9Network Partners with Hello Sport to Transform 2026 NRL Broadcast Strategy

The 9Network has announced a partnership with Hello Sport for the 2026 NRL season. The collaboration will see one of the nation’s most influential sports podcasts embedded into the heart of Nine’s rugby league coverage, reflecting a broader industry shift toward multi-platform engagement and authentic storytelling.

At the centre of the agreement is the launch of a new weekly segment titled ‘100% Dribble’. The content will be produced at Hello Sport’s headquarters before being broadcast during Nine’s flagship Monday night program, 100% Footy.

To ensure maximum digital reach, the segment will also be available for streaming on Nine’s free video-on-demand platform, 9Now. Hosted by Tom Birmingham and Eddy Simpson, Hello Sport has cultivated a dedicated community known as “Punters & Dribblers” by delivering an irreverent and off-script style of commentary that departs from the conventional sports desk format.

Noting that the partnership was designed to mirror modern consumption habits, Nine’s director of sport, Brent Williams, said: “Hello Sport has built a genuine connection with rugby league fans by speaking the language of the audience.”

“Tom and Eddy understand the culture of the game and how modern fans engage across platforms.

“Integrating their unqualified opinions and unwavering bias into our coverage strengthens the way we connect with audiences and reflects how the game is consumed today,” Williams said.

The deal was brokered by the CEO of the sports marketing agency Always Human, Josh White. He emphasised that the collaboration highlights a growing trend where fans seek out commentary and creator-led formats alongside live match coverage. By bridging the gap between traditional broadcasting and digital-first creators, the 9Network aims to drive both cultural relevance and sustained commercial impact throughout the 2026 season.

Nine’s premier on-air sports talent will appear on Hello Sport’s flagship interview series, ‘All Talk,’ while both organisations will collaborate on ground-level content during major calendar events, including the State of Origin series.

Crucially, the move allows Nine to plug Hello Sport into its vast commercial ecosystem, providing new integration opportunities for brand partners looking to tap into a highly engaged and loyal audience.

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