In a media landscape where sports rights are evolving rapidly, Premiership Rugby and TNT Sports have just delivered a case study in how strategic alignment between leagues and broadcasters can unlock real audience growth.
The 2024-25 Premiership Rugby season saw a 10% year-on-year increase in average viewership, marking a steady rise in engagement across one of England’s most tradition-rich competitions. It’s the latest signal that rugby, with the right storytelling and scheduling, remains a high-value commercial property.
But this isn’t just about one league and one broadcaster. It’s a signal for the global sports industry: aligned partnerships, smart content packaging, and audience flow from adjacent sports are now mission-critical.
Premier League as the Gateway Drug for Rugby?
TNT Sports’ dual broadcasting of both the English Premier League (EPL) and Premiership Rugby is proving to be a masterstroke in sports scheduling. Rugby fixtures that immediately follow EPL matches on Saturdays have seen a staggering 47% bump in average viewership compared to standalone games.
This strategy — leveraging audience retention from one major sport into another — is fast becoming the playbook for cross-sport audience amplification. Rugby is benefitting not by fighting for attention, but by riding the wave of football’s mass viewership.
Long-Term Certainty = Strategic Growth
In a media world often filled with short-term deals and unstable rights packages, Premiership Rugby now has rare breathing room. In May 2025, TNT Sports extended its broadcast deal early — all the way through the 2030-31 season.
This deal includes:
- Live coverage of all 93 matches, including playoffs and finals
- Full integration across TNT’s linear TV and Discovery+ streaming platforms
- A shared investment into broadcast talent, narrative arcs, and calendar-wide marketing integration
As Rob Calder, Chief Growth Officer of Premiership Rugby, noted:
“They [TNT] support the ‘big moments’ — Derby Weekend, festive fixtures, the post-Six Nations return, and of course the Playoffs. That consistency builds a narrative through the season.”
In an industry that often jumps from deal to deal, this six-year runway is a rare strategic luxury — allowing both parties to invest in innovation, talent development, and layered growth over time.
Big Final, Bigger Numbers
The 2023-24 Premiership Final proved that interest in English club rugby is alive and kicking:
- 1.25 million peak viewers across TNT Sports and ITV
- 14.3% audience share, the highest ever for a Premiership game
- 81,688 fans in Twickenham, a sold-out crowd and the fastest-selling final in league history
Momentum is building — and with the next final set for June 14, 2025, at Twickenham once again, expectations are even higher.
At 365247 Consultancy, we help sports stakeholders decode media trends and activate value in their properties.
Here’s what the TNT x Premiership model means for:
Broadcasters
Leverage tentpole events (like EPL) to drive crossover sport engagement
Align content teams with league storytelling, not just live feeds
Double down on long-term deals to reduce content volatility
Leagues & Federations
Push for bundled programming and strategic time slots
Use consistent broadcast partners to develop narrative arcs
Support commercial growth with layered fan experiences — linear, digital, and in-stadium
Investors & Rights Buyers
Look for properties with multi-platform scalability
Secure undervalued leagues that can grow when aligned with the right broadcaster
Don’t underestimate the power of fixed calendar events in driving broadcast ROI
Want to Unlock a Strategy Like This?
Whether you’re a league, investor, or media company:
- Looking to increase audience growth
- Building cross-sport media strategies
- Or structuring long-term rights and distribution partnerships
Let’s talk.
Book your introductory call with 365247 Consultancy here.
Join the 365247 Community here.
We’re helping clients future-proof their commercial playbooks — across rugby, football, combat sports, and more.
IMAGE: Getty Images
