ITV will not feature its signature in-picture advertisements during the July Nations Championship broadcasts. These 20-second segments, which appear before scrums, are scheduled to resume during the November Tests and the upcoming Six Nations tournament. The broadcaster shifted its strategy for July as advertisers prioritize the expanded 48-team football World Cup.
The scrum-based advertisements, which debuted during this year’s Six Nations, involved a split-screen display with reduced stadium audio. Major brands like Samsung and Virgin Atlantic sponsored these slots, though some fans found them distracting. Tom Harrison, CEO of the Six Nations, acknowledged that UK audiences are less accustomed to mid-play commercials compared to viewers in the US or Australia.
ITV maintains that these revenue streams are essential for keeping rugby accessible on free-to-air television. As part of a partnership with BBC Sport extending through 2029, the network remains a primary home for international rugby, having already secured broadcast rights for the 2026 and 2028 Nations Championship events.
