TLDR: Capgemini has announced a five-year partnership with Six Nations Rugby, becoming its Official Digital Transformation Partner. The collaboration aims to enrich the fan experience across both men’s and women’s tournaments through advanced technology, data-driven insights, and AI-powered innovations. This initiative will provide deeper match insights and enhance audience engagement for the popular rugby championships.
Paris, September 30, 2025 – Capgemini has officially entered a five-year strategic partnership with Six Nations Rugby, taking on the role of its Official Digital Transformation Partner. This collaboration, extending until 2029, will encompass both the Guinness Men’s Six Nations and Guinness Women’s Six Nations, as well as the Autumn Nations Series and Summer Nations Series. The announcement marks a significant step in Capgemini’s long-standing involvement with rugby, aiming to elevate and expand the fan experience through cutting-edge technology and data-driven innovation.
The partnership highlights Capgemini’s commitment to enhancing audience engagement and driving growth for rugby. A key aspect of this initiative involves leveraging artificial intelligence (AI) and generative AI-powered innovations. Over the next five years, Capgemini plans to deliver deeper match insights, enabling viewers to better understand crucial match moments through enhanced data integration. This is expected to significantly contribute to the growth and enjoyment of the global fan community.
In 2025, the Guinness Men’s Six Nations attracted nearly 130 million fans globally, representing a 6% increase in audience compared to the previous year. The 2026 Championship is set to kick off in February with a unique Thursday night fixture, promising five rounds of compelling entertainment. The upcoming Guinness Women’s Six Nations will follow this year’s Women’s Rugby World Cup, further highlighting the growing prominence of women’s rugby.
Aiman Ezzat, Chief Executive Officer of Capgemini, expressed pride in the partnership, stating, ‘At Capgemini, we are proud to partner with Six Nations Rugby, a collaboration that reflects our common values and the history of our Group. Indeed, rugby holds a special place at Capgemini, deeply rooted in the legacy of our founder, Serge Kampf, and embedded in the DNA of our Group ever since its creation.’ He added, ‘With the Six Nations Championships being some of the most popular rugby competitions in a number of our main markets, we are excited to bring Capgemini’s broad tech, data and AI expertise to enhance the viewing experience of rugby fans.’
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Tom Harrison, CEO of Six Nations Rugby, emphasized the importance of fan engagement: ‘Inspiring and engaging rugby fans is at the heart of everything we do at Six Nations Rugby, and with the battle for audience attention, all forms of sport and entertainment need to innovate to engage global fans.’ He further noted, ‘Capgemini is at the forefront of new advancements in AI, cutting-edge digital technology and innovative uses of data to enhance the experience for rugby fans around the world. Our new partnership will play a vital role in elevating how we present the game of rugby for these fans, and we are all hugely excited to work together to enrich the fan experience, and to ensure that our Championships and competitions continue to set the standard for rugby globally.’
