Springbok captain Siya Kolisi says ITV’s use of in-play adverts during scrum resets in the Six Nations “is disrespecting the game”.
The UK broadcaster introduced the innovation during its coverage of Thursday night’s opening match between France and Ireland.
Adverts appeared on a split screen while the live action was muted.
ITV showing split screen adverts during tonight’s Six Nations rugby game. pic.twitter.com/fDPAMMQMzj
— Jono Read (@jonoread) February 5, 2026
Ahead of the game, Springbok coach Rassie Erasmus posted on X: “O shit Daan, wat nou (what now)?”
When asked for his opinion by IOL Sport, Kolisi said: “That is disrespecting the game. That is really bad.
“The build-up to scrums is part of the game, and I don’t know why people would run away from it. We say rugby is a game for everyone, but are we now also going to stop and have ad breaks when Cheslin [Kolbe] is stepping people?
“That is not fair. We want to watch the game.”
South African rugby fans are used to in-game ads run at the bottom or to the side of the screen, but never with the game sound muted.
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Following the Six Nations opener, fans took to social media in numbers to express their frustration at what many described as an erosion of the sport’s traditions.
“Putting adverts during scrum resets is one of the most disrespectful things a broadcaster could do to a sport. Awful, awful choice,” one X user wrote.
Another viewer drew comparisons to overseas coverage, posting: “USA sports coverage arrives in the UK. Awful.”
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A more measured response read: “I’m sorry @ITV, I’m not quite sure what I just saw there, but it looked like you were trying to play an advert side by side with a live sporting event. Please don’t ever do that again.”
The post Seething Siya slams ads during scrums appeared first on SA Rugby magazine.
