While the Foxtel-DAZN deal awaits regulatory approval, the merger of the two billionaire-owned platforms is prompting NRL and A-Leagues executives to consider various strategic options. The significant deal, valuing Foxtel at $3.4 billion, introduces a new dimension to upcoming rights negotiations, particularly for the NRL. The NRL will face a crucial decision: to remain with a Murdoch-less Foxtel or explore a one-stop-shop solution with Paramount or Nine (the owner of this publication).
Recognizing the importance of securing substantial revenue before the value of sports rights potentially declines, the NRL is initiating its next rights negotiations early. Foxtel has secured the AFL until 2031 and a similar agreement with Cricket Australia. The AFL remains the larger sport in Australia, with higher average audience per game, grand final viewership, and on-ground attendance compared to the NRL. However, the NRL boasts greater free streaming viewership among Australians, largely due to its availability on Nine's free video-on-demand service, 9Now. The AFL has recently started streaming on Seven Network's free digital on-demand platform, 7Plus. In a competitive bidding process, the AFL secured a seven-year, $4.5 billion contract with Seven and Foxtel in 2022. This broadcast rights deal attracted bids from all major broadcasters, including Network 10's owner Paramount, which, like Nine, aimed to distribute all matches across its streaming platform Paramount+ and its free-to-air network. NRL leaders Andrew Abdo and Peter V'landys are eager for a similar bidding war to occur, but the landscape has shifted since former AFL boss Gillon McLachlan negotiated the record deal