ITV has won the exclusive UK broadcast rights for the 2027 Rugby World Cup in Australia, securing the tournament for free-to-air television. The deal, announced by World Rugby on Tuesday, includes all matches involving the England men's team and the final, ensuring wide accessibility for fans across the United Kingdom.
Details of the Agreement
The agreement covers the men's Rugby World Cup scheduled for October and November 2027, hosted across multiple Australian cities. ITV will broadcast all 48 matches live, with highlights and digital content also included. While financial terms were not disclosed, industry sources estimate the deal to be worth over £100 million, reflecting the growing value of rugby broadcast rights.
World Rugby CEO Alan Gilpin said, "This partnership with ITV ensures that the Rugby World Cup remains accessible to the widest possible audience in the UK. ITV's commitment to showcasing the tournament across its platforms aligns with our vision to grow the sport globally."
Impact on Rugby Fans
The move is a significant boost for English rugby fans, who will now have free-to-air access to all England matches, including potential knockout stages. Previously, the 2023 Rugby World Cup was split between ITV and pay-TV broadcaster S4C in Wales, with some matches behind a paywall. This deal guarantees all matches are available on a free-to-air channel in the UK, a key demand from fans and politicians alike.
ITV's Director of Sport, Niall Sloane, said, "We are delighted to bring the Rugby World Cup back to ITV. The tournament is one of the world's great sporting events, and we look forward to delivering comprehensive coverage for viewers across the UK."
Broader Context
The 2027 Rugby World Cup will be the first held in Australia since 2003, when England famously won the title. The tournament is expected to attract record crowds, with matches scheduled in Sydney, Melbourne, Brisbane, Perth, and Adelaide. World Rugby has also announced that the women's Rugby World Cup in 2025 will be broadcast on the BBC, ensuring both men's and women's tournaments remain on free-to-air television in the UK.
The deal with ITV covers only the men's tournament; rights for the women's Rugby World Cup 2029 are yet to be announced. However, World Rugby has committed to keeping both tournaments on free-to-air channels in the UK as part of its strategy to increase participation and viewership.
