The current NRL television deal is good. This new covenant was such a marked improvement on previous deals that it is preposterous to be overly critical of it, considering the weak negotiating base the code started from. The current deal is, however, far from great and relative to other football codes in this country, the game has undersold itself.
When the time comes to negotiate a new deal in 2012, it is imperative that the NRL improves upon the current deal to ensure that the code remains one of the two relevant winter games in this country. The NRL must take the opportunity to reap its just rewards and ensure that the full value of the sport, or at the very least something in the vicinity of its proper value, is realised in the terms of the next deal. Rugby league needs a strong television deal to continue its ascendancy. Television is the number one revenue stream for rugby league.