In a significant coup for free-to-air sports broadcasting, ITV has confirmed a major new international rugby rights deal ahead of the upcoming Six Nations tournament. The agreement ensures that UK viewers will be able to watch the first two editions of the highly anticipated Nations Championship without a subscription fee.
A Landmark Agreement for Free-to-Air Rugby
The broadcaster has successfully secured the exclusive UK television rights to the new competition, which is set to launch this July. This follows ITV's renewal last year as the primary broadcaster for the Six Nations, solidifying its position as a leading destination for rugby union coverage in the United Kingdom.
Niall Sloane, ITV's director of sport, hailed the arrangement as a landmark deal for ITV Sport. He emphasised the broadcaster's commitment to securing the future of free-to-air rugby coverage for a UK audience. With a minimum of 124 international matches scheduled over the next four years, Sloane stated that ITV looks forward to showcasing the very best of global rugby to help the sport grow its audience.
Comprehensive Coverage Details
Under the terms of the new deal, every single fixture from the 2026 and 2028 Nations Championship tournaments will be broadcast live across ITV's channels. Furthermore, the agreement extends beyond the championship itself. ITV will also show the warm-up fixtures ahead of the 2027 Rugby World Cup, as well as additional international rugby action scheduled for 2029.
This expansion of ITV's rugby portfolio means that every England international match leading up to the next World Cup will be shown live on the channel. It is also highly probable that ITV will renew its agreement for the major tournament when the time comes, continuing its long-standing relationship with the sport.
Competitive Bidding and Broadcast Rivalry
Industry reports suggest that ITV faced stiff competition for the rights, ultimately beating out TNT Sports to secure the deal. TNT Sports had previously broadcast the last two editions of the Autumn Nations Series and had expressed a strong interest in acquiring the rights to the new Nations Championship. ITV's successful bid represents a strategic victory in the competitive sports broadcasting landscape.
The Nations Championship Format
The new Nations Championship is operated by the Six Nations and Sanzaar. The competition will feature the six top European rugby nations pitted against the four Rugby Championship teams—South Africa, New Zealand, Australia, and Argentina—plus Fiji and Japan. The tournament will culminate in a finals weekend held at Twickenham's Allianz Stadium in November each year.
The 2026 schedule promises thrilling action. England, under coach Steve Borthwick, will open their campaign against world champions South Africa in Johannesburg on the 4th of July. This coincides intriguingly with the same weekend the FIFA World Cup football Round of 16 begins, creating a summer of major sporting events on ITV.
Wales and Scotland will also face the Springboks, Fiji, and Argentina during the July window. The home nations will then host New Zealand, Australia, and Japan in the autumn series. For Ireland, France, and Italy, the schedule is reversed, with home games against the latter three southern hemisphere nations taking place in November.
Broader Implications for Rugby Broadcasting
This deal underscores ITV's deepening investment in rugby union. In a related move, the broadcaster has also extended its agreement with Premiership Rugby to show seven live club games per season for a further two years. This comprehensive approach ensures that fans have access to both international and domestic top-flight rugby on a free-to-air platform.
The decision to broadcast the Nations Championship free-to-air is seen as a crucial development for the sport's accessibility and growth in the UK. By placing these major fixtures on a channel available to all, rugby's governing bodies and broadcasters are betting on increased visibility to attract new fans and sustain the game's popularity for years to come.
