Rugby Australia and Nine sign five-year broadcast rights deal
Media giant Nine has inked a broadcast rights deal with Rugby Australia, valued at $210 million.
Nine and Rugby Australia’s deal will span five years, from 2026 to 2030. Under the agreement, the Nine Network and Stan — its subscription service — will air Super Rugby, Wallaroos and Wallabies matches.
In addition to these games, Nine’s coverage of the sport will cover other competitions and games: the Rugby Championship, “the soon-to-launch Nations Cup”, the Bledisloe Cup, the Hospital Cup and Shute Shield (with coverage to go to “at least” 2027), and Sanzaar Tests.
The deal is also set to incentivise team performance for the Wallabies, with Nine Entertainment to provide the Australian male rugby team with a healthy “multimillion-dollar cash bonus” if they win more games.
Rugby Australia’s chief executive, Phil Waugh, spoke positively of the news, describing the uptick in “in the value of Australian rugby content” as “encouraging”.
“The partnership with the 9Network and Stan Sport is exceptionally strong and Rugby Australia is proud to partner with them for a further five years,” Waugh said in a media release.
“In a challenging global media market, it is encouraging to see the value of Australian rugby content increasing.”
Waugh expressed his and Rugby Australia’s gratitude towards Nine accepting the deal.
“On behalf of everyone at RA, I would like to thank Nine’s Chief Executive Matt Stanton and his team for significantly increasing their level of support for rugby during what promises to be a transformative period for the game in this country,” Waugh said in the release.
(L-R): Phil Waugh, Matt Stanton, Aussie Women’s 7s Representative – Maddison Levi, Waratahs and Wallabies Representative – Joseph Suaalii, Stan Sport Rugby Expert and former Wallaby – Morgan Turinui
“The extension of our partnership with the 9Network and Stan Sport offers rugby fans the best of both worlds: the free-to-air reach of Australia’s largest locally owned media company and an innovative and comprehensive subscription product via Stan Sport that brings the very best of Australian and international rugby together in one place.
“The future of Australian rugby is bright and our growth trajectory is strong. This deal from 2026 through 2030 will ensure Australian Rugby is well supported from the grassroots through to the international level for men and women, boys and girls.”
Stanton also commented on the partnership. The broadcaster’s leader — who officially stepped into the role in March 2025 after serving as Nine’s managing director and acting CEO since September 2024 — said the deal will help cement Nine’s standing as a premier destination for Australian sporting entertainment.
“Today’s announcement reinforces Nine’s position as the home of Australia’s biggest sporting moments – bringing unrivalled entertainment, access and reach to fans, and the strongest and most effective partnership for premier sporting bodies that delivers like no other Australian media organisation can,” Stanton said in a media release.
“We know there is no better combination than Nine the 9Network, 9Now and Stan Sport to grow a sport’s popularity and deepen its connection with its fan base.
“We are thrilled to extend our partnership with Rugby Australia at a time when live sport continues to demonstrate its ability to drive strong growth across streaming and free-to-air audiences.
“This agreement isn’t just about showing world-class rugby – it’s about delivering fans a world-class experience on their screens. Whether through live coverage, streaming, expert commentary or exclusive insights, we’re ensuring every moment of Rugby on Nine is an unmissable event.”
Nine is no stranger to forging sports rights deals with Australian institutions.
In late January, the broadcaster made headlines by signing a decade-long sponsorship and multi-platform media rights deal with Swimming Australia. Covering audio, broadcast, streaming and publishing, Nine’s coverage of the aquatic sport is expected to include major events such as the Australian Open Championships and the Australian Swimming Trials for the Paralympic and Olympic Games.
The deal comes in the wake of significant Australian sports rights developments in recent months.
American sports TV titan, ESPN, was officially added to Disney+ at the end of March — a move believed to strengthen ESPN’s presence within Australia “by an estimated 3.1 million subscribers”. ESPN’s head of channels and marketing, Patrick Bour, commented on the possibility that the network will invest in Australian sporting rights.
“The value has to be right for the business. If that opportunity presents itself there, of course,” Bour said in a media call.
Weeks before ESPN launched on Disney’s streaming service, Foxtel Group acquired the Australian broadcasting rights for men’s golf championship event, the Masters Tournament. By securing the deal, Foxtel officially owns the broadcasting rights to four major golf tournaments — the first time the events “will be available exclusively through the same network”.
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Matthew is the editorial assistant at Mumbrella. He joined the company at the end of September 2023.
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Matt Stanton
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Phil Waugh
Rugby Australia
Rugby Championship
Wallabies
Wallaroos
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