NRL closes in on historic five-year American TV rights deal
The NRL is closing in on a deal to beam premiership matches live on American prime time television in a coup which would net the code north of $200 million.
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The ARL Commission is in talks for a five-year broadcast deal to screen NRL matches live on American prime time television in a $200 million coup ahead of the historic double-header in Las Vegas.
ARLC chairman Peter V’landys has revealed one of the biggest broadcast projects in the code’s history as the Broncos, Roosters, Manly and Souths prepare to make history by heading up live sporting coverage on American television.
In a landmark moment, the NRL is going prime time in the US, with a live feed of the Broncos-Roosters and Manly-Souths fixtures on March 3 (AEST) to be delivered to the American public via Fox Sports 1.
Now V’landys is upping the ante, outlining a strategic plan for NRL double-headers to be screened live in America until the end of 2028, in line with the code’s five-year deal to play premiership games in Vegas.
It is a key plank in a broadcasting masterplan that would see select premiership matches shown live in the US every week during the NRL season.
V’landys believes the NRL’s ambitious incursion into the US market can be worth north of $200 million in broadcast-and-gaming revenue - and potentially more if rugby league secures regular prime time slots on American TV.
V’landys confirmed the NRL’s push for prime time prominence in a country of 330 million, adamant rugby league’s NFL-style gladiatorial combat can win over American viewers.
“The double header being shown live is a huge coup for rugby league and it’s important we stay on prime time TV in America,” V’landys said.
“These two games will be shown live on American TV. This is a first for rugby league - but I would like for it to happen for the entire five-year deal.
“We will speak to Fox executives after the event, see what was successful, what wasn’t.
“I’m confident we will have the NRL live on American TV for the next five years.
“We can’t just be there for one week, we want the whole NRL season to be shown live in America if we can.
“Fox Sports is a valuable and cherished partner. They have done everything they can to help us and we’re keen to go to the next level with a greater TV presence in America.”
Fox Sports 1, a Pay Television service, reaches more than 90 million American homes and has broadcasting tentacles in Puerto Rico and the Caribbean – giving the NRL a gargantuan population shopfront of 137 million.
Under the live-broadcast feed, the Souths-Manly game will be screened live to Americans at 6.30pm, followed by the Broncos-Roosters clash at 8.30pm.
That Pacific US time zone will encompass the western region of America taking in markets such as Las Vegas, San Francisco, Portland, Seattle and Los Angeles, the latter area where the Broncos and Roosters will train for a week.
Those timeslots represent television prime time, with the Rabbitohs, Broncos, Roosters and Sea Eagles to be telecast live to California – America’s biggest state with a population of 39 million.
While the NRL accepts it will never take over the NFL, NBA and Major League Baseball, even a small market share in the US equates to a lucrative fresh TV audience.
Aiding the NRL’s Vegas venture, the NFL season concludes with the Super Bowl on February 11, while the 2024 Major League Baseball campaign doesn’t start until March 20.
That gives the NRL a sweet broadcasting free hit on Fox Sports 1 at a time when American sports fans can casually digest new content.
“We’re in talks with Fox in America,” V’landys said.
“The executives there have been unbelievable, they have been a remarkable partner and without their support, we would have been wasting our time in Vegas.
“The negotiations have been fantastic. I consulted Fox as to where the NRL should go in America, so they were a crucial partner and they were supportive of prime time screening of NRL games.
“The Broncos are one of the biggest brands in Australian sport and they will be live on Fox 1 in America.
“We only dream about this - it’s going to be the highest TV profile we’ve ever gained.
“My aim is for the NRL to be screened live in America regularly, that’s what we want long term. We won’t get 100 million viewers, but we have the platform of 330 or 340 million Americans, so there’s a huge audience to tap into.
“You can’t just play in front of a stadium of people in Las Vegas - you want to play to hundreds of millions in America.
“No-one knew UFC and look at it now, it’s one of the fastest growing sports in the world.
“I believe we have the greatest game of all and as soon as Americans understand the rules and see the collisions of the players, I believe rugby league will take off.”
“The Broncos are the NRL’s entertainers and seeing them live on American TV is a real coup for rugby league and Australian sport.
“I hope this (prime time TV coverage) opens the door for bigger and brighter things.
“This venture can be worth hundreds of millions of dollars if we get this right ... and I’m confident we will.”
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