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Premier Sports set to swoop in for Champions Cup rights
If bookies had been offering odds on where the next rights to broadcast EPCR’s Champions and Challenge Cups were going they’d be closing that window now. Negotiations kicked off this week on heads of agreement for a three years deal for Mickey O’Rourke’s Premier Sports, valued at circa €15m-20m, to step into the space once dominated by heavyweight outfits.
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O’Rourke would argue that if the Is are dotted and the Ts are crossed then his company will class themselves in exactly that division for rugby, on top of his football interests.
Consider that Premier already have the URC contract, which has a year to run but where the door is already open on what happens next, along with the UK and Irish rights to screen Top 14 games, so adding EPCR to the stable would be a huge step forward.
It will be next month when EPCR expect to make a statement on the result. It’s understood DAZN have been the other interested party but it would be a seismic shift to take Premier out of the picture at this point.
Their spot on the podium has come in the first place courtesy of TNT’s ambitions in the international game – they already are long-time partners of PRL’s Gallagher Premiership – and secondly because of O’Rourke’s ability and drive.
Once it became clear earlier this year that TNT would succeed Amazon as the broadcaster of the Autumn Nations games the picture changed. Those 21 Test matches in November – featuring the top-ranked 12 countries in the rugby world, plus Portugal – will get the full treatment, making them look like part of a branded tournament rather than simply standalone games.
That runout, if successful, would leave TNT perfectly positioned to chase the rights to World Rugby’s Nations League, which kicks off in 2026. The exact shape of that new competition has yet to be finalised but its value – the calling card for rugby’s global season – will be huge.
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The net effect left the TNT cookie jar virtually empty when it came to feeding EPCR and their Champions and Challenge Cups. At the time EPCR made noises about being happy with the options left to them but it has taken O’Rourke’s interest to calm them down.
The challenge for a man widely respected in the broadcasting business would be to cover the tournaments in a way that doesn’t leave subscribers feeling production values have slipped. From the days of Sky, and then BT Sport – TNT’s previous incarnation – European rugby has benefitted from a full-court press in its coverage and presentation.
First, O’Rourke has to get the fine print sorted out. Given his record of getting deals done, you’d understand why bookies would consider this home and hosed.
As of this season, the South African teams will be fully going for the European Championships, becoming full partners, unlike last season where the URC was the main priority. As a Bulls fan, I'm extremely excited.