Every now and then you get a tale where the man who starts of as a villian in the story, goes through a huge redemption arc to become the hero. Well, Peter Vlandys is about to come full glorious circle.
In 2021, Vlandys was somewhat critised for seeking to protect broadcaster interests and taking a longer, and smaller deal, than was necessary. Soon, we may find out if patience is indeed the greatest of virtues as the aim for $800m a year could well be on the lower side of proceedings.
Is 800m too much to ask? the AFL recieved 643m in a deal negotiated in 2022. NRL ratings – at least average viewers – trounce the AFLs, and Origin is…well Origin. IN addition, much has changed in the 4 years since the AFL deal was done, not the least of which is inflation.
To aid this, since 2021, the NRL has added numerous value-ads to its catalogue. NRLW and womens Origin are a big part, but the introduction of two new teams, and a resurgent international scene make the NRL impossible to resist for any sports broadcaster.
With these things alone, Vlandys would have required more than the AFL recieved, it would have been expected.
Others have noted lately that the whole unnatural stop start thing the NRL has going on at the moment – that is being widely criticised by fans – could have an ulterior motive: to create more advertising opportunities, an area the NRL needs to make up ground in for FTA channels at least.
Add all of these things in, plus what appears to be a competitive market for the rights, even without Tens undeclared involvement, and youve got a recipe for a mega deal.
With the bids for the NRL rights coming in thick and fast, heres the lay of the land as we know it .
- Prime Video wanted to own one night a week – ie. Monday night, as they do in the NHL.
- Seven Network – has bid for one game a week – either Sunday or Monday night – and wants State of Origin as well.
- Foxtel has offered to buy the sport’s entire suite of free-to-air and streaming rights. AFR reprted they had then spoken over the past week to both the Seven and Ten television networks about them broadcasting some of the games on free-to-air
- Nine Entertainment is pitching to buy all the NRL broadcast rights.
- Paramount+ (Network Ten) has not yet put in a bid.
For mine, this will got to the Fox Combo or Nine.
Foxtel has history working with Seven and Ten for both the AFL and Cricket, and with the NRL and Nine. It could give a massive boost to FTA coverage if the NRL interacts with Seven and Ten the same way the AFL did, but it would come at a cost the Foxtels value. DAZN, who owns Foxtel, have been making big losses, but have much money behind them from the Saudis and Russians.
Nine will want it all for itself and Stan. How much it can afford remains to be seen. However, there are risks here – Nines FTA arm has been facing a decreasing advertising market that streaming has yet to pick up. Still, its a winner takes all – and you have to at least be in it to win it etc etc
What the value is of one night to Amazon remains to be seen, cant really compare it to US figures. Will the NRL split the broadcast into three broadcasters? I cant see fans making a big deal of that AT ALL.
Also the AFR keeps citing “2 anonymous sources” in every article. Whats the deal with that.
References
- Peter V’landys lures Amazon and Seven bids into NRL rights race (AFR 2/6)
- Foxtel plans rival bid to exclude Nine from NRL coverage (AFR 1/6)
- Nine CEO pitches V’landys on exclusive NRL deal (26/5)
- Seven gears up for NRL rights ambush (Australian 31/5)
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