Premiership Rugby has solidified its commitment to free-to-air television by extending its broadcast partnership with ITV, ensuring England's top-flight league remains accessible to a wide audience through at least 2029. The renewed agreement will see ITV broadcast seven matches per season, including the highly anticipated final, continuing a successful five-year collaboration between the two organisations.
Broadcasting Landscape Strengthened
This extension reinforces ITV's position as a major broadcaster of rugby union in the United Kingdom. Every Premiership Rugby match will continue to be available on TNT Sports throughout the season, while ITV's free-to-air coverage provides crucial accessibility for fans without subscription services. The broadcaster already shares Six Nations rights with the BBC and is scheduled to show the inaugural Nations Championship this year, creating a comprehensive rugby portfolio that ensures all England international matches will be free-to-air until 2029.
Executive Perspectives on the Partnership
Niall Sloane, ITV Sport's director, emphasised the significance of this arrangement, stating: "The Premiership delivers world-class rugby entertainment, and extending our current agreement means ITV continues to provide free-to-air rugby for UK audiences. This addition complements our expanding rugby coverage perfectly."
Ollie Lewis of Premiership Rugby echoed this sentiment, adding: "We're thrilled to continue our partnership with ITV into its fifth year. Providing fans with free-to-air access throughout the season, alongside Six Nations coverage, creates an ideal platform to showcase our league's stars to broader audiences."
Viewership Impact and Future Developments
The partnership has demonstrated substantial audience appeal, with last season's final between Bath Rugby and Leicester Tigers attracting 1.3 million viewers across ITV and TNT Sports, achieving an impressive 16.5 per cent audience share. This success comes as Premiership Rugby contemplates significant structural changes, with clubs expected to support a franchising model that could ringfence the top flight for several years and separate it from the rest of England's rugby pyramid.
Season Schedule and Immediate Context
Premiership Rugby resumes this weekend following a two-week break for the Investec Champions Cup, before pausing again for the Six Nations championship. This broadcast agreement extension arrives at a pivotal moment for the league, potentially overseeing a new era of stability and growth as it navigates both sporting and broadcasting landscapes.
