Inside The Six Nations: How Rugby is Changing…For the Better | Tom Harrison, Six Nations CEO (Ep.105)

Feb 3, 2026

Tom Harrison, CEO of the Six Nations and former ECB chief, explains running the tournament as a global rights and media business. He discusses calendar reform and the Nations Championship's year‑round structure. He covers private equity’s role, protecting heritage while innovating, and using data, player personalities and content to broaden rugby’s reach.

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ADVICE

Use Data To Explain The Game

Invest in data and storytelling to make rugby easier to understand and showcase player athleticism.
Harrison recommends using player-related metrics to improve fan engagement and highlight the sport's spectacle.

INSIGHT

Reach Can Outvalue Short-Term Fees

Free-to-air rights in major markets deliver a reach premium that unlocks broader commercial and digital value.
Harrison argues reach can outweigh short-term rights fee maximisation because of downstream opportunities.

ADVICE

Build Always-On Content For Streaming

Prepare for a future direct-to-consumer streaming model by creating always-on content beyond live matches.
Harrison urges building owned channels and non-live content to attract future streaming revenues.

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The Six Nations is upon us. With the tournament kicking off this Thursday in Paris, CEO Tom Harrison stopped by to give us a rare insight into how the tournament operates behind the scenes. As the former CEO of the ECB, Tom has a lot of experience when it comes to operating in top sporting organisations. The key focus here was how rugby continues to disrupt, adapt and protect its heritage while existing in the most competitive sports environment there’s been. This was one of the first interviews Tom’s given in the position. It doesn’t disappoint. We’re delighted to welcome Tom to the Business of Sport.

On today’s show we discuss:

Running the Six Nations as a Global Business:

Why the Six Nations is a rights and media business, not a governing body.
How the role of CEO has evolved into year-round commercial and content responsibility.
Balancing heritage with the need to modernise one of sport’s most traditional properties.

The Nations Championship and Calendar Reform:

Why a globally aligned calendar is critical for player welfare, fans and broadcasters.
How the Nations Championship brings together North and South without breaking the game.
The political and structural difficulty of getting unions, clubs and players aligned.

Broadcast, Private Equity and Commercial Strategy:

The real impact of CVC investment and why COVID accelerated outside capital.
Why free to air reach still matters more than short-term rights fees.
How partnerships like Guinness are built on authenticity and long-term value.

Innovation, Fans and the Future of Rugby:

Using data and storytelling to make rugby easier to understand and more engaging.
Why rugby must embrace players, personality and always-on content.
The challenge of evolving without losing what makes the Six Nations special.

A huge thank you to our amazing partners on the show:

Gemini Sports

We empower the most confident sports organisations on Earth https://geminisports.ai/

Slate

The complete content creation platform for social teams https://slateteams.com/

Seat Unique

Discover your next premium experience https://wgl.io/s10it7