AMAZON HUNTS RUGBY MARKET

RUGBY could make a radical breakaway from traditional broadcast this autumn after Amazon Prime opened talks to show the upcoming Eight Nations tournament.

Sky Sports’s long-term deal for England’s November internationals is up for renewal and Sportsmail understands online retail giant Amazon has registered an interest in securing the rights for the oneoff competition.

RTÉ currently holds the rights to broadcast Ireland’s autumn internationals with Channel 4 holding the rights in the UK.

That current deal runs until November 2021.

Amazon’s stock hit an all-time high during lockdown due to changes in spending habits and it has the financial clout to outbid Sky Sports, BT Sport, BBC, RTÉ and Virgin Media.

The Six Nations have been put in charge of the tender process and negotiations remain open with all parties, although there is a feeling that Sky Sports overpaid in its previous deal.

Amazon are interested in a oneoff, multi-million-euro deal for November, which coincides with its strategic push to attract new customers before the busy Christmas period.

It has already broadcast the Premier League and the US Open but now rugby wants to join the movement after suffering crippling revenue losses due to Covid-19. Industry expert Andy Sutherden told Sportsmail that the move would be a shrewd e-commerce play.

‘The timing of the autumn rugby fixtures is perfect for Amazon because it’s the prime trading period for black Friday and Christmas,’ said Sutherden, who advises major companies that partner with the likes of the Premier League, IOC, FIFA and World Rugby.

‘There aren’t many prominent sporting events up for grabs in the Q4 of October, November, December and it’s all about getting into the public conscience.

‘Their broadcast strategy is to be very visible to the public when they want to attract the maximum amount of online retailing.’

A Six Nations spokesperson said: ‘Six Nations are busy finalising the arrangements for the autumn competition including broadcasting. An announcement will be made when all elements are finalised.’