Maro Itoje, the captain of the England rugby team, is sounding the alarm as the Six Nations prepares for its next broadcast deal, urging organizers to keep the tournament available on free-to-air television. With the existing rights shared between the BBC and ITV set to expire after the current championship, speculation mounts about potential changes to how the tournament is viewed by the public.
Since 2016, the two broadcasters have provided the live coverage of one of rugby's most prestigious tournaments, ensuring access for millions of fans. Yet, as discussions intensify around future deals, the possibility arises for the Six Nations to fall behind a subscription paywall, overseen by TNT Sports, which is reportedly preparing to submit a competitive bid for 2026 and beyond.
"The Six Nations should be viewed by as many people as possible," Itoje asserted. Speaking before England's upcoming clash with Ireland at the Aviva Stadium, he expressed concern over the impact of limited accessibility. "I grew up watching the Six Nations on the BBC and on ITV. The fact... rugby needs more eyes on it, not less."
His statements highlight the broader concern within the rugby community as they navigate the future of the sport's visibility. Currently, the Six Nations does not sit on the UK government's list of 'crown jewel' sporting events, meaning there are no legal obligations for it to remain accessible on free-to-air channels. This status allows organizers the flexibility to negotiate rights agreements with any willing broadcasters, including subscription networks.
Last year's thrilling match between England and Ireland at Twickenham drew a staggering peak of 6.6 million viewers on ITV, showcasing the tournament's significant pull. Although such numbers demonstrate strong public interest, both the BBC and ITV are contending with financial constraints, prompting the search for more lucrative broadcast deals.
Ellis Genge, England's vice-captain, offered insights reflecting the duality of the situation—acknowledging the financial benefits of securing more revenue through bids. "I think people always shout and scream about not enough money in rugby... highest bidder obviously gets the gig... it's not fair," Genge remarked. His comments point to the tension between financial necessity and the ideals of accessibility for fans.
Itoje's plea to keep the Six Nations accessible resonates particularly amid concerns of growing the sport's audience. If rugby continues to be broadcast primarily through subscription services, it risks alienated lower-income fans who are unable to bear the added expense of monthly television subscriptions, which can exceed £140. "You want to expand the audience and people who can’t afford to have... it’s not fair," Genge added, reflecting on the impossibility some fans face when trying to engage with the game.
The stakes are high as England enters the Six Nations with eyes on overcoming previous struggles, particularly against highly favoured Ireland. The match will mark their first test of the championship and aims to overturn past defeats, including their narrow loss against Ireland last year where the margin was just one point. This challenge intensifies the urgency for Itoje and his teammates—under not just the pressure to perform on the pitch but also to uphold the integrity of the game off it.
On the eve of their upcoming match, Itoje’s sentiments serve as waypoints for rugby’s future. He earnestly wishes for the sport's rich heritage to remain accessible to fans young and old: "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."
Though the outcome of their match against the reigning champions remains uncertain, one thing stands firm—the push for the Six Nations to remain viewable by all continues, aimed at fostering and growing rugby's audience.
The focus on accessibility and visibility, magnified by Itoje's advocacy, paints a picture of both urgency and hope as the game readsies for its next chapter—one where the fabric of rugby remains intertwined with collective viewership and community engagement.