Golden mauls as England heroics help land bumper new £125m TV deal

New television deals for the world's oldest annual international tournament underline its escalating commercial appeal in an increasingly competitive market. The BBC's new four-year contract to extend its live coverage is worth £40m a year, an increase of 40 per cent to outbid ITV.

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The Six Nations has more than doubled the value of its French television arrangement to more than £75m over a four-year period. Broadcasting rights for the series have doubled in the last eight years and tournament organisers predict that this season's championship starting in February will generate income of £125m — more than £8m per match.

They expect to make as much over the course of 15 internationals as the Rugby World Cup has made from 48 matches over the last seven weeks.

There will also be a commensurate hike in prize money with teams competing for five per cent of the pot — £6.25m.

Head coach Brian Ashton is to be rewarded with a new contract for guiding England into Saturday's World Cup Final. The 61-year-old former history teacher, who took charge in December, has secured his future by averting an early crisis and presiding over four straight wins since the calamitous beating by South Africa last month.

RFU chief executive Francis Baron said: 'Brian has done a fantastic job in turning the team around and everyone is delighted at the way he has handled himself.

'He and Rob Andrew (RFU director of elite rugby) will have positive discussions once Brian has had a break after the World Cup. The coaching team have performed exceptionally well and I do not see any need for massive changes.'

England's unexpected run to a second successive final has stimulated a commercial boom which the RFU believe could yield more than £10m over two years.

'Early indications are that shirt sales have gone through the roof,' said Baron. 'We have some big contract renewals coming up and we will be looking for positive increases there. The last World Cup added between £4m and £8m a year to annual turnover for the first two years before tailing off.

'Getting to the final is such a good performance, I'd be disappointed if we are not hitting those numbers just for being a finalist. If we pull it off, who knows?'

Bath full back Nick Abendanon joined the England squad on Monday night as a precaution against the squad being disrupted by further injury or illness. 'I don't know what my chances of selection are,' he said. 'They just told me to bring my boots and gum-shield.'