Following the launch of its unified ‘Sofa to Street’ Go-To-Market strategy, Nine has unveiled its 2027 sports slate and cross-platform commercial ecosystem.

Nine has officially detailed its 2027 sports lineup and commercial integration ecosystem, cementing its position as Australia’s home of sport’s biggest moments.

Extending Nine’s position as the only Australian-owned, fully integrated media network, the strategy connects live broadcast, streaming, publishing, social and outdoor assets into a seamless, year-round canvas. Through advertising on Stan Sport, and growing audiences on 9Now and Stan, advertisers gain unprecedented access to sports fans across every screen and street nationwide.

Designed around four powerful human truths – Community, Culture, Rituals, and Belonging – Nine’s 2027 sports ecosystem is set to deliver uninterrupted, high-impact environments with zero off-season:

Community – Netball & Women’s Sport: Nine and Stan Sport are now the exclusive home of the biggest female participation sport in the country, netball, – including the 2027 Netball World Cup in Sydney. Supported by a 365-day calendar of women’s sport – spanning the Ashes, rugby union, NRLW, tennis, swimming, basketball, athletics, and football. Advertisers can sponsor specific pinnacle events or partner with women’s sport year-round.

Culture – Football & Basketball: Stan Sport stands as the undisputed home of football with 10 continuous months of coverage across the Premier League, UEFA Champions League, Europa League, and Emirates FA Cup. Nine also expands into Australia’s fastest-growing sport as a partner of the NBL that will feature two marquee weekly games live and free on Channel 9 and 9Now, plus the Finals, alongside the WNBL.

Rituals – The Ashes & Tennis: Summer’s greatest sporting rivalry moves to winter prime-time with the Men’s and Women’s Ashes Series live from the UK on Channel 9, 9Now, publishing, Stan Sport, social and out of home. Meanwhile, the Australian Open returns as part of Channel 9/9Now and Stan Sport’s complete Grand Slam coverage (AO, Roland Garros, Wimbledon, and US Open).

Belonging – NRL & Rugby World Cup: Nine’s extended long-term partnership with the NRL continues to drive year-on-year audience growth. With this year’s NRL State of Origin reaching 12 million people, NRL drives belonging across Australia in a way few other sports can.This sits alongside the Rugby World Cup as it returns to local soil and will feature 24 nations, 52 matches, and 6 weeks across 7 host cities all live in HD on Channel 9 and 9Now, and 4K on Stan Sport.

The Three-Screen Strategy: Expanding Beyond the Whistle

Through Nine’s Three Screen Strategy, sports partnerships extend far beyond the final whistle. Utilising digital Out of Home screens surrounding stadiums and transit corridors, Nine builds anticipation and lead-up hype before shifting dynamically during live play to deliver real-time score updates, news, and contextually relevant brand messaging to fans on the move.

Nine Managing Director Streaming and Broadcast, Amanda Laing, said:

“From grassroots matches to games played in front of the world’s biggest crowds, sport never fails to engage and entertain. And 2027 will be our biggest year of sport yet across Channel 9, 9Now and Stan Sport, providing opportunities for audiences and brands to be part of the most powerful cultural moments and spirited competitions in 2027.”

Nine Director of Sport (Streaming and Broadcast), Brent Williams, said:

“In Australia, sport is a lifelong love affair. It starts on local courts and suburban fields and is passed down through generations. That raw, human connection is our heartbeat, and it remains one of the most electric forces in the country.

We’ve built an ecosystem that moves with Australia. Every sport we invest in is designed around community, culture, rituals, and belonging. From securing the Ashes, adding the NBL, extending the NRL, to showcasing the Rugby World Cup on local soil, our 365-day calendar gives fans and advertisers an unrivaled front-row seat in 4K and HD to the moments that capture the attention of the nation.”

Nine’s National Commercial Director – Sport, Andrew Cann, said:

“The added power of sport comes when moments travel beyond the whistle. When the analysis starts, the debate begins, and the highlights are shared across screens and streets – that is where Nine is fundamentally different. By delivering sport 365 days of the year, we unlock flexible commercial opportunities across all categories and budgets, ensuring advertisers are seamlessly placed in and around the moments that matter, on any platform.

With advertising now fully integrated across Stan Sport and 9Now, paired with dynamic digital out-of-home execution, we have the ability to offer brands a fully connected, 360-degree integration engine. We move audiences seamlessly from couch to stadium to street, turning attention into influence, and influence into measurable business growth.

Looking ahead, the road to the Los Angeles 2028 Summer Olympic Games starts right now with Nine. As the largest cultural, sporting, and storytelling event on planet earth, the Games represent the ultimate connected moment for brands, a generational opportunity to unleash the unexpected, shape culture, move people, and drive unprecedented commercial growth together.”

Thursday 17 September, 2026