Nine Entertainment has extended its broadcast rights deal with Rugby Australia in a new agreement running to 2030 and reported to be worth $210 million.
The deal is substantially more than the 2021 agreement for $115 million in cash and $15 million of contra and other non-cash services.
Since the beginning of the partnership in 2021, Rugby Australia and Nine have grown audiences, up 11% on Stan and 17% on Nine year-on-year.
“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,” said Nine CEO, Matt Stanton.
“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.
"We are thrilled to extend our partnership with Rugby Australia at a time when live sport continues to demonstrate its ability to drive strong growth across streaming and free-to-air audiences.
“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.”
Rugby Australia CEO, Phil Waugh, said the agreement is a significant step forward for rugby in Australia.
“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,” Waugh said.
The partnership ensures coverage of the extensive domestic and international rugby calendar for the Wallabies, All Blacks, Springboks and Argentina, including The Rugby Championship and Bledisloe Cup, as well as the newly-announced SAAB tours showcasing the All Blacks and Springboks tours.
Supporting international tier one rugby will be the Super Rugby Pacific, Super Rugby Women’s, and leading domestic Australian, New Zealand and South African competitions, all live and on-demand on Stan Sport.
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