Sunday, 29 November 2015 16:00

Telstra, NRL extend sponsorship, digital rights deal

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Telstra has sealed a new five-year naming and mobile digital rights agreement with the National Rugby League (NRL).

The new contract, which extends Telstra’s 17 year partnership with the NRL, provides access to free subscription content, including live NRL action on mobiles.

Under the new deal, Telstra also retains naming rights of the NRL premiership – extending the partnership to be one of the longest-running in Australian sports history – and expanding its support of the league.

According to Telstra CEO Andy Penn, the new agreement “reaffirms Telstra’s leadership in giving Australians access to world class mobile sporting experiences”.

“Only Telstra can bring the sport experience and technology together using Australia’s largest mobile network and we are very excited to give fans digital access to NRL action.

“League fans are one of the most connected footy audiences in Australia and we are proud to be part of the NRL’s digital evolution that gives fans exciting experiences around NRL content, including professional insights, in depth statistics and great live action on the go.”

As part of the renewed sponsorship and naming rights agreement, NRL fans will access content and through the Telstra Thanks program and increased social media integration, to connect them with the sport.

“Telstra and the NRL have a longstanding and successful partnership that will span more than two decades with this new agreement and we are thrilled to give league fans brilliant, exciting experiences that they can only get with Telstra,” Penn said.

The deal will see Telstra also offer customers game highlights and replays of all regular season and finals matches on the big screen through its IPTV platforms, including Telstra TV.

Telstra plans to include the Official NRL App on Telstra TV in early 2016.

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Peter Dinham is a co-founder of iTWire and a 35-year veteran journalist and corporate communications consultant. He has worked as a journalist in all forms of media – newspapers/magazines, radio, television, press agency and now, online – including with the Canberra Times, The Examiner (Tasmania), the ABC and AAP-Reuters. As a freelance journalist he also had articles published in Australian and overseas magazines. He worked in the corporate communications/public relations sector, in-house with an airline, and as a senior executive in Australia of the world’s largest communications consultancy, Burson-Marsteller. He also ran his own communications consultancy and was a co-founder in Australia of the global photographic agency, the Image Bank (now Getty Images).

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