The NRL's record $5.3 billion broadcast deal, announced this month, has been hailed as a financial victory for rugby league, but critics warn it marks a gradual shift away from free-to-air television that will leave many fans behind. Under the current deal, four of eight NRL games per round are broadcast on free-to-air TV, but when the league expands to 20 teams by 2029, that number will drop to just three out of ten matches—a reduction from 50% to 30% of live games accessible without a subscription.
Foxtel Gains Exclusive Rights as Free-to-Air Access Shrinks
Foxtel's statement highlighted the increase in exclusive live matches from five to seven per full round once the 20th team joins. Under the new seven-year agreement starting in 2028, Nine will pay $145 million annually for three NRL games per round, plus finals and State of Origin, up from $115 million. However, the major uplift comes from Foxtel, which will pay roughly half a billion dollars per year—nearly double its current fee—for exclusive rights to the remaining matches. NRL chief Peter V'landys secured the headline figure, but the deal's structure prioritises subscription revenue over broad accessibility.
In 2017, an NRL spokesperson told the Sydney Morning Herald that the organisation's objective was to ensure the game reached as broad an audience as possible. That sentiment appears to have shifted. The new deal also affects the NRLW, where half of regular season matches will move to Foxtel exclusively, down from full coverage on Nine's channels and streaming service 9Now. Nine's quota will drop to 33 live NRLW games per week, with expansion likely to funnel more games behind the paywall.
Government Inaction Raises Concerns
The deal has drawn criticism for its lack of government intervention. In 2022, then-communications minister Michelle Rowland warned the AFL to ensure no diminution in free-to-air availability under its $4.5 billion deal, citing anti-siphoning laws that protect culturally significant sports. Current minister Anika Wells, who also oversees sport, was offered the chance to comment on NRL negotiations in June. A spokesperson said at the time, "Rugby league fans expect their sport to be freely available to watch and enjoy. I expect the NRL and broadcasters to do the right thing for rugby league lovers." Yet within weeks, the deal was signed, locking in reduced free-to-air coverage.
Jack Snape, writing for The Guardian, described the change as a "slow creep" that will go unnoticed until fans realise their team is on free-to-air less frequently. He compared it to boiling a frog, where incremental changes become unbearable over time.
Subscription Costs Rise Despite Affordability Promises
V'landys and Foxtel chief executive Patrick Delany promised affordability, with V'landys stating at the announcement, "the price point will be protected," and Delany adding, "we're completely aligned in making sure it's affordable." However, shortly after, Foxtel Plus—the basic package before adding sports—increased by $5 per month. Kayo, the sports streaming service, has seen its price rise from $25 per month in 2018 to $46 for the dual-stream option in February 2024, following a $5 increase the previous year. A single-stream option, introduced in 2024, now costs $30 per month.
While some fans prefer subscription coverage, others worry about the erosion of free access. The shift underscores a broader trend in Australian sports broadcasting, where pay TV increasingly dominates, leaving the public with fewer options to watch live events without a subscription.
