Sky TV seem set to win broadcast rights for the All Blacks, Rugby Championship and Super Rugby until 2025.
The war for New Zealand's sport viewership has ramped up in recent months, with Spark Sport securing, but struggling to provide quality Rugby World Cup coverage, then snaring NZ Cricket rights from next April.
NZME reports that Sky has retained the big prize though - NZ Rugby rights for five more years, after its current deal expires in 2020, at a reported $400 million.
But Sky sport director Tex Teixeira would not comment on the reports.
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"It's no secret we are in ongoing negotiations with NZ Rugby and Sanzaar, and are keen to retain the rugby rights," he said.
"However, we have nothing to report at this tage and are not able to comment on rumours.
"As a listed company, if and when we have something to announce, we will share it with our investors, our customers and media."
After losing cricket rights on Thursday, Sky TV's share price dropped to a record low of 87c on the NZX on Friday morning.
But it has also become a major player in the sponsorship market, snapping up naming rights for the NZ Breakers and the Wellington Regional Stadium.