Australian TV and streaming operators are closely watching the sports broadcasting landscape as they assess whether to bid for the next round of NRL rights — just as US tech giants Apple and Amazon ramp up their push into global live sports.

Industry insiders say NRL executives are actively courting these American heavyweights, including Apple, Amazon and Prime Video, which could emerge as major contenders for the rights. Paramount, which owns the struggling Network Ten in Australia, is said to be reviewing its future local strategy and could leverage the NRL as a key content play to boost Paramount +.

The renewed interest from Big Tech follows Apple’s blockbuster acquisition of exclusive US streaming rights to Formula One — a five-year deal reportedly worth more than A$1 billion (US$700 million). The move marks Apple’s biggest foray into live sport and positions it alongside Amazon and Netflix in a fast-growing battle for global sports audiences.

Apple’s F1 deal, will see the iPhone maker replace Disney-owned ESPN as the US broadcaster from 2026.

The agreement, valued at around US$140 million per year, is a sharp jump from the US$85 million ESPN currently pays.

F1 chief executive Stefano Domenicali said the partnership will help the sport expand its cultural footprint in the US.

“It’s the perfect match to make Formula 1 as socially relevant as the NFL or NBA,” Domenicali said.

The announcement comes off the back of Apple’s huge success with F1: The Movie, starring Brad Pitt, which grossed more than US$629 million at the global box office — Apple’s first major film hit since it began producing original content for Apple TV+.

Apple services chief Eddy Cue described F1 as an “exponentially huge” growth opportunity.

“We started this with the movie, which became the biggest sports film of all time. Now we’re bringing the full power of Apple — from TV and music to retail and news — to the sport,” he said.

Under the deal, Apple will stream all F1 content, including practice, qualifying, sprint races and grand prix events. The company is expected to integrate the coverage across its broader ecosystem, from Apple TV and Music to its Sports and News apps.

The move also cements Apple’s growing footprint in live sports, following earlier deals with Major League Baseball and Major League Soccer.

F1’s popularity in the US continues to surge — averaging 1.4 million viewers per race on ESPN this year, up from the previous record of 1.21 million in 2022. The sport has also added Miami and Las Vegas to its race calendar, alongside Austin, Texas, and secured several major US sponsorships.

The relationship between Apple and F1 runs deep: Domenicali, a former Ferrari executive, and Cue, who sits on Ferrari’s board, have known each other for years — adding an extra layer of connection behind one of the sport’s most significant media deals.