Fans tuning into the Six Nations this year are in for a first-of-its-kind experience in the UK: ITV will be running adverts during live games.
The move, confirmed ahead of tomorrow night’s kick-off between Ireland and defending champions France, marks a bold step in how rugby is broadcast on free-to-air television.
Rather than waiting for halftime, the commercials will appear during the game itself, twice in each half, using a split-screen “picture-in-picture” format.
Broadcaster insiders insist viewers won’t miss any of the on-field action, even as brands get a front-row seat alongside the players.
Samsung and Virgin Atlantic Take Center Stage
Two major companies are already on board.
Samsung will showcase its new Galaxy Fold 27 smartphone, highlighting fans enjoying live rugby on their phones.
The ad poses the playful question: “Can your phone make you feel this close?”
Virgin Atlantic will use the opportunity to promote its global flight routes, reminding viewers that adventure is just a flight away.
Both companies will have a commercial in each half of the matches ITV screens, blending brand visibility with live sport in a way British audiences haven’t seen before.
Fans React and What It Means for Future Tournaments
While reactions remain to be seen, insiders are confident that the ads won’t disrupt the excitement of the Six Nations.
The success of this experiment could influence future tournaments, including the World Cup this summer.
ITV sources stressed that nothing is confirmed yet, and any mid-game advertising during FIFA events would require official approval.
Still, the introduction of water breaks in matches could open the door to similar opportunities.
A Glimpse at Champions League Advertising
The trend could extend to football soon.
Paramount, which will take over UK Champions League rights from TNT Sports in 2027-28, plans to explore “in-play” ads using an L-frame format—ads around the side and bottom of the screen.
Each ad would run for a maximum of ten seconds and would only appear during natural breaks, such as injuries, while crucial moments like the first and last minutes of each half, extra time, or penalties would remain ad-free.
Voiceovers won’t be allowed, keeping attention focused on the match itself.
How Coverage Is Split Between ITV and BBC
ITV is showing ten Six Nations games, including all of England’s fixtures.
The BBC has rights to the rest, covering three games each for Scotland and Wales.
Last year, the two broadcasters signed a four-year deal to share the tournament, ensuring that fans get extensive coverage regardless of channel preference.
ITV Excited About New Advertising Opportunities
Mark Trinder, ITV’s director of commercial sales, said: “At ITV throughout 2026 we’re bringing the most exciting opportunities of the year to brands – live, free-to-air sport on a scale we’ve never seen before.
I’m delighted to welcome Samsung and Virgin Atlantic as our first partners for the new picture-in-picture offering, which is sure to be a high-attention format.”
Looking Ahead
If this new approach proves popular, it could redefine how live sport is monetized on UK television.
From Six Nations rugby to the Champions League and potentially the World Cup, viewers may soon find that their screens are hosting more than just the game itself.
