Rugby union’s saviour could be Nine and Stan in broadcast shake-up

Discussions have begun over a potential deal that would see Wallabies matches telecast on Nine and Super Rugby games shown on the streaming service.

Super Rugby has attracted interest from streaming service Stan Picutre: Getty Images

Rugby union may get a financial lifeline from an unusual and potentially groundbreaking source: Nine Network and its online streaming service Stan.

Nine is understood to have entered discussions with Rugby Australia about a potential broadcast deal that would see Wallabies matches telecast on Nine’s free-to-air channel and Super Rugby games mostly or only shown on Stan.

The move would be a first for Australian sport to find a home on a streaming video on demand service, the likes of Netflix and Amazon Prime on a global basis and Stan domestically have mostly focused on movies and comedy or drama series.

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While discussions are ongoing the sticking point is exactly what Nine or any of its rivals would be bidding for, given uncertainty over the future structure of Super Rugby.

It is also unlikely that Nine, which already has extensive NRL and tennis commitments, would shell out tens of millions of dollars annually on rugby.

But any competition for the rights would be welcome at Rugby Australia, which would not comment – nor would Stan – when approached by The Australian.

Fox Sports is still interested in bidding for some rugby rights, though Foxtel chief executive Patrick Delany recently said he was concentrating on “tier-one” sports in a presentation to an Asia-Pacific media conference.

It is likely the “tier one” rights Delany was referring to did not include rugby union in general, though Wallabies Test matches would be an exception. Fox Sports have been lukewarm about paying large amounts for rugby since negotiations over an extension for its long-held rights for US$125m over five years broke down under the tenure of previous Rugby Australia chief executive Raelene Castle.

Nine have been monitoring rival Seven Network’s spat with Cricket Australia, and would be interested in bidding for some cricket rights should they become available – albeit at heavily discounted prices.

Similarly, Network Ten has expressed interest in rights for Wallabies matches but only at a low price, and Optus, having previously been mooted as a contender, is now reportedly not wanting to pursue rugby and instead concentrate on its global soccer rights.

Rugby Australia had launched a bidding process for its rights, which closed earlier this month without concrete bids but some loose agreements to continue discussions with some broadcasters.

Whatever way the rugby rights go, the interest from prospective broadcasters is certainly at significantly lesser amounts than previous deals have paid and Rugby Australia, having already gone through rounds of cost-cutting and borrowed money from World Rugby, would still likely not be in a strong financial position.

There is also ongoing uncertainty as to what television is actually bidding for regarding rugby. While the Wallabies will contest a series of Test matches in the next three months, including the Bledisloe Cup and The Rugby Championship, it is still unclear what a revamped Super Rugby competition will look like and when it would be played.

Meanwhile, Rugby Australia has also been negotiating with its New Zealand counterparts regarding a possible trans-Tasman Super Rugby competition. The relaunched series – potentially including a side from Japan and another from the Pacific Islands – has been mooted, but in likelihood would not be able to start until 2022 due to COVID-19 restrictions.

Nine has previously held rights to the Rugby World Cup in 2015, and given it has NRL rights for Friday night and Sunday afternoon matches would be unlikely to consider putting any Super Rugby games on free-to-air in those timeslots during winter.

Rugby Australia is in the last year of a five-year $285m contract with Fox Sports, though the value of the 2020 rights were renegotiated when COVID-19 caused the suspension of Super Rugby for several months earlier this year. The final of that competition, now with Australian-based teams only, takes place in Canberra on Saturday between the Brumbies and Queensland Reds.