The pinnacle of European rugby kicks off this weekend with the return of the Champions Cup and Challenge Cup this weekend. This does leave some challenges for fans as they have to weigh up how they will watch the games.
This is a particular problem for fans in the UK and Ireland, who have to have a specific Premier Sports subscription to watch the action.
This is an almost standalone platform for sport which doesn’t contain any of the other major sporting competitions outside of rugby.
PREM
Viewers of the PREM in the UK need to have a TNT Sports subscription, which works through HBO Max. This is an easily accessible sports package that can commonly come as part of wider TV and broadband deals in the UK. TNT also cover Premier League and Champions League football, which make this an easier choice for fans in the UK to buy into as they get a variety of sports within one package.
The PREM also has the added advantage of having matches played during the 3pm Premier League Blackout in the UK, which restricts the ability to watch Premier League football in the UK at this time. By playing matches on TNT Sports at this time, the sports viewership market can be partially focused on rugby for this period of time.
URC and Champions Cup
URC fans in Wales, Scotland and Ireland will be well accustomed to the use of Premier Sports as they are the main platform for broadcasting in these regions. Premier Sports took over the coverage for the URC in 2018 and have extended their stay as the main broadcasters of the league until 2029.
Premier Sports also took over the coverage for the Champions Cup in 2024 and therefore became the go to hub for rugby fans, particularly for those who are fans of URC sides. The channel also has English-language coverage of the French Top 14 and other competitions like Major League Rugby.
Impact of a ‘hidden competition’ on viewership
Rugby Union is a sport that dramatically wants to grow through its audience viewership and attendances. This was evident by how people reacted to the Eddie Hearn and Henry Pollock contract interaction with the Northampton Saints. The rugby world was very uncertain at the idea when Hearn declared that Pollock was a seven-figure player, but realistically as rugby looks to grow, having one of its great young players earning top money for the sport.
With the highest level of rugby being behind a different subscription model can block viewers and new eyes on the sport. Dedicated rugby fans will have a Premier Sports subscription, particularly URC fans, but the chance of new fans falling in love with the sport, while behind this particular subscription barrier.
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