Nine has unveiled a heavyweight roster of commercial partners for the 2026 Telstra NRL Premiership, with a mix of returning blue-chip advertisers and new category entrants signing on.
The broadcaster says the new lineup underscores the continued appetite from major brands to tap into the scale and cultural pull of the NRL ecosystem, which will deliver more than 145 games live and free across the 9Network this season.
The sponsorship roster includes headline partners Telstra, Harvey Norman, McDonald’s, Youi Insurance and Sportsbet, all of whom retain significant category exclusivity across the men’s and women’s Premierships, State of Origin and the Finals Series.
They are joined by Ford, Kia and Isuzu UTE, alongside Westpac, Chemist Warehouse and Lion, while new partners Carnival Cruise Line and Jim Beam have come on board as full Sunday Afternoon sponsors.
Meanwhile, Universal Pictures has secured a strategic presence within the State of Origin series.
Andrew Cann, Nine’s National Commercial Director – Sport. Source: Nine
Nine doubles down on the NRL marketing machine
The announcement comes as Nine leans further into what it describes as an “always on” sports marketing ecosystem, combining live broadcasts with shoulder programming, digital extensions and radio coverage.
Andrew Cann, Nine’s National Commercial Director – Sport, said the scale of the NRL platform continues to attract brands looking for year-round visibility.
“Nine’s offering goes from strength to strength and, for brands, our ‘always on’ strategy provides the ultimate marketing platform that spans the majority of the year,” he said.
“We are privileged to welcome back our returning partners and sponsors, as well as the new brands joining us.”
The 2026 season also carries broader significance for the sport, with the league preparing for the arrival of the Perth Bears in 2027, a move expected to cement rugby league’s national footprint. Nine says the current season offers brands a strategic runway to activate campaigns ahead of that expansion.
A 24/7 ecosystem for brands
Beyond the match broadcast itself, Nine is increasingly positioning its rugby league coverage as a cross-platform content ecosystem spanning television, streaming, radio, and digital.
Programming such as 100% Footy, Wide World of Sports, podcasts, 9Now specials and the Continuous Call Team radio coverage are all part of that strategy.
The network is also introducing new commercial formats this year, including a 15-second Solus spot immediately following conversion attempts on Nine Radio’s Continuous Call Team, designed to place brands at the centre of the game’s most intense moments.
Sarah Stewart, Nine’s Director of Content Partnerships and Client Experience in Powered, said the goal is to extend brand integration beyond the traditional 80 minutes of play.
“In 2026, we are going beyond the full 80 minutes to ensure brands connect with highly-engaged NRL fans like never before,” she said.
“We will be delivering nearly 900 hours of NRL content this year and, with the upcoming entry of the Perth Bears in 2027, we are providing a runway for brands to activate their marketing campaigns on a national scale never before seen in the NRL.”
Sarah Stewart, Nine’s Director of Content Partnerships and Client Experience in Powered. Source: Nine
Innovation and new fan experiences
As part of the push, Nine will also utilise Australia’s first fully virtual 360-degree studio, previously used during the Winter Olympics, alongside expanded player storytelling designed to bring fans closer to the game.
The network says the enhancements create more premium brand touchpoints across its coverage.
According to research cited by Nine, 77% of fans believe Nine’s NRL broadcast delivers the best viewing experience across all sporting events, while 79% see the NRL as a strong endorser for brands.
Coverage of the 2026 season continues across the 9Network, 9Now and Nine Radio, with Round 1 featuring Melbourne Storm versus Parramatta Eels, followed by Friday Night Footy and Sunday Arvo Footy matchups.
Main image: 2025 NRL Premiership Winners