Six Nations converts five-year AI-focused digital deal with Capgemini

Capgemini has signed a five-year agreement to become the official digital transformation partner of Six Nations Rugby, covering the men’s and women’s Six Nations Championships as well as the Autumn and Summer Nations Series.

The deal, which runs until 2029, positions the French IT consultancy at the centre of rugby’s efforts to modernise its fan engagement strategy.

Under the partnership, Capgemini will apply artificial intelligence (AI) and advanced analytics to create data-led products aimed at enhancing the viewing and engagement experience for rugby fans. This includes developing insights into match performance and producing tools that appeal to both new and existing audiences.

Commenting on the partnership, Six Nations Rugby CEO, Tom Harrison, said that it would be “instrumental in redefining how we present rugby to fans,” pointing to the challenge of sustaining engagement in a fragmented digital marketplace.

Capgemini CEO, Aiman Ezzat, framed the collaboration as a continuation of the firm’s historical ties to rugby and an opportunity to demonstrate its AI and data capabilities to a global audience.

For Six Nations Rugby, the agreement extends its broader commercial strategy, which has recently included new broadcast arrangements in key territories and a rebrand designed to broaden its global footprint. By aligning with Capgemini, the tournament is looking to leverage external expertise in technology to remain competitive in an increasingly crowded sports and entertainment landscape.

Capgemini brings an established track record in major sporting partnerships, having previously worked with the Ryder Cup, the America’s Cup, and the Tour de France.

In rugby, it was a technology partner of the 2023 Men’s Rugby World Cup in France and the 2025 Women’s Rugby World Cup in England. The Six Nations deal consolidates that presence, particularly in European markets where rugby commands strong audiences.

The partnership is set to begin formally with the Autumn Nations Series on 1 November. Beyond brand visibility, the deal reflects a wider trend of rights holders in rugby and other sports seeking technology partnerships that deliver both fan-facing innovation and commercial value.

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