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The National Rugby League (NRL) has agreed an extension to its partnership with telecommunications firm Telstra in a wide-ranging deal comprising naming rights to the Premiership and the establishment of a digital media arm.

Under the five-year deal Telstra has reportedly agreed to double the $90 million it is believed to have paid for the current agreement in 2007. Along with extending the naming rights for the Telstra Premiership into a record 17th season, Telstra will form NRL Digital Media, a unit dedicated to providing fans unprecedented online, mobile and tablet access to the sport.

As part of a game-wide digital strategy, rugby league fans will, for the first time, be able to watch Premiership, State of Origin and Test matches live to-air on mobile phones and tablets via the official NRL app, regardless of their carrier. Matches on commercial television broadcaster Channel 9 will be simulcast and those on pay-television operator Fox Sports will be live. Fans will also have access to extensive highlights packages during and after games, access to an alternative camera angle during the broadcast and to exclusive post-game features and press conferences on their mobile and tablet devices.

Welcoming the new deal, NRL acting Chief Executive Shane Mattiske stated "the Telstra Premiership is the longest running competition naming rights sponsorship in Australian sport and to extend that with the most significant naming rights sponsorship investment in the game's history is a wonderful indication of the strength of rugby league's brand.

"Telstra's proud history in supporting rugby league and its fans at all levels of the game, from the Telstra Premiership through to the game's grassroots and community programs, is at the heart of its commitment to providing the investment and latest technology for a digital network that is changing the ways fans connect with the game.

"Together we have achieved significant growth in the game's digital network over the past few years and this new investment will fast-track its future development and provide fans with unrivalled coverage and engagement with the game. Importantly it is a partnership that ensures rugby league has the opportunity to create further revenue during the life of the agreement as we expand the opportunities for members and fans."

Telstra Chief Executive David Thodey added "whether it is watching live coverage of the Telstra Premiership while they are out and about, catching up on latest news or highlights or competing with friends in fantasy football and tipping, the 2013 season will see Telstra and the NRL deliver an unprecedented experience. At NRL games and events, fans will have the opportunity to interact with the sport and their heroes in new and unique ways.

"Meanwhile we will continue to develop the sport through local community programs. Telstra's sponsorship of the NRL will help connect more Australians to the sport, whether they are elite players, local clubs or the next generation of players and fans."

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The news we publish at www.ausleisure.com.au is independent, credible (we hope) and free for you to access, with no pay walls and no annoying pop-up ads.

However, as an independent publisher, can we ask for you to support us by subscribing to the printed Australasian Leisure Management magazine - if you don't already do so.

Published bi-monthly since 1997, the printed Australasian Leisure Management differs from this website in that it publishes longer, in-depth and analytical features covering aquatics, attractions, entertainment, events, fitness, parks, recreation, sport, tourism and venues management.

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