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Discovery acquires rugby rights

Discovery Networks has acquired the exclusive broadcast rights to RBS Six Nations Rugby in Italy.

Discovery Italy has signed a four-year deal to acquire exclusive sports rights across TV, online and mobile platforms in Italy for the tournament for the 2014-17 seasons.

The matches will be broadcast free-to-air and live on Discovery’s DMAX channel, which is available on the country’s digital-terrestrial platform.

Discovery will run a promotional campaign across its Italian channels to promote its coverage of the sport. Discovery currently operates 12 TV channels in Italy.

“This deal with the RBS Six Nations is a great opportunity for our Italian business. DMAX launched at the end of 2011 and has quickly established itself as a destination channel for men aged 20-49 and we are thrilled to be adding rugby to the breadth of content we offer on the channel,” said Dee Forbes, president and managing director, Discovery Networks Western Europe.