The future of Super League broadcasting is at a crossroads, and a major shake-up could be on the horizon!
As the clock ticks down to the end of the 2026 season, Super League's long-standing partnership with Sky Sports is set to conclude. For a remarkable 30 years, Sky has been the sole guardian of Super League's broadcast rights, a true monopoly since the league's inception in 1996. However, the financial landscape has shifted dramatically. The current deal, valued at a mere £21 million per year, represents a significant drop from the £40 million secured in the preceding rights cycle. This is particularly noteworthy considering that, for the first time under this contract, every single game has been available for broadcast, with Sky shouldering the production costs themselves.
Now, Paul Lakin, the chief executive of Hull KR, is weighing in, suggesting that recent shifts in the broader football broadcasting market could have a ripple effect on rugby league. He shared his insights on the League Express podcast, explaining how the broadcast rights landscape can be influenced by past deals. "If you’re in line with a broadcaster who has just spent a load of money on another set of rights, it can either leave you in a stronger or weaker position," Lakin noted.
But here's where it gets interesting... The world of football broadcasting has seen some seismic changes recently. TNT (formerly BT), which previously held rights to the Champions League and Conference League, has seen those valuable assets move to Paramount. In a surprising twist, Paramount has now acquired the Champions League rights, while Sky has secured the Europa League. Meanwhile, DAZN has been left without any major football acquisitions in this round.
Lakin believes this creates a unique opportunity for Super League as it enters its own rights negotiation cycle. "You want more than one runner bidding for the race because that will then dictate the price," he emphasized. This competition is key to driving up the value of the rights.
And this is the part most people miss... So, why does Lakin suspect DAZN might not be the frontrunner for Super League's broadcast rights? He expressed optimism for a competitive bidding process. "I’m hopeful there will be more than one runner in the race because TNT may well look at the situation and feel that they have subscribers and a portfolio of sports such as rugby union and cricket and that they need to fill that void they are losing with football," he explained. This suggests TNT might be looking to bolster its sports offerings to compensate for lost football content.
Lakin also acknowledged Sky's historical role: "Sky have been a fantastic long-term partner." However, he voiced a reservation about DAZN's current standing: "I don’t think DAZN have enough rights over here to be strong enough potentially to pick up rugby league, though they have rights in the NRL." This implies that while DAZN has a presence in rugby league through the Australian NRL, its broader portfolio in the UK might not be substantial enough to make a decisive bid for Super League.
Ultimately, Lakin remains pragmatic: "Time will tell, we aren’t going to go from our current figure, I don’t believe, back to where we were but we need to make big strides in that direction." This sentiment suggests a realistic outlook – a return to the peak figures of the past might be unlikely, but significant progress in securing a more lucrative deal is certainly the goal.
What do you think? Is a competitive bidding war the best way forward for Super League? Or is there a risk that a new broadcaster might not offer the same level of dedicated coverage that Sky has provided? Let us know your thoughts in the comments below!
