Australian media company Nine Entertainment has locked in the rights to broadcast the English Premier League through the 2033-34 season, extending its long-running partnership with the world's most-watched soccer league. The renewal, announced in an Australian exchange filing, keeps all broadcast and streaming rights on Nine's Stan platform, including its Stan Sport tier.
The new agreement runs beyond the previous deal, which was set to expire after the 2028-29 season. That gives Stan Sport a longer runway to build its subscriber base around what Nine describes as a “must-have” product for soccer fans. The extension also provides the streaming service with greater certainty over its content pipeline for the next decade.
What the fee structure means
Under the terms of the renewal, the rights fee is expected to start roughly in line with what Nine would have paid in fiscal 2028 under the existing contract. From there, the cost will rise by about 3% each year through the end of the new term.
That structure limits the immediate financial hit for Nine, but it locks in steady cost growth in the later years of the deal. For a company that has been focused on cost discipline and margin improvement, the gradual escalation gives management time to grow revenue from subscriptions and advertising before the higher fees kick in.
Nine said the deal is expected to contribute to subscriber growth and earnings before interest, taxes, depreciation, and amortization (EBITDA) gains at Stan Sport. The company did not provide specific financial projections in the filing.
Why the Premier League matters to Stan
The Premier League is one of the most valuable sports properties in the world, with a global fan base and consistent demand for live matches. In Australia, soccer has grown in popularity, and exclusive access to Premier League games has been a key driver for Stan Sport's subscriber numbers since it launched in 2021.
For Nine, retaining the rights avoids the risk of losing a major content asset to a competitor. Sports rights have become a battleground for streaming services, with companies willing to pay premium prices to secure live events that attract and retain subscribers. By locking in the Premier League through the mid-2030s, Nine ensures that Stan remains a destination for sports fans, even as other streaming platforms compete for attention.
The deal also comes at a time when the broader media landscape is shifting. Traditional broadcasters are facing pressure from streaming rivals, and sports rights have become a key differentiator. Nine's decision to extend its Premier League deal suggests it sees long-term value in sports content as a way to drive engagement and reduce subscriber churn.
What it means for investors
For investors, the renewal provides clarity on a major cost item and a key revenue driver. The gradual fee increase means Nine's near-term cash flow is not heavily burdened, but the company will need to keep growing Stan's subscriber base and monetising its content to justify the rising costs.
The deal also signals that Nine is willing to commit to long-term investments in its streaming business, even as the broader media sector faces uncertainty. Investors will likely watch how Stan Sport performs in the coming quarters, particularly whether subscriber growth and EBITDA improvements materialise as management expects.
Nine's announcement comes amid a mixed backdrop for Australian media companies, with advertising markets recovering slowly and competition from global streaming giants intensifying. The Premier League renewal gives Nine a stable anchor for its sports offering, but it also raises the bar for execution.
For everyday investors, the key takeaway is that Nine is betting on the long-term appeal of live sports to drive its streaming growth. The deal is a strategic move to protect a valuable asset, but it also carries financial commitments that will need to be met through subscriber and advertising revenue over the next decade.
