THE NATIONAL RUGBY LEAGUE (NRL) in Australia has agreed a multi-faceted extension to its partnership with telecommunications firm Telstra.
Under the terms of the five-year renewal, Telstra has reportedly doubled the A$90 million (US$95m) it is thought to have paid for the previous five-year contract signed in 2007.
Along with extending naming rights for the Telstra Premiership into a record 17th season, Telstra will form NRL Digital Media, a unit dedicated to providing fans unprecedented online, mobile and tablet access to the sport.
For the first time, Australian rugby league fans will be able to watch Premiership, State of Origin and Test matches live to-air on mobile phones and tablets via the official NRL app, regardless of their network operator.
Fans will also have access to extensive highlights packages during and after games, access to an alternative camera angle during the broadcast and to exclusive post-game features and press conferences on their mobile and tablet devices.
“The Telstra Premiership is the longest running competition naming rights sponsorship in Australian sport,” said NRL interim chief executive Shane Mattiske.
“To extend that with the most significant naming rights sponsorship investment in the game’s history is a wonderful indication of the strength of rugby league’s brand.”
By Luke Harman
Follow Luke on Twitter: @lukeharmanSBG