Six Nations Rugby has announced a partnership with software company Sage to bring fans  greater insights into the game.

Spanning the Autumn Nations Series, Guinness Six Nations and TikTok Women’s Six Nations, the deal looks to ‘enhance the viewing experience’ through real time data and analytics captured through smart ball technology and predictive analytics.

Ben Morel, CEO of Six Nations Rugby, said: “Six Nations Rugby is a fan-focussed organisation, working in collaboration with each union, Federation, and partner and to deliver truly unmissable experiences. 

“The partnership with Sage is incredibly exciting for everyone involved, as they share a desire to enhance the experience for audiences, and ultimately bring even more fans into the game.

“To offer fans even greater data and insight from the on-field action through innovative broadcast and social presentation is going to be another important step in ensuring we are offering the best possible experience for the audience, as well as supporting the teams on and off the field.”

Kicking off 29 October when Scotland host Australia, Sage will use its smart ball data for the first time and present its insight to fans in a Six Nations Rugby competition.

The Autumn Nations Series will consist of five rounds of international rugby fixtures that sees the best Northern Hemisphere nations welcome the best Southern Hemisphere competitors.

“Becoming the Official Insights Partner of Six Nations Rugby is an exciting step for Sage, as we continue to bring our insight and decision-making capabilities to life, in a human and accessible way,” commented Cath Keers, CMO of Sage.

“For some teams, the Autumn Nations Series will be the first time they have been able to gather data and insight from the smart ball technology. This is incredibly exciting, given our ambition to support teams in their decision making in training and during games, based on data led insight.

“For fans watching, Sage wants to use its role as official insights partner to help bring that new insight to life and enhance their experience, both through broadcast coverage and across social media. 

“Our Sage customers, partners, employees and communities internationally will also benefit from the partnership with access to tickets, experiences, and content.”

This news follows Sage’s integration as the official insights partner to the Hundred in cricket – from 2023 onwards – and more recently a new deal with MLB.

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