NZ Rugby vs NRL: Sky’s payments for media rights reveal battle for New Zealand audiences

A leaked document outlining New Zealand Rugby's finances indicates that broadcaster Sky has sharply reduced its rights payments to approximately $75 million annually, down from $111 million per year in the 2021-2025 cycle. The package includes broadcast rights for All Blacks tests, Super Rugby, NPC, and Black Ferns matches. Meanwhile, reports suggest Sky agreed to pay $61 million per year to retain NRL rights, narrowing the historical value gap between rugby union and rugby league.

The leak also revealed that New Zealand Rugby invested $38 million into a content strategy that produced limited changes in audience habits. Its dedicated digital platform, NZR+, was folded into the All Blacks website after digital consumption accounted for just 18 hours out of 136 total global viewing hours recorded for the year.