ITV shelves rugby in-game adverts after brands pour cash into World Cup instead

ITV will drop controversial in-game adverts from its rugby union Nations Championship coverage next month after failing to sell the slots, as brands have directed their budgets toward the FIFA World Cup instead. The broadcaster is seeing strong World Cup advertising revenues, running 30% higher than those generated during Euro 2024. Despite not selling adverts during the three-minute hydration breaks introduced by FIFA, ITV has opted against in-game rugby ad slots to avoid antagonising viewers.