ITV drops rugby in-game adverts as World Cup ad money surges

What happened:

Watch the highlights:

ITV will drop controversial in-game adverts from its rugby union coverage when it broadcasts the Nations Championship next month, according to The Guardian. The reason is commercial as much as editorial: the broadcaster has been unable to sell those rugby slots because brands are directing spending toward the World Cup.

The shift is also a sign of how strongly the World Cup is performing as a television product. The Guardian reports that ITV’s advertising revenues for the tournament are running 30% higher than those sold during Euro 2024. That gives the broadcaster less reason to force unpopular ad formats into other sports coverage when the football tournament is already attracting premium demand.

Why it matters:

This is not a match result, but it is tournament intelligence because it shows where sponsor attention is moving. Major international football is absorbing brand budgets at a level that can affect adjacent events, including rugby’s Nations Championship. When advertisers concentrate around one tournament, other competitions can lose commercial oxygen even before they begin.

The other important detail is what ITV is not doing during the World Cup. Despite the commercial demand, ITV has opted not to show adverts during FIFA’s three-minute hydration breaks in each half. The Guardian says that decision reflects both a desire not to antagonise viewers and the commercial restrictions imposed by FIFA.

Fan impact:

Hydration breaks have reportedly proved unpopular and have drawn boos from fans in many stadiums when called. That matters because a broadcast slot that looks attractive on paper can damage the viewing experience if it lands inside a moment fans already dislike. ITV’s choice suggests the broadcaster sees long-term audience goodwill as more valuable than squeezing every possible commercial break out of the tournament feed.

Tournament impact:

For the World Cup, the key implication is market strength. Higher ad revenue than Euro 2024 indicates the tournament is commanding major attention from brands. For rugby, the immediate implication is different: the Nations Championship broadcast will avoid the in-game ad format, but partly because the market did not support it while football was taking priority.

What to watch:

The unresolved question is whether this becomes a one-off caused by World Cup demand or a broader retreat from in-game advertising in rugby. If viewers respond positively to cleaner coverage during the Nations Championship, broadcasters may have to weigh whether the format is worth reviving when sponsor demand returns.

Confidence:

Confirmed by the source: ITV will drop in-game adverts from Nations Championship rugby coverage, World Cup ad revenue is running 30% higher than Euro 2024, and ITV is not placing adverts inside FIFA hydration breaks. Still needing follow-up: exact advertiser categories, total revenue figures, and whether the rugby ad format returns after the World Cup.