Government keen for Six Nations games to still be shown on terrestrial television

➤ BBC and ITV expected to have share of any future rights ➤ Game ‘could attract more viewers by rethinking coverage’

Key figures within government are keen for the Six Nations to remain on terrestrial television, with the most likely outcome a deal that would see BBC and ITV having a share of the rights.

An announcement on any agreement is not expected until next month, but Sky, BT and Amazon are believed to be keen to be in the bidding process. Any broadcast deal will be agreed by all Six Nations stakeholders but the popularity of the Six Nations games shown freeto-air during lockdown has not been lost on politicians.

With rugby looking to reach wider audiences, an expert on commerce and sport says the game could tap into audiences in North and South America, while female and younger viewers could be tempted to the game by revolutionising the way it is broadcast.

Although the Six Nations has declined to comment about the future shape of TV coverage, Andrew Umbers, managing partner of Oakwell Sports Advisory, told The Daily Telegraph: “It is very important to maintain and increase the audience for rugby, which will probably include free-to-air. We have seen changing consumption patterns for the age group of 16-30. Their consumption has increased for streaming services like Netflix and Amazon. Rugby in general will find that marriage which will include Sky and BT.

“There is a fragmented rights landscape and that normally reduces the value. When one looks at what has happened in rugby, there has been a lack of a centralised commercial strategy across the national and club game. That frustrates the media partners and it actually does erode the total value proposition. There is a need for an aggregation.”

Umbers also suggests introducing gaming and esports into rugby stadiums and asking broadcasters to include broader explanations of the games’s sometimes complex rules in their coverage, with the use of statistics and data. The next challenge for rugby, according to Umbers, is to expand the sport’s reach, with the women’s game, Europe, North and South America targeted for future expansion. USA Rugby has already announced a feasibility study ahead of potentially bidding for either the 2027 or 2031 World Cups and Umbers believes it is a logical next step for the competition.