Shorts: Premiership Rugby, ITV, Oxford United
The Premiership Rugby festive fixtures generated a cumulative broadcast audience of 2.6 million on TNT Sports.
That figure marks a 44% increase on the same period during the 2023/24 season.
Round eight of the elite English rugby division delivered its largest ever audience on the pay-TV network.
Meanwhile, the Premiership has seen a 44% year-on-year increase in the cumulative audience since the tenth fixture round.
The average audience on TNT Sports is up 11% compared to the same point last season, while the top two rating fixtures have seen a 27% increase in viewership.
The 34-34 draw between Harlequins and Leicester Tigers drew 80,634 spectators to a sold-out Twickenham Stadium.
The match’s broadcast audience grew by 31% compared to last season, with a 14% increase on ITV and a 63% rise on TNT Sports.
Round 9 recorded a season-high stadium occupancy of 95%, with the overall season occupancy averaging 81%, an increase from 71% at the same stage last season.
Simon Massie-Taylor, Premiership Rugby CEO, said, “We are delighted to see both attendances and TV ratings soaring for these matches and on such a strong growth trajectory over the last few seasons.“
ITV has picked up free-to-air (FTA) rights to two Championship fixtures, as part of a sublicensing agreement with the EFL and Sky Sports.
The deal will see Leeds United’s clash with Sheffield Wednesday air on ITV1, as well as the ITVX streaming platform, while Middlesbrough’s matchup against Sunderland on 3rd February will broadcast on ITV4 and ITVX.
“We are delighted that this agreement between the League, ITV and Sky Sports will open them up to an even wider audience, and would like to extend our thanks to both partners for making this possible,” said Trevor Birch, CEO of the EFL.
Oxford United have expanded their agreement with heating solutions manufacturer Baxi to include sponsorship of the club’s academy shirts from the 2025/26 season.
Baxi first partnered with the league One club ahead of the 2024/25 season, becoming the principal shirt sponsor of the U’s’ men’s and women’s teams.
This expanded partnership, which will run until at least the end of the 2026/27 campaign, builds on Baxi’s existing role as Principal Partner of both the men’s and women’s Teams since the 2024/25 season.
The two parties will help support energy-saving efforts, reduce carbon footprints, and deliver activities aimed at creating a sense of connection and opportunity for supporters.
Adam Benson, Oxford United’s Chief Commercial & Marketing Officer, said, “This agreement underlines just how much we both value this partnership.
“It was clear from the outset that Baxi wanted a long-term agreement with the Club and were committed to working with us on climate awareness and community initiatives.”
Seat Unique has appointed Matt Timbrell as Business Development Director.
Timbrell brings 19 years of experience in sports hospitality sales, including roles managing premium sales operations for major events such as the FIFA World Cup, the Silverstone Official Hospitality Programme, and the Nitto ATP Finals.
At Seat Unique, he will focus on expanding the company’s presence in the high-demand market for exclusive fan experiences.
The INEOS Grenadiers and Kask have signed a multi-year extension of their partnership, which first began in 2010.
The longstanding agreement is one of the longest-running in the UCI WorldTour.
During that time, the UK-based team has won 12 Grand Tour titles, three Monument wins, as well as numerous UCI WorldTour successes.
The Grenadiers will continue to use Kask helmets throughout the 2025 season.
John Allert, INEOS Grenadiers CEO said, “Extending this important relationship ensures our riders have the very best helmets at every race, for every terrain and type of weather.”
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