All of Australia’s sporting codes - including the AFL and NRL - could be impacted as pay TV provider Foxtel reins in spending on "non-marquee" sports, in a sign the era of record rights deals may be ending.

Foxtel spends $800 million on sports rights each year and media analysts say moves to pull back spending by the pay TV giant could affect the entire sporting landscape.

AFL and NRL could be affected by Foxtel's cost-cutting measures. Credit:AAP

“There is no question now that Foxtel is putting away its cheque book and Foxtel has been the driver of this market,” said media analyst Steve Allen.

Rupert Murdoch's News Corp, which owns 65 per cent of Foxtel, flagged cuts to "non-marquee sports" in an update to the ASX on Monday after revealing the pay TV company lost $417 million in 2018.