Telstra has denied it is considering ending a 17-season partnership with the National Rugby League as its naming rights sponsor.
Rupert Murdoch's News Corp Australia reported that the telco was on the verge of giving up its naming rights sponsorship, which it has held since 2001, and would seek to stay on only as a minor sponsor.
But Telstra, which jointly owns pay-television operator Foxtel with News Corp, told The Australian Financial Review on Monday that the reports were false and that it was in dialogue with the NRL regarding an extension to its current deal.
"Reports that Telstra is looking to not renew our NRL naming rights are untrue," a Telstra spokesperson said. "We are proud of what we have built with the NRL to date and are in negotiations to continue our partnership beyond 2017. We are unable to comment further as negotiations are ongoing."
An NRL spokesperson welcomed the Telstra statement, saying that while the rugby league governing body would not discuss ongoing sponsorship or broadcast rights negotiations, "Telstra is a long-term and valued partner and we naturally look forward to further discussions with them."
The Financial Review reported last week that Telstra was still interested in negotiating NRL broadcast rights, even after signing a big deal with the AFL earlier in the week.
Telstra group managing director of media and marketing Joe Pollard said the telecommunications giant was still keen on the NRL, which it has digital rights for. "We are still talking to the NRL and are still in negotiations," Ms Pollard said. "We are still interested in a range of sports."
It comes as part of a concerted campaign from the media conglomerate to put pressure on the NRL, following the league's apparent snubbing of News Corp when it negotiated the free-to-air and free streaming broadcast rights with Nine Entertainment Co for $925 million and without Foxtel, which is 50 per cent owned by News Corp.
Previously, the pay-TV, free-to-air and digital rights have been negotiated at the same time. However, it is understood that Nine preferred to come to the table without Foxtel.
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http://www.afr.com/business/media-a...ponsorship-deal-20150824-gj6hqx#ixzz3jiR5Rcoi
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