ITV has scrapped its controversial in-game adverts ahead of this summer’s Nations Championship after failing to secure commercial partners for the broadcasts.
According to The Guardian’s Matt Hughes, the broadcaster has been unable to sell the advertising slots, with many brands instead focusing their marketing spend on the FIFA World Cup.
The decision means fans watching July’s Nations Championship fixtures will no longer be interrupted by the split-screen adverts that proved hugely unpopular during this year’s Six Nations.
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Fan backlash forces rethink
ITV first introduced the in-game advertising format during the 2026 Six Nations, with supporters criticising the broadcaster for interrupting live action and detracting from the viewing experience.
While the adverts have been dropped for the summer Tests, The Guardian reports ITV still intends to sell the slots for the autumn leg of the Nations Championship, which takes place in November.
The move will nevertheless come as welcome news to rugby fans, particularly with every Nations Championship fixture set to be shown live on free-to-air television in the UK.
For many supporters, uninterrupted coverage is seen as a major boost ahead of one of the biggest international rugby competitions outside of the Rugby World Cup.
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ITV confirms Mark Pougatch replacement for summer matches
ITV has confirmed who will front its summer rugby coverage, with Jill Douglas, Ugo Monye and Lauren Salter leading the broadcaster’s refreshed presenting team for the upcoming Nations Championship and international fixtures.
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The new-look line-up comes with regular Six Nations host Mark Pougatch unavailable as he heads to the USA for the football World Cup.
ITV’s punditry team includes Danny Care, Kyle Sinckler, Maggie Alphonsi, Rory Best, John Barclay, Greig Laidlaw, Sam Warburton, Dan Biggar, Jamie Roberts, Sean Fitzpatrick, George Gregan, Benjamin Kayser and Bryan Habana.
Commentary duties will be shared by Nick Mullins, Miles Harrison, Martin Gillingham, Gareth Rhys Owen, Johnnie Hammond, Claire Thomas and Nick Heath, alongside co-commentators David Flatman, Ben Kay, Shane Williams, Scott Hastings, Gordon D’Arcy, Nolli Waterman and Jim Hamilton.
Topsy Ojo and Laura Jane Jones will work as reporters throughout the tournament.
Notably absent from ITV’s latest rugby team are Jonny Wilkinson, Brian O’Driscoll and Ronan O’Gara, who were all heavily involved in previous Six Nations coverage.
The broadcaster’s revamped coverage team blends established rugby voices with recently retired internationals ahead of the inaugural edition of the biennial Nations Championship.
SUPERCOMPUTER PREDICTS: 2026 NATIONS CHAMPIONSHIP – JULY SERIES
Round 1
Heavyweights Dominate as South Africa Set the Early Standard
The opening weekend immediately separates contenders from challengers. In Christchurch, New Zealand open with control rather than dominance, edging France with a 69% win probability backing them pre-match. Ireland follow suit in Sydney, where just a 20% win chance for Australia reflects a one-sided projection against the Wallabies on home soil.
South Africa deliver the clearest statement of intent, overwhelming England with an 89% win probability heading into the fixture, and backing it up with a commanding home performance in Johannesburg. Elsewhere, Fiji (75%) justify their strong lean against Wales, despite the recent rejuvenation of winning form for Steve Tandy’s side. while Argentina (63%) edge Scotland in a tightly balanced contest. Italy (57%) narrowly overcome Japan in one of the most finely poised matches of the round.
Week 1 Predictions
- New Zealand 30–24 France (NZ 69% / FRA 29%)
- Italy 24–20 Japan (ITA 57% / JPN 41%)
- Ireland 28–18 Australia (IRE 77% / AUS 20%)
- Fiji 27–17 Wales (FIJ 75% / WAL 23%)
- South Africa 35–16 England (SA 89% / ENG 9%)
- Argentina 23–20 Scotland (ARG 63% / SCO 34%)
