Nine lands broadcast rights for three World Cups in landmark rugby deal
By Tom Decent
World Rugby chairman and former Wallaby Brett Robinson has declared the 2027 Rugby World Cup in Australia will comfortably eclipse the 2003 edition, after unveiling a new broadcast deal with Nine and Stan Sport.
Nine Entertainment has strengthened its position as the home of rugby by securing rights to three more World Cups — including the men’s tournament on home soil in 2027.
Robinson, the former Brumbies skipper and RA board member, was at Allianz Stadium in Sydney on Monday morning to confirm the new broadcast deal.
Nine and Stan Sport, Rugby Australia’s broadcast partners until 2030, will show the men’s 2027 World Cup in Australia, as well as the two women’s showpiece events in 2025 and 2029.
Australia hasn’t hosted a men’s World Cup since 2003, a tournament in which England star Jonny Wilkinson kicked a drop goal to sink the Wallabies in the final.
Wallabies and Wallaroos matches at the tournaments will be on free-to-air television on the Nine Network and 9Now. Stan Sport will show every match at each World Cup.
Nine Entertainment is partnering with World Rugby to broadcast the 2025, 2027 and 2029 World Cups. Pictured (from left): Rugby Australia CEO Phil Waugh, Nine Entertainment CEO Matt Stanton, Wallaroo Piper Duck, Wallaby Max Jorgensen, cross-code star Sonny Bill Williams, Wallaby great Tim Horan and World Rugby chairman Brett Robinson.Credit: Oscar Colman
“This landmark partnership is all about reigniting the love of rugby Down Under,” Robinson said. “With Nine’s unmatched reach, expert analysis and comprehensive coverage across its broadcast and digital platforms, we are ensuring rugby is accessible to a wide audience and offering a unique and immersive destination for fans in the country.”
The deal also includes the World Rugby Sevens Series, Pacific Nations Cup, WXV tournaments and World Rugby U20 Championship.
The 2027 World Cup will feature 24 teams, six pools and 52 matches in cities throughout Australia.
Pools for the tournament will be confirmed later in the year before the draw is announced in 2026.
Lote Tuqiri and Wendell Sailor at the 2003 Rugby World Cup. Credit: Craig Golding
Australia last won a men’s Rugby World Cup in 1999 and came close to claiming back-to-back Webb Ellis Cups four years later in Sydney.
Australian rugby was in rude health in 2003 but despite the Wallabies’ woes in recent years - the men in gold are now ranked eighth in the world - Robinson is adamant the 2027 tournament will be bigger than ever.
“We’re anticipating over two million people to attend,” Robinson said. “In terms of ticketing, there’s going to be 250,000 people inbound to Australia and $1.3 billion worth of economic benefit to the Australian community by bringing the World Cup here.
“We are looking at a £550 million surplus ($1.06 billion AUD) out of Australia.
“The game is growing. I think in this market, we can be a bit down on the sport at times, but globally the sport is thriving.
Nine boss Matt Stanton at Monday’s broadcast deal announcement. Credit: Oscar Colman
“We’ve got to deliver here in Australia. Australia is a wonderful market. Super Rugby has been incredible this year.”
Nine Entertainment has been RA’s broadcast partner since 2021. Last month both parties signed a fresh broadcast deal for the 2026 to 2030 cycle.
The 2023 men’s World Cup in France was also shown on the Nine Network and Stan Sport. The Wallabies failed to make it out of the pool stages for the first time.
Wallabies and Waratahs youngster Max Jorgensen, who wasn’t born the last time Australia hosted a men’s World Cup, said the event would be once in a lifetime for players.
“It’s amazing to be able to play on home soil in front of your friends and family and home crowds. Nothing beats it,” Jorgensen said. “As players out there, you feel that.”
Nine’s chief executive Matt Stanton said in a statement: “The Rugby World Cup agreement reinforces the power of Nine. Whether it’s streaming on 9Now or Stan Sport, watching at home on the Nine Network, listening on radio or getting the analysis across our publishing mastheads, Nine can bring the game to Australian audiences like no other media company can.
“It not just cements Nine as the home of rugby, it strengthens our position as the place for iconic national and international sport with an unmatched ability to reach audiences across any and every platform.”
Nine chair Catherine West added: “Major sporting bodies know they can trust Nine to bring an exceptional experience for fans that builds interest not just in the event but also engagement in their sport. Rugby is living proof of that value Nine brings.”
Watch all the action from the 2025 Super Rugby Pacific season on Stan Sport, the only place to watch every match, live and on demand.