The BKT United Rugby Championship (URC) has secured two major broadcast agreements that will shape the league’s media landscape through 2029, with Premier Sports and TG4 both extending their partnerships across the United Kingdom and the Republic of Ireland.
Premier Sports will continue as a key broadcast partner of the URC in both regions, having agreed to an extension that will see the broadcaster hold rights to all 151 matches each season—131 of them exclusive in the UK—starting from the 2025/26 campaign. The deal also includes coverage of the Investec Champions Cup and the EPCR Challenge Cup, and will be supported by the launch of a dedicated 24/7 rugby channel, Premier Sports Rugby.
In the Republic of Ireland, Premier Sports has expanded its rights to include one exclusive Irish provincial game per week, totalling 21 exclusive fixtures annually. All matches featuring Leinster, Munster, Ulster, and Connacht will be shown live, as well as all playoff games and the Final.
Meanwhile, TG4 has also extended its partnership with the URC, remaining the exclusive free-to-air broadcaster of the league in Ireland until 2029. The Irish-language channel will broadcast a minimum of 26 games each season, including marquee Irish provincial clashes and select knockout stage matches. TG4 will also continue airing 16 games per season featuring non-Irish teams, providing broader access to action from across the competition.
TG4’s coverage will include the 2025, 2027, and 2029 Grand Finals. The broadcaster has earned praise for its innovative rugby production, in partnership with another Sport for Business member Iris Productions, and recently received a Royal Television Society award for its coverage of Munster vs. Leinster in December 2024.
Martin Anayi, CEO of the United Rugby Championship, welcomed the renewed partnerships.
“Premier Sports and TG4 have both played essential roles in the growth of the URC. Premier Sports’ commitment over the past decade helped transform the competition into a fully televised league, while TG4’s cultural and community-focused coverage has kept the sport accessible and inclusive,” Anayi said.
“TG4’s role as a founding broadcast partner and its ongoing dedication to high-quality, Irish-language sports broadcasting is a great reward for fans. At the same time, Premier Sports is offering unprecedented access to top-tier rugby with six major competitions under one roof.”
Richard Sweeney, CEO of Premier Sports UK, emphasised the broadcaster’s commitment to rugby: “We’re proud to renew our partnership with the URC. This agreement gives our viewers unmatched access to elite club rugby and reinforces our position as the home of rugby in the UK and Ireland.”
TG4 Head of Sport, Rónán Ó Coisdealbha, also expressed pride in the continued collaboration. “Rugby holds a central place in TG4’s sports offering. We are pleased to provide free-to-air access to thrilling URC action and to remain a key part of the league’s future,” he said.
Premier Sports Ireland CEO Ryle Nugent highlighted the significance of securing exclusive weekly matches featuring the Irish provinces, calling it “a milestone” in the broadcaster’s growth. “We’re proud to become the home of the entire BKT URC, alongside other top-level sporting content,” Nugent said.
The URC is also expected to announce an additional free-to-air partnership in the UK in the coming months as it continues to expand its audience across key markets.
Further Reading for Sport for Business members:
Premier Sports Adds Japan and US to New Dedicated Rugby Channel
SPORT FOR BUSINESS PERSPECTIVE
A League on the rise and two committed broadcasters investing in it’s long term future. As the Investec Champions Cup struggles with relevance beyond the knock out fixtures, the URC is gaining ground in fans minds.
WHAT’S UP NEXT?
A full round of URC fixtures takes place this weekend across Premier Sports and TG4
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