The World Rugby governing body has extended its contract with the Host Broadcast Services (HBS) operator through 2029.
The deal, through which HBS continues as the host broadcast producer for each men’s and women’s Rugby World Cup until the end of that year, adds on to the previous collaboration between the two parties, unveiled in January 2022.
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The new tie-up covers the men’s RWC in Australia in three years' time, as well as the women’s editions of the tournament in both 2025 (England) and 2029 (Australia).
Specifically, HBS will again provide the overall production plan, project management, provision of equipment and technology, as well as the implementation and running of the World Cup’s international broadcast centres. The firm will also be responsible for serving the rights-holding broadcasters for these tournaments with “satellite distribution, unilateral venue services, and content creation services.”
In terms of viewing figures for recent editions of the RWC, World Rugby has claimed that the 2023 men’s edition brought in 1.33 total billion viewing hours, an increase of 33% from the 2019 numbers.
Alan Gilpin, chief executive at World Rugby, said: “At the heart of this partnership is innovation and we are looking forward to working with HBS teams to find creative ways to bring Rugby World Cup to fans around the world in a way they haven’t experienced it before.”
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By GlobalDataDan Miodownik, HBS’ chief exec, added: "The growth of women’s rugby continues apace and the next edition in England ties in with the launch of our new HBS branch in the UK, and we will start this new cycle with the usual objective to keep evolving and innovating to match World Rugby’s ambition.”
Before the tie-up was announced in early 2022, the previous host broadcaster deal World Rugby struck was a joint tie-up with both HBS and the production arm of international sports agency giant IMG. This covered the 2019 men’s edition.
HBS provides host broadcast services for several other major sporting events including FIFA soccer competitions, tennis’ French Open grand slam, and (earlier this year) South American national team soccer’s Copa America.
World Rugby, meanwhile, expanded and extended its agreement with the Two Circles agency – also through 2029 – in late August.
Two Circles now becomes the governing body’s main sponsorship and digital sales agency, with an emphasis on unlocking new markets and audiences.
The expanded tie-up represents the first time World Rugby has turned to a single partner for its active sponsorship and digital rights.
