BT Sport Rugby

154 live matches a year for the UK's primary rights holder

The Brief

To create fresh rugby programming for BT Sport at launch. Live coverage that brings the audience as close to the action as possible while gaining instant credibility alongside the coverage available from other, more established broadcasters.

Premiership Matches

Live Rugby Tonight studio shows

Heineken Champion's Cup matches

EPCR Challenge Cup matches

Highlights programmes

Premiership Rugby Cup matches

The how

We looked at the way sport was currently being covered on television and decided to create a real point of difference for BT that utilised the kind of production - plus presenters, commentators and expert line-up - that both the clubs and our target audience would buy into and trust.

The result was a new approach to rugby coverage on television, where everything we did was designed to bring the audience closer to the action: pitch side presentation, changing room cameras, interviews with players on the pitch and bench both pre-match and during the game.

The Impact

BT Sport, Premiership Rugby and EPCR were delighted with the impact that the coverage gave them, which became the benchmark for other broadcasters to aspire to and match.

Note: Stats from 2021/22 season.