The year 2023 will be significant within NZ sport, marking year one of a renewed and intriguing battle for the hearts and minds of Kiwis who love their footy (and for ‘footy’, read rugby union and rugby league). The National Rugby League’s (NRL) current Kiwi broadcasting deal lapses at the end of next season. And while there was the expectation of a Dutch auction with Spark Sport for the future Kiwi rights, Sky TV slipped under its rival’s guard and quietly sold the NRL on a fresh deal through to the end of 2027. There is no doubt the new agreement represents the league’s most significant opportunity in New Zealand since ... well, since Super League. The NRL's 5-point Kiwi war plan Capitalise on free-to-air TV coverage in New Zealand of selected showpiece games to grow awareness and interest. Create new competitions and player pathways in NZ in concert with a multi-million dollar marketing programme. Support the NZRL in turning the Kiwis (and Tonga) into consistently formidable test opposition. Bring more big matches across the Tasman including a ‘Magic Round’ (a full round of club matches in one city over one weekend). Establish a second Kiwi franchise in 2024 in either Wellington or Christchurch. By extending its NRL contact with the Australian Rugby League Commission, Sky struck a massive blow in its stoush with Spark Sport (declaration of interest: I do some consultancy work for Sky. However, all commentators agree that Spark’s failure to secure NRL rights was a big setback). Australian media reported the competitive tension between Sky and Spark resulted in a 70% increase on the old deal, claiming the ARLC will reap A$160 million (NZ$167m) over five years compared to the $A94m from the previous contract. “This is an exceptional result for our game,” the NRL’s South African-born CEO Andrew Abdo said at the time. No question there. But it was what Abdo said in other interviews afterwards that should cause ears to prick on this side of the Tasman. “We will invest aggressively in NZ pathways and go head-to-head with rugby union.”
The league’s elephant in the room on this side of the Ditch has always been the Warriors and their quarter-century of under-performance.
From 2024, Sky and the NRL could potentially double those prospects. That is the year the NRL is almost certain to add an 18th franchise to their club competition. The new Brisbane-based Dolphins will become the 17th in 2023 with another due the year later to precipitate a probable move to a dual conference system. Wellington or Christchurch remains the favourite as the next expansion franchise. A second side in New Zealand is a win-win. Suddenly, Sky’s new deal looks more appealing if there are two Kiwi NRL franchises for four years of the agreement while it also allows Abdo and V’Landys, who have both been championing an additional Kiwi franchise in the Aussie press, to attack rugby nurseries south of Auckland. Central to that plan is securing the best young talent (something that has happened in Australia with union now lagging well behind the NRL and AFL in appeal to teenage prospects). By extension, in commercial synchronicity, the eyeballs, hearts, minds and then the wallets of fans will follow.
There has long been a fascination over the “rugby versus league war” in this country.In reality, ‘war’ is a mismatched descriptor on mor...
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