Six Nations 2026: Is advertising during breaks in play a kick in the teeth for fans? Or a way of growing the sport?
After an Ireland flanker knocked on the ball during their Six Nations match against France on Thursday, February 5, an unwanted advert was shown while the two teams packed down into the scrum.
Sports News Blitz writer Cameron Cleugh discusses whether scrums should be held as sacred or a boring tradition.
Should scrums be untouchable?
The scrum is one of rugby union’s most definitive features, so this begs the question of why there was advertising during it.
16 men bound together in a tug of war over the ball is so unique in its nature, and some would say it is what makes rugby rugby.
So, it’s no surprise that it was a controversial decision to advertise over certain parts of scrums during this year’s Six Nations.
Both fans and players were outraged by this choice, taking to social media to express their grievances.
Jamie George, a hooker for saracens gave an interview saying that “ITV are missing a trick by not showing what a spectacle scrummaging can be.”
With the Six Nations well underway, it is clear to see that this feature is here to stay for the time being.
It is important to mention that during the 20 seconds in which the Ireland vs France match had been interrupted, there was only a setup for a scrum. It had not actually happened yet.
By the time the advert finished, the set piece still had not started, but it still left a bad taste in the mouths of fans.
The case for commercial breaks
While outside the UK its common place to see adverts during certain breaks in play, this is the first time that audiences have seen it domestically.
The NFL in America is the best example of this, where advertisers can create sponsored moments.
However, it is not all bad news if adverts are shown only during the setup of set pieces and not during the action, then there cannot be too much harm done.
There is also the consideration of the players here, as there are those who keep the game going by advertising more and bringing more money into rugby.
There will be more opportunities for players and more money to pay them with.
Risking life and limb every week to be paid 1/4th of what a footballer gets would make anyone consider if they are in the wrong sport.
The final benefit is that this makes rugby free to watch in the UK on ITV, so watching an advert during an already as well as paying players better.
There are both positive and negative aspects to both sides of the debate, but the ball is in Itvs court as to whether they continue with this plan.
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