Rugby Union: A Commercial Analysis of the Six Nations Championship

Challenges and opportunities for the Six Nations Championship

Commercial Challenge

Though rugby union is growing worldwide, the Six Nations’ organisers resolution to find a global brand ready to pay the desired GBP17M (USD22M) was a risky bet that did not pay off and the 2018 edition kicked off with a one-year only deal worth GBP11M (USD14M).

Expansion Challenge

For many years the idea of expanding the Six Nations has been rebuffed. Expanding beyond Europe is unlikely in the short-term, and the most likely candidatures (Romania and Georgia) are hold back by the need to ensure the appeal of new venues for long-term fans.

Success Challenge

Despite being considered as the most competitive rugby union competition in the world,the gap between Italy and other participating nations is undeniable. Such a gap poses a threat to the overall success of each Six Nations edition, and advocates for a return to the Five Nations are increasing.

Commercial Opportunity

One viable answer to resolve the commercial impasse and bring in a higher total revenue from commercial partners could be to move from a single-main sponsor strategy towards  a multi-local and geographic focused partner strategy in each of the six participating countries.

Expansion Opportunity

Given the desire to attract a sponsor with true global reach,the idea of expanding the competition should no longer sound far-fetched. To maintain the quality and competitiveness, industry experts suggest a promotion/relegation system may be the best way forward.

Success Opportunity

The Six Nations also offers a Women’s and an Under 20’s,held in parallel with the men’s Six Nations Championship. Both competitions have lower but still significant average attendances and ticket spend, and contribute to the buzz of the event, adding a degree of sustainability to the championship.