Six Nations Rugby to enhance viewing experience with Sage

Six Nations Rugby, the official organising body responsible for the biggest annual international rugby competitions, has announced an exciting new partnership with Sage, a global leader in software technology.


The partnership will bring rugby fans even greater insights into the game; enhancing their viewing experience through real time data and analytics captured through smart ball technology and advanced predictive analytics.


The Sage partnership with Six Nations Rugby will span the Autumn Nations Series, Guinness Six Nations and TikTok Women’s Six Nations.


The 2022 Autumn Nations Series kicks off on October 29th when Scotland host Australia and will be the first time Sage uses the smart ball data and presents its insight to fans in a Six Nations Rugby competition.


The Autumn Nations Series will consist of five rounds of international rugby fixtures that sees the best Northern Hemisphere nations welcome the best Southern Hemisphere nations, reigniting rugby rivalries that stand to offer fans a Series of truly unmissable experiences.


Sage is renowned for helping businesses make better data-led decisions and will be using this expertise through its partnership with Six Nations Rugby. The partnership with Sage will enable all participating Unions, coaches and players valuable insights to aid performance and on-field decision making.


Ben Morel, CEO of Six Nations Rugby, said: “Six Nations Rugby is a fan-focussed organisation, working in collaboration with each union, Federation, and partner and to deliver truly unmissable experiences. The partnership with Sage is incredibly exciting for everyone involved, as they share a desire to enhance the experience for audiences, and ultimately bring even more fans into the game.



“To offer fans even greater data and insight from the on-field action through innovative broadcast and social presentation is going to be another important step in ensuring we are offering the best possible experience for the audience, as well as supporting the teams on and off the field.”


Cath Keers, CMO of Sage said: “Becoming the Official Insights Partner of Six Nations Rugby is an exciting step for Sage, as we continue to bring our insight and decision-making capabilities to life, in a human and accessible way.


“For some teams, the Autumn Nations Series will be the first time they have been able to gather data and insight from the smart ball technology. This is incredibly exciting, given our ambition to support teams in their decision making in training and during games, based on data led insight.


“For fans watching, Sage wants to use its role as Official Insights Partner is to help bring that new insight to life and enhance their experience, both through broadcast coverage and across social media. Our Sage customers, partners, employees and communities internationally will also benefit from the partnership with access to tickets, experiences, and content.”   


This new partnership follows Sage’s successful integration as Official Insights Partner to the Hundred, in cricket, and most recently a new partnership with Major League Baseball.


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