Nine Entertainment has re-signed as the official broadcast partner of Rugby Australia in a landmark $210 million deal that will keep rugby union on Nine, Stan Sport, and 9Now until the end of the decade.
The comprehensive agreement also encompasses digital, publishing, and audio assets, offering advertisers a multitude of touch points to connect.
A high-stakes investment in live sport
The five-year extension represents a 40 per cent increase on Nine’s existing rights deal, which, according to The Australian Financial Review, was originally struck in 2020 for around $100 million.
The publication also reports that sources close to the negotiations have revealed the new package, a mix of cash and contra advertising, includes performance-based incentives that could see Rugby Australia pocket additional millions if the Wallabies start winning more matches.
The move is timely given the team’s recent struggles and an ambitious target of a 70 per cent win rate by 2028 set by Rugby Australia CEO Phil Waugh.
The renewed commitment means that Stan Sport will continue to deliver every match of the Super Rugby Pacific season, along with crucial international fixtures.
Free-to-air audiences on Nine will still enjoy all Wallabies and Wallaroos home clashes, as well as the fiercely contested Bledisloe Cup encounters live.
The deal also includes coverage of the newly established Nations Cup, featuring powerhouse rugby nations like England, France, Australia, South Africa, and Japan.
Rugby Australia CEO Phil Waugh
“A world-class experience on every screen”
Nine CEO Matt Stanton positioned the deal as a strategic win for both the business and the code.
“Today’s announcement reinforces Nine’s position as the home of Australia’s biggest sporting moments, bringing unrivalled entertainment, access and reach to fans, and the strongest and most effective partnership for premier sporting bodies that delivers like no other Australian media organisation can,” Stanton said.
He further emphasised the power of Nine’s broadcast ecosystem in amplifying the sport’s reach and engagement.
“We know there is no better combination than the 9Network, 9Now and Stan Sport to grow a sport’s popularity and deepen its connection with its fan base. This agreement isn’t just about showing world-class rugby, it’s about delivering fans a world-class experience on their screens. Whether through live coverage, streaming, expert commentary or exclusive insights, we’re ensuring every moment of Rugby on Nine is an unmissable event,” Stanton said.
Nine CEO Matt Stanton
Waugh echoed the sentiment, calling the partnership “a significant step forward for rugby in Australia.”
He added, “Working with Nine and Stan Sport, we have been able to deliver exceptional coverage to our fans while continuing to invest in the growth of the game. Rugby Australia is thrilled to extend this collaboration, and we look forward to the exciting opportunities ahead.”
Rugby as content and commercial engine
For Nine, the value of rugby lies not only in the games but in what the sport can do for the broader media ecosystem. Since acquiring the rights in 2020, after Rugby Australia failed to secure a renewal with Foxtel or close a deal with Optus, Nine has used the code to drive subscriptions to Stan Sport and deliver advertiser-friendly live sport to its free-to-air network.
According to the company, rugby has helped grow audiences by 11 per cent on Stan and 17 per cent across Nine and 9Now since 2020.
The sport’s role in bolstering viewer loyalty and brand alignment has become even more crucial as live events remain one of the few sure bets in an increasingly fragmented media landscape.
While the agreement does not include broadcast rights for the 2027 men’s and 2029 women’s Rugby World Cups, both currently under separate negotiations, it signals Nine’s ongoing appetite for premium live sport.
The company has also shown interest in acquiring Optus Sport and was previously in the running to buy Foxtel before its acquisition by Dazn, indicating that Nine plans to stay in the centre of the broadcast rights arms race, particularly as the next NRL negotiations loom.