ITV is on the verge of securing a landmark broadcasting agreement that would see it become the exclusive free-to-air home of England's international rugby union matches for the next five years.
Multi-Million Pound Deal Secures Free-to-Air Future
The commercial broadcaster is in advanced talks to sign a £90 million deal that would grant it the rights to broadcast every England rugby Test match until 2029. This significant package is expected to include the new Nations Championship tournament, set to launch in the 2026 season.
ITV is understood to have outbid its main rival, TNT Sports, which had been the frontrunner after broadcasting the autumn internationals for the past three years. The move comes as the BBC's sports budget faces continued constraints, allowing ITV to capitalise and expand its rugby portfolio dramatically.
Expanding ITV's Rugby Dominance
This new deal would significantly bolster ITV's already substantial rugby offering. The channel already holds joint rights with the BBC for the Six Nations, having paid the larger share to secure exclusive coverage of every England match in that tournament. That arrangement gives them 10 of the 15 Six Nations fixtures overall.
The Nations Championship package is set to expand that footprint exponentially. ITV would broadcast all matches involving the Six Nations teams and their major southern hemisphere rivals. This includes fixtures against rugby powerhouses like South Africa, New Zealand, Australia, Argentina, Fiji, and Japan.
England will launch their Nations Championship campaign with a tough opening Test against South Africa in Port Elizabeth next July, followed by games against Fiji and Argentina.
Strategic Win for ITV Amid Rival Setbacks
The deal, while not yet finalised, is considered highly likely to proceed, as tournament organisers are expected to favour a lucrative offer that guarantees a large, non-paywalled audience. ITV's recent rugby broadcasts have delivered strong viewing figures, with audiences reaching up to 6 million.
This acquisition aligns with ITV's long-term rugby strategy, as the broadcaster also holds the rights for the 2027 Rugby World Cup in Australia. The failure of TNT Sports to secure the Nations Championship rights follows a series of setbacks for the broadcaster, including losing its UEFA Champions League football coverage to Paramount+ and seeing the Europa League and Conference League packages go to Sky Sports.
For fans, the agreement ensures that top-tier England rugby, including the new flagship international tournament, will remain freely accessible on terrestrial television for the foreseeable future.
