Chairman of the Australian Rugby League Commission Peter V’landys has some thoughts about the future of Super League. And they aren’t good ones.
“All we’ve done is analyse the financial viability and I can see a train crash if they don’t get the broadcast revenue they need to sustain a 14-team competition,” he said during a recent interview with BBC Sport. “And it all comes back to the finances, and that’s because eventually people will stop wanting to put money in their pockets and sustain losses, and that’s what they’re going to be doing in the short term, unless they can increase their revenue from broadcast.”
V’landys’ stance will come as a surprise to some people. Pro sports are so often associated with financial windfalls these days. Rugby is no different. The amount of money spent betting on Rugby at a global scale is on the rise. While that is not everything, it’s supposed to be a metric for interest.
What’s more, English rugby, specifically, is in a strong place. According to data from YouGov earlier this year, rugby is the fifth-most popular sports to bet on in the United Kingdom (h/t Talking Rugby Union). That same research says 10 percent of all English sports bettors place wagers on rugby competitions and futures.
These findings seemingly exist in contrast to V’landys recent assessment. Then again, he seems focused on extracting more revenue from broadcast rights. That is an entirely different beast. While the rise of sports betting helps generate interest and increase both club valuations and certain brand sponsorships, it is not inextricably tied to broadcast compensation.
Could This Be A Negotiating Ploy by V’landys?
There is another layer to consider in all this: The NRL was previously rumored to be considering a 33 percent ownership stake in Super League. V’landys’ comments could be an attempt to nudge negotiations forward if Super League stakeholders aren’t fully onboard, or acquiescing to previously discussed terms.
To that end, V’landys makes it a point to mention in his interview with BBC Sport just how well the NRL is doing. It is at the “peak of its powers,” both financially and functionally.
This raises the question: If the NRL, as it seemingly does, believes in the Super League’s product, why have they not pulled the trigger on buying an ownership stake?
While there are likely a multitude of factors, the Super League’s intent to expand is apparently among the biggest roadblocks. As Ed Dixon of SportsPro writes
“The proposal would’ve reportedly seen Super League clubs guaranteed more central distribution of media and sponsorship income, with the NRL taking management control. However, the NRL’s interest has waned in recent months due to the Rugby Football League’s (RFL) plans to expand Super League. According to the Guardian, the Australian competition wanted to buy into a ten-team league, with clubs in London and France, and rebrand it as NRL Europe. The model was reportedly rejected by several established Super League clubs in the north of England, who were concerned about being shut out of the competition.”
Whether either side has shifted its stance remains to be seen. However, based on V’landys comments, the NRL still seems to have some interest in buying into Super League.
The Super League Must Reach A Resolution Soon
Yet another wrinkle that’s entered the mix is multiple outlets reporting that “several private equity firms have reportedly held talks about buying a stake in Super League.” This would seemingly arm Super League with leverage over the NRL when it comes to expansion. That, or it would give them an entirely different alternative to explore.
For what it’s worth, the NRL doesn’t seem ready to give up. Officials recently met in London with key Super League stakeholders.V’landys himself categorized these talks as positive and productive.
Whatever the outcome to all this, a resolution has to happen somewhat soon.
The Super League’s current broadcast rights deal is due to expire at the end of the 2026 season. Negotiating a new one will be difficult without knowing where a cash infusion will be coming from. It gets harder still if the Super League is unable to say whether it will actually go ahead with expansion.
Don’t be surprised, then, if this matter approaches a resolution by the end of 2025. At the absolute latest, this is something that cannot be left unresolved later than the beginning of 2026.
As for what the resolution will be, we can’t be sure. There is enough smoke around the NRL’s interest to believe this ends with the governing body purchasing a stake in Super League. But if the latter is dead set on expanding to 14 clubs, the private equity route may end up being the most likely outcome.
