Rugby Australia Offers ‘Whole Of Rugby’ Media Rights Package

Rugby Australia has begun the market process for the game’s media rights with non-disclosure agreements issued to interested parties for the next five-year rights cycle (2021-2025).

The governing body is pitching a “whole of game” package to broadcasters, including Optus, in an attempt to achieve a significant uplift on its current $57m-a-year deal with Fox Sports.

In a first for the code, the package includes content and competitions from across every level of the game from club Rugby through to the Qantas Wallabies and Buildcorp Wallaroos, on top of the SANZAAR package of rights which includes Vodafone Super Rugby and The Rugby Championship.

Rugby Australia Chief Executive, Raelene Castle, said: “Rugby Australia has been working for several months to construct a package of rights that will offer broadcasters and Rugby fans a complete view of the game from club Rugby through to our national teams.

“We have created alignment across our competitions which has enabled us to go to market with a rights package encompassing all levels of the game, with the aim of expanding the reach of our competitions and growing the audiences for the sport across each level of the game.

“We believe this strategy will lead to a significantly better outcome for fans, by providing them with enhanced coverage and greater access to elite competitions and allowing them to easily engage in Rugby at all levels.

“Importantly, our initial conversations in the broadcast market have confirmed that there is real interest in a ‘whole of rugby’ package of content.

“Our game is united behind this strategy and we want to thank all of our State and Territory Member Unions, particularly the Queensland and New South Wales Rugby Unions, RUPA as well as the Sydney Rugby Union and every club across the Shute Shield and Hospital Challenge Cup competitions for their support of this vision for the game,” Castle said.

The market process for Rugby Australia’s media rights is expected to be concluded by mid-March