Top rugby unions, including Six Nations and Sanzaar, agree to sell global broadcast rights collectively in a new commercial arrangement aimed at increasing revenue. The deal also involves shared management of media rights and commercial sponsorships, with the parties strengthening their relationship and moving to a coordinated approach for rights sales.
Across outlets, the core focus is on a “first of its kind” structure and a revenue-sharing model that links European and southern hemisphere competitions and tours. The Guardian says a new rights management agency will oversee the sales, with southern hemisphere nations receiving a share of profits from the Six Nations and British & Irish Lions tours, while European countries benefit from broadcast and sponsorship deals generated by the Rugby Championship and related rivalry series between New Zealand and South Africa. Other reports emphasise the overhaul of TV rights and the goal of growing income, with less detail on the mechanics of how profits are allocated.
