MUMBAI: Multi Screen Media's (MSM) sports channel Sony Six, which has been working towards bringing all football properties on board, has now set its eyes on Rugby. The channel has now bagged the broadcasting rights to the upcoming Rugby World Cup 2015. 

In a major boost for the visibility and development of Rugby in a market where participation has grown by 33 per cent since 2011, Sony Six and Sony Kix will screen all 48 matches exclusively live along with daily highlights of all the action.

Rugby World Cup 2015 kicks off with hosts England versus Fiji at Twickenham on 18 September, beginning a six-week event played across 13 venues the length and breadth of England and Cardiff, culminating in the final at Twickenham on 31 October.

With England 2015 set to be a very special and record-breaking global celebration of Rugby, the deal will deliver unprecedented coverage in India, underscoring World Rugby’s mission to grow the global rugby family.

World Rugby chief executive officer Brett Gosper said, “Rugby is on the rise in India and we are delighted to have secured such a strong platform for Rugby World Cup 2015 to reach new audiences across India and inspire the next generation of players and fans. We look forward to working in partnership with Sony Six to showcase Rugby, its character-building values and spirit of entertainment and enjoyment to record audiences within an exciting rugby growth market.”

Sony Six and Sony Kix business head Prasana Krishnan added, “The Rugby World Cup is seen as one of the most prestigious competitions in the global sporting calendar and we are proud to have this celebrated event in our bouquet of international content. Rugby as a sport is growing at a consistent clip and with that it’s our primary aim to raise our viewer experience to the next level. The raw nature of the sport will appeal to both our loyal and bench viewers alike.”

World Rugby head of commercial, broadcast and marketing Murray Barnett opined, “Working with the leading sports broadcaster in India underlines the Rugby World Cups global significance and adds to the record breaking roster of international broadcasters that will be taking the Rugby World Cup to the largest audience ever.”