Six Nations Rugby will remain free-to-air after an “increased commitment” from the BBC and ITV.
As part of a new four-year partnership, both broadcasters will provide coverage of the Guinness Men’s Six Nations Championship until 2029.
ITV will broadcast 10 live matches each season, including every England fixture. BBC Sport will show five live matches involving Scotland and Wales each season, as well as comprehensive live coverage of the Women’s Six Nations and U20 Six Nations.
Niall Sloane, ITV Director of Sport, stated: “This is a monumental deal for rugby fans and ITV as we ensure the Guinness Men’s Six Nations Championship stays on free-to-air television.
“We are also proud to be the home of all England matches for the duration of the deal including England’s much revered clashes with Ireland, Scotland and Wales. The tournament is always one of the sporting highlights of the year, so we look forward to continuing to work with Six Nations Rugby and each union and federation moving forward.”
In addition to live coverage, both broadcasters will show highlights and other exclusive content across a range of channels and social platforms.
Alex Kay-Jelski, Director of Sport at the BBC, said: “This deal is fantastic news for rugby and the BBC, keeping the sport accessible for as many people as possible.
“We are proud to bring the biggest sporting moments to our audiences and this new deal is the perfect news ahead of our exclusive broadcast coverage of the Women’s Rugby World Cup this summer.
“This is an exciting time for rugby, and we are proud to share every thrilling moment with audiences across the UK.”
Ahead of this announcement, there were reports that TNT Sports may secure the rights for the next Six Nations cycle, meaning the competition would no longer be free-to-air. Stakeholders subsequently raised accessibility concerns, highlighting the knock-on effect it may have on grassroots participation.
Tom Harrison, CEO of Six Nations Rugby, indirectly acknowledged these worries in his statement about the media rights partnership.
“The significance of these new and innovative free-to-air partnerships for the Six Nations cannot be overstated,” he said. “By strengthening rugby’s relationships with ITV and BBC, the sport can continue to give as many fans as possible in the UK access to enjoy live coverage of the Six Nations.
“These partnerships allow us to maximise audience reach whilst generating critical revenue for the game, enabling each Union and Federation to protect and grow the sport in their country in the coming years.”
However, Harrison did note that the commercial environment in which rugby is operating is “extremely challenging” and that the “battle for audience attention has never been greater” – two of the main arguments for leaving the free-to-air space.
“The increased commitment from the free-to-air sector is testament to the appeal and status of our iconic championships,” Harrison added.
“The commercial environment in which rugby is operating is extremely challenging and the battle for audience attention has never been greater, but the Six Nations stands alongside the very greatest occasions in world sport, which is reflected by these partnerships.”
Six Nations Rugby has attempted to relieve some of the commercial stress from media rights by exploring new avenues. The competition partnered with the popular mobile game Monopoly Go! ahead of this year’s tournament.
Insider Sport spoke to former England captain and Monopoly Go! ambassador Matt Dawson, who described the sponsorship as “progressive” and suggested it may provide opportunities to grow in North America.
