NRLW: Andrew Abdo outlines plans for full-time professionalism of women’s game with new broadcast deal
If television ratings for the NRLW keep booming on the back of a record-breaking State of Origin series, the move to full-time professionalism and a greater payday for players will come sooner rather than later.
A boom in TV ratings can put the NRLW on a fast-track to full-time professionalism as the game prepares to cash in on record-breaking State of Origin audiences this season.
On the eve of the seventh season which kicks off with Newcastle and Sydney Roosters in a stand-alone game on Thursday night, NRL boss Andrew Abdo has outlined plans for a professional women’s competition which is likely to tie in with a new broadcast deal in 2028.
Negotiations to monetise the women’s game by selling the broadcast rights will start from next year, and a boom in TV ratings across Fox Sports and Channel 9 will only increase the demand.
Exclusive rights to the first three-game women’s Origin series were sold to Channel 9 this year, a first for the monetisation of the women’g game.
It attracted not only history making crowds, but the highest TV audiences for a women’s rugby league match, reaching millions of viewers with record ratings.
And with players calling for a longer season, more games and higher salaries, the NRL needs to see more of the same across the regular season.
“I can’t give you the timeline (to professionalism) but I can say we’re very committed, and we’re committed to maximising the commercial return of the elite product, the premiership, State of Origin, and obviously everything we get can be reinvested back into the game at the elite level, in terms of the player salaries, the high performance of clubs and importantly, grassroots,” Andrew Abdo said.
“It’s a balance, and the more money we can generate, the more money we can put in the players pockets and then we can start to think about professionalism as the season extends out, but we’ve got to do it very carefully, and we’ve got to manage quality over quantity, and that’s something that we’re paying very close attention to.
“It would be very easy to expand the competition and mirror the men’s game and have it running the whole season, but it’s got to be sustainable, it’s got to be a product that fans are responding to and it’s got to be viable to broadcasters and sponsors and the way the players are going and the quality of football, we are on track for fast tracking that.”
After launching in 2018 with four teams, the NRLW has taken a conservative approach to expansion, now with 10 teams with two more added in 2025.
“The commission has always said they are committed to growing sustainably and not compromising quality over quantity,” Abdo said.
“But having said that, we have a bold ambition to keep growing the number of women’s teams and provide all clubs and their communities with their opportunity to complete the pathway. But we will do so sustainably. Leading into the next rights cycle, the women’s game is going to be incredibly strategic and important for us. It is a value driver.
“It is already driving really great results for the game and our partners. For us to be able to monetise that means we can put more money into the game. The players salaries and of course grassroots football.”
It’s a plan players are on board with.
Many are cautious of expanding too quickly and butchering the quality of the product.
“Maybe go two rounds, play each other twice, that would be awesome to see. Give more games for the crowds. Instead of introducing more teams, maybe just getting people familiar with the players who are playing,” said St George Illawarra captain Raecene McGregor.
“That’s probably the way to go, we don’t want to expand too quick and go like the AFLW, where there are blowout games. That last thing we want, we don’t want people to turn the TV off because of that.”
More Coverage
NRL Rich 100: Walsh among nine snubbed Maroons stars
Reece Walsh is among a posse of Queensland Origin stars that didn’t make the 2024 Rich 100 list, in proof that big bucks doesn’t guarantee big-name performances. See the analysis of notable omissions and underperforming inclusions.
Why Broncos review must be an open book for fans
The analysis of Brisbane’s horror finish to the 2024 season needs to be an open book. And no, it’s not as unfair as players would have you believe, writes PAMELA WHALEY.