World Rugby slammed for ‘horrendous idea’ to move World Cups off free-to-air channels

Rugby World Cup tournaments are reportedly set to go behind a paywall in the United Kingdom, a move that has angered fans and pundits.

Currently, the tournament is shown on free-to-air channels, ITV and S4C, in England and Wales, but according to reports, that is likely to change from 2027.

According to the Telegraph, World Rugby will soon go to market with the rights for the next two men’s World Cups, and the women’s equivalent, which has been held by ITV since 1991.

UK law states that only the finals of the tournament must be shown free-to-air in the UK, unlike its football counterpart, which requires the entire tournament to be free-to-air.

World Rugby CEO Alan Gilpin told the publication that his priority was for the World Cup to reach the widest possible audience but warned that the governing body also has to capitalise on generating revenues.

There is also a notion that RugbyPass TV will develop into a fully-fledged direct-to-consumer platform.

The report has led to backlash aimed at World Rugby, with many taking to social media platform X, formerly Twitter, to slam the move.

“Ahh the classic ‘we’re not getting any new fans so we might as well rinse the loyal ones’ tactic,” one annoyed fan wrote.

‘Horrendous idea’

Jamie Phillips added that while he is not happy with ITV’s current coverage, he felt moving away from the public broadcaster was not the correct call.

“As I much as I dislike ITV’s Rugby World Cup coverage, moving the tournament to pay-TV would be the wrong move. Sometimes it’s better the devil you know..,” his post read.

Another fan agreed but admitted to being divided.

“I’m very torn, this is a horrendous idea and takes a top level competition away from the average person, potentially harming a game that needs to grow, even within the UK. On the other hand, it means people won’t be subjected to ITV’s coverage,” they wrote.

The report certainly hit a cord with some fans; one in particular did not pull any punches.

The post read: “This is, absolute, un-adulterated, polished, bulls**t of the highest order. This better be forgotten in a month.”

Rugby Inside Line wrote, “This would kill the sport” while Squidge Rugby was far more damning in his reaction.

“World Rugby seem desperate to make sure nobody watches rugby by 2030,” his first post read before he went on to slam the current tournament.

“This RWC has been atrociously marketed in the UK. Most the country doesn’t know it’s happening unless they stumble across it on primetime ITV. The next World Cup is in a different time zone, meaning 6am kick-offs, and could be behind a paywall. They’ll be lucky if 30% tune in.

“The sport is shrinking at such an alarming rate and where before it felt like World Rugby was asleep at the wheel, now it feels like they’re deliberately driving the game into oncoming traffic so they can claim on the insurance and sell it off for scrap.”

Another comment read: “This would be one of the most astronomically stupid decisions imaginable.”

READ MORE: Opinion: Why getting Eddie Jones back would be a huge mistake for Japan