Such as move would also stymie attempts by each of the television networks to gain a slice of the digital rights, having seen the success Seven West Media had broadcasting matches at this year's Australian Open tennis across multiple platforms.

The networks believe having digital and broadcast rights would also allow them to better sell advertising packages across multiple platforms and are keen to explore gaining some digital rights as part of their bids. In particular, they have seen Cricket Australia and Nine Entertainment Co's digital joint venture as a successful example of how a sport and network can work in concert in commercial and digital terms.

Online subscribers

Telstra now keeps the revenue from the tens of thousands of online subscribers who pay for AFL and NRL games delivered via apps and shares advertising on each league's websites.

It has experienced big growth in NRL and AFL streaming this year. In the current 2015 season 45 million minutes of AFL and NRL action has been viewed via Telstra mobile devices, 25 million of which has been rugby league.

In a new rights deal it could extend exclusive in-stadium offerings to customers to include newly-developed apps containing statistical and game data delivered via Wi-Fi, and insist only Telstra customers can access matches online.

Point of difference

It could funnel club or league-generated content from their websites to its video-streaming customers, which would be a point of difference in the increasingly crowded subscription video-on-demand (SVOD) market that is for now dominated by US giant Netflix.

However, AFL and NRL clubs have expressed concern about the control Telstra has over club websites and the media units of both leagues have at times had problems not having full control over their digital rights. Those concerns would be ignored should Telstra write a large enough cheque for new rights.

A Telstra spokesman would not comment on ongoing negotiations but said the company wanted to be "the leading aggregator of premium experiences and content for our customers. We are committed to giving our customers access to exclusive digital content and connected experiences over multiple devices. Our partnerships with the AFL and NRL do just this, giving fans of the codes great experiences and value."