Nine locks in Rugby World Cups Broadcasting Deal

Nine Entertainment and its streaming platform, Stans has secured a long-term broadcasting deal to air both the men’s and women’s Rugby World Cup tournaments in Australia, solidifying the media company’s position as a key player in the sport.

This agreement, which extends through 2029, also encompasses the broadcast rights for the HSBC World Rugby Sevens Series and the 2025 Pacific Nations Cup.

Commenting on the broadcasting deal, chairwoman of Nine, Catherine West, said the collaboration exemplifies the company’s strategy to leverage its various media businesses to expand the audience and revenue potential of rugby.

This announcement follows Nine’s recent five-year pact with Rugby Australia covering Super Rugby matches, as well as tests involving the Wallabies and Wallaroos.

The Rugby Australia agreement also includes key events such as the Bledisloe Cup, the Rugby Championship, and the soon-to-be-launched Nations Cup, featuring teams from England, France, Australia, South Africa, and Japan.

The financial terms of the new agreement represent a substantial increase over Nine’s previous arrangement, valued at approximately AUD$150 million, which comprised cash and free advertising.

In the context of an evolving media landscape, live sport remains one of the few strategies available to broadcasters for attracting and maintaining viewership.

As Nine prepares to negotiate a new multimillion-dollar broadcast agreement with the NRL, shares were valued at $1.56 earlier on Monday, reflecting ongoing developments in the media and sports landscape.

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