Why World Rugby is reaching for FAST

World Rugby launched its a FAST channel in the UK and US earlier this summer, working with Samsung TV Plus to make it available ahead of the Women’s Rugby World Cup in August

However, with the federation already operating its own D2C service, RugbyPass TV, why did it decide to launch a FAST channel of the same name? For Dominic Hayes, commercial director, USA & global media at World Rugby, it’s all about reach. He explained to Broadcast Sport, “As we progressed with RugbyPass, we’re aware that that is for an avid fan, and part of what we are looking to do across all of our content and marketing is to give the slightly more casual fan access.”

FAST has matured in the US, and is continuing to grow in the UK, and Hayes was keen to be involved. “As FAST quickly becomes a very significant part of the broadcast environment, we wanted to make sure that we had a place in that ecosystem.”

While he expects the channel to naturally help with sign ups to the Rugby Pass TV D2C service,  “We are mindful to make sure that the FAST experience is one that can stand up in its own right. It’s not purely a channel to drive RugbyPass sign ups.”

In terms of content, the channel will aim to support existing broadcast partnerships in both countries, according to Chris Gregory, strategic content partner lead for Samsung TV plus. “We can work as a support network to the live broadcast relationships with archive content, interviews, highlights and more.”

Hayes agreed, “In the US we have a relationship with CBS and Paramount Plus, which has a critical mass of World Rugby and USA Rugby content on it. For us, it is making sure that we can curate a portfolio of rights that sits alongside that in a complementary way as opposed to cannibalising our broadcast relationships.” This will include highlights, archive content, documentaries, and magazine shows that could complement the live rugby being shown elsewhere. 

However, for now, it is still focusing on live content, with Sevens rugby and age group tournaments set to feature heavily. Hayes expects this to develop: “As we move forward, I’m sure there’ll be an evolution of dedicated US programming that is more focused on delivering the US consumer, with maybe a more introductory element,” adding, “We’re all aware that there’s a bit of a test and learn scenario here, seeing what content will drive viewership and what doesn’t work, and flexing accordingly.”

The US and UK is only the start, with fellow rugby playing nations such as Australia, New Zealand and France all on the cards for the future. “The revenue from these two more sophisticated FAST markets will help with those in development,” Gregory explains. In particular, he mentions that, “France is a rugby crazy country. It’d be amazing getting it there.”

World Rugby already has French language content, alongside Spanish and Japanese, but it would have ot make this more of a focus were it to move to non-English language territories. Gus Grimaldi, head of Samsung TV Plus EMEA, is keen that any expansion is well planned, “It’s seeing exactly what rights are available and how we can put together a meaningful content proposition to make it a success, not just launching a channel for the sake of it.”