Six Nations 2026: Record Audiences, New Traditions and What’s Grabbing Attention

The 2026 Guinness Six Nations Championship is well underway, and this year’s edition is drawing attention for several reasons. From record viewership figures and scheduling changes to exciting on-field performances and notable developments across both the men’s and women’s competitions.

A Historic Opening Week: Viewership and Scheduling

For the first time in almost 80 years, the Six Nations kicked off on a Thursday night, with defending champions France hosting Ireland at the Stade de France on 5 February 2026.

This was a strategic move by organisers to avoid clashing with the Milan–Cortina Winter Olympics opening ceremony, and it succeeded in drawing significant attention. French broadcaster France 2 reported an average audience of around 7.24 million viewers for the opener, one of the highest figures in recent years for the tournament.

Across the UK, broadcaster ITV also reported one of the biggest sports audience peaks of 2026 so far for its coverage of the Men’s Six Nations, with averages around 4.6 million viewers and peaks of over 5 million, particularly for marquee fixtures such as England vs Scotland.

These strong numbers underline the enduring appeal of the Six Nations, even in a crowded sports calendar that includes global events such as the Olympic Games.

New Broadcasting and Fan Experience Trends

The 2026 tournament is also notable for changes in how matches are presented to the audience. UK broadcaster ITV introduced in-game advertising for the first time in rugby union history during the matches, incorporating short banner ads alongside live play.

While this represents a potential new commercial revenue stream for broadcasters, early fan feedback has been mixed. Surveys suggest that traditional rugby audiences, particularly in the UK, are cautious about the impact of in-game advertising on their viewing experience.

At the same time, Six Nations Rugby has been expanding its own broadcast production capabilities, with more games being produced in-house and distributed free-to-air in many markets, ensuring broad accessibility for fans.

Results So Far – Men’s Six Nations 2026

Here are the results from the matches played to date:

Round One

Round Two

(Note: results are as of mid-tournament; upcoming fixtures are listed below.)

On the Field: Dominant Performances and Competitive Narratives

On the pitch, the early rounds have delivered compelling rugby. France produced a decisive 36-14 victory over Ireland in the opening fixture, showcasing their depth and attacking prowess while hinting at Grand Slam ambitions early in the campaign.

Elsewhere, changes to squads and tactical adjustments have grabbed headlines. Scotland welcomed back prolific wing Duhan van der Merwe following injury, adding firepower to Gregor Townsend’s side ahead of crucial tests against Wales and France.

Italy, often considered underdogs, have impressively sold over 100,000 tickets for their home fixtures, a strong signal of growing engagement and support back home.

Off the field, there are also compelling subplots. In Wales, coach Steve Tandy has spoken openly about the need for long-term rebuilding following heavy defeats, emphasising incremental progress despite recent results.

In Ireland, injuries to key players have forced adjustments in selection and strategy, offering an opportunity for new talent to emerge and contribute to a long-term rebuild ahead of the Rugby World Cup cycle.

Fixture: Round Three (21–22 February)

Here are the scheduled matches for this weekend:

Saturday 21 February

• England vs Ireland – 14:10 GMT, Allianz Stadium, Twickenham

• Wales vs Scotland – 16:40 GMT, Principality Stadium, Cardiff

Sunday 22 February

• France vs Italy – 15:10 GMT, Stade Pierre-Mauroy, Lille

Fans can follow full fixtures, live scores and detailed team information on the official Six Nations website: https://www.sixnationsrugby.com/en.

Women’s Six Nations: Growth and Record Crowds

The Six Nations isn’t just about the men’s championship. The Guinness Women’s Six Nations 2026 is also capturing attention, with Scotland v England set to break the record for the largest standalone women’s sporting attendance in Scotland’s history at Murrayfield Stadium.

This milestone reflects the rapid growth of women’s rugby and the increasing appetite among fans to watch elite female athletes compete at the highest level.

A Tournament with Broader Impact

The Six Nations Championship remains much more than a rugby tournament. It is a cultural fixture in the sporting calendar, drawing passionate support across Europe and beyond, and driving significant broadcast engagement.

Changes in scheduling, audience behaviour, media presentation and record support for both men’s and women’s fixtures highlight a sport that is evolving while preserving its rich heritage.

Whether the final weeks of the 2026 tournament produce a tightly contested title race or confirm the dominance of established powers, this edition will be remembered as one in which tradition, innovation and fan devotion intersected on and off the field.