Six Nations Rugby partners with Capgemini to boost digital fan experience

Six Nations Rugby has appointed Capgemini as its official digital transformation partner in a move designed to enhance the fan experience using data and technology across all its tournaments until 2029.

The partnership will cover the Guinness Men's Six Nations, Guinness Women's Six Nations, as well as the Autumn Nations Series and Summer Nations Series. Capgemini will support Six Nations Rugby in turning match data into enhanced storytelling for fans, leveraging artificial intelligence (AI) and other digital solutions to improve both broadcast and digital engagement.

Focus on data-driven engagement

Capgemini's role includes deploying generative AI-powered innovations to deliver deeper insights during matches. This is intended to help fans understand key moments with more context and information and to enable personalised fan journeys across multiple digital platforms.

The partnership comes at a time of increasing viewership for the Six Nations competitions. In 2025, the Guinness Men's Six Nations attracted nearly 130 million viewers globally, an increase of 6% over the previous year according to figures provided by Six Nations Rugby. The Championship is scheduled to return in February 2026, opening with a Thursday night fixture and proceeding over five rounds.

The women's edition is set to follow the recent Women's Rugby World Cup, building further engagement in the international women's game. The goal for both men's and women's tournaments is to drive continued audience growth and greater engagement with rugby's global fan community.

"At Capgemini, we are proud to partner with Six Nations Rugby, a collaboration that reflects our common values and the history of our Group. Indeed, rugby holds a special place at Capgemini, deeply rooted in the legacy of our founder, Serge Kampf, and embedded in the DNA of our Group ever since its creation," said Aiman Ezzat, Chief Executive Officer of Capgemini. "With the Six Nations Championships being some of the most popular rugby competitions in a number of our main markets, we are excited to bring Capgemini's broad tech, data and AI expertise to enhance the viewing experience of rugby fans."

Six Nations Rugby Chief Executive Officer Tom Harrison said the collaboration is consistent with the organisation's mission to engage fans amid increasing competition for audience attention.

"Inspiring and engaging rugby fans is at the heart of everything we do at Six Nations Rugby, and with the battle for audience attention, all forms of sport and entertainment need to innovate to engage global fans. Capgemini is at the forefront of new advancements in AI, cutting-edge digital technology and innovative uses of data to enhance the experience for rugby fans around the world. Our new partnership will play a vital role in elevating how we present the game of rugby for these fans, and we are all hugely excited to work together to enrich the fan experience, and to ensure that our Championships and competitions continue to set the standard for rugby globally."

Extension of sponsorship portfolio

The agreement forms part of Capgemini's broader sports sponsorship activity, which includes a focus on applying its technological capabilities to sporting events. The company already has partnerships with events such as the Ryder Cup, the Tour de France, and the America's Cup, where it has introduced AI and data analytics technologies intended to enhance both viewer understanding and the overall sporting experience. Its partnership with Peugeot Sport has seen the integration of advanced analytics and digital tools to support team performance in the FIA World Endurance Championship.

Capgemini operates in 50 countries, including key rugby markets such as France, the United Kingdom, and Ireland, providing it with a significant footprint within rugby's fanbase.

The financial terms of the multi-year partnership between Six Nations Rugby and Capgemini were not disclosed. Capgemini reported global revenues of EUR €22.1 billion for 2024. The organisation employs around 350,000 people worldwide.