In a landmark agreement that further cements its position as a destination for premium live sport, Nine has secured exclusive broadcast rights to multiple Rugby World Cups and international rugby competitions through 2029.
The multi-year deal with World Rugby not only locks in Nine’s broadcast, streaming, and publishing ecosystem as the go-to platform for the code but also signals a major win for advertisers seeking high-engagement, high-impact moments.
The deal: three World Cups and beyond
Nine’s new agreement spans both Men’s and Women’s Rugby World Cups through 2029, beginning with the Women’s Rugby World Cup in England in 2025.
The men’s edition returns to Australian shores in 2027 for the first time since 2003, followed by the Women’s Rugby World Cup 2029, the first time the tournament will be hosted in Australia.
Every match from all three tournaments will stream live and on-demand via Stan Sport, while key fixtures, including all Wallabies and Wallaroos games, will be broadcast free-to-air on the 9Network and streamed on 9Now.
The partnership also includes other major international events:
World Rugby U20 Championship (2025, Italy)
Pacific Nations Cup (2025, USA)
HSBC World Rugby Sevens Series (2025–2029)
WXV tournaments from 2026
This expansion builds on Nine’s previous coverage of the 2021 Women’s Rugby World Cup (played in 2022) and the 2023 Men’s Rugby World Cup in France.
Multi-platform reach, multi-market value
For Nine, the deal is as much about content as it is about cross-platform commercial opportunity.
Audiences will experience a fully integrated content ecosystem across Nine’s assets, 9Network, 9Now, Stan Sport, as well as its publishing and radio platforms.
That reach enables advertisers to tap into high-impact moments across a wide variety of touchpoints, all while leveraging Nine’s data capabilities.
“Whether it’s streaming on 9Now or Stan Sport, watching at home on 9Network, listening on radio or getting the analysis across our publishing mastheads, Nine can bring the game to Australian audiences like no other media company can,” said Nine CEO Matt Stanton.
“It strengthens our position as the place for iconic national and international sport with an unmatched ability to reach audiences across any and every platform.”
An advertiser’s dream: live sport with national pull
Rugby World Cups consistently deliver broad demographics and passionate audiences, a key drawcard for advertisers.
With coverage across free-to-air and subscription services, Nine can offer tiered sponsorships and exclusive access opportunities to brands looking to associate with one of sport’s most storied global tournaments.
“It’s not just the fans that benefit from this partnership with World Rugby,” said Stanton. “Our sponsors and advertisers know they can trust Nine to elevate their brands and engage with audiences in a meaningful and impactful way that adds to the experience for our audiences.”
Nine Chair Catherine West described the agreement as “a testament to Nine’s long-term strategy and deep commitment to delivering value for audiences, partners and shareholders.”
World Rugby eyes a new generation of fans
World Rugby leaders echoed the enthusiasm for the partnership, noting the opportunity to connect with both loyal and new fans in Australia during what many are calling a “golden decade” for the sport.
“This landmark partnership is all about reigniting the love of rugby down under,” said World Rugby Chair Brett Robison. “With Nine’s unmatched reach and comprehensive coverage, we are ensuring rugby is accessible to a wide audience and offering a unique and immersive destination for fans.”
Alan Gilpin, World Rugby CEO, added: “World Rugby and Nine are uniting to deliver unprecedented visibility for the sport and its stars in Australia, ensuring the next generation of rugby fans is inspired by the action both on and off the field.”