Broadcast options for Australian Rugby

[Strewthcobber]

Super Rugby isn't a growth driver. Rugby Australia have absolutely taken the right option here by not sacrificing actual dollars for limited FTA coverage of Super Rugby.

The demographic trends are undeniable now. FTA is disappearing amongst anyone younger than 50.

We will read lots of criticism about not having FTA based on kids not being exposed to rugby, but they just aren't watching FTA anyway. There's no exposure going on.

 

[KentwellCup>ShuteShield]

$43m up from $30m and one less team to fund. Waugh also said they had $60m debt which will be paid off this year following the Lions (presumably with about $30-$40m left over). Then the WC and hopefully another $100m.

While we would all like someone to drop $1b into rugby its not happening so this is the best result RA will get and if used properly could start some growth again. Hopefully we dont pour it all into player wages but develop a solid semiprofessional 3rd tier, boost juniors and club rugby and give the top women enough to fight off the NRLW and AFLW.

Also, some bloody advertising to boost the game is imperative, including boosting the key players in the SRP (Super Rugby Pacific) (Super Rugby Pacific) and Wallabies so people actually have favourites and know who they are cheering for. The greatest ad is still the NRC 'you dont know me, yet.' ad which boosted Pocock, G. Smith, the Faainga's, Daley etc.

Found the ad. Never seen before. Its great.

 

[Braveheart81]

The demographic trends are undeniable now. FTA is disappearing amongst anyone younger than 50.

We will read lots of criticism about not having FTA based on kids not being exposed to rugby, but they just aren't watching FTA anyway. There's no exposure going on.

Also, almost all Wallabies tests are on FTA.

 

[Strewthcobber]

Also, almost all Wallabies tests are on FTA.

Yep, I think Wallaby games are a bit diffferent because we still get a critical mass of viewers for Bleds etc. It's still a bit of an event

Young kids/teenagers will watch with the parents and friends etc.

You won't get that with Super Rugby on FTA

 

[WorkingClassRugger]

Also, almost all Wallabies tests are on FTA.

Which to be honest is where the majority of Rugby fans engage with the game anyway. I'm not overly pleased with the loss of FTA as it's been something I've supported for a long time. However, given the numbers were poor in general its not a huge loss in terms of viewership.

 

[Braveheart81]

Yep, I think Wallaby games are a bit diffferent because we still get a critical mass of viewers for Bleds etc. It's still a bit of an event

Young kids/teenagers will watch with the parents and friends etc.

You won't get that with Super Rugby on FTA

Absolutely. That's the market for generating some interest from casual fans.

The idea that there's meaningful growth to be found from the people hanging out for a FTA Super Rugby game each Saturday night that has a less than 50% chance of featuring their favorite Aussie team is crazy.

 

[schmidt it in]

So new five-year 215 million AUD broadcast deal.

43 million AUD each year (up from 30 million).
Also possibilities for up to 30 million extra over the five years if certain success criteria are met.

Interesting to see no more FTA Super Rugby, which is disappointing. I feel that Nine probably weren't happy with the ratings as the FTA games rarely cracked the top 30 programs. Saying that being left on 9GEM every week didn't really set Super Rugby up for high ratings, the few they actually put on the main 9 channel got decent ratings.

Good to see that club rugby will see weekly FTA games in Brisbane and Sydney again.
One game of Shute Shield and Hospital Cup now shown on what I assume will be 9GEM each week.


In terms of finances we are looking quite good for the next few years.
43 million each year (broadcast deal)
>100 million from the lions series
100 million from hosting the RWC in '27

Most debt should be gone (hopefully)

 

[Highlander35]

So a big uplift in free to air numbers..
And no can't do that.

Don't actually want that. Let's put it behind a double pay wall (I say double as you can't just get Stan Sport.

Isn't that the same situation as it was pre-Stan? You couldn't just get Fox Sports, you had to buy Foxtel and then the sports package on top of that?

 

[Jagman]

Found the ad. Never seen before. Its great.

That wasn't the NRC it was the ARC. Going back to 2007.

 

[Slim 293]

Isn't that the same situation as it was pre-Stan? You couldn't just get Fox Sports, you had to buy Foxtel and then the sports package on top of that?

Yep, pre-Kayo days the sports package on top of basic Foxtel was $$$$$$$$$$$$$$$$...

 

[WorkingClassRugger]

So new five-year 215 million AUD broadcast deal.

43 million AUD each year (up from 30 million).
Also possibilities for up to 30 million extra over the five years if certain success criteria are met.

Interesting to see no more FTA Super Rugby, which is disappointing. I feel that Nine probably weren't happy with the ratings as the FTA games rarely cracked the top 30 programs. Saying that being left on 9GEM every week didn't really set Super Rugby up for high ratings, the few they actually put on the main 9 channel got decent ratings.

Good to see that club rugby will see weekly FTA games in Brisbane and Sydney again.
One game of Shute Shield and Hospital Cup now shown on what I assume will be 9GEM each week.


In terms of finances we are looking quite good for the next few years.
43 million each year (broadcast deal)
>100 million from the lions series
100 million from hosting the RWC in '27

Most debt should be gone (hopefully)

And both those $100m figures for the Lions and RWC are minimums based on initial projections. The Lions series has already exceeded those and there was something out a week or two ago that we look likely to earn more than the initial projections.

 

[Slim 293]

Apparently SRP (Super Rugby Pacific) might still get some FTA coverage...

https://www.theroar.com.au/2025/04/09/super-rugby-disappears-from-free-to-air-tv-wallabies-win-incentives-included-in-215m-broadcast-deal/

Key Super Rugby games could still be shown on free-to-air television from next season, despite the obligation to show one a week being removed from Nine’s new $215m deal with Rugby Australia.

The new broadcast deal rollout on Tuesday and Wednesday was a confusing mess with Nine Entertainment reporting via their Sydney Morning Herald newspaper late on Tuesday that FTA coverage was being axed, but Nine sources on Wednesday suggesting otherwise.

Rugby Australia did not release a statement to the media on the specifics of the deal, before CEO Phil Waugh addressed reporters on Wednesday, where his messaging on the new arrangement was unclear.

Currently Nine shows one Super game on FTA a week, usually on Saturday nights, as per the previous agreement. Although no concrete decision has been made, it is understood Nine may well show a game a week, but have more flexibility in choice.

“In layman’s terms, there’s no contractual obligation, but we’ll work with our partners to work out what’s best for both the audiences, as well as for the relationship with Nine,” Waugh told reporters of the FTA component of the deal.

“We’ll work constructively to put a product out onto the field that’s attractive and we’ll work with the Nine executive to ensure we get the balance right between what’s behind the paywall and what’s in front of the paywall, (but) there’s no contractual obligation for Nine to put it on free to air.

 

[Strewthcobber]

Would make sense for Nine to put the big games early on in the season (eg this year's Reds v Tahs) when there's no clash with NRL.

Also finals games with Aussie teams

Edit... And then back to reruns of Mrs Doubtfire though the rest of the season

 

[KentwellCup>ShuteShield]

That wasn't the NRC it was the ARC. Going back to 2007.

Well I assume he was talking about the ARC as he mentioned the twins, pocock and g. smith

 

[RebelYell]

No AFL on FTA from Rounds 1-8 on Saturday nights until 2032. Clearly Nine are going to do everything they can to get NRL rights for Saturday nights and don't want to be committed to SRP (Super Rugby Pacific), thus making that harder

 

[moa999]

No AFL on FTA from Rounds 1-8 on Saturday nights until 2032

In Melbourne. Sydney and Brisbane get 1hr delayed telecasts of local team games.

Still was definitely an opportunity to make Saturday, Super Rugby night, but as suggested maybe Nine is looking at NRL for that.

 

[WorkingClassRugger]

In Melbourne. Sydney and Brisbane get 1hr delayed telecasts of local team games.

Still was definitely an opportunity to make Saturday, Super Rugby night, but as suggested maybe Nine is looking at NRL for that.

I don't know about that. I definitely see Nine going after the NRL but I don't think they'll look to expand their FTA offering much if anything beyond the current arrangement. I do see them looking to lock up the Super Saturday games on Stan as a means to drive growth on that platform.

 

[Slim 293]

In Melbourne. Sydney and Brisbane get 1hr delayed telecasts of local team games.

Anywhere between one to two hour delays depending on the time of the bounce... and it looks like some markets (Sydney and Brisbane) will still receive delayed Saturday games until round ten.

 

[PhilClinton]

I'm an idiot so can someone please explain this to me in simple terms - how was showing 1 game per week on FTA on GEM a risk for Channel 9 when it comes to clashing with other sports or key events?

I've read a bit of the stuff above and I fully understand that we're not exactly losing some big piece of the puzzle now in terms of better exposure as the viewers aren't flocking to FTA.

But in terms of 'high value time slots' - it feels like the SRP (Super Rugby Pacific) game on FTA wasn't exactly putting anything else at risk and if anything, was an opportunity to get at least some level of rugby exposure.

Is it just the Nine execs trying to flop their balls on the table and twist the deal a bit? Or do we think it's simply a tactic to ensure Stan Sports subscriptions increase by 2% because it'll all be behind a paywall with no exceptions?

 

[Lyall]

I'm an idiot so can someone please explain this to me in simple terms - how was showing 1 game per week on FTA on GEM a risk for Channel 9 when it comes to clashing with other sports or key events?

I've read a bit of the stuff above and I fully understand that we're not exactly losing some big piece of the puzzle now in terms of better exposure as the viewers aren't flocking to FTA.

But in terms of 'high value time slots' - it feels like the SRP (Super Rugby Pacific) (Super Rugby Pacific) game on FTA wasn't exactly putting anything else at risk and if anything, was an opportunity to get at least some level of rugby exposure.

Is it just the Nine execs trying to flop their balls on the table and twist the deal a bit? Or do we think it's simply a tactic to ensure Stan Sports subscriptions increase by 2% because it'll all be behind a paywall with no exceptions?

You are not an idiot.