Rugby Australia has officially renewed its broadcast partnership with Nine Entertainment, securing a five-year deal worth an estimated $210 million. The deal, which extends through to the end of the decade, promises to deliver comprehensive coverage of Australian rugby across free-to-air, streaming, and digital platforms — and includes financial incentives linked directly to the on-field performance of the Wallabies.
Under the new agreement, the Nine Network and Stan Sport will retain exclusive rights to broadcast all Wallabies and Wallaroos Test matches, Super Rugby Pacific, Super Rugby Women’s matches, the Bledisloe Cup, the Rugby Championship, and the upcoming Nations Cup tournament. It also includes local competitions such as the Shute Shield and Hospital Cup at least through 2027.
“The continuation of this partnership is a significant step forward for rugby in Australia,” said Rugby Australia chief executive Phil Waugh.
“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. In a challenging global media market, it is encouraging to see the value of Australian rugby content increasing”.
“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. We know there is no better combination than the 9Network, 9Now and Stan Sport to grow a sport’s popularity and deepen its connection with its fan base,” said Nine CEO, Matt Stanton.
“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.”
Daniel Herbert, Chair of Rugby Australia, described the broadcast renewal as a pivotal move in a “golden decade” for the sport, which includes the 2025 British and Irish Lions Tour, the men’s Rugby World Cup in 2027, the women’s World Cup in 2029, and the 2032 Brisbane Olympics.“There is much positivity around Australian rugby in 2025 and our new broadcast agreement with Nine will be celebrated by the millions of Australians who love this game,” Herbert said.
“Rugby was proud to play an integral role in the creation of Stan Sport in 2021 and now looks forward to driving more growth and engagement to the undisputed ‘Home of Rugby’ through 2030. And the free-to-air reach of Nine – in addition to its radio, print and digital platforms – ensures rugby’s marquee events will be broadcast and distributed to the widest possible audience.
“Australian rugby is in a strong position after our organisation-wide strategic reset in 2024 and fans can approach the future with optimism as we enter into a new, upweighted deal with Nine. They truly deliver the deepest and most innovative coverage of XVs and Sevens, men’s and women’s teams, club, provincial and international rugby in the world.”
The extension comes at a crucial time for Rugby Australia, following a rocky period marked by the Wallabies’ historic failure to reach the knockout stage at the 2023 Rugby World Cup and the controversial exit of coach Eddie Jones. But with Joe Schmidt taking the reins in 2024 and securing wins in nearly half the team’s matches — a marked improvement — and a nationalised high-performance unit now in place, momentum appears to be shifting.
