The Drum Awards Festival - Official Deadline

-d -h -min -sec

Advertising Rugby ITN

ITN to broadcast ambitious live rugby ad using O2's 5G


By John McCarthy, Opinion Editor

October 4, 2019 | 3 min read

ITN Productions will produce a live TV ad that captures the real-time reactions of fans across four rugby matches in O2 venues this weekend. The ambitious TV first will showcase how O2's 5G tech will change content, broadcast and the broader sports experience.

O2 Twickenham

ITN to leverage O2 5G to produce ambitious live rugby ad

Footage of the matchday atmosphere across four O2 venues will be captured and sent back to ITN studios in London via O2’s next-generation 5G network, where it will be shared as a live ad across the network. The work will showcase just what 5G is capable of ahead of its impending launch this month.

Nina Bibby, O2 chief marketing officer, said: “The match will not only be an important fixture for England Rugby, it will also mark a huge milestone in demonstrating the possibilities that 5G can unlock for sports fans. Using next-generation technology, we will unite rugby fans across the country in real-time, inspiring the nation to come together in support of the team.”

Anna Mallett, ITN chief executive, added: “5G will revolutionise content creation on a global scale and enable us at ITN to react even faster to moments that affect our lives – and at the same time see us reduce our carbon footprint. We’re thrilled to bring this event to life and work with O2 on such a ground-breaking innovation.”

Kelly Williams, managing director of commercial, ITV, said the live ad “amplifies both the incredible emotion that a major live event on ITV can generate and the new technology opportunities around TV advertising”.

O2 is taking a risk to show it can deliver ‘high-speed, high quality, always-on connectivity’ at a broadcast standard when the ad runs Saturday 5 October.

O2’s 5G network switch-on will happen in Belfast, Cardiff, Edinburgh, London, Slough and Leeds. O2’s 5G rollout will be targeted where customers need it most, including at major entertainment and sports venues such as The O2 and Twickenham Stadium.

Advertising Rugby ITN

More from Advertising

View all


Industry insights

View all
Add your own content +