ITV Extends Prem Rugby Rights & Bolsters Rugby Union Portfolio | Sportcal

ITV Extends Prem Rugby Rights & Bolsters Rugby Union Portfolio | Sportcal

January 22, 2026 discoverhiddenusacom Health

ITV, a major UK broadcaster, has strengthened its commitment to rugby union coverage with a two-year extension of its agreement with Prem Rugby, the top-tier English league. This deal ensures continued free-to-air broadcasting of seven live matches each season, including the final, on ITV1 and its streaming service, ITVX, for the 2026-27 and 2027-28 seasons.

Expanding Rugby Portfolio

This extension builds on an existing partnership and comes as ITV actively expands its rugby portfolio. Recently, ITV secured the rights to the inaugural Nations Championship, a new international competition, and also renewed its agreement for the prestigious Six Nations tournament earlier in 2025. The broadcaster invested £80 million ($106.3 million) to secure the rights to the Nations Championship, guaranteeing coverage of every England rugby union test match this year.

Did You Know? The Nations Championship is a joint venture between the Six Nations collective and major southern hemisphere rugby nations – New Zealand, South Africa, Australia, and Argentina.

A New International Competition

The Nations Championship will feature 12 teams, with two additional nations invited to compete. Matches will be played in July and November every two years. ITV holds the rights to broadcast every game in the competition for its first two editions. The Six Nations deal will see ITV broadcast 10 fixtures annually, including all England games, in exchange for a larger share of the £63 million joint fee with the BBC.

Domestic and International Coverage

While ITV expands its offerings, TNT Sports holds the main rights package for Prem Rugby in the UK, with a deal running through 2031. TNT Sports will simultaneously broadcast the matches shown on ITV. Last year’s Prem Rugby final between Bath Rugby and Leicester Tigers attracted a combined audience of 1.3 million viewers across both broadcasters. Prem Rugby has also secured US coverage through a deal with FloSports.

Expert Insight: ITV’s strategic investment in rugby rights, encompassing both domestic and international competitions, signals a clear intent to become a central hub for rugby fans in the UK, offering a comprehensive viewing experience.

Prem Rugby’s Evolving Strategy

Beyond broadcast rights, Prem Rugby is actively working to enhance its brand and reach. Six months ago, the league rebranded from Premiership Rugby to Prem Rugby, aiming to attract new audiences and commercial partners. The league has also partnered with Whisper, a UK sports production firm, for social media and digital content strategy, including athlete-led content creation. This partnership extends to TNT Sports’ coverage, focusing on ‘digital storytelling’ and talent access.

Frequently Asked Questions

What is the duration of ITV’s extension with Prem Rugby?

The extension covers the 2026-27 and 2027-28 seasons.

How many live matches will ITV broadcast per season?

ITV will broadcast seven live matches per season, including the final.

What is the Nations Championship?

The Nations Championship is a new biennial international rugby union competition involving 12 teams, launched as a joint venture between the Six Nations and southern hemisphere rugby nations.

As ITV and Prem Rugby continue to develop their partnership, and with the introduction of the Nations Championship, how might these developments impact the overall viewership and engagement with rugby union in the UK?