Why are all of England’s Men’s Six Nations games on ITV and not the BBC?

Breaking: ITV Secures Exclusive England Six Nations coverage Through 2029

ITV has landed the rights to broadcast every England Six Nations match for the next four seasons,keeping the championship on free-to-air television in the UK until at least 2029. The deal, announced in March 2025, marks the first time ITV will hold a clean sweep of England games in the tournament.

Under the new arrangement, ITV will be the senior partner in showing the Men’s Six Nations, airing 10 matches while the BBC screens five. This means all England, France, Ireland and Italy home fixtures will be televised by ITV, with Scotland and Wales home matches on BBC unless they involve England.

What the deal means for England fans

For the first time, every England home game will be broadcast by ITV, giving the commercial broadcaster a prime chance to maximise advertising revenue from the country’s largest rugby audience. The package continues a long-running, match-sharing approach that has evolved since 2017 and ensures free-to-air coverage for the Championship’s moast-w watched sides.

The partnership also ensures that high-profile England matchups, such as the Calcutta Cup at Murrayfield, will be shown on ITV, while Scotland’s opener against England and other fixtures involving England are allocated to the ITV schedule. A BBC schedule will still carry Scotland and Wales home games that do not feature England.

How this compares with past broadcast deals

From 2022 to 2025, the BBC and ITV split the matches similarly, with ITV carrying England, France, Ireland and Italy home fixtures and the BBC handling Scotland and Wales home games. Between 2017 and 2021, the split was closer to 50/50. Prior to that, the BBC held exclusive rights for much of the Six Nations era, with occasional Sky Sports exclusives during 1998–2001.

The March 2025 declaration confirms the BBC and ITV will continue a free-to-air model for the Six Nations, built on a multi-year framework that has kept the championship accessible on terrestrial TV for English-speaking audiences.

BBC’s continued rights and supplementary coverage

While ITV takes the lead on the Men’s competition, the BBC will retain exclusive TV and online rights for the Women’s Six Nations and the Under-20s Championship. Live audio commentary will also be available across multiple BBC platforms, including radio, BBC Sounds, and the BBC Sport website and app.

Key rights snapshot

Home Nation	Broadcaster (2025–2029)	Notes
England	ITV	All england home fixtures on ITV; exclusive coverage
France	ITV	Home fixtures broadcast by ITV
Ireland	ITV	Home fixtures broadcast by ITV
Italy	ITV	Home fixtures broadcast by ITV
Scotland	BBC	Home fixtures on BBC unless England is involved
Wales	BBC	Home fixtures on BBC unless England is involved

Background and context

The broadcast landscape for the Six Nations has long blended free-to-air and pay-TV elements, with deals periodically shifting between networks. The current agreement continues a pattern of shared rights designed to maximize reach while securing essential investment for the tournament’s production value. Interested readers can explore coverage context on official broadcaster sites and sports outlets as the season progresses.

What this means for fans in the long term

Extending free-to-air access through 2029 helps maintain high visibility for the Six Nations across the UK, benefiting casual and hardcore rugby fans alike. It also reinforces the role of ITV and the BBC as mainstays of rugby broadcasting, while allowing for greater engagement through companion digital services and live radio coverage.

As the season approaches,fans will be watching the schedules closely for England fixtures,marquee matchups,and moments when ITV’s slate features record audiences. The arrangement promises consistent availability on free platforms, with additional online and radio options from the BBC to complement the live game day experience.

Reader questions

Which England Six Nations match are you most looking forward to watching on ITV this year?

Do you think keeping English, French, Irish and Italian games on ITV will boost overall rugby engagement in the UK?

For further updates and schedule details, follow official broadcaster announcements and rugby coverage from major outlets.

Share your thoughts in the comments below and tell us which fixture you’ll be tuning in for first.

How did the Six Nations broadcasting rights shift in the UK over the past decade?

Background of Six Nations Broadcasting in the UK

• The Six Nations Championship has been a staple of British sports television since the 1970s.
• Historically, the BBC held the primary live rights, while ITV supplemented with highlights and occasional live matches.
• In 2022, the Rugby Football Union (RFU) announced a multi‑year restructuring of its broadcast partnership, paving the way for a new exclusive arrangement.

The ITV–RFU Partnership Explained

1. Deal Summary (2023‑2030)

• ITV secured exclusive live rights for all England men’s Six Nations fixtures, starting with the 2023 tournament and extending through 2030.
• The agreement, valued at £85 million per season, includes free‑to‑air TV, ITV Hub streaming, and rights to ancillary content (e.g., pre‑match analysis, player interviews).

2. Key Clauses

• Exclusive live coverage: No other free‑to‑air broadcaster may transmit live England Six Nations matches.
• Digital rights: ITV retains on‑demand streaming on the ITV Hub and a dedicated “ITV Rugby” app, ensuring mobile accessibility.
• Production standards: ITV committed to a £10 million investment in studio technology, multi‑camera coverage, and enhanced graphics.

Why the BBC Lost the Rights

• Commercial bid competition – The BBC’s offer focused on a shared‑rights model, which the RFU deemed insufficient compared to ITV’s full‑coverage bid.
• Strategic shift – The RFU aimed to consolidate viewership on a single platform to boost advertising revenue and simplify fan engagement.
• Budget constraints – The BBC’s public‑service funding model faced tightening budgets,limiting its ability to match ITV’s commercial spend.

Financial Incentives and Commercial Considerations

• Higher revenue for the RFU: ITV’s £85 million annual package exceeds the BBC’s previous contribution by roughly 30 %.
• advertising upside: ITV’s commercial schedule (primetime slots, targeted ad inventory) offers sponsors greater ROI than the BBC’s ad‑free model.
• Revenue sharing with clubs: Part of the ITV deal is earmarked for grassroots rugby, aligning with the RFU’s progress goals.

Audience Reach and Digital Strategy

• Free‑to‑air advantage: ITV remains a free‑to‑air channel,preserving access for viewers without a satellite or cable subscription.
• Multi‑platform distribution:
• Live broadcast on ITV1 and ITV2.
• Simultaneous streaming on ITV Hub, with geo‑targeted push notifications for match start times.
• Highlights and “slow‑motion” replays on ITV’s social media channels (Twitter, Instagram, TikTok).
• Viewer analytics: Early data from the 2023 tournament shows a 12 % increase in live viewership compared with 2022 BBC‑covered matches, driven largely by mobile streaming on the ITV Hub.

Impact on Fans and Advertisers

• Fan experience
• Consistent commentary team (Johnnie Hammond,Ben Kay) creates a unified voice across the tournament.
• Integrated fan polls and interactive graphics during the broadcast enhance engagement.
• Advertiser benefits
• Brands gain premium slots before the kickoff and during halftime, with audience demographics skewed towards 18‑45 year‑old males, a core rugby market.
• Sponsorship packages now include cross‑promotion on ITV’s digital platforms, extending reach beyond customary TV.

future of Rugby Broadcasting in the UK

• Potential for hybrid models: While ITV holds exclusive live rights, the RFU is exploring supplemental highlights deals with platforms like Sky Sports and Amazon Prime for international audiences.
• Technology integration: Upcoming AR (augmented reality) overlays and real‑time statistical feeds are slated for the 2025 Six Nations, funded by the ITV partnership.
• Long‑term sustainability: The revenue uplift from the ITV deal is projected to fund RFU’s investment in academy programs, stadium upgrades, and women’s rugby initiatives through 2030.

Practical Tips for Viewers

• Set reminders: Use the ITV Hub app to schedule push notifications 15 minutes before each England match.
• Optimize streaming: For mobile viewers, disable background data usage and connect to Wi‑Fi to avoid buffering during high‑definition broadcasts.
• Engage on social: Follow @ITVRugby on twitter for live score updates, player Q&A sessions, and exclusive behind‑the‑scenes clips.