NAIDOC Week 2026: 50 years of Deadly: how representation on and off the field shapes the future of Nine

A perfect example of this is Simon Fordham. By day, Simon serves as Nine’s Head of Partnerships and Operations, a role that keeps him busy driving short and long-term commercial outcomes through our powerhouse sports content offering. But outside of his daily commercial strategies, Simon is also a driving force within Nine’s First Nations Reconciliation Action Plan (RAP) working group.

For this year’s NAIDOC Week, Simon is merging his love for sports broadcasting with his commitment to reconciliation. He is leading a massive, collaborative initiative alongside the NRL to celebrate the theme “50 years of deadly” by shortlisting 60 of the greatest Aboriginal rugby league players of all time.

We sat down with Simon to discuss the upcoming historic voting event, how Nine empowers its people to drive social impact, and why authentic storytelling is at the heart of our culture.

A deeper level of purpose

For a sports lover like Simon, managing the operations behind Wide World of Sports provides plenty of motivation to jump out of bed every single morning. Yet, it is his work with the RAP working group that provides a different layer of personal and professional fulfillment.

“To be involved in channelling the power of Nine’s platforms and workforce to create meaningful change in the reconciliation space means that I can be part of a legacy that shapes Nine’s culture,” shares Simon.

Importantly, Simon highlights that this isn’t an exclusive privilege reserved for senior leadership. Nine actively provides the space and support for all employees to champion causes they care about alongside their core roles.

“The opportunities are there for all of Nine’s employees if you are motivated or passionate about the cause. I want to be a great role model for my kids and champion ideas and concepts that will enrich their lives in the future.”

Uniting two industry leaders for NAIDOC week

Thanks to a long-standing broadcasting partnership with the NRL and a shared history of celebrating incredible First Nations athletes, when looking to deliver a reconciliation initiative for this year’s NAIDOC Week, Simon knew exactly where to look. The NRL is widely considered the industry gold standard for reconciliation, having recently launched its second “Elevate RAP,” a first-of-its-kind achievement for an Australian sporting organisation.

“The NRL has a strong connection with Aboriginal and Torres Strait Islander peoples who have played rugby league, so it was the perfect opportunity for Nine to connect and celebrate reconciliation through sport,” Simon explains.

To bring the “50 years of deadly” celebration to life, Simon brought together a specialised working group from Wide World of Sports and the NRL. Together, they established an elite panel of experts to help narrow down the historic shortlist.

The illustrious panel features a mix of rugby league icons, coaches, journalists, and historians, including:

• Phil Gould (former player and coach, current Nine commentator)
• Roy Masters (former coach and Sydney Morning Herald journalist)
• Professor Megan Davis (ARL Commissioner)
• Kevin Walters (Kangaroos Coach)
• Jessica Skinner (Jillaroos Coach)
• David Middleton (Nine’s rugby league historian)

By combining this expert panel vote with a public vote, Simon ensured that historical legends wouldn’t be overshadowed by modern fan favorites, giving players across the last five decades an equal spotlight.

You can’t be what you can’t see

Executing a project of this magnitude requires incredible operational coordination, a challenge Simon met by leaning on the deep professional and personal relationships he has built over eight years working on the NRL at Nine.

“When you lean into these relationships for an important cause that unites us all, it makes a project of this scale so much more collaborative, rewarding and successful,” he says.

But the true reward goes far beyond a successful broadcast. For Simon, the visible representation of Aboriginal athletes is essential for inspiring the next generation.

“Put simply, you can’t be what you can’t see,” Simon states. “By celebrating our First Nations players in this way we shine a light on their achievements, their talents and their individual journeys. If one young First Nations boy or girl sees these articles it might inspire them to one day play in the NRL or NRLW.”

A particularly significant aspect of this year’s initiative is the equal elevation of the 20 shortlisted First Nations women. With the phenomenal growth of the NRLW and the establishment of clear professional pathways, young girls now have direct lines of sight to the pinnacle of the sport. Today, powerhouse First Nations female athletes like Tamika Upton and Olivia Kernick have rightfully taken their places alongside icons like Cody Walker and Latrell Mitchell as aspirational figures for young kids.

Driven by commercial success, defined by social impact

For professionals considering a career at Nine, Simon hopes this NAIDOC Week initiative serves as a powerful reminder of what media excellence can achieve when combined with a clear purpose.

“The phrase ‘Australia Belongs Here’ reflects Nine’s commitment to inclusivity and representation in the media landscape. We put a huge emphasis on the importance of authenticity and resilience when telling stories through sport, news or drama. A strong message of reconciliation should be built on the same characteristics. It’s the resilience and authenticity shown by the First Nations we are celebrating through this initiative.”