NRL to launch discussions with ESPN to take advantage of global sport suspensions -
16th March 2020

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NRL chief executive Todd Greenberg and ARLC chairman Peter V'landys front a press conference on Sunday. CREDIT: AAP

By Michael Chammas

With LeBron James and co. in shutdown mode across the US, the NRL will launch "Operation make rugby league great again" in a bold move that could see the game exposed to millions of new viewers around the world during the coronavirus pandemic.

This column can reveal that the NRL will on Monday open discussions with global sports media powerhouse ESPN about the potential of broadcasting games into the US and around the world after the sport declared it will continue the competition behind closed doors from next weekend.

With the NBA, Major League Baseball and the National Hockey League - as well as many college sports - suspending their seasons, ESPN is on the lookout for new content to fill its multi-channel network that is viewed across 200 countries around the world.

ESPN director of international production, Sergio Verdu, is expected to liaise with NRL powerbrokers on Monday about the potential of having the likes of Kalyn Ponga and James Tedesco on television screens in new markets, which could also somewhat alleviate the NRL's predicted financial woes.

"Everyone in the industry is trying to find live sport to show," Verdu told the Herald from Connecticut on Sunday. "Everything is on the table right now. If you asked me a month ago if we'd be interested in [rugby league], it would have been an easy answer. But I can see people being far more receptive to the conversation.

"Right now, with so many sports cancelling or postponing their competitions, there's a real lack of live events and we are looking into what's next for us and what kind of content we can provide."

With most major sporting events around the globe on hold - including the English Premier League, Formula 1 and both the ATP and WTA tennis tours - rugby league has the opportunity to fill a huge gap in the sporting market and at the same time sell itself to the world.

The NRL recently sold its international rights to Fox Sports with prospective broadcast arrangements funnelling through to the Fox UK and Fox US networks, as well as under the "Watch NRL" digital banner.

The NRL knows that any potential deal with ESPN would require permission from Foxtel chief executive Patrick Delany, such is the international rights deal in place.

However, given the game's current predicament and the potential dire consequences around the code's finances, the NRL is hopeful their broadcast partner will be understanding of the opportunity that now presents itself.

The international rights aren't exactly lucrative to the game, but aren't to be sneezed at either given they are believed to be worth more than the radio rights.

Under the current international rights deal, Fox is currently obliged to show three live NRL games per round in the US.

Given the time difference, eight delayed matches during more viewer-friendly timeslots could be far more appealing to the NRL, which for years has held ambitions of cracking into the North American market that now has the Toronto Wolfpack calling the continent home.

Even if Foxtel knocks back the NRL in regards to the US, there are some markets without arrangements in place where ESPN has a strong presence. Discussions could also provide Fox with an opportunity to revisit its current rights, as it too deals with a shortage of live sports content.

"All the broadcasters are waiting to see how this evolves and unfortunately it’s evolving every day," said Verdu, who is in Australia on business in October.

"We started with playing behind closed doors and then tournaments started getting cancelled. Now we're waiting to hear next Tuesday if Euro 2020 could be cancelled. It’s difficult to see and forecast what is going to happen in near future. We’re all working towards every sport shutting down and making contingency plans around that.

"The other day I saw cricket highlights on one of the main news shows we have and I don't think I've ever seen that before. Everyone is trying to find live sport that is still going around. I've spoken to people from all over the world who are having the same problem. Fortunately for us, we have a lot of talk shows, documentaries and evergreen content we can use."

The other consideration the NRL has is not jeopardising the discussions it opened with major streaming services during a recent trip to the US undertaken by ARLC chairman Peter V'landys and NRL chief commercial officer Andrew Abdo.

While those discussions are in their infancy, the NRL must consider the magnitude of the opportunity that could present itself should it remain one of very few sporting codes still playing.

Verdu isn't deterred by the prospect of providing ESPN viewers with something different to what they are used to.

"You have to consider that there will be a monetary issue and the opportunity for long future relationships that come into the conversations," he said.

"This is my opinion and I could be wrong, but I think this could be something new for them [ESPN viewers].

"In no way can I compare it to this, but in some ways we saw with the XFL [off season American Football league] that even being in the first season our numbers were amazing. People have some appetite for new sports. You can’t compare rugby league to the XFL but it’s something that people might want to look into.

(The Sydney Morning Herald)

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Greg Tingle

There's no doubt that the global Coronavirus pandemic has put professional sports, and most other forms of live entertainment events in a tough spot.

I believe it's smart of the NRL to explore different models and to adapt their business model to altered economic, 'Act Of God' and emergency conditions.

Mr Greenberg previously made a misstep or two z especially with that politically charged NRL advertising campaign, but this may be the shot at redemption he and the game have been looking for.

As a media / sports agent and online publisher, I have seen alot of changes to the live event sector over the past two decades.

Streaming media and casting the net far and wide to expose a sports / entertainment entity to a wider audience only makes sense. There is an audience for just anything.

Here in Sydney, Australia, I also follow Vince McMahon's WWE and revamped XFL 2020 American Football League. I also follow WWE competitor of sorts, All Elite Wrestling. How do we follow these? Through the internet of course, be it via YouTube, the WWE Network or FITE TV. We haven't hooked up ESPN + yet, but that may change. Perhaps the NRL could produce and release a show for Netflix and / or Stan also. Stan has some financial backing from Nine, so that's a natural fit

And, online publishers such as myself can help promote the game / s via the internet to the worldwide audience and get remunerated for a job well done

Us Australians have got used to getting a lot of free football games over the decades, and it's supported by a lot of television advertising - including many crap ads, but that's been the model.

In this extraordinary times in which we live sometimes old ways of doing things need to be altered z following the Charles Darwin gospel of adapting to change in order to survive.

Heck, even WrestileMania and at least one Top Rank Boxing event look like they have to be postponed, or God forbid, held to an extremely limited live audience. This Coronavirus has really laid the SmackDown on the sports loving world. Even the WSL (World Surf League) has cancelled the Corona sponsored comps in Australia, and this trend is continuing on globally.

Folks, get used to the new normal. Love it or loath it, much if the old rulebook has been thrown out the window.

Of course, an alternative is to have no more sports businesses, and go back to backyard cricket, backyard wrestling, touch football and just having a fun swim and surf, no sports betting, merch or anything - just pure sport. Thanks for being good sports. Now we await the hate or fan mail, or not. Game Over!