The somewhat strained relationship that English Rugby has with television was swept aside yesterday as the RFU signed an extended five year deal with Sky Sports.
The broadcaster becomes a top line partner of the sport for the first time, putting it on the same partnership level as O2.
The deal will cover all of the QBE sponsored Autumn internationals as well as pre Rugby World Cup prep games for 2015 and 2019. A minimum two Women’s internationals a year will be broadcast live an exclusive on sky sports as well as other matches including at U20 and U18 level.
The new five-year deal will see Sky Sports, a subsidiary of BSkyB, become a top-level RFU partner for the first time.
The agreement makes reference to supporting and growing grassroots rugby but no detail has been revealed yet about the shape this will take.
Digital is catered for by way of an an in-match clips package which will enable near-live match updates across the RFU and Sky Sports websites and social media channels. How this will compete with vines taken directly off the coverage will be a challenge that could be faced in the courts as well as in the timelines.
“We have a long term, trusted relationship with Sky Sports and are delighted that it is continuing,” said the RFU’s chief commercial and marketing officer Sophie Goldschmidt
“They have an acknowledged reputation as a premier worldwide broadcaster, who always look to take sport to new levels both editorially and in terms of innovation. We are looking forward to not only showcasing our England teams in the best possible way, but also to exploring opportunities to support the grassroots, so the whole game benefits further.”
