The NRL has announced a five-year extension of its long running naming rights partnership for its men's and women's rugby league competitions with telecommunications company Telstra.
The renewal, which the parties have stated focus on fan experience and technology innovation, will also see Telstra remain as the naming rights partner of the NRL Women’s (NRLW) competition until 2027.
The announcement was made today at the launch of the NRL Telstra Premiership Finals Series, at Telstra’s George Street Headquarters in Sydney.
The NRL says the latest Telstra agreement is the most lucrative deal in the history of the sport with Fox Sports saying it is worth $90 million over its duration.
Fox suggested that $60 million of that fee will be provided in cash, with the remainder comprising of a number of value in kind elements from the telecommunications firm.
Announcing the extension of the 21 year old agreement, one of the oldest in Australian sport, NRL Chief Executive, Andrew Abdo stated “together with Telstra, we will continue to grow the men’s and women’s Telstra Premierships, ensure more people are connected to rugby league and continue to improve the overall experience for fans, participants and volunteers.
“We are particularly excited about our new agreement including a dedicated innovation fund for Telstra and the NRL to collaborate on technology to transform fan experiences.
“We look forward to applying the country’s best and brightest minds to finding new ways to bring fans closer to the action.”
Telstra Chief Financial Officer, Michael Ackland added “we know our customers love the NRL so we are excited to play our part in helping to grow both the men’s and women’s games for the next five years.
“Together with the NRL, we will use technology to enhance fans digital connection through the NRL app with great content, full match replays, live scores, stats, highlights and more.
“The new deal also includes an innovation fund, giving the NRL access to new and emerging technology services to create new avenues to grow the sport from grassroots to the elite level.
“We are excited for the growth of the women’s game, continued success and expansion of the men’s game, and the innovation we are anticipating over the next five years.”
Image: NRL captains mark 20 years of the sport's partnership with Telstra in 2021. Credit: Telstra.
About the author
Nigel Benton
Co-founder/Publisher, Australasian Leisure Management
Born in the English county of Dorset, Nigel Benton is the co-founder and Publisher of Australasian Leisure Management, Australia, New Zealand and the Asia-Pacific’s only magazine for professionals in all areas of the leisure industry and the www.ausleisure.com.au website - the go to news resource for industry leaders and professionals.
With a long-term commitment to communicating all that is best about the leisure industry (aquatics, attractions, entertainment, events, fitness, parks, recreation, sport, tourism and venues) his career has been defined by an ability to develop and implement industry communications.
Starting his career working in heritage visitor attractions and then adventure travel in Africa and the Middle East, an interest in writing about his experiences led to his change of career into magazine journalism and publishing.
In addition to publishing, Nigel speaks on marketing communications at a range of industry events.
He was made a Life Member of the World Leisure and Recreation Association in 2006 and is a Fellow of the Royal Geographical Society (London).
In 2020, he launched the new Asian Leisure Business website.
As of October 2024, he was inducted into the Australian Fitness Awards Roll of Honour at the 2024 AUSactive National Awards.
Among a range of published works and features, his comments on a Blog (blogspot) from 2007 to 2011, when this website went live in its current form, may be interesting to reflect back on.
His philosophy on life is to be kind to all and to indulge those that you love.
His passions include family, Newcastle United and motorcycles (especially British ones) as well, until February 2025 when she left us, caring a little pug named Stella.
Click here to connect with him via LinkedIn.
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