Here’s a game-changer for rugby fans: ITV has just secured a two-year extension to broadcast Gallagher PREM Rugby, ensuring free-to-air access to some of the most thrilling matches in the sport. But here’s where it gets exciting—this isn’t just about continuing a partnership; it’s about expanding the reach of rugby to a broader audience. Let’s break it down.
ITV and PREM Rugby have renewed their long-standing collaboration, guaranteeing that fans will enjoy seven live matches per season on ITV1 and ITVX, including the highly anticipated Gallagher PREM Rugby Final. This new two-year deal, covering the 2026/27 and 2027/28 seasons, will bring a total of 14 matches to viewers at no cost. And this is the part most people miss—it’s not just about the PREM Rugby; ITV is also deepening its rugby portfolio by broadcasting the Guinness Men’s Six Nations Championship 2026, with all England matches airing on the network.
Ollie Lewis, Head of Broadcast for PREM Rugby, expressed his enthusiasm: “We’re thrilled to continue our partnership with ITV, now in its fifth year. Offering fans free-to-air access to Gallagher PREM Rugby alongside the Six Nations is the perfect way to showcase our league’s stars to a wider audience.” This strategy isn’t just about viewership—it’s about making rugby more accessible and engaging for everyone.
Last year’s Final, simulcast on ITV and TNT Sports, drew a combined audience of 1.3 million viewers, capturing a 16.5% share of UK viewers—that’s roughly one in six people tuning in. But here’s the controversial bit: Is free-to-air broadcasting the future of sports, or will subscription models dominate? Let us know your thoughts in the comments.
Niall Sloane, Director of ITV Sport, added: “The Gallagher PREM Rugby delivers world-class action, and this extension ensures ITV remains a go-to destination for free-to-air rugby in the UK, further expanding our rugby offerings.” All matches broadcast on ITV will also be available on TNT Sports, giving fans multiple ways to watch.
So, what does this mean for rugby? It’s a win-win for fans and the sport itself, but it also raises questions about the balance between accessibility and monetization. Do you think free-to-air broadcasting is essential for growing sports like rugby, or is it a dying model? Share your opinion below!
