The deal will grant access to live audio and video streaming footage of England international and Premiership club rugby matches to fans worldwide, using broadband internet technology.
The development of rfu.tv represents the first time a national rugby union has developed its own broadband offering.
The RFU said it is developing an integrated new media strategy that also includes the imminent sale of 3G and SMS mobile phone rights. The RFU will shortly put its mobile telephone content provision rights out to tender as part of this ongoing process.
rfu.tv can initially be accessed from www.rfu.com but will be shortly be available via a number of other websites including Premier club sites.
With England facing Australia on November 10, fans will be able to access 15 minutes of footage from November 11, for 24 hours, at a cost of just £1. The same will apply following the matches against Romania (November 17) and South Africa (November 24).
Paul Vaughan, commercial director at the RFU said the broadband application would prove to be a new revenue stream for the sport. "The utilisation of such advanced technology will enable us to significantly broaden the appeal of the game in line with the aims of our strategic plan for the future of rugby," he said.
Will Muirhead, chief executive of Sportev, said the long-term aim of the agreement will be to deliver rugby content to the broadest possible audience by ensuring that rfu.tv is available on the widest possible range of websites and portals globally.
