https://www.brisbanetimes.com.au/sp...deal-left-everyone-happy-20200529-p54xtd.html
Less money but no losers: Why a stripped-back NRL TV deal left everyone happy
Roy Masters
May 30, 2020 — 12.01am
ARL Commission chairman Peter V’landys has hailed the revised TV agreement between the NRL and its broadcasters as “a very good deal, under the circumstances”.
For him, the word “circumstances” does not refer to the impact of the COVID-19 pandemic on sport but a longer-term sickness – the unsustainable cost of sports broadcasting rights in a world where free-to-air and pay-TV are under huge pressure from streaming behemoths such as Netflix and Amazon.
“I believe sports TV rights are coming down worldwide,” he says.
V’landys' definition of a “good deal” is one for which broadcasters paid more than he had expected, even before COVID-19 shut down sport for more than two months.
However, the ARLC chief will not specify what Channel Nine, the publisher of this masthead, and Foxtel are paying in the revised agreement, citing “commercial-in-confidence”.
Nor will he compare the new deal with the 2018-22 deal, under which both broadcasters paid $1.8 billion, together with Telstra’s $20m.
He rejects as “wrong” the reported figure of $1.7bn for a revised eight-year 2020-27 contract, and said Foxtel had been awarded a five-year renewal for an undisclosed amount.
This long-term renewal, together with Foxtel securing the rights to HBO movies, means Rupert Murdoch’s pay-TV network has an assured future, particularly if it also secures AFL.
Nine has also done well, paying a considerably reduced fee for 2020-22. Chief executive Hugh Marks has extracted discounts of $27.5m for both 2021 and 2022, with an even greater unknown deduction for this year’s shortened season.
When the NRL season was abandoned after two rounds in March, Marks notified the stock exchange of a $130m saving by not telecasting NRL.
Nine's broadcast of Thursday night’s Broncos-versus-Eels match, the first of the resumed NRL season, together with Foxtel’s simulcast, yielded the league's highest ratings since 2014.
Nine appears to be the biggest winner. The network has won a significant discount on its 2020 payment, without committing to future years, as Foxtel has done.
When Channel Seven wrote down its cricket deal by $52m, citing it as an onerous contract, the shareholders bore the pain.
Nine has managed to convince V’landys that rugby league should bear the pain of its onerous contract, one which then chief executive David Gyngell secured in order to gain leverage over Fox Sports.
V’landys points out the alternative would have been Nine walking away from the contract, followed by protracted court action and, inevitably, a lesser settlement.
Nevertheless, Marks, having saved his shareholders a motza, can view the sporting landscape over the next couple of years and determine whether the game generates ratings and, therefore, entices advertisers.
V’landys “is very confident Nine will extend”, probably hoping this is before the AFL finalises a renewal with Channel Seven, which would take the Kerry Stokes network out of the NRL bidding.
V’landys has locked away digital rights, meaning the game has control of what analysts see in the future – packaged highlights of games delivered to Millennials and Generation Z on smartphones.
But where will the immediate cuts in expenditure be, given Nine and Foxtel are paying less in 2020-22?
“The NRL clubs will get substantially more than they were under the last deal,” V’landys says. “The players have already agreed to a 20 per cent cut and we might look at the 2022 salary cap but there will be nothing drastic.”
So that leaves Rugby League Central, operating as has been relentlessly repeated, on “half-a-million dollars a day”?
“Yes,” V’landys says, “there will be cost cuts in the administration of the game, absolutely.”
With Nine threatening to walk away, even though State of Origin and the NRL grand final guarantee it four of the top spots on TV annually, and Fox desperate for a long-term deal, V’landys probably had no option.
Securing a long-term deal with one broadcast partner buys time for a future FTA deal.
“I think we did very well,” V'landys says, pointing out Foxtel told the A-League clubs they face a 70 per cent cut on the $57.6m they were to receive for each of the next three years.
“What was the alternative?”
True. But with V’landys citing “commercial-in-confidence”, while every billion-dollar deal of the NRL and AFL in the past has been headlined to the decimal point, we might have to wait until 2027 to see the devil in the detail.