The European Professional Club Rugby (EPCR) has sparked controversy by awarding the broadcast rights for the prestigious Champions Cup to Premier Sports. This decision, which sees the tournament move away from mainstream channels like Sky Sports, has been met with concern, particularly among English rugby fans.
The move has been compared to choosing a builder based on price rather than reputation. While Premier Sports, the new rights holder, boasts experience in covering rugby, having broadcast the United Rugby Championship and Top 14, its presence in the English market is minimal. This raises concerns about the Champions Cup's visibility and accessibility to a large portion of its fanbase.
The tournament, already struggling with relevance after format changes and the inclusion of South African teams, faces the risk of slipping into obscurity with its move to a less prominent broadcaster. Similar fears were voiced when the Premiership and Champions Cup were acquired by BT Sport, now TNT. However, BT's coverage proved successful, injecting much-needed energy into the English club game.
EPCR justifies its decision by citing the financial benefits offered by Premier Sports, alongside a commitment to elevating the Champions Cup. They are drawn to Premier Sports' vision of a "one-stop shop" for rugby fans, offering a comprehensive platform for the sport.
However, compared to giants like Sky Sports and TNT, Premier Sports remains a relatively small player. Its primary focus has been on Spanish and Scottish football, and its history has been marked by ownership changes and financial instability.
This begs the question: could the Champions Cup be facing a similar fate to Setanta Sports, another venture launched by Premier Sports founder Michael O'Rourke, which collapsed in 2009, taking a significant portion of the Football League with it? Rugby, like other sports, cannot afford a repeat of such a scenario.
While the financial benefits might be attractive, the long-term impact of this move on the Champions Cup's popularity, particularly in England, remains uncertain. This decision, although financially driven, could have significant consequences for the tournament's future.