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Premiership Rugby buoyed by bumper Xmas crowds and TV figures

LONDON, ENGLAND - DECEMBER 28: Cadan Murley of Harlequins scores a try during the Gallagher Premiership Rugby Big Game 16 match between Harlequins and Leicester Tigers at Twickenham Stoop on December 28, 2024 in London, England. (Photo by Warren Little/Getty Images)

The Gallagher Premiership enjoyed a record-breaking festive period with six sold-out fixtures and more people watching on TV at home.

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Over the Christmas period, a whopping 2.6 million fans tuned in to watch English rugby’s premier competition, eclipsing last season’s then-record total of 1.8 million.

Round 8 recorded the highest-ever average audience on TNT Sports with cumulative peak audiences increasing by 44% across the two festive rounds.

Big Game 16, which saw hosts Harlequins and Leicester Tigers play out a stunning 34-34 draw, was a full house with all 80,634 available seats filled for the showcase match at Allianz Stadium, Twickenham in Round 9.

The traditional Christmas clash attracted a 31% higher average audience than last season’s total, growing 14% on ITV and 63% on TNT Sports.

At the same stage as last season through ten rounds, the cumulative Premiership Rugby audience on TNT Sports is 44% higher and the average audience is up 11%.

Bath, Exeter, Gloucester, Northampton Saints and Saracens all enjoyed sell-outs, with Harlequins also packing out Allianz Stadium.

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Stadium occupancy is also significantly higher year-on-year, averaging at 81% – an increase of 10% on the equivalent stage last season with large crowds forecast to continue as the play-off race continues to heat up.

Simon Massie-Taylor, Premiership Rugby CEO, said: “We are thrilled that the Festive Fixtures period has become an iconic part of the Gallagher Premiership Rugby season and is now a staple for many rugby-supporting families over the holiday season.

“We are delighted to see both attendance and TV ratings soaring for these matches and on such a strong growth trajectory over the last few seasons. We have seen some of the sensational rugby on the pitch and a number of unpredicted results in recent weeks. We know fans cannot wait to watch the drama unfold during The Run-In and into the knockout stages of the season.”

As the Gallagher Premiership 2024/25 now passes the halfway stage, the race for the top four spots is shaping up to be another classic with just 10 points separating high-flying Bristol Bears in second place with defending champions Northampton Saints in eighth.

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Tickets for the Gallagher Premiership Rugby Final 2025 on Saturday, June 14, continue to be sold at an unprecedented rate with fewer than 22,000 tickets remaining on general sale.

Over the festive fixtures period, all games once again remained on despite some heavy snowfall in Premiership Rugby heartlands. The last Premiership Rugby fixture to be postponed due to weather was in 2009, thanks in no small part to ongoing multi-year investment in pitch protection technology, provided by Sports and Stadia Services Ltd.

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AC 12 days ago

I think we're going to see a recovery, finally, after the post-COVID period. Premiership Rugby has never been more accessible, and more competitive. Every match is on some form of television, whether TNT Sports or Discovery+ streaming. You have a situation in which every single point counts, which means every single try counts, every PK, every conversion kick. It's crazy.


I will say, I'd love a switch to the Top 14 standard, in which you get an attacking bonus for winning by 3 or more tries, rather than a try bonus that you get for 4 or more tries no matter how many you allow. But other than that, it's perfect as far as game play goes.


The other big items to solve, the need to settle the Championship and bring back the consistent relegation threat to make the bottom of the table more exciting. I'd also like to see the teams qualifying for the Champions Cup trimmed to either 6 or even 5. You do those two things, we'll never have a single dead rubber match. Barely do now but sometimes, round 17 and 18 they pop up. Those two changes though, and they'll be eliminated entirely, the league will be perfect.


Lastly, something I'd push for big is a more reasonable TV deal in the United States. Right now, for those unaware, the Premiership is on an obscure rugby only app called The Rugby Network which is owned by Major League Rugby. It can be a bit glitchy and has a very limited audience. EPCR competitions are on FloRugby, another obscure app that's also very overpriced and unreliable.


Leverage the relationship with WarnerDiscovery (who own TNT Sports). to get Premiership Rugby on the TNT and TBS networks, as well as their Max streaming service in the US. Give to them first at a discount if need be. Tough to find very recent figures but based on what I can find, about 25% of English declare an interest in following rugby union as spectators. This means, if just about 4% of Americans take an interest in rugby, you have a market as big as the one rugby union currently captures in England. I think that's doable.

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M
Mzilikazi 2 hours ago
Is the overlap dying in modern rugby?

A very interesting article, Nick. On beautiful and unseasonly cool summer morning here in our part of Qld., as the sun rises over the distant Border Ranges beyond the misty Lockyer Valley, that winter of '63 in the British Isles is now a distant but clear memory. There was a very heavy snowfall in Ulster, I was at school in Belfast. The snow was so heavy by mid morning that the headmaster closed down, sent us all home. Fine for those 99% of the kids who lived within a few miles of the school in E. Belfast. But my brother and I lived up on the Antrim Plateau, a good hour away. It was an interesting journey home, including a three mile hike along narrow country lanes !


It will be interesting to see how Ireland go this year in the 6N. The Nienaber defence revolution at Leinster is bound to be to the fore, with the dominance of that province in the make up of the team. However I would hope the legacy of the Lancaster era is still strong too. I'm not feeling too confident atm, with the AB game and the 2024 England 6N defeat too fresh in the memory.


Great clips from the JPR era. I see John Dawes involved there, and he was so often crucial with his ability to pass accurately under pressure. That is what is missing in the LAR game clips. A John Dawes type ability to pass well under pressure. I feel the teams that cause the rush defence problems will always be those that use out the back accurate passes to create space for the wide player, be he a Cheslin Kolbe or a big fast modern age forward,

26 Go to comments
J
JW 4 hours ago
Scott Robertson has to take charge of his All Blacks in 2025

Haha crap man I wouldn't know if SR has ever made a profit. ABs subsidize everything. Factors like SR clubs not paying 'for' their ABs etc, normal having a star would cost you 2 or 3x as much as a regular, but NZR covers all that in NZ. Pretty sure was the case for the other two partners too. I doubt even NZR knows the exact ratios sponsors like Sky/Adidas/AIG/Altrad/Investec give for local product.


No doubt SR used to make more money with the 3 partners, but of course it was also split 3 way. TBH I don't think its going to be much different (I think the new deal is still higher than before?). That last deal was bumper despite the comp being in decline, then SA left and the deal was probably worth even more for NZ? Can't recall how that played out I think Sky kept the agreemnt (fully). They'll be taking a big hit but it would be anything to do with the state of the game.


So when you say bleeding, you mean since around 2013/14 right? When SA'n and Aussie crowds finally stopped turning up to watch NZ smash them every week. So again, I was just stating your picture was wrong, and you've got the wrong causes, I don't disagree too much with the idea it's 'bleeding' though, id1ots were complaining about NZ sides getting a rough deal come final time for a loooong period and lots of other things that dragged the game down but on the field it just kept getting better and better. The problem is this nationalistic concept, that caught up on them (previously being the great driver for interest) and fans didn't care about the top four teams like every other sports competition in the world. They only cared about their local teams not winning.


No, SR wasnt optimal, which is what it was recommended to have just the SR Pacific comp instead. I'm not sure how much better things are now though. It needs time?


I know how I'd like to find equilibrium and it's much like what you propose. One big difference is I just don't think they need to cut SR. I would switch investment into an NPC/fully domestic scene + youth, like you, I'd just have like a much shorter SR season and I'd try and create a university scene rather than high school, that little extra age demographic matters a lot to investment/interest.


It's what the NRL can pay, and I think I heard it recently for someone in the spot light. I used it as a future figure more than anything though, the idea being these other leagues are only going to be more and more competitive, so much so they take away local talent before it can have a chance to develop. And once it goes they're unlikely to develop into the player they would have here. Not choosing a path that can compete will be a disaster imo. Thus the All Black decline.


I think don't think theres any reason your ideas can't work though, with maybe a added little flair here and there to drive some extra revenue. 20 is just a number to get a picture how many of top 60 might dissapear, it's nothing Id calculated. Think of it as an 'at any particular time' number.


In general I think people so quickly forget those that leave and all hope is placed on the next guy. Think that were talking top 4 or 5 in a position, there are a lot of positions that don't place much past the number 3. Look at Bell, theres no one he would be one of NZ top dozen hookers, numerous people would have left without getting a shot and the likes of Riccitelli or Eklund are obvious better. You've got first fives like Burke, Jordan, Falcon, Black, Plummer next year, Ioane Sopoaga, West who at any one time are going to be 3, 4, and 5 in NZ order. You've TKB, Smith, now Perenara, Weber, even Ruru is having a standout season and ALL would be better than the 3rd best local in Hotham or Christie. Now weve got last season statistical best full back leaving in Stevenson, he's joining Moorby and Rayasi, Bridge, and god knows who else who's having an awesome year that would break him into the All Blacks if it was in Super Rugby. Midfield is stacked when at home would be scratching around for guys like the Umaga-Jensen boys hoping they were fit to fill out 4 or 5th best 2nd5 and centers, when the likes of TJ Faiane, Nankiville, Seta, Aso, Fekitoa, Goodhue, Leicester, Ngani, even one of my fav Rob Thompson would be better than getting down to picks like Aumua, Ennor, McCleod, Tupea, and those that would have to come after them. We've got some of my fav loosies in Lachlan Boshier, Charlie Gamble, Whetu Douglas overseas, now Akira, never my talented players like.


I think your top 60 must have be a picture of the 36 man Crusaders squad plus a list of last years All Blacks! Obviously I've gone off track here as sure, these players leave a big whole but it's not one that NZ hasn't been able to fill in the past while maintaining quality SR sides (the periods when it was rocking), but there will be a time when loosing too many of those quality players has a much bigger impact than the already currently disillusioned SR fan can take.


Bottom line is Australia have far more talent and players that we do (statistically) and all that would need to have in the short term to fix your perceived problem with Super Rugby is trade some the best NZ players into the Aus sides. Simple, problem solved, competitive comp achieved.

cut off super rugby and stop the bleeding . put all the money back into the remaining competitions

Is too quick, many will see it as an opportunity to leave and that starts the very risky slope. You have to have a plan. Any change needs to be gradual and with a better future prospect, until then, voices like yours are only going to undermine any possible immediate success.

87 Go to comments
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