ITV has finalized a deal for live rights to the 2027 men’s Rugby World Cup, solidifying its standing as the premier broadcaster for international rugby in the UK. This new agreement guarantees that ITV will have live coverage of every England international match through at least 2029.

The contract enhances ITV's existing partnership with the BBC, granting ITV two-thirds of the Six Nations tournament games, along with all matches featuring England. Additionally, ITV has acquired live rights for every game in the 2026 and 2028 editions of the upcoming Nations Championship, which kicks off with six matches this Saturday, including fixtures like New Zealand vs. France, Australia vs. Ireland, and South Africa vs. England.

Notably, the England game will air on ITV4 due to a scheduling conflict with the last-16 World Cup tie between Canada and Morocco, which will be featured prominently on ITV1.

ITV reportedly outbid the BBC, which has shown increased interest in rugby union after strong viewership for the Women’s Rugby World Cup last year. The broadcaster aimed to retain exclusive rights rather than pursue a joint venture, recognizing the lucrative advertising potential surrounding live rugby.

This agreement marks the largest UK TV deal for World Rugby, who reached this arrangement relatively late, with the tournament set to commence in just 15 months. Other major markets, such as the United States, Australia, and France, have already secured their broadcasting rights through CBS, Channel Nine, and TF1, respectively.

Both ITV and World Rugby have declined to comment on the agreement.