By Jonathan B Geddes

SHUTE Shield clubs are big winners in the game’s new broadcast deal, with clubs to receive a financial windfall.

Sydney Rugby Union president Grahame O’Donnell would not disclose the amount involved, but sources have told Rugby News each club will receive somewhere between $20,000-40,000 a season.

The Shute Shield will also receive a significant increase in their marketing budget to promote the competition.

It is the biggest boost that the competition has received in years and a credit to the behind the scenes work by O’Donnell and SRU general manager Peter Watkins.

The new partnership with Nine means one game each week and the finals series will be shown on free to air 9GEM in NSW – as well as the 9Now app-  in 2026 and 2027.

The five other premiership games will be screened on Stan Sport and highlights of all games will be available on the 9Now app and Stan.

“This is a great result for us because the bottom line is now it’s just the Wallabies and club rugby that will be on free to air,” O’Donnell said.

“For access, for eyes and viewership, it’s just a great shot in the arm for club rugby.”

Reflecting on the new contract O’Donnell said:  “I am rapt with it, it is pretty exciting.” 

 CLUBS EXPOSED  

 “This was done in consultation with all the clubs and it wasn’t just an SRU board decision,” O’Donnell said.

“We had conversations with all clubs and wanted to know what they were after and spent a lot of time with that.”

O’Donnell said feedback from the clubs was that the game was traditionally on free to air with the ABC match of the day a real sporting institution with commentary featuring icons like Cyril Towers, Norman May, Trevor Allan and “the voice of rugby” Gordon Bray – especially for supporters in the bush.

“Sponsorship and exposure are two of the things that were keys as well,” O’Donnell said.

“It will also mean exposure for the players which is really  important, especially for those with aspirations to go to the next level. And that will be absolutely fantastic.”

In another bonus from the new deal, the Sydney Rugby Union will receive audience numbers for the first time.

“As I said to my board, this will actually let us know what we are worth in the marketplace,” O’Donnell said.     

THE INSIDE STORY OF HOW THE DEAL WAS DONE

TO achieve the agreement Sydney Rugby Union worked with Rugby Australia, who in turn went into negotiations with Stan as a complete package.

O’Donnell said Rugby Australia’s Director Commercial and Marketing James Durbin and Watkins engaged in a fantastic negotiation.

“At times they were robust, but at all times respectful,” O’Donnell said.

“We went in there on behalf of our clubs and RA respected that at all times.”

Durbin was then able to let Stan know the clubs’ situation.

The deal was finalised over a four-month period and O’Donnell said while at times they had differing views, they were worked through.

“I’m really happy, we’ve listened to the clubs and listened to Shute Shield supporters,” O’Donnell said.

Rugby Australia CEO Phil Waugh has always been a strong advocate for the Shute Shield, unlike some of his predecessors.

“Club rugby is part of the fabric of Australian society and we are delighted that it will be well represented across Nine and Stan Sport in the next broadcast cycle,” he said.