Super League's TV Revolution?

After much talk and rumour, yesterday morning saw details of the purported new Super League TV deal with Sky emerge, via an article published by Rugby League Live.

The initial article, which can be read in full here, provided the following details:

- The deal would see Sky Sports remain as primary broadcaster;

- The deal was three years in length; and

- The reduction in the value of the TV deal was around £1M per club.

Naturally, the discussion and concern that this generated promoted an update from the RFL. This provided further details, including that every Super League fixture would be broadcast as part of the new proposed deal and video referees would be present at all matches. Importantly, the opportunity for some matches to be shown free-to-air would continue.

What this statement did not do was address concerns of a further reduction in the value of TV rights. In an interview with Love Rugby League, Rhodri Jones inferred that the suggestion of a reduced monetary value of the deal was accurate.

The Good

We do not know all of the details yet so making a judgement on the proposed deal is not a straightforward job. From what we do know, the fact that a second broadcaster (reportedly DAZN) showed an interest in taking the primary rights has driven up Sky's bid. Competition is good.

It is a big step forward that video referees will be present at all matches. Whether you are in favour of video technology or not, it is right that all matches are played under the same system of adjudication. However, we were promised this would happen at the start of the 2022 season. It did not.

Rugby League Live have reported that more thought will be given to scheduling. For example, the situation where three other matches clashed with a relegation four-pointer as happened last weekend should no longer happen. Theoretically, this should draw more eyeballs to the sport and spread the action over the whole weekend, unlike now where weekend matches are becoming scarce.

Whilst the monetary value of the deal has gone down, it seems as though Sky will be investing in broadcast quality coverage for all matches. This will allow all matches to be shown live (we do not know whether this is by Sky or by, for example, streaming). It will also allow a higher-quality highlights package to be put together. The RFL will argue that whilst the pecuniary value has dropped, the overall value and potential valuation has increased.

Channel 4's coverage of the sport has been a breath of fresh air over the last few years. Free-to-air coverage continuing is vital and Rugby League has a lot of it compared to other sports, and across more than one channel. The fact that Super League will continue to be, in part, free-to-air, is a big publicity boost.

The Bad

The obvious drawback is the reduction is value of the deal. The drop of £1M per club is significant but is even more so when you take into account that inflation has driven up the price of goods and services substantially compared to the point of our last negotiations.

Cash is king. We are not a cash-rich sport as it is. Rugby League Live have reported the value of our TV rights has dropped by 42.5% in recent years. Whilst other sports have experienced drops in the value of its TV rights too, I do not believe any major sport has suffered a drop of this extent.

With all games now available for broadcast, you could also make an argument that Sky are potentially getting a lot more coverage for even less money.

The scheduling changes are not without drawbacks either. If staggered kick off times do come in, this will change routines for fans. Some will have been used to Friday night 8PM kick offs for 20 years. Having a different kick off day and time most weeks makes it harder for fans to attend in person. 

Conversely, better and wider coverage is better for TV and neutral fans. Striking the balance between the two is always tricky and something many sports wrestle with. Though thank god, we have not heard the expression 'legacy fan' rear its head as has happened in football!

With Viaplay pulling out the market, the future of Championship fixtures being broadcast also remains uncertain.

The Detail

A full judgement can only be made once all details are revealed. Even then, the legacy of this deal may only be apparent in years to come once the impact and practicalities are borne out in the real world.

Super League has been thrilling this season and the year looks set to draw to an exciting close with so many stories yet to be resolved. This deal looks to have put drawing more eyeballs to the sport at its heart and a financial hit has been taken in order to do so. That's a gamble but doing the opposite would have been so too.

Nothing is ever dull in this sport. Nothing is ever final and nothing is ever really ever certain. That has its plus points and minus points. The closest we can draw to a certain conclusion is that if the ambition to grow the sport is realised, getting this TV deal right is one important moment.