Capgemini has been named the official digital transformation partner of Six Nations Rugby in a five-year deal aimed at enhancing the global rugby fan experience through data, artificial intelligence and technology.
The agreement covers the Guinness Men’s and Women’s Six Nations Championships, as well as the Autumn Nations Series and Summer Nations Series, running through to 2029.
The 2025 Guinness Men’s Six Nations reached almost 130 million viewers worldwide, a 6% rise on the previous year. The 2026 Championship will feature a new Thursday night opening fixture in February. For the women’s game, the next Guinness Women’s Six Nations will follow the excitement of this year’s Women’s Rugby World Cup.
Capgemini plans to apply AI and generative AI tools to provide real-time match insights and integrate data into broadcasts, helping fans better understand key moments and deepening their engagement with the sport.
“Rugby holds a special place at Capgemini, rooted in the legacy of our founder Serge Kampf,” said Aiman Ezzat, the group’s chief executive.
“We are excited to bring our tech, data and AI expertise to enhance the viewing experience for rugby fans.”
Tom Harrison, chief executive of Six Nations Rugby, said: “All sports are competing for audience attention. Capgemini’s expertise in AI and digital innovation will be vital in elevating how we present the game and inspire rugby fans worldwide.”
The partnership adds to Capgemini’s sports sponsorships, including the Ryder Cup, the Tour de France, the America’s Cup and Peugeot Sport, where it has introduced data-driven tools to boost fan engagement and improve sporting performance.
