subscription platform Stan, aiming to bolster an underperforming part of its business. However, Nine’s ability to secure the rugby league rights may be affected by its recent commitment to extend its English Premier League broadcast rights, reportedly worth $600 million or more, which could constrain available resources.

Despite occasional speculation about other entrants such as Amazon joining the bidding, insiders suggest this is unlikely to materialize as a significant challenge.

Both Foxtel and Nine regard securing NRL rights as critical to their business strategies, with the outcome set to have major commercial implications. The definitive direction of the NRL broadcast partnership is expected to be revealed within the coming month.