ITV Reportedly Secures Exclusive UK Rights for 2027 Men’s Rugby World Cup
ITV has reportedly secured the exclusive UK live broadcasting rights for the 2027 Men’s Rugby World Cup, according to The Guardian. The deal prevents the BBC from sharing coverage and solidifies ITV’s hold on major men’s international rugby tournaments through 2029, including the Six Nations and the new Nations Championship.
Why did ITV win the rights over the BBC?
ITV reportedly beat the BBC by pushing for exclusive rights rather than a shared broadcasting agreement, according to The Guardian. The BBC had explored a bid for the tournament following strong viewership numbers for the previous Women’s Rugby World Cup. However, ITV’s strategy focused on maximizing the advertising market surrounding live rugby, which led to its successful acquisition of the 2027 tournament.
What other tournaments does ITV control through 2029?
The 2027 World Cup deal completes a comprehensive portfolio of men’s international rugby for the commercial broadcaster. ITV now holds the rights to the most significant competitions in the sport through at least 2029. This include:
- The Six Nations: ITV will continue to broadcast every match for the next three years.
- The Nations Championship: In December last year, ITV secured the rights to the first two editions of this competition, scheduled for 2026 and 2028.
How will ITV handle in-play advertising for rugby?
ITV is adjusting its commercial strategy based on viewer feedback and current priorities. The broadcaster confirmed it will not use in-play advertising during the Nations Championship, as advertiser spending is currently focused on the Fifa World Cup. ITV expects to reintroduce commercials during the November internationals and the 2025 Six Nations.
This follows a controversial trial of side-screen advertising during this year’s Six Nations. While ITV reported higher engagement from the format, it drew criticism from viewers. Tom Harrison, chief executive of the Six Nations, defended the move in a statement to SportsPro, arguing that such advertising initiatives are necessary to ensure the tournament remains on free-to-air (FTA) television.
Who holds the global rights for the 2027 Rugby World Cup?
The UK deal is part of a broader international media rights program by World Rugby. According to reports, other major markets have already finalized their agreements:
- United States: CBS has secured the rights.
- Australia: Nine Network has reached an agreement.
- France: TF1 has secured the broadcasting rights.
Rugby Broadcasting Summary
| Tournament | UK Broadcaster | Rights Status | Timeline |
|---|---|---|---|
| Men’s Rugby World Cup | ITV | Reportedly Exclusive | 2027 |
| Six Nations | ITV | Confirmed | Next 3 Years |
| Nations Championship | ITV | Confirmed | 2026 & 2028 |
Frequently Asked Questions
Will the 2027 Rugby World Cup be free-to-air in the UK?
Yes. As ITV is a free-to-air broadcaster, the matches will be available to the public without a subscription, though they will be subject to commercial advertising.
Did the BBC lose the rights entirely?
According to The Guardian, ITV’s push for exclusivity means the BBC will not share the live rights for the 2027 men’s tournament, despite the BBC’s interest following the success of the Women’s Rugby World Cup.
When will in-play ads return to rugby coverage?
ITV intends to bring back commercials for the November internationals and the next Six Nations tournament, despite skipping them for the Nations Championship to prioritize Fifa World Cup advertisers.