Rugby Australia has reportedly received a bid from Nine Entertainment Co for rugby broadcasting rights which would see Super Rugby matches shown live on free-to-air television for the first time next year.
According to a report in the Sydney Morning Herald, Nine’s bid for Super Rugby and Wallabies Tests is worth $30 million per year, and would lead to all Australian internationals and one Super Rugby match per week shown on Channel Nine, and the remaining domestic matches shown on streaming platform Stan. Even though Stan is a subscription service, it is far cheaper than the current cost of watching rugby through Foxtel or Kayo Sports.
The offer is reported to include a mix of cash and free advertising on Nine’s platforms, and if successful would be the first time Super Rugby is shown live on free-to-air TV in Australia in the competition’s 25-year-history.
Current broadcaster Foxtel, whose deal with Rugby AU expires at the end of the year, had threatened to break away from their two-decade-long partnership with the sport, but recently submitted a bid believed to be quite similar to the $30-40 million they pay now for rugby’s rights. Despite Nine offering less money than Foxtel, the free-to-air opportunity of reaching larger audiences of rugby fans could prove tempting for the governing body.
The report in the Herald did not specify how many years Nine’s bid covered, simply stating that any such deal would be “short-term” – at least initially.
Rugby AU have been seeking more free-to-air coverage for the sport for some time now, with former CEO Raelene Castle pushing for such a move at the end of her tenure. The governing body had reportedly been close to sealing a new broadcast arrangement for 2021 onwards at the start of the year, only for the COVID-19 to scupper negotiations.
Optus Sport were rumoured to be heavily interested in acquiring rugby to add to their current football offering, but are not believed to have made a bid for the rights since they went back on the market in recent months.
Muglair
Roar Rookie
I don't know about that WIU. Fox played the smart card going after the live rights to Sydney and Brisbane 1st grade games. The next smart move is to do a CluchTV and get the rights to stream all club games live. They were screening games from a wide range of competitions; Shute Shield, schools, subbies, country. A much bigger rugby audience for far less money. RA are so useless it is not funny. Clubs should be able to get a small payment for their footage and then have the benefit of greater exposure. Small dollars make a big difference to local and even ground signage has a clear increased value proposition for sponsors.
Muglair
Roar Rookie
I think it would be a lot more helpful to tailor a product that will interest rugby supporters. All of RA's problems arise because nobody is interested in watching or attending the games on offer. You would hope RA would have a deeper understanding than Channel 9, but maybe they don't. Not even in the Bible did the blind lead the blind to the Promised Land.
Muglair
Roar Rookie
This is where RA is just impossibly stupid. After the 2003 RWC they started chasing non-rugby audiences to become the #2 winter sport. As rugby supporters started drifting away they just keep doubling down and then the rugby supporters keep drifting away. I cannot believe how many of my rugby mates have just ceased to care. Although I assume they keep tuning in anyway I do know they not only have let their Waratahs memberships slide, they do not even attend a solitary game. The rugby broadcast deal should be structured so that it fits hand in hand with a whole of game supporter strategy. Instead they have no strategy and are just keen to sell whatever they can. Make sure your grandmothers are safe and secure at home at all times! FTA is just a convenient excuse for their complete failure to attract supporters to game or the screen.
Moog
Guest
Existing ratings data for Super Rugby shows the Aussie audience has very little interest in watching games against South African teams or Argentina, whether played here or away. I hope RA take the opportunity to bin SANZAR and Super Rugby and invest instead in something Aussie audiences will watch in greater numbers. Pretty sure any potential broadcast partner would be wanting the same. As to the value of being on FTA TV, it’s questionable given how small the audience was on TEN for the two Bledisloe Tests in the last 2 weeks. It was very small in comparison to the established market on Foxtel/Kayo, especially for game 2 where there was other sport to watch on FTA (Bathurst). Having been on a paid service all this time, and the whole audience tide is turning towards paying services, better to stay there and consolidate their position.
Bingo
Guest
That's right it is only Gearhouse & NEP who cover everything. All the camera crew, floor managers, riggers are freelance staff who could very well work on a typical NRL weekend on both Nine & Fox productions just with a different bib. FOX/Nine full time staff consists only of commentary, director, producer and graphics operator, every other role (which are plentiful) are freelance through third party NEP along with Fox have also built a hub style facility at Redfern which means they don't need to have a truck with a director etc at every ground - they can do it remotely - reducing costs dramatically - already seen commentators doing remote work with the border closures with no discernible difference in quality
Yep it gets difficult to pay the bills with lower content being sold and I think thats why they are very keen on a TT comp at SR level. They need the drawing power of NZ rugby as a carrot to the TV people. For me living in Aus I know that I will probably always be able to access Aus rugby fairly easily but I watch many other rugby comps too so want all rugby in one place. I dont want to pay more than I currently do to have Stan etc but still have to maintain Fox for some of the OS rugby so I want 9 and STAN to cover the lot. RA needs a 9 type aproach to build the sport. 9 doesnt buy a product to let it fail.
WorldInUnion
Guest
Rupert Murdoch will not be happy. Expect Rugby Union to be banned from any news Corp publications..at least for a while. I would support the nine package only if Twiggy stumps up for the Force. They were winless in Super Rugby AU and need to earn their stripes before blending the heartland dry again
Paul D
Roar Rookie
No, I really don't. I used to watch both the F1 and MotoGP, but haven't in a long while. Rugby is the one bit of sports viewing that I'll make time for. Not interested enough in the rest of it for it to take me away from other things.
AndyS
Guest
Then I'd guess they'll have to cut their cloth. They managed on low $20Ms for long enough, with five teams. They might have wasted the good times, but they managed in 2014 or 2015 and will have to do so again.
nroko
Roar Rookie
Thats what I was thinking. They are going from $55 mil a year deal to $30 mil a year deal. They weren't doing too well with the former deal, they will be in more trouble with new deal.
nroko
Roar Rookie
*Almost full. Fox doesn't show the Heineken cup, which is big out. But in general covers a lot of rugby content including tier 1 internationals around the world.
Muglair
Roar Rookie
RA is keeping on doing what they have been doing. The problem is that they cannot keep the interest of rugby supporters, those who have played or are close to those who have. That is a pretty big crowd on its own who are not currently reflected in membership, attendance or ratings numbers. I have a lot of optimism if they get serious about reconnecting with its core support. Now as you are so keen on labelling me as negative I would like to hear your views on the specifics of why you think 9/STAN will open up new audiences. You might describe the particular characteristics of the audience segments you have identified and the types of opportunities you see being created.
Muglair
Roar Rookie
No. The 9/STAN deal as reported can't cover the bills. However once they have a contract then there is something to sell to a private equity player; they buy a share of all future income for a lump sum upfront. I don't know how else can RA cover its outstanding liabilities?
Muglair
Roar Rookie
Pencil?
nroko
Roar Rookie
Despite who owns Kayo, I think its a very good product and affordable. The NRL coverage is way better than 9, plus I am in Melbourne so most of the time the NRL matches are on GEM on SD, so Kayo HD offering is simply better for the eyes and don't have listen to Phil Gould so better for the ears as well. I don't watch AFL, but I enjoy NBA/NFL, especially the playoffs which have better coverage. If for some stupid reason the NZ rugby content goes to Foxtel and AU rugby content goes to 9 than I'd blow past both and go for RugbyPass and VPN into Russia or somewhere to watch all content.
yes at what point does it all become to expensive to have all these broadcasters. Stan is only $10 as is Netflix...Kayo $25 and fox a bunch of $$ more...I cant afford them all so will have to shose if some rugby is on Fox and some on 9.....Anyway there is a bit to find out before I will need to do that
Stan gives an option but who knows
Micko
Roar Rookie
Yes, I'll look out for that Indycar race coming up for sure to see how he does. Yes, Kayo is excellent. It's better than paying for Foxtel with 99% of stuff I'm not interested in watching.
I watch a heap of sport on Fox Micko...How good was Bathurst? I love the MotoGP, GP2 and 3 and the F1,2 and 3. The Cricket and the....well everything really.....not the AFL very often but watch a bit of league at this part of the season.....Really keen to see how Scotty goes this weekend in the Indy too...Plus the 7s plus the IPL and other tournaments...Does it ever run out?
Thats the bit Im concerned with Twas....I like the 6N, the UK club scene, the SA rugby and the Mitre 10 comps and its real easy to have them in 1 spot. More details needed really...