Rebecca Hawkes ©RapidTVNews | 22-07-2011

Neo Sports has acquired the broadcast rights to this year’s Rugby World Cup, to be held from 9 September to 23 October in New Zealand.

Neo will broadcast each of the tournament’s 48 matches live to 100 million homes, so that Indian audiences are able to watch the pinnacle of a sport which is growing in popularity locally.

“This announcement represents a significant boost for the growth of the Game in Asia,” said Mike Miller, Managing Director, Rugby World Cup Ltd (RWCL). “India is one of the world’s major markets with an ever growing appetite for rugby and the IRB is committed to growing the game throughout the country. TV is an important part of that strategy.”

Japan is to host the Rugby World Cup in 2019 in what will see the tournament be held in Asia for the first time. With that decision, plus the inclusion of rugby Sevens in the Olympic Games, increasing the popularity of the sport right across Asia is key to the International Rugby Board’s development plan over the next 10 years.

The rights deal follows ones recently forged by Neo Sports for the Copa America Latin football festival and the French Open tennis tournament. The broadcaster also televised the last Rugby World Cup, held four years ago in France.

“Neo Sports is widely recognised as a leader in sports broadcasting in India and this association will enhance our ability to take rugby to new audiences throughout the country,” added Mr Miller.

This year’s tournament is the seventh edition of rugby’s global showpiece event. According to the organisers, the last Rugby World Cup in 2007 reached a global television audience of 4 billion.

“Our strategy has always been to showcase the best of global events catering to diverse viewer interest,” said Prasana Krishnan, chief operating officer, NEO Sports Broadcast. “We endeavour to bring the best of every sport and Rugby World Cup is certainly one of the largest international sporting spectacles. We look forward to an exciting tournament.”

The Rugby World Cup 2011 will commence with a match between hosts New Zealand and Tonga on 9 September and culminate 44 days later with the final in Auckland. A 3D feed of the semi-final, bronze final and final will be delivered to broadcasters around the globe by 3DLive.