Nine Entertainment has secured a new long-term agreement with the National Rugby League (NRL), extending one of Australian sport’s most enduring and successful partnerships into its fourth decade.
Under the agreement, Nine retains exclusive rights to deliver the game’s biggest moments live and free to millions of Australians across Channel Nine and 9Now, including the State of Origin series and the NRL Grand Final, and the Women’s State of Origin. Also secured are free-to-air and free streaming rights to three live NRL matches each week, the NRL Finals Series, 33 live NRLW matches, the NRLW Final Series, the NRLW Grand Final, and Men’s and Women’s Test Matches played in Australia.
Matt Stanton, Nine chief executive officer, said, “As our partnership with the NRL enters its fourth decade, this agreement reinforces Nine’s long-term strategy of investing in premium live sport and the moments that matter most.
“The next era presents an extraordinary opportunity for rugby league. Nine brings together an unmatched breadth of media capabilities and a proven track record of growing audiences, deepening fandom and creating cultural moments around the game’s biggest occasions. This year alone, the top two highest-rating television programs across any Australian broadcaster have both been NRL, demonstrating the enduring strength of the game and the opportunity that still lies ahead.
“We’re uniquely positioned to help unlock the next phase of the game’s growth.”
Amanda Laing, Nine managing director, streaming and broadcast, said, “The measure of a great sporting partnership is the growth of the audiences it builds, the fandom it creates and the long-term growth it unlocks for the sport.
“The audience momentum we’ve seen across rugby league in recent years has been exceptional. Australians are spending more time with the game than ever before, State of Origin has delivered the biggest audiences in its history, and free streaming on 9Now continues to set new records. Those results don’t happen by chance. They come from continually evolving with audiences and finding new ways to strengthen the connection between fans and the game.
“Nine’s partnership with the NRL has delivered sustained growth across every measure, reinforcing rugby league’s position as Australia’s most powerful sporting properties.”
Audience highlights include:
• Overall engagement continues to grow: Total Minutes Viewed across all rugby league coverage on Nine is up 15% year-on-year and 20% since 2023, demonstrating Australians are spending more time with the game than ever before.
• Commercial audiences continue to strengthen: Viewing among People 25–54 is up 19% year-on-year and 27% since 2023, reinforcing rugby league’s growing appeal among one of Australia’s most valuable advertising demographics.
• The 2025 NRL Finals Series audience grew 33% year-on-year, while the Grand Final audience increased 35%.
• The 2025 NRLW Finals Series audience grew 17% year-on-year, while the NRLW Grand Final audience increased 55%.
• State of Origin continues to set new benchmarks: The opening two matches in 2026 averaged 10% higher audiences year-on-year, with Game II becoming the highest-rating Origin match in history, reaching more than six million Australians and delivering Australia’s largest BVOD audience on record.
• Streaming continues to accelerate: BVOD audiences increased 69% for Men’s State of Origin, 131% for the Women’s Grand Final and 52% for Women’s State of Origin
Peter V’landys, Chairman, Australian Rugby League Commission thanked all broadcast partners for their collaboration and said the result future proofs the game and provides a platform for growth in Australia and globally.
“Today marks a defining moment for rugby league. The Commission has worked hard in the last five years to make the game more entertaining for our fans, effectively doubling our audience. Our Players and Clubs that made this possible will now be justifiably rewarded.
“This agreement is the largest commercial deal ever secured by an Australian sport, but its significance goes well beyond the financial outcome. It returns the draw back to the NRL and will ensure fair and equitable scheduling for all Clubs. It also gives us greater flexibility to shape the future of the game, and ensures more fans can access rugby league than ever before.
“We entered these negotiations with a clear objective – secure long-term growth while retaining control of the things that matter most. We have achieved that outcome.
“I want to thank Foxtel Group CEO Patrick Delany, Nine Chair Peter Tonagh, Nine CEO Matt Stanton, and Sky NZ CEO Sophie Moloney for reaching a landmark agreement that puts the fans and the future of rugby league first,” he said.
NRL chief executive officer, Andrew Abdo, described the deal as a reflection of the unprecedented growth of rugby league and the confidence the market had in rugby league’s future.
“This agreement reflects the strength of rugby league today and confidence in where the game can go next. It is the result of years of planning, discipline and execution by the Commission as we positioned the game to maximise its value in a rapidly changing media landscape.
“The outcome gives us the certainty, flexibility and resources to pursue ambitious growth opportunities across every level of the game.
“In particular, more investment than ever will go into grassroots and community football to drive participation and ensure all levels of the game flourish.
“Rugby league is now in the best possible position for further expansion and continued growth from a community level through to the international stage.
“Most importantly, it gives the game greater control over how rugby league is produced, distributed and experienced, ensuring fans remain at the centre of every decision we make,” Andrew said.
Beyond live match coverage, Nine continues to invest in rugby league through original content, analysis, podcasts, social storytelling and flagship programming including 100% Footy, ensuring fans remain connected to the game throughout the week.
This agreement further strengthens Nine’s premium sport offering alongside all four Tennis Grand Slams, the Olympic Games, the Premier League, Rugby Union, the NBL and WNBL, Netball and more. Together, these partnerships reflect Nine’s long-term strategy of investing in premium live sport and delivering the sporting moments that matter most to Australians.
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