The future of the Six Nations is on risky ground. There were hopes that a change in government at Westminster would lead to a change in the tournament’s protected status on free-to-air TV but that is not the case.
The joint broadcasting deal between the BBC and ITV expires in March and then it is open for bids. Private equity giants CVC will be involved behind the scenes and the fear is they will trade-off the sport’s precious place in the public conscience in pursuit of the biggest cheque. It would be a heavy price to pay for a short-term sugar hit.
Who are the players? TNT Sports have entered the market for international rugby and will surely consider bidding if their coverage of the autumn series is a hit. Backed by Warner Brothers, they recently struck a joint deal with the BBC to show the FA Cup and could explore a similar hybrid option. This could well end up being the happy medium.
Sky Sports was the home of England’s home matches in the late 1990s. They have reduced their rugby portfolio but still hold the rights to the Rugby Championship and the Lions tour. Their appetite for rugby feels lukewarm.
Then there are the Amazon-style market disruptors. Apple TV have reportedly discussed a billion-dollar deal for the 2025 FIFA Club World Cup and they are understood to have expressed an interest in some rugby small-holdings. Another big-ticket move would be unlikely.
There were hopes that a change in government at Westminster could lead to a change in the tournament’s protected status on free-to-air TV
The joint broadcasting deal between the BBC and ITV for the Six Nations expires in March
TNT have entered the market for international rugby and will surely consider bidding if their coverage of the autumn series is a hit
It is a highly politicised issue. Earlier this year, the Welsh government wrote a letter to Julia Lopez MP – then Minister for Media, Tourism and Creative Industries – asking for the Six Nations to be given A-grade protected status on terrestrial TV. They were given a firm ‘no’. One General Election later, the DCMS told Mail Sport that still ‘the government has no plans to review the listed events regime’.
Before she retired in the spring, BBC director of sport Barbara Slater said the broadcaster may no longer be able to afford their share in the competition. She said: ‘Sports rights in the UK have more than doubled in the past decade. The BBC’s income in real terms has gone down 30 per cent.’
Per viewer, the Six Nations is already one of the most expensive properties in their portfolio. ITV have a commercial interest in the England fixtures, whereas the BBC are more duty-bound to their licence-fee payers in Wales and Scotland. Together, the rival channels have struck a balance that keeps eyes on the sport but there is also a requirement to keep money pumping through all levels of the game.
There is a sentiment the sport is overvalued by some of its administrators. Consumer appetites have changed and rugby is battling to keep up. Coaches remain reluctant to buy into the broadcast innovations on display in rival sports. After the Premiership final, it took days to release the player-mic footage of Finn Russell because there were rounds of filter and approval processes. The Test environment is even more restrictive.
There is a sentiment the sport is over-valued by some of its administrators. Per viewer, the Six Nations is already one of the most expensive properties in the BBC’s portfolio.
There is constant pressure that every deal needs to be bigger than the last one but the sport needs visibility more than ever.
Cricket has never recovered from moving behind a pay-wall and rugby could suffer a similar fate if it disappears in its entirety. Three Premiership clubs have gone bust since the last round of negotiations. Let us hope it does not turn into a dash for cash because visibility is more important than ever.
A double dose of good
A double dose of good for Sale Sharks and England: George Ford and Ben Curry are close to signing new contracts.
Ford could command a big salary overseas but the fly-half is in advanced discussions to extend his contract to the World Cup; meaning he could continue to battle Marcus Smith and Fin Smith for the No10 jersey.
Curry is understood to have been offered a three-year contract at his boyhood club.
George Ford and his England team-mate Ben Curry are close to signing new contracts with Sale Sharks
Springboks’ new appointment
The Springboks have appointed sports marketing giants Wasserman to help build their international brand and capitalise on their status as back-to-back World Champions.
The All Blacks became a phenomenon in Asian and American markets between 2011 and 2015, aided by a fascination with the haka.
Now South Africa want to build their commercial value around the world to attract bigger sponsorship and broadcasting deals.
Part of that involves telling the stories of some of their remarkable athletes who have triumphed through adversity and poverty.
One of Wasserman’s first moves has been to schedule an international media day in Jersey before next month’s autumn series, with initial plans to put up all 28 players for interview.
A naked encounter with…Prince William
A story about a naked encounter with Prince William brought the house down on the latest leg of Dan Biggar’s book tour.
The Welsh No 10 told a packed audience in Penarth about an incident when the future King entered the Wales dressing room after a big win in their 2019 season.
As the players celebrated, prop Rob Evans – now playing in the USA – came out of the shower, dropped his towel, and said to the Prince: ‘Alright Wills, how’s it going butt?’
At a time when William’s brother Harry and his wife Meghan Markle were headline news, Evans then added: ‘Your brother is under the thumb, isn’t he?’
Wales’ Dan Biggar revealed an awkward encounter Rob Evans had with Prince William on the last leg of his book tour
Lifelong Aston Villa fan and England captain Jamie George will be in attendance at Villa Park when Unai Emery’s side welcome Bayern Munich in the Champions League
England skipper to attend Villa’s big night
England captain Jamie George will be a special guest at Aston Villa’s historic Champions League game against Bayern Munich on Wednesday night.
George, a life-long Villa fan, has been invited to the VIP lounge alongside the likes of Tyrone Mings for the club’s biggest home European night for 41 years.
Mings went to school with former England centre Jonathan Joseph so should find plenty of common ground with the Saracens hooker.
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