August 22, 2025 • 8 mins
Sky have announced a renewed five-year broadcast partnership with New Zealand Rugby, starting this January.
The deal cements almost all men's and women's internationals.
However, the governing body reserve the right to play up to five offshore All Blacks and Black Ferns matches from outside the scheduled competitions, to support efforts to increase their revenue base.
Sky’s Head of Sport, Gary Burchett, joined Piney to discuss just what this means for the country’s largest sport TV provider.
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Speaker 1 (00:06):
You're listening to the Weekend Sport podcast with Jason Vine
from News Talk z.
Speaker 2 (00:11):
EDB Weekend Sport. We've been talking the freshly signed broadcast
deal announced yesterday between New Zealand Rugby and Sky. Gary
Birchett is head of sport content at Sky and joins
us now, good afternoon, Gary. How happy are you with
this outcome?
Speaker 3 (00:25):
Jason, good day to you and to your listeners. Are
tremendously happy, yes, and rightly so. You know, rugby is,
you know, the backbone of sporting passions in this country,
and the black ferns and the all blacks. You know,
they're the strongest product we have. They're a huge driver
for subscription, They're a huge talking point in this country.
(00:47):
So to secure that high quality rugby for another five
years is a wonderful shot in the arm for us,
for nz R and for rugby fans in our Tatar role.
Speaker 2 (00:58):
Were there any particular sticking points, any challenging parts of
this negotiation that has taken us to what are we
getting towards the end of August before everything was locked away?
Speaker 3 (01:11):
Well, I think I think we can be both be
pretty candid and know that the talks went on for
some time, right, it's you know, when you're looking to
secure you know, rights for this period and few ends
that are and you're looking for the right partner. Of course,
there are going to be sticking points, and I wasn't
at the negotiating table, so I'm not privy to what
the minutia was for those sticking points. But looks as
(01:34):
someone who's charged with entertaining sports fans and my job
is to make the rugby look great, all I can
say is that it set me up for a superb
weekend and it's just a wonderful and invigorating development just
for my colleagues, you know, who work week in week out,
you know, putting on you know, such high quality rugby
(01:54):
for our sports fans. So we look, We're thrilled.
Speaker 2 (01:57):
As a business that operates in the pay per view space.
Are you on board with New Zealand rugby and other
sports as well, Gary wanting free to wear elements in
their broadcast deals? Yeah, of course.
Speaker 3 (02:08):
And if I was on the other side, I'm looking
for exposure. I'm looking for as many eyeballs as I
possibly can. But we have, you know, and presently do
have a freeoware platform in Sky open and a number
of our media rights agreements specify that a certain number
of matches need to be on free toowaar TV. So
(02:30):
it's nothing new. I guess TV three is just a
newer and a shinier model. It's going to garner more eyeballs,
so absolutely, and it's a great way to increase the
profile of a sport and get more New Zealand as
cheering around their teams.
Speaker 2 (02:42):
So Sky now owns TV three. So are you keen
to see in the future free to wear sport on
TV three?
Speaker 3 (02:50):
Yes, but very selfishly speaking, the Sky Sports subscriber must
come first. They're the ones that put you know, money
into the coffers, but they're also the ones that help
finance such deals that we've just done with New Zealand Rugby.
It is you know, the hard working coin from our
subscribers that helps generate our productions and allows us to
(03:11):
secure the right. So yes, I am absolutely comfortable with
sport being on free to wear, But the way I
operate and the way Sky operates, we have to be
very loyal to our loyal customers.
Speaker 2 (03:25):
How much of an anchor are or how much sorry,
how much of an anchor is rugby for your sports subscribers.
Speaker 3 (03:33):
It's huge. Like one of the first things I did
when I came into the role was to go to
the customer team and just to understand the drivers for subscription.
And I don't think it would surprise you that the
number one sport as to why people would subscribe to
Sky is rugby. Number two is NRL number three, And
this was the fun that really surprised me is motorsport.
(03:57):
So yeah, I mean, rugby is far and away the
sport that has made New Zealand famous. The All Blacks
are an international brand there. When people talk about, you know,
such distinguished you know, sporting teams, you think about the Yankees,
you think about Real Madrid, you think about Manchester United,
and you think about the All Blacks. So they're in.
(04:17):
They're in that realm. I mean, they are such a
big deal, which is why we're absolutely delighted that we
can continue being partners with NZR and the Black Ferns
and the All Blacks for the next five years.
Speaker 2 (04:27):
And Zell and Rugby has reserved the right to play
up to five offshore All Blacks and Black Ferns matches
respectively over the five year term. They will sort of
outside this broadcast agreement negotiated on a match by match basis.
Well Sky bid to broadcast those games.
Speaker 3 (04:44):
I think you know the answer to that. If there's
All Blacks or Black Ferns available, Yeah, I mean, we'd
want to be in the running. And we can understand
and appreciate he's going to Rugby wanting to take certain
matches outside of this territory completely. I completely get it.
I mean, I'm personally looking forward to to watching the
(05:05):
All Blacks take on Ireland in Chicago. And I guess
what a lot of people don't know is that Sky
Sports is actually the production partner and host broadcaster of
that event. So our directors and our producers and our
key broadcast personnel will be working alongside American crew to
put on that test match. And I think I think
that's going to be a consideration for ends that are
(05:26):
that they know there's one thing about actually having the
rights to the match, but who's going to stage it,
who's going to put on the production. The wonderful thing
about Sky is that we've been in people's lounge rooms
and screens for the best part of thirty years showcasing rugby.
We have a proven reputation of putting on high class
rugby productions, and that I know that gives ends and
a lot of comfort.
Speaker 2 (05:45):
When that sort of negotiation period comes around, when we
know when and where these matches are going to be,
the ones that sit outside the agreement, how do you
even start their negotiation? Gara? How do you know what
you know the right to one game are actually worth?
Speaker 3 (06:00):
Really good question. I don't know the answer to that,
And you know, I was having a think about that.
Those value I mean, I guess you know, valuations are
also sort of index to performance. So if teams and
leagues are doing particularly well and they're rating well, you know,
there's a lot of market support, the commercialization is healthy.
Then I think that also adds to, you know, the
(06:20):
conversation on how you actually price up an event. But
you know, look, I think there is an appetite absolutely
to take the New Zealand all Blacks and black Ferns
rugby team brands globally to you know, to build an
international fan base, and we're really wholly supportive of that.
It's a it's a really pragmatic way of thinking, and yeah,
absolutely we want to be we want to be at
(06:40):
the table. We certainly, we certainly want to have more
you know, teams in black paraded on Sky Sports screens.
Speaker 2 (06:46):
All right, and with the rights locked in now for
the next five years. You've always been a big fan
of innovation and broadcast coverage. Are you're keen to do
some new and different things in your rugby coverage over
the next five years?
Speaker 3 (06:58):
I really am, Yes, I think you know. I've always
taken the view that our job as broadcasters and storytellers
is to bring people closer to the sports that they love.
I've had I've had wonderful opportunities to do with with
Big Bash League, you know, putting putting cameras in the
hats of umpires and in helmets of batters. You know,
(07:19):
I was involved in the technology where we mike'd up
Shane Warren ball by ball. So yeah, innovation is a
really important part of our work. A we do need
to bring our viewers close to the sport. We need
to make sure that they feel like they're watching a
premium event. So there's some really cool technology. And I
know you're a football fan. You might have seen the
body cams, yes, that they've be have been trialing and football,
(07:42):
so there's like a little stabilized camera. You put it
on the ref, and because the ref is pretty much
following the ball, it's almost like you've got a camera
person just following and tracking the live action. I mean,
that is a really intimate way of bringing the game,
you know, to football supporters. So yeah, I mean I'm
always up for a conversation with any of our sporting
codes to try and elevate the viewing experience.
Speaker 2 (08:03):
Well, congress to you and the team at Sky for
securing right, he writes over the next five years. Really
appreciate your insight this afternoon, Gary, thanks for joining us.
Speaker 3 (08:10):
I appreciate your support.
Speaker 2 (08:11):
Jason, thank you, No, thank you, Gary, Gary Birchett, head
of Sport Content at Sky.
Speaker 1 (08:17):
For more from Weekend Sport with Jason Fine, listen live
to News Talk st B weekends from midday, or follow
the podcast on iHeartRadio.
You're listening to the Weekend Sport podcast with Jason Vine
from News Talk z.
Speaker 2 (00:11):
EDB Weekend Sport. We've been talking the freshly signed broadcast
deal announced yesterday between New Zealand Rugby and Sky. Gary
Birchett is head of sport content at Sky and joins
us now, good afternoon, Gary. How happy are you with
this outcome?
Speaker 3 (00:25):
Jason, good day to you and to your listeners. Are
tremendously happy, yes, and rightly so. You know, rugby is,
you know, the backbone of sporting passions in this country,
and the black ferns and the all blacks. You know,
they're the strongest product we have. They're a huge driver
for subscription, They're a huge talking point in this country.
(00:47):
So to secure that high quality rugby for another five
years is a wonderful shot in the arm for us,
for nz R and for rugby fans in our Tatar role.
Speaker 2 (00:58):
Were there any particular sticking points, any challenging parts of
this negotiation that has taken us to what are we
getting towards the end of August before everything was locked away?
Speaker 3 (01:11):
Well, I think I think we can be both be
pretty candid and know that the talks went on for
some time, right, it's you know, when you're looking to
secure you know, rights for this period and few ends
that are and you're looking for the right partner. Of course,
there are going to be sticking points, and I wasn't
at the negotiating table, so I'm not privy to what
the minutia was for those sticking points. But looks as
(01:34):
someone who's charged with entertaining sports fans and my job
is to make the rugby look great, all I can
say is that it set me up for a superb
weekend and it's just a wonderful and invigorating development just
for my colleagues, you know, who work week in week out,
you know, putting on you know, such high quality rugby
(01:54):
for our sports fans. So we look, We're thrilled.
Speaker 2 (01:57):
As a business that operates in the pay per view space.
Are you on board with New Zealand rugby and other
sports as well, Gary wanting free to wear elements in
their broadcast deals? Yeah, of course.
Speaker 3 (02:08):
And if I was on the other side, I'm looking
for exposure. I'm looking for as many eyeballs as I
possibly can. But we have, you know, and presently do
have a freeoware platform in Sky open and a number
of our media rights agreements specify that a certain number
of matches need to be on free toowaar TV. So
(02:30):
it's nothing new. I guess TV three is just a
newer and a shinier model. It's going to garner more eyeballs,
so absolutely, and it's a great way to increase the
profile of a sport and get more New Zealand as
cheering around their teams.
Speaker 2 (02:42):
So Sky now owns TV three. So are you keen
to see in the future free to wear sport on
TV three?
Speaker 3 (02:50):
Yes, but very selfishly speaking, the Sky Sports subscriber must
come first. They're the ones that put you know, money
into the coffers, but they're also the ones that help
finance such deals that we've just done with New Zealand Rugby.
It is you know, the hard working coin from our
subscribers that helps generate our productions and allows us to
(03:11):
secure the right. So yes, I am absolutely comfortable with
sport being on free to wear, But the way I
operate and the way Sky operates, we have to be
very loyal to our loyal customers.
Speaker 2 (03:25):
How much of an anchor are or how much sorry,
how much of an anchor is rugby for your sports subscribers.
Speaker 3 (03:33):
It's huge. Like one of the first things I did
when I came into the role was to go to
the customer team and just to understand the drivers for subscription.
And I don't think it would surprise you that the
number one sport as to why people would subscribe to
Sky is rugby. Number two is NRL number three, And
this was the fun that really surprised me is motorsport.
(03:57):
So yeah, I mean, rugby is far and away the
sport that has made New Zealand famous. The All Blacks
are an international brand there. When people talk about, you know,
such distinguished you know, sporting teams, you think about the Yankees,
you think about Real Madrid, you think about Manchester United,
and you think about the All Blacks. So they're in.
(04:17):
They're in that realm. I mean, they are such a
big deal, which is why we're absolutely delighted that we
can continue being partners with NZR and the Black Ferns
and the All Blacks for the next five years.
Speaker 2 (04:27):
And Zell and Rugby has reserved the right to play
up to five offshore All Blacks and Black Ferns matches
respectively over the five year term. They will sort of
outside this broadcast agreement negotiated on a match by match basis.
Well Sky bid to broadcast those games.
Speaker 3 (04:44):
I think you know the answer to that. If there's
All Blacks or Black Ferns available, Yeah, I mean, we'd
want to be in the running. And we can understand
and appreciate he's going to Rugby wanting to take certain
matches outside of this territory completely. I completely get it.
I mean, I'm personally looking forward to to watching the
(05:05):
All Blacks take on Ireland in Chicago. And I guess
what a lot of people don't know is that Sky
Sports is actually the production partner and host broadcaster of
that event. So our directors and our producers and our
key broadcast personnel will be working alongside American crew to
put on that test match. And I think I think
that's going to be a consideration for ends that are
(05:26):
that they know there's one thing about actually having the
rights to the match, but who's going to stage it,
who's going to put on the production. The wonderful thing
about Sky is that we've been in people's lounge rooms
and screens for the best part of thirty years showcasing rugby.
We have a proven reputation of putting on high class
rugby productions, and that I know that gives ends and
a lot of comfort.
Speaker 2 (05:45):
When that sort of negotiation period comes around, when we
know when and where these matches are going to be,
the ones that sit outside the agreement, how do you
even start their negotiation? Gara? How do you know what
you know the right to one game are actually worth?
Speaker 3 (06:00):
Really good question. I don't know the answer to that,
And you know, I was having a think about that.
Those value I mean, I guess you know, valuations are
also sort of index to performance. So if teams and
leagues are doing particularly well and they're rating well, you know,
there's a lot of market support, the commercialization is healthy.
Then I think that also adds to, you know, the
(06:20):
conversation on how you actually price up an event. But
you know, look, I think there is an appetite absolutely
to take the New Zealand all Blacks and black Ferns
rugby team brands globally to you know, to build an
international fan base, and we're really wholly supportive of that.
It's a it's a really pragmatic way of thinking, and yeah,
absolutely we want to be we want to be at
(06:40):
the table. We certainly, we certainly want to have more
you know, teams in black paraded on Sky Sports screens.
Speaker 2 (06:46):
All right, and with the rights locked in now for
the next five years. You've always been a big fan
of innovation and broadcast coverage. Are you're keen to do
some new and different things in your rugby coverage over
the next five years?
Speaker 3 (06:58):
I really am, Yes, I think you know. I've always
taken the view that our job as broadcasters and storytellers
is to bring people closer to the sports that they love.
I've had I've had wonderful opportunities to do with with
Big Bash League, you know, putting putting cameras in the
hats of umpires and in helmets of batters. You know,
(07:19):
I was involved in the technology where we mike'd up
Shane Warren ball by ball. So yeah, innovation is a
really important part of our work. A we do need
to bring our viewers close to the sport. We need
to make sure that they feel like they're watching a
premium event. So there's some really cool technology. And I
know you're a football fan. You might have seen the
body cams, yes, that they've be have been trialing and football,
(07:42):
so there's like a little stabilized camera. You put it
on the ref, and because the ref is pretty much
following the ball, it's almost like you've got a camera
person just following and tracking the live action. I mean,
that is a really intimate way of bringing the game,
you know, to football supporters. So yeah, I mean I'm
always up for a conversation with any of our sporting
codes to try and elevate the viewing experience.
Speaker 2 (08:03):
Well, congress to you and the team at Sky for
securing right, he writes over the next five years. Really
appreciate your insight this afternoon, Gary, thanks for joining us.
Speaker 3 (08:10):
I appreciate your support.
Speaker 2 (08:11):
Jason, thank you, No, thank you, Gary, Gary Birchett, head
of Sport Content at Sky.
Speaker 1 (08:17):
For more from Weekend Sport with Jason Fine, listen live
to News Talk st B weekends from midday, or follow
the podcast on iHeartRadio.
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