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%)
Round 2
Title Contenders separated from Mid-Table Chaos
Week 2 sharpens the tournament picture significantly. Ireland (92%) produce one of the most dominant projections of the round against Japan, which is scheduled for Newcastle, New South Wales, Australia. While South Africa (92%) again underline their status with a ruthless dismantling booked in with Scotland.
New Zealand (94%) are given the strongest backing of the week and comfortably dispatch Italy, while France (75%) respond to their opening defeat with authority against Australia. England’s campaign becomes increasingly unstable after Fiji (32%) hold the cards to an upset in a match. Whilst the model still leans towards England, the odds only narrowly favour Steve Borthwick's side in Everton.
Argentina (90%) continue their strong statistical projection against Wales, confirming their rise as a serious mid-table force after two rounds.
Week 2 Predictions
- Fiji 21–29 England (ENG 65% / FIJ 32%)
- New Zealand 38–13 Italy (NZ 94% / ITA 4%)
- France 31–21 Australia (FRA 75% / AUS 23%)
- Ireland 37–12 Japan (IRE 92% / JPN 6%)
- South Africa 38–16 Scotland (SA 92% / SCO 6%)
- Argentina 34–12 Wales (ARG 90% / WAL 7%)
Round 3
South Africa Pull Clear as Ireland Face First True Test
By Week 3, the simulation begins to split the field into tiers. South Africa (97%) produce the most dominant projection of the tournament so far, overwhelming Wales in Durban with near-certainty backing their home strength.
Ireland (70%) face their toughest assignment yet in Auckland, with New Zealand (70%) narrowly favoured in a heavyweight clash that could go either way, with the All Blacks iconic streak on the line at Eden Park. France (89%) are heavily backed to rebound strongly against Japan, while Australia (71%) are expected to overcome Italy in Perth.
Argentina (53%) and England (45%) produce one of the most finely balanced simulations of the entire round, with the model barely separating the sides. Scotland (63%) are slight favourites in a tight contest with Fiji (35%), reflecting how evenly matched the mid-tier battles remain.
Week 3 Predictions
- Fiji 20–25 Scotland (SCO 63% / FIJ 35%)
- New Zealand 30–23 Ireland (NZ 70% / IRE 28%)
- Japan 16–38 France (FRA 89% / JPN 9%)
- Australia 27–18 Italy (AUS 71% / ITA 26%)
- South Africa 47–7 Wales (SA 97% / WAL 1%)
- Argentina 24–23 England (ARG 53% / ENG 45%)
PREDICTIONS OVERVIEW
Three rounds in, the supercomputer begins to stabilise its hierarchy with the first half of the Nations Championship complete.
South Africa (89–97% range dominance) look the most complete side in the competition
New Zealand and Ireland remain locked in a tight title battle, often separated by single-digit margins
France recover strongly after Week 1
Argentina emerge as the surprise statistical riser
England, Wales and Japan are predicted to struggle to convert competitiveness into wins
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