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ITV has secured the exclusive free-to-air broadcasting rights to the Rugby World Cup 2027, reinforcing its position as one of the UK’s leading destinations for major international sporting events.
The agreement will see ITV provide comprehensive coverage of the tournament across its linear television channels and digital streaming platform, ensuring fans have broad access to one of rugby’s biggest global competitions. The acquisition continues ITV’s long-standing relationship with premium sports rights and strengthens its live event portfolio.
For World Rugby, the partnership guarantees extensive national exposure in one of the sport’s most important broadcast markets while supporting efforts to grow audiences ahead of the expanded 24-team tournament. Premium free-to-air coverage remains a key component of the organisation’s strategy to maximise fan engagement and commercial reach.
The deal also highlights the enduring value of live sports rights in an increasingly fragmented media landscape. As broadcasters compete with streaming platforms for premium content, major international tournaments continue to serve as powerful drivers of audience growth, advertising revenue and platform engagement.
By adding the Rugby World Cup 2027 to its schedule, ITV further strengthens its sports offering and reinforces the importance of live events in attracting large-scale audiences across both broadcast and streaming platforms.
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