Nine counts cost of NRL’s shame

CHANNEL 9 has blamed the NRL’s disastrous handling of the code’s ‘summer of shame’ for “trashing” its attempts to lure back more female viewers – already deserting the network over axed Today co-host Karl Stefanovic.

A four-week, on-air campaign, set to Andra Day pop anthem Rise Up, had been designed to broaden league’s appeal already suffering after last season’s horror headlines, which began last January when Brisbane Broncos player Matt Lodge – disgraced over a violent home invasion in New York – was welcomed back into the game.

Network insiders have confirmed the “heartfelt and emotional” promotional push had “been trashed” after a series of disgusting off-field scandals – including Jarryd Hayne’s arrest over allegations of a brutal sex attack, Ben Barba’s domestic violence-related dumping and Jack de Bellin’s court appearance on rape charges.

As one executive bemoan- ed: “It’s very hard to reset the expectations of rugby league when all this is going on.”

While NRL boss Todd Greenberg was finally pushed last week to call out the latest off-season as a “trainwreck,” the broadcaster is furious at the financial risks it now faces from an audience and advertiser backlash – after paying a record $925 million for the free-to-air rights.

One Nine boss said they “have no sympathy” for the game’s governance.