One of the most unexpected talking points at the start of the Six Nations has been the decision by broadcaster ITV to introduce a “split-screen” advertising format during the tournament’s opening match between France and Ireland.

For the first time in UK rugby history, the broadcaster began airing 20-second commercials – specifically for brands like Samsung and Virgin Atlantic – during natural pauses in play, predominantly seeming to target the build up to a scrum.

While the live action remained visible on the left side of the screen, the game audio was often muted or sidelined to accommodate the commercial, sparking immediate backlash from fans and high-profile figures.

Siya Kolisi and Rassie Erasmus make views clear

Springbok captain Siya Kolisi quite openly slammed the move as “disrespectful to the game,” highlighting that the build up to a scrum is a vital part of the match’s tension and tactical narrative.

“That is disrespecting the game. That is really bad,” he commented.

“The build up to scrums is part of the game, and I don’t know why people would run away from it. We say rugby is a game for everyone, but are we now also going to stop and have ad breaks when Cheslin [Kolbe] is stepping people?

“That is not fair. We want to watch the game.”

Social media has been flooded with complaints about the “Americanisation” of the sport, with viewers expressing frustration that the immersive atmosphere of a high-stakes international match is being compromised by intrusive marketing.

Rassie Erasmus has also subtly hinted that the build up to scrums should not be devalued as just “dead air” to be monetised.

HERE IS AN EXAMPLE OF WHAT THE ADVERT LOOKS LIKE

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