ITV has reportedly moved to secure the 2027 men’s Rugby World Cup rights, giving England supporters a clearer free-to-air route through the next major cycle.
The Guardian reports that ITV has agreed a deal for the tournament in Australia, strengthening a broadcast position already built around the Guinness Six Nations and the new Nations Championship.
The practical effect is sharp: every England men’s international would remain live on ITV until at least 2029. That matters before Saturday’s Nations Championship opener against South Africa, a fixture already carrying selection, altitude and commercial weight. ReadRugbyUnion has already examined the match context in its Springboks-England build-up.
ITV becomes the undisputed home of international rugby in the UK until 2029, offering fans the most comprehensive free-to-air access to international rugby since the game turned professional.
— ITV Rugby (@ITVRugby) January 26, 2026
Why the broadcast grip matters
ITV’s earlier Nations Championship agreement guaranteed every match from the 2026 and 2028 editions free-to-air in the UK and STV markets. Adding the 2027 Rugby World Cup would remove the last major uncertainty around England’s television exposure before Steve Borthwick’s side reach Australia.
It also leaves rugby with a rare broadcast constant at a volatile time. The Nations Championship still has to prove its value to casual audiences, but ITV now has the fixtures, the tournament stack and the advertising inventory to make Test rugby feel like appointment television again.
