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The England captain, Maro Itoje, has called for Six Nations organisers to keep the championship on free-to-air TV on the grounds that rugby union needs more exposure amid fears the championship will disappear behind a paywall next season.
Itoje, who leads England for the first time in Saturday’s Six Nations clash with Ireland in Dublin, issued an impassioned plea, pointing to how he grew up watching the championship on the BBC and ITV.
The two broadcasters currently share the rights to the championship but the existing deal ends after this year’s championship. The Six Nations is not on the list of the government’s “crown jewels” – sporting events that are protected and must be shown free-to-air – and organisers are said to be open to a bid from a subscription broadcaster and TNT is known to be strongly considering a bid.
A subscription broadcaster is likely to pay more for the rights to the championship but would not have the reach of the BBC and ITV. England’s victory over Ireland last year attracted a peak audience of 6.6 million viewers while some fixtures can approach 10 million.
An arrangement that would see some of the tournament remain on free-to-air is considered a realistic possibility while organisers have encouraged unions to show flexibility over kick-off times in an effort to appeal to broadcasters. As the Guardian revealed, the Rugby Football Union would consider staging matches on Friday nights at Allianz Stadium if it worked for broadcasters.
Asked if he believes the championship should stay on free-to-air TV, Itoje said: “Yes, I think the Six Nations should be viewed by as many people as possible. I grew up watching the Six Nations on the BBC and on ITV. The fact that it’s been on free-to-air, for so many people – I think rugby needs more eyes on it, not less.
“Obviously I am not involved in the finances of the deals, but I think, even though international rugby is massive, the sport should be looking at ways to be more accessible to more people, as opposed to the opposite.”
Ellis Genge, England’s vice-captain against Ireland, offered a more balanced view, acknowledging the importance of wider reach while also recognising the need to bring more revenue into the sport.
Genge said: “I think that people always shout and scream about not enough money in rugby, so it’s unfair to look at people and point the finger and say it’s a bad thing to do, in the sense of you get a broadcast deal, highest bidder obviously gets the gig, and now you’ve got more money and you are upset about it. I’d say that on one side.
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“On the other side of the coin, I’d also say people … you want to expand the audience and people that can’t afford to have, what, 140-odd quid a month for a TV subscription, or however much it is, then it’s not fair. From that perspective, you talk about growing the game and they won’t be able to watch it.”
England are seeking a first win in Dublin since 2019 and after six defeats in their last eight matches, Steve Borthwick’s side have been given just a 2% chance of claiming a first title since 2020 by Opta’s supercomputer. The number-crunchers simulated the tournament 10,000 times and while Ireland have been given a 63% chance of an unprecedented third straight title, England have effectively been written off.
Itoje laughed off the prediction, insisting his only focus was Saturday’s clash, while Genge said: “Can’t argue with that can you? I’d say definitely for myself I enjoy an underdog psychology. It’s all fuel to the fire. Opta, 2% chance, he must be a pretty smart bloke. Fair play to him.”
