What are the details of the new broadcast rights agreement signed by Nine Entertainment?

Nine Entertainment Co. (ASX:NEC) signed a seven-year agreement to secure the exclusive free-to-air and free streaming broadcast rights for the National Rugby League (NRL) and National Women’s Rugby League (NRLW). The contract covers the 2028 to 2034 playing seasons.

What is the financial layout and total cost of the contract for Nine Entertainment?

The agreement will cost Nine Entertainment Co. (ASX:NEC) an annual cash amount of $145 million. This gross cost is partially offset by a $10 million annual advertising spend commitment from the NRL, alongside $15 million per year in provided contra.

Why did Nine Entertainment extend its partnership with the National Rugby League?

Nine Entertainment Co. (ASX:NEC) extended the contract because its rugby league streaming and broadcast audiences have consistently increased. The company also reported double-digit revenue growth for its rugby league coverage during the 2025 season compared to 2024.

What does the broadcast rights timeline mean for Nine Entertainment viewers?

The timeline ensures that viewers can continue to access live NRL and NRLW matches for free on Channel 9 and 9Now from 2028 through 2034. This includes three live NRL games per week, the Finals series, the Grand Final, and the State of Origin series.

How does this broadcast deal fit into the broader market strategy for Nine Entertainment?

Nine Entertainment Co. (ASX:NEC) stated that the long-term partnership secures its sports portfolio and maintains its position as the home of free rugby league coverage. The company pursued this extension following the completed sale of its regional television assets in June 2026.

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Nine Entertainment secures NRL broadcast rights for $145M

Written by Heidi Cuthbert Published Jul 7, 2026, 4:00 AM

Nine Entertainment secured the National Rugby League broadcast rights from 2028 through to 2034.
The contract incurs an annual cash cost of $145 million before accounting for promotional offsets.
The company stated that this long-term agreement secures its sports portfolio and supports consistent audience growth.

Nine Entertainment (ASX:NEC) executed a seven-year agreement for NRL and NRLW broadcast rights through to 2034.

The extension follows double-digit revenue growth for the company's rugby league coverage during the 2025 season compared to 2024.

"Rugby League is part of Nine's DNA," said Nine Entertainment Chair Peter Tonagh.

The transaction involves an annual cash cost of $10 million in committed NRL advertising spend.

Following the announcement, the Nine Entertainment share price was up at $0.92.

The broadcast rights extension follows the company's completed sale of its regional television assets in June.

The company stated that the partnership secures its position as the home of live and free rugby league coverage.

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Nine Entertainment secures NRL broadcast rights for $145M

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