Sky TV has secured a seven-year broadcasting agreement for NRL, NRLW, and State of Origin matches in New Zealand, running from 2028 to 2034. The deal, which requires shareholder approval at an annual meeting in November, will see select matches broadcast on the free-to-air platform Three alongside Sky Sport.
What is included in the new Sky NRL deal?
The agreement covers a broad range of rugby league content, including NRL, NRLW, and the State of Origin series. According to Sky TV Chief Executive Sophie Moloney, the seven-year length and the exclusivity of the rights were “very attractive” factors during the negotiation process.

While premium coverage remains on Sky Sport, the deal introduces a multi-platform approach. Moloney told Media Insider that a weekly NRL match, the State of Origin series, and women’s NRL matches will screen live-delayed on Three and ThreeNow. This strategy utilizes Sky’s acquisition of the free-to-air channel from Warner Bros Discovery last year to reach younger, diverse, and female-skewing audiences.
How does the NRL deal compare to rugby rights in New Zealand?
While the Australian broadcasting package set a record, the financial scale in New Zealand differs from the domestic rugby market. Sky currently pays about $85m a year for All Blacks and top rugby rights, which is some $24m more a year than the new NRL deal.
The current rugby rights deal is scheduled to run until the end of 2030. In an official statement to the NZX, Sky noted that the agreement reflects the value of the content to both New Zealand audiences and the company’s business, maintaining a “disciplined, data-informed approach” to investment.
Comparison of Sports Rights Investment
| Sport Category | Estimated Annual Cost (NZD) | Contract End Date |
|---|---|---|
| Top Rugby Rights | ~$85m | 2030 |
| NRL Rights | Unsupported amount* | 2034 |
*Calculated based on the $24m difference provided in source material.
Will Sky TV customers face higher subscription prices?
Sky customers may see price increases as the broadcaster manages the costs of high-value sports rights. Forsyth Barr analyst Ben Crozier noted that Sky holds a dominant market position and possesses “strong pricing power to pass on content cost inflation.”
Crozier suggested that Sky could increase prices well ahead of the Consumer Price Index (CPI) to recoup the costs of renewals like the NRL deal. Current Sky Sport TV packages are priced at $52 a month, a figure that has risen from $37.99 in February 2024.
What are the future challenges for Sky’s entertainment platforms?
Despite its dominance in sports, Sky faces significant headwinds in its entertainment division. The loss of HBO Max content from the Neon streaming channel is a primary concern for analysts. Ben Crozier predicts that Neon revenue in the 2028 financial year could be approximately 40% lower than in 2026.
While Sky has secured rights deals with Paramount, BBC, and Sony to offset these losses, Crozier believes the impact of losing HBO content may be more severe than the company expects. Media Insider understands this could be anywhere between $20m-$30m a year, although Sky has not previously commented on those numbers.
Why is rugby league growing in the New Zealand market?
The NRL and Sky have maintained a partnership for over three decades. NRL chief executive Andrew Abdo stated that rugby league is “thriving” in New Zealand and that the partnership will help reach new audiences. Australian Rugby League Commission chairman Peter V’landys added that Sky has been an “excellent partner” in bringing major moments to millions of New Zealanders.

The growth is also tied to the performance of the Warriors. While Moloney noted that the Warriors’ fandom was not the “determinative” factor in the deal, she acknowledged the passion for the game continues to grow. There is also ongoing discussion regarding the potential for a 20th NRL team or a second New Zealand-based team by 2030.
Frequently Asked Questions
When does the new NRL broadcasting deal start?
The seven-year agreement takes effect from the end of the next season, running from 2028 to 2034.
Can I watch NRL on free-to-air television?
Yes. Select matches, including a weekly NRL match, State of Origin, and NRLW matches, will be available on Three and ThreeNow.
Does the deal require shareholder approval?
Yes, the agreement is conditional on approval at Sky’s annual shareholder meeting in November.
What do you think about Sky’s dominance in New Zealand sports? Will rising subscription costs affect your viewing habits? Let us know in the comments below or subscribe to our newsletter for more media industry updates.








