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Why Rugby Australia traded free-to-air control for $215m windfall in new Nine broadcast deal


“You’d be well across the trend in viewership and consumption, where most households now across the country have streaming platforms.

“We’re very optimistic around the journey that Nine is on around greater integration across their platforms.”

(L-R): Rugby Australia boss Phil Waugh, Nine CEO Matt Stanton, Maddison Levi, Joseph Aukuso-Suaalii, and Morgan Turinui.

(L-R): Rugby Australia boss Phil Waugh, Nine CEO Matt Stanton, Maddison Levi, Joseph Aukuso-Suaalii, and Morgan Turinui. Credit: Renee Nowytarger

RA could earn as much as $25 million in bonuses if the Wallabies and other men’s Super Rugby teams improve their winning records under a new incentive scheme.

The Wallabies managed just one victory in 2023 and had a 46 per cent win rate last year.

“It’s a really exciting and successful outcome,” Waugh said of the bonus structure. “We want to maximise value, obviously, for Rugby Australia, but equally we need to ensure we’re maximising value for Nine in that partnership.

“[The Wallabies] haven’t been sitting as high as we would all like on the world rugby rankings table. So that’s going to be really important for us to continue to win Test matches … and ultimately, through the incentive agreement it will increase value.”

Nine chief executive Matt Stanton said in a statement: “Today’s announcement reinforces Nine’s position as the home of Australia’s biggest sporting moments – bringing unrivalled entertainment, access and reach to fans, and the strongest and most effective partnership for premier sporting bodies that delivers like no other Australian media organisation can.”

Meanwhile, Waugh said RA was in the final stages of appointing a Wallabies coach, more than two months after Joe Schmidt confirmed he would be standing down after this year’s Rugby Championship.

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The uncertainty over Schmidt’s replacement was a major factor in Brumbies and Wallabies No.10 Noah Lolesio deciding he would leave Australian rugby for a deal in Japan.

“We’re working hard to provide clarity and given the uncertainty that the group has had over the last period of time, we lost a couple of players last year due to the environments they’ve been in,” Waugh said.

“We’re hopeful we can announce it reasonably quickly, but we’re well and truly at the final stages of that process.”

Watch all the action from the 2025 Super Rugby Pacific season on Stan Sport, the only place to watch every match ad-free, live and on demand.


“You’d be well across the trend in viewership and consumption, where most households now across the country have streaming platforms.

“We’re very optimistic around the journey that Nine is on around greater integration across their platforms.”

(L-R): Rugby Australia boss Phil Waugh, Nine CEO Matt Stanton, Maddison Levi, Joseph Aukuso-Suaalii, and Morgan Turinui.

(L-R): Rugby Australia boss Phil Waugh, Nine CEO Matt Stanton, Maddison Levi, Joseph Aukuso-Suaalii, and Morgan Turinui. Credit: Renee Nowytarger

RA could earn as much as $25 million in bonuses if the Wallabies and other men’s Super Rugby teams improve their winning records under a new incentive scheme.

The Wallabies managed just one victory in 2023 and had a 46 per cent win rate last year.

“It’s a really exciting and successful outcome,” Waugh said of the bonus structure. “We want to maximise value, obviously, for Rugby Australia, but equally we need to ensure we’re maximising value for Nine in that partnership.

“[The Wallabies] haven’t been sitting as high as we would all like on the world rugby rankings table. So that’s going to be really important for us to continue to win Test matches … and ultimately, through the incentive agreement it will increase value.”

Nine chief executive Matt Stanton said in a statement: “Today’s announcement reinforces Nine’s position as the home of Australia’s biggest sporting moments – bringing unrivalled entertainment, access and reach to fans, and the strongest and most effective partnership for premier sporting bodies that delivers like no other Australian media organisation can.”

Meanwhile, Waugh said RA was in the final stages of appointing a Wallabies coach, more than two months after Joe Schmidt confirmed he would be standing down after this year’s Rugby Championship.

Loading

The uncertainty over Schmidt’s replacement was a major factor in Brumbies and Wallabies No.10 Noah Lolesio deciding he would leave Australian rugby for a deal in Japan.

“We’re working hard to provide clarity and given the uncertainty that the group has had over the last period of time, we lost a couple of players last year due to the environments they’ve been in,” Waugh said.

“We’re hopeful we can announce it reasonably quickly, but we’re well and truly at the final stages of that process.”

Watch all the action from the 2025 Super Rugby Pacific season on Stan Sport, the only place to watch every match ad-free, live and on demand.

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