To alleviate current financial pressures, Rugby Australia has entered into a $100 million broadcasting contract with Nine Entertainment for the next three years. A key part of this strategy involves Stan Sport, Nine's new dedicated sports streaming service, which will broadcast the matches to a global digital audience. RA is optimistic that this move will revitalize the game from the grassroots up.
Rugby Australia which is currently short of money has signed a new three years broadcasting deal worth of $100m with Nine Entertainment. The broadcaster had also recently unveiled a new sports streaming service to the world named Stan Sport. It is said that Stan Sport will digitally broadcast Rugby Australia matches worldwide. RA said they are confident this partnership with Stan Sport will reboot the sport at every level.
The agreement kicks off in 2021, granting Nine Entertainment the broadcasting rights for the Bledisloe Cup, the Rugby Championship, Super Rugby, Super W, and Wallaroos Tests. Stan subscribers will have full access to all Super Rugby games from the upcoming season. Additionally, in a first for the league, Super Rugby will reach a wider audience via free-to-air television through Channel Nine's Saturday night broadcasts.
Rob Clarke, the interim CEO of RA, views this partnership as a game-changer that will make rugby more accessible to Australians than ever before. He noted that the sport is entering a pivotal period of change with a bright future ahead, expressing confidence that this innovative tie-up with Nine Entertainment will accelerate the game's growth and visibility.
Stan, a branch of Nine Digital, originally debuted in Australia five years ago as a general entertainment service and is now expanding its horizons into the world of sports streaming.
Mike Sneesby, the CEO of Stan, mentioned that the combined reach and engagement of this deal puts them in a perfect position to introduce rugby union to a larger Australian audience than ever previously possible.
Based on the current terms, the inclusion of the Super W competition and Wallaroos Tests on Stan suggests a more balanced broadcasting approach for both men's and women's rugby. However, it remains to be seen how much prominence Nine will give to women's rugby on their free-to-air channels when selecting which premium events to showcase nationally.
According to Clarke, Nine and Stan are committed to supporting women's rugby both locally and internationally, aligning with Rugby Australia's strong ambition to grow the women's game within the country.