Nine Entertainment Co. Holdings Ltd Secures NRL and NRLW Rights Through 2034
Nine locks in NRL and NRLW rights through 2034 in seven-year deal
Nine Entertainment Co. (ASX:NEC) has executed an agreement for National Rugby League (NRL) and National Women’s Rugby League (NRLW) broadcast rights covering the 2028 to 2034 seasons, a seven-year term that secures a premium sports content pillar into the next decade.
The deal ensures NRL and NRLW games remain free and accessible to all Australians, a position central to Nine’s audience strategy. Management described the commitment as effectively an annual CPI increase, underscoring the value it places on rugby league within its content portfolio.
The annual cost to Nine will be $145m in cash. This is offset by $10m of committed annual spend by the NRL on advertising or other services, plus a further $15m per annum of contra to be provided.
The agreement extends Nine’s partnership with rugby league into its fourth decade, marking a continuation of a relationship that has spanned more than 30 years rather than a new arrangement.
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What the deal includes — rights breakdown
Nine has acquired the exclusive Free-to-Air and free streaming rights across both the men’s and women’s competitions. From 2028, live broadcast of NRL matches on Channel 9 and 9Now will be broadly in line with the current contract.
The NRL (men’s) rights include:
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Three live NRL games weekly, on Thursday and Friday evenings and Sunday afternoons
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The Finals series and Test Matches played in Australia
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The Grand Final and State of Origin exclusively on Channel 9 and 9Now, with State of Origin matches on Wednesday evenings
The NRLW (women’s) rights include:
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33 live NRLW weekly games
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The Finals series
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The Women’s State of Origin exclusively on Channel 9 and 9Now
The table below summarises the key terms of the agreement.
| Deal Element | Detail |
|---|---|
| Term | Seven years |
| Seasons covered | 2028 to 2034 |
| Annual cash cost | $145m |
| NRL advertising offset | $10m per annum |
| Contra value | $15m per annum |
| Weekly NRL games | Three |
| Total NRLW weekly games | 33 live games |
Why premium sports rights matter to Nine’s investment case
Securing rugby league for seven years removes uncertainty over a key content asset. For Nine, the NRL and NRLW competitions were described as premium, culturally significant content that drives value across its entire ecosystem, deepening engagement with both audiences and advertisers.
Nine’s broadcast radio divestment in April 2026 freed capital for redeployment into growth platforms, part of the same portfolio restructuring logic that makes a long-term commitment to premium sports rights a deliberate anchor rather than an opportunistic renewal.
The commercial case is reflected in recent performance. In what the company described as a challenging advertising market, rugby league delivered double-digit revenue growth in Season 2025 on 2024, a standout result.
Audience trends have reinforced the strategy. Across all formats of the men’s competition, Nine’s streaming and broadcast audiences have consistently increased, while free NRLW coverage has helped build a loyal audience for the women’s game.
CEO Matt Stanton
“Given the performance of rugby league on Nine over the past three decades and what we’re seeing globally with premium sports rights, we are pleased to secure this contract for what is effectively an annual CPI increase.”
A cornerstone of Nine’s premium sport portfolio
The rugby league agreement sits alongside a broader portfolio of premium sports rights, reflecting a consistent long-term strategy of investing in live sport. According to CEO Matt Stanton, the deal further strengthens Nine’s premium sport offering alongside:
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All four Tennis Grand Slams
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The Olympic Games
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The Premier League
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Rugby Union
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The NBL and WNBL
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Netball
A deep and diversified sports content stack underpins advertiser relationships and audience reach across the ecosystem, supporting Nine’s positioning in a competitive media environment.
Chair Peter Tonagh
“The Board is delighted that Nine has secured this long-term partnership for our sports portfolio, which ensures Nine remains the undisputed home of live and free rugby league for many years to come.”
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What comes next
The new agreement takes effect from the 2028 season and runs through 2034, with current arrangements continuing in the interim. This provides continuity across the transition to the extended contract.
Management has stated its focus remains on continuing to work with the NRL to deliver an experience for fans across the country, while keeping the game live and free for all Australians.
Investors exploring the broader context behind Nine’s content investment decisions will find our full explainer on Nine’s QMS acquisition and digital revenue targets walks through the $850 million transaction, the projected shift to 60% digital revenue by FY27, and what the reshaping of the portfolio means for Nine’s earnings structure.
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