ITV has secured exclusive free-to-air UK broadcast rights for all 52 matches of the men’s Rugby World Cup 2027 in Australia, extending a partnership that began in 1991. The agreement ensures every game will be available across ITV, ITVX, and ITV Sport YouTube.
The commercial broadcaster has beaten off competition from the BBC to secure the tournament extending the broadcaster’s coverage of the tournament to a 10th successive edition. World Rugby left the broadcast agreement relatively late given the tournament begins in just 15 months, with television contracts in other large markets already settled some time ago.
Tournament Scale and Match Access
The upcoming tournament in Australia will feature 24 teams, introducing an expanded format that includes a last-16 knockout round. The competition officially opens on October 1 next year with hosts Australia taking on Hong Kong.
“Australia 2027 will be a landmark moment for rugby. With 24 teams, more matches, more stories and more opportunities for emerging nations to shine on the world stage, the tournament will power a new era for the game.”
Alan Gilpin, World Rugby chief executive
All 52 matches will be broadcast live. Viewers across the United Kingdom will be able to watch via ITV, ITVX, or ITV Sport YouTube, reinforcing a shared commitment to keep rugby’s pinnacle competition accessible to all fans.
“This is much more than a new agreement with a trusted partner, it is a statement of intent to ensure that everyone in the UK can experience and be inspired by one of the world’s iconic sporting events, its action, drama and personalities.”
ITV agrees deal for 2027 Rugby World Cup and sews up rights to England men
Alan Gilpin, World Rugby chief executive
In 2027, Men’s Rugby World Cup will mark its 40th anniversary, with ITV having been an integral part of the tournament’s success story since 1991 and its growth as one of the most watched and celebrated events in global sport. The tournament will continue to reach existing fans while introducing the sport to new audiences across the UK, helping to inspire the next generation of players and supporters. ITV’s passion for rugby, commitment to innovation and ability to tell the stories that define Rugby World Cup have been central to the tournament’s success in the UK for more than 30 years, and will again be a major feature of Australia 2027, with every minute of every match available for UK fans.
Securing the Home of Rugby Portfolio
This tournament deal anchors a broader rights strategy for the broadcaster.
Photo: theguardian.com
The England game is scheduled to be shown on ITV4, as it clashes with the last-16 World Cup tie between Canada and Morocco, which will be given greater prominence on ITV1. Through its joint Six Nations deal with the BBC, ITV holds two-thirds of the tournament’s games and all England matches. The new contract ensures ITV retains live coverage of every England men’s game currently scheduled until summer 2029. Matches involving Scotland, Wales, and Ireland will also remain free-to-air in the United Kingdom over the same period.
Commercial Strategy and Global Context
ITV was determined to keep exclusive rights rather than explore a joint deal, largely because the advertising market around live rugby proves particularly lucrative for the commercial network. ITV is understood to have beaten off competition from the BBC to secure the World Cup, with the corporation having shown a renewed interest in rugby union since getting large viewing figures for its coverage of the Women’s Rugby World Cup last year.
Photo: scotlandrugbynews.com
“This is a monumental deal for audiences across the UK delivering coverage on ITV of the biggest rugby tournament. We’ve enjoyed a long standing partnership with World Rugby and this will continue to thrive.”
Niall Sloane, ITV Director of Sport
This partnership further secures ITV as the home of rugby adding to our extensive portfolio and commitment of rugby coverage across ITV1, ITVX and ITV Sport YouTube. International broadcast rights for the tournament are falling into place globally. Channel Nine has bought the rights in Australia, TF1 has done so in France, and CBS and Paramount+ securing live rights in the United States, which will stage the men’s World Cup in 2031 and the women’s edition two years later.
