Digital sports content provider Perform Group has extended and expanded its long-term partnership with English rugby union's top division, Premiership Rugby.

The new five-year contract will see Perform continue to manage Premiership Rugby Productions, the league’s broadcasting department.

The TV arm provides coverage of 66 Aviva Premiership Rugby matches each season for global distribution, as well as highlights packages and analysis clips that are broadcast each Sunday on UK channel ITV.

"This investment in content creation for Aviva Premiership Rugby, the Anglo-Welsh Cup and the Premiership Rugby 7s has enabled us to deliver quality content to television channels and digital platforms all over the world," Premiership Rugby commercial director Dominic Hayes said.

"This is integral to the expansion of the global reach of the Premiership, delivering live and highlights content not only on BT Sport in the UK and NBC in America but in 200 markets, reaching more than 175m households around the world."

The partnership was first established in 2010, and the renewal will see Perform and Premiership Rugby launch a number of enhancements to the existing service.

This will see every Aviva Premiership and Premiership Rugby 7s match, as well as a number of Anglo-Welsh Cup games, broadcast around the world using the Perform Sports Cloud video distribution platform.

Coverage will also benefit from enhanced production values with improved graphics and commentary, as well as additional digital and social media content output.

"This season, for the first time, every Aviva Premiership Rugby match is broadcast live somewhere around the world," Hayes said. "It is the work of Premiership Rugby Productions that makes this happen with a huge amount of work and expertise behind the scenes."

Perform senior vice president Gareth Rees described the renewal as "massive news" for his company.

"The fantastic partnership we have built up with them over the years continues to expand and we look forward to delivering all our services, both domestically and internationally, for the next five years," he said.


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