An investment advisor wouldn't be surprised if Spark and TVNZ look to other sports broadcasting rights, following the news they are likely to snap up rights to next year's Rugby World Cup over SKY TV.

Jeremy Sullivan from Hamilton Hinden Green told Larry Williams today's news isn't a good look for SKY.

"It's certainly not a good thing. It is another nail in the coffin for Sky TV. TVNZ and Spark are likely to be drumming up their internal competencies to have a stab at the next round of rights negotiations."

Sullivan says another party, like Amazon, could look to take All Black rugby to the world.

LISTEN TO JEREMY SULLIVAN TALK WITH LARRY WILLIAMS ABOVE