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NRL Appoint Alexi Baker In Crucial Executive Role

T
he NRL has appointed Alexi Baker for the newly created role of NRL chief customer and digital officer, taking on digital, marketing, and commercial responsibilities.

Alexi Baker is a former Nine Entertainment managing director and was important in past Nine Entertainment dealings such as the 2018 merger with Fairfax media, Nine’s exchange of cricket rights for tennis rights, and the growth of streaming service Stan.

Baker departed Nine Entertainment in October 2020.

Baker replaces chief digital officer Alex Alderson and her responsibilities will include managing broadcast rights and game-day entertainment.

Nine Entertainment currently broadcasts the NRL on their television channel as well as streaming service Stan after a deal last year that secured the rights until the end of 2022, which Baker was involved in.

Baker is expected to be an integral part of future NRL broadcast discussions, whose rights are currently split between Channel Nine, Foxtel, Kayo Sports, and Stan Sport.

Baker will also be expected to convince television networks the strengths of the recently discussed conference system if NRL proceeds with it.