European rugby set to cash in

European rugby chiefs stand to net "significantly more" than €17.5m in a lucrative worldwide broadcasting rights deal after distribution company IMG Media won the tender to broker global broadcasting rights for the European Rugby Champions Cup.

Industry insiders initially slapped a €17.5m total on the potential windfall to the European game – but sources have told the Irish Examiner the return is expected to be far greater.

“It is too soon to speculate on a final number, as the packages have yet to be sold,” one source said.

“This deal will certainly outstrip the previous worldwide television arrangements though, and early indications suggest the return will be significantly more than that €17.5m figure.”

IMG is confident of pulling the sales package together quickly, able to play on the number of world stars embroiled in top-end European competition.

European Professional Club Rugby (EPCR) has signed a four-year deal with IMG Media to sell the broadcasting rights outside the UK, Ireland and France for the inaugural Champions Cup and Challenge Cup.

Executive committee member Bruce Craig hailed EPRC for securing the agreement, admitting it will significantly boost competition revenues.

“This new partnership with IMG comes quickly on the back of the conclusion of the UK TV rights contract with BT Sport and BSkyB,” said Craig.

“IMG share our ambition and vision for these tournaments, and we look forward to working with them to ensure European professional club rugby reaches its potential in both established and emerging markets.

“We are now heading into the October kick-off in a very strong commercial position and expect another significant announcement later this month when the competitive tender process to secure the broadcast rights for France is concluded.”

IMG will market live and highlights rights across all platforms for the 67 Champions Cup matches, the play-offs, 19 Challenge Cup clashes – and three games from the third tier Challenge Cup qualifying tournament.

Senior vice president Michael Mellor said IMG Media is excited to help build the new European rugby venture from the outset.

“This is the dawn of a new era in professional club rugby in Europe and it is an exciting proposition for us to be involved in from the very beginning,” he said.

“We believe our vast worldwide network of offices, along with our experience in selling rugby, places us in a great position to grow awareness of the top European club tournaments across all media platforms.”