ITV has secured the live broadcasting rights for the 2027 men's Rugby World Cup, solidifying its position as the primary broadcaster of international rugby in the UK. The agreement guarantees that ITV will air every England men's international match until at least 2029, complementing its existing joint Six Nations deal with the BBC, which grants ITV two-thirds of tournament games and all England fixtures.
New Nations Championship Rights Acquired
In addition to the World Cup, ITV has purchased live rights for all matches of the 2026 and 2028 editions of the new Nations Championship. This competition kicks off on Saturday with six matches, including New Zealand vs France, Australia vs Ireland, and South Africa vs England. The England game will be broadcast on ITV4, as it conflicts with a World Cup last-16 match between Canada and Morocco, which will receive priority on ITV1.
Competition and Market Dynamics
ITV is understood to have outbid the BBC for the World Cup rights, following the BBC's renewed interest in rugby union after strong viewership for the Women's Rugby World Cup last year. ITV opted for an exclusive deal rather than a joint arrangement, citing the lucrative advertising market surrounding live rugby. The UK television deal is the largest for World Rugby, the tournament organizer, which finalised the agreement relatively late given the competition starts in 15 months.
Television contracts in other major markets were secured earlier. CBS and Paramount+ hold live rights in the United States, which will host the men's World Cup in 2031 and the women's edition in 2033. Channel Nine has acquired rights in Australia, while TF1 has done so in France. ITV and World Rugby declined to comment on the deal.
