UK pay-television broadcasters Setanta Sports and Sky Sports agreed a three-year deal with Premier Rugby Limited (PRL) for the live rights for the Guinness Premiership, from 2010-11 to 2012-13.
Under the deal, which is thought to be worth more than £54 million - an increase of 45 per cent on the current contract - Setanta will broadcast 43 games, including the Premiership final and one semi-final, whilst Sky will broadcast a further 26 games, increasing the overall output from 33 to 69. The agreement also includes a highlights package on terrestrial television, which this season goes out on ITV.
Mark McCafferty, PRL’s chief executive, told UK newspaper, The Times: “The substantial increase in income and coverage is fantastic news for our clubs, their supporters and sponsors, and is a reflection of the growing attraction of club rugby”.
Premier Rugby is also understood to be in talks with Guinness for a renewal of its main title sponsorship.
