Six Nations and Sanzaar agree to sell global broadcast rights together in unique deal

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According to the Guardian, the Six Nations and Sanzaar unions have agreed to collectively manage and sell all their media rights and commercial deals in an unprecedented move in the world of sports. Under this new model, southern hemisphere nations will receive a share of profits from the Six Nations and British & Irish Lions tours, while European countries will benefit from revenues generated by the Rugby Championship and the rivalry series between New Zealand and South Africa. Bill Sweeney, chief executive of the Rugby Football Union, stated that this move aims to increase efficiency and grow the commercial value of the game. The new arrangements will affect sponsorship deals from 2028, and from 2030, the broadcast rights for these competitions will be auctioned collectively.