ITV introduces in-game advertisements for Six Nations matches
ITV is set to air advertisements during live play at Six Nations England matches, marking an unprecedented move for UK rugby, reports BritPanorama.
The broadcaster will show commercials during breaks in play before scrums, becoming the first to do so in any live rugby or football coverage in Britain. Samsung and Virgin Atlantic have signed up as the inaugural brands to test this innovative advertising approach, which ITV describes as a “brand new creative advertising format.”
The announcement represents a significant shift in how commercial television handles sports coverage, potentially opening the door for similar arrangements across other major competitions. Criticism has arisen, with concerns that ITV could replicate this model during their coverage of the 2026 FIFA World Cup, set to commence in North America this summer.
This new format utilises split-screen technology, allowing viewers to continue watching the match while advertisements appear alongside the live action. Each half will reportedly feature just one commercial, with spots lasting approximately 20 seconds and timed to coincide with pauses before scrums. ITV’s sports production team will have control over the insertion of these picture-in-picture advertisements during the ten matches they hold exclusive rights to, including all of England’s fixtures.
Samsung’s promotional spot for the Galaxy Fold Z7 showcases supporters watching rugby together on their device, posing the question “can your phone make you feel this close?” Virgin Atlantic’s advertisement highlights the various destinations it serves. While this approach breaks new ground in Britain, international broadcasters have already employed similar techniques; RTE in Ireland and American networks such as NBC have been using in-game advertising for some time.
The implications of this move could trigger wider changes across UK sports broadcasting, with speculation that football rights holders may seek comparable arrangements. Discussions concerning in-match advertising during Champions League coverage were raised last year, although no confirmed deals have emerged. The development comes as media executives navigate declining advertising revenues across the sector, potentially prompting broadcasters to renegotiate terms with competitions like the Premier League.
The 2026 Six Nations starts on Thursday, when defending champions France face 2024 winners Ireland in Paris. England, currently on an 11-match winning streak and aiming for their first championship since 2020, will meet Wales at the Allianz Stadium on Saturday with a kick-off at 4.40pm. Mark Trinder, ITV Director of Commercial Sales and Partnerships, has expressed excitement about the new opportunities this format presents for brands, anticipating a high-attention dynamic throughout the year.
As television wrestling with advertising becomes more interactive, this marks not just a shift in rugby but potentially a new age for how sports engage with their audiences. In a world where the screen is a canvas, ITV’s bold step could well redefine viewer expectations.
