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ITV Eyes Full Six Nations Control, Sparking UK Rights Rumble

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  Published in Sports and Competition on Tuesday, December 2nd 2025 at 12:43 GMT by The Sun

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ITV’s Bold Bid to Take Over Six Nations Rugby Coverage Sparks a UK‑Wide Rights Race

In a move that could reshape the way the United Kingdom watches one of its most beloved sporting events, ITV has revealed that it is in advanced negotiations to secure the television rights to the Six Nations Championship for the 2025‑26 season. The network, which has long been a staple of British sports broadcasting, says the bid is part of a broader strategy to capture audiences back from pay‑TV rivals and to position itself as a key player in the post‑COVID sports media landscape. However, the challenge will come in the form of a vigorous rival bid from TNT Sports, the high‑profile subscription‑based sports channel owned by Discovery/Paramount.

The Stakes of the Six Nations

The Six Nations Championship – featuring England, Scotland, Wales, Ireland, France, and Italy – is the pinnacle of international rugby union in the northern hemisphere and a staple of the British sporting calendar. Each year, the tournament generates a staggering amount of revenue for the six national unions, with the bulk coming from broadcasting deals, sponsorships and ticket sales. While the tournament has historically been dominated by free‑to‑air coverage (primarily on the BBC and ITV), the recent trend toward pay‑TV deals is threatening to make the sport less accessible to many fans.

Under the current arrangement, the BBC and ITV share the live broadcasting rights, with the BBC responsible for most of the matches in the first half of the season and ITV taking the latter part. This arrangement was set to run until the end of the 2023‑24 season, after which the six unions will put the rights up for tender. ITV’s bid comes just as the unions are evaluating the offers, and the network’s willingness to pay a premium could tip the scales in its favour.

ITV’s Proposal

ITV has outlined a multi‑year proposal that includes a combination of live broadcasts, highlights packages and a strong emphasis on digital coverage. According to the network’s statements, the deal would involve:

• Live coverage of all six matches per round (with one exception per season to allow for other programming commitments).
• Highlights and analysis packages that run on ITV’s main channels and a dedicated streaming platform.
• The creation of a new “rugby hub” on ITV’s website and app, featuring real‑time statistics, behind‑the‑scenes footage, and exclusive interviews.
• A partnership with the Six Nations’ official streaming service to provide a “hybrid” viewing experience that merges free‑to‑air highlights with subscription‑only full‑match streams.

ITV has also signalled its intention to produce high‑profile documentaries and behind‑the‑scenes features that delve into the histories of the national teams, thereby leveraging the network’s extensive experience in sports drama and storytelling.

TNT Sports: The New Contender

TNT Sports, a brand that emerged from the merger of Discovery’s SportsNet and Paramount’s CBS Sports, has already made a name for itself by winning the rights to the 2024 Six Nations. The channel’s bid included a comprehensive digital strategy, heavy emphasis on interactive features, and a clear intent to bring the tournament to a global audience through its international platforms.

In a recent statement, TNT Sports CEO Thomas McLaughlin said the network was “prepared to double the investment” if the rights were granted, a bold move that signals the channel’s determination to dominate the rugby market. The network’s financial backing from the Discovery and Paramount conglomerate gives it a significant advantage in terms of both capital and content production capabilities.

Other Players in the Field

While ITV and TNT Sports dominate headlines, other broadcasters have also expressed interest in securing Six Nations rights. Sky Sports has hinted at a “long‑term partnership” with the Six Nations, contingent on the outcome of the bidding process. Channel 4, known for its “free‑to‑air” sports coverage, has also been in talks, but the network’s limited budget and the growing premium‑content environment make a full‑coverage deal less likely.

In addition, the BBC is reportedly exploring a “flexible partnership” model that would allow it to continue showing key matches on its flagship channels while also streaming additional content through its BBC iPlayer service. However, the network is facing budget constraints that may limit the scope of its involvement in future deals.

What This Means for Fans

Should ITV secure the rights, rugby fans would experience a mix of free‑to‑air and subscription‑based coverage. While the core matches would remain accessible on ITV’s free channels, the network’s focus on digital platforms may push additional content behind a pay‑wall. TNT Sports, on the other hand, is already moving toward a subscription‑first model, meaning fans could face a “pay‑to‑watch” reality for every game.

Sports analysts warn that a shift to pay‑TV could alienate a segment of the rugby audience, particularly older viewers and those in lower‑income households. However, proponents argue that a higher‑quality viewing experience, with advanced statistics and interactive features, would ultimately attract new fans.

The Future of Rugby Broadcasting in the UK

The bidding war for Six Nations rights reflects a larger trend in UK sports broadcasting, where free‑to‑air networks are increasingly forced to compete with a growing number of subscription services. The outcome of this contest will not only determine who sees the next generation of rugby stars but could also set a precedent for how other sports – such as football and tennis – negotiate their own broadcasting deals in the future.

For now, the six national rugby unions will carefully weigh the financial offers against the potential impact on viewership and brand exposure. As negotiations intensify, the United Kingdom’s sports fans are in for a season of heightened anticipation, both on and off the field.