RDA Appointed as International Broadcast Rights Distributor for Guinness PRO14

Adam Redmond
03 July 2018

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RDA has been appointed as the exclusive media rights agency for the Guinness PRO14’s international distribution rights (excluding UK, Ireland, Italy and South Africa) in a three-season agreement commencing in 2018/19 through to 2020/21.

The Guinness PRO14 is the first rugby union championship to host clubs from the traditional rugby powers in the Northern and Southern Hemispheres, with teams from South Africa competing against the top sides from Ireland, Wales, Scotland and Italy.

The Guinness PRO14 is renowned for its high-calibre international players and creative, high-scoring play. The quality of the Championship was underlined in 2018 with two Guinness PRO14 clubs winning European club rugby’s elite knock-out tournaments – Leinster Rugby (Ireland) won the Champions Cup and Cardiff Blues (Wales) claimed the Challenge Cup.

RDA’s focus will be on growing revenues in core markets as well as increasing the Guinness PRO14’s global footprint. Current media agreements in host markets secured by PRO14 include eir sport in Ireland, Premier Sports in the UK and Super Sport in Sub-Saharan Africa.

Martin Anayi, CEO, Guinness PRO14 commented: “It’s an incredible time in the Guinness PRO14 with our expansion into South Africa, the success of our clubs in Europe and the confirmation of our new broadcast partners in Ireland and the UK. Every season the biggest names in world rugby take to the pitch in our Championship guided by some of the sharpest minds in the game providing imaginative, high-intensity match-ups which make for compulsive viewing.

“The Guinness PRO14 is one of the most talked about rugby properties in the world right now and it’s the perfect time to join forces with RDA who have a track record of success when it comes to sports media rights. With brands such as Premiership Rugby, Champions Cup and European Challenge Cup in their portfolio we can ensure that rugby fans will feel a part of the Guinness PRO14 action no matter where they are.”

Dermot Rigley, Commercial & Marketing Director, Guinness PRO14 commented: “After signing record-setting broadcast deals in the UK, Ireland and South Africa we’re looking to work with new partners across the globe, who are eager to broadcast one of the hottest rugby properties available.

“The market for sports rights is incredibly competitive with both new and traditional broadcasters pushing the bounds of technology to ensure they can deliver a high-quality product to the ever-increasing demands of sports fans everywhere.

“At PRO14 Rugby we embrace innovation and we’re really looking forward to working with RDA so that we can find partners around the world who share our vision of matching top-class, entertaining rugby with cutting-edge presentation and production.”

Richard Dennis, CEO, RDA commented: “The Guinness PRO14 is an action-packed tournament. With a global-playing base of 300 players capped at full international level, and 100 top players from countries such as New Zealand, Australia, South Africa and the Pacific Islands, PRO14 will have a worldwide appeal to rugby fans. It also boasts some impressive stats, 1.3 million attendees last season and games averaging 5.9 tries, so it’s no surprise scoring has risen for the fifth year in a row. We’re very much excited to be working with the Guinness PRO14.”

RDA adds the Guinness PRO14 to a strong rugby portfolio covering the newly sponsored Champions Cup, European Challenge Cup, Premiership Rugby, Betfred Super League and the RFL International Test Series.

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