TV move risks tailspin into anonymity for struggling tournament
There is always an invidious choice when builders give you quotes for a job: do you go with the one who offers the best price and the best spiel or do you go for the more expensive guy whom your neighbours swear by but isn’t available until April 2026.
EPCR, in their wisdom, have gone for the guys who are asking for cash up front and two sugars in their tea. It is unfair to compare Premier Sports with Stetson wearing tradesmen; as Sweeney rightly points out they are already well versed in covering rugby as the broadcaster for both the United Rugby Championship and Top 14. “We have proven what we can do even if the name of Premier Sports is probably quite new in the English market.”
Still this is a considerable risk for EPCR to offer its blue riband competition to a provider that has barely a toehold in the English sports market (and it should be noted as much as this deal is a loss for England fans, it is a big win for Scottish, Welsh and Irish supporters who now only need one subscription). After multiple format changes and the entry of South African teams, the Champions Cup was already struggling to stay relevant in the sporting marketplace. Moving to Premier Sports risks a tailspin into anonymity.
Similar fears were aired when the Premiership and Champions Cup were snapped up by BT Sport, now TNT. They proved unfounded, with BT’s coverage injecting a much needed bolt of energy into the coverage of the English club game which had grown somewhat stale on Sky Sports.
Indeed as much as money was the critical factor in EPCR’s decision, so too was the love that Premier Sports are promising to shower upon the Champions Cup. As Raynal said, making their competitions “marquee events has convinced us to jump on their side”. Premier Sports’ vision of a “one-stop shop” for rugby fans is laudable if ambitious.
Next to the giant reach of Sky Sports and TNT, Premier Sports are minnows. Their premium properties are Spanish and Scottish football rights. Founded in 2009 by Irish businessman Michael O’Rourke, it was sold in 2022 to the Scandinavian group Viaplay only to revert to its original ownership in 2023.
Sometimes going with the most competitive quote is the smartest option. Frequently it comes back to bite you on the posterior. Lower-division football fans with long memories will shudder at the mention of Setanta Sports, which Rourke also founded. The British branch went into administration in 2009 and nearly took half of the Football League with them. Rugby can ill afford a similar scenario.