Pay-TV broadcaster TNT Sports is reportedly making a bid to acquire the rights for the Super League, with hopes of replacing long-time partner Sky Sports.
Since 1995, Sky has been broadcasting domestic top-flight rugby league matches and currently holds a two-year deal worth £25 million annually that runs until the end of 2023.
However, negotiations for a renewal have hit an impasse as rugby league officials are said to be disappointed by Sky's offer which is believed to be similar to their existing contract.
The current deal already saw a significant reduction from their previous agreement of £40 million per year.
According to reports from the Daily Mail, the Super League is now considering other options and expects to make a decision by late July.
Streaming platform DAZN had shown interest, but it seems that TNT's bid poses more threat towards Sky due to its extensive distribution deals with platforms like Virgin and Sky itself. This would ensure wide coverage for Super League matches across different audiences.
TNT will officially rebrand from BT Sport on July 18th but there has been speculation regarding its unique selling point in an increasingly crowded UK sports broadcasting landscape.
Getting Super League rights will be a big strategic move
The Daily Mail suggests that TNT plans on prioritizing live sports over discussion programs or magazine shows. However, it remains unclear whether they will pursue retaining Premier League rights when they next go up for auction.
Securing broadcast rights for the Super League would undoubtedly provide an opportunity for TNT to tap into Northern England’s passionate fanbase while also attracting new subscribers who are interested in live sport content.
Meanwhile, the Rugby Football League (RFL) along with IMG seeks a long-term strategic partnership with the Super League aimed at expanding viewership beyond its traditional heartlands.
The Super League desires two things: an engaged broadcast partner and bigger financial investment, with both elements expected from potential broadcasters including rivals such as Amazon Prime Video.
Overall, this prospective partnership between TNT Sports and the Super League is likely to bring new opportunities for both parties.
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