It is the first time free-to-air networks have missed out on live coverage of the entire event.

 

Sky beat out free-to-air rivals Television New Zealand and TV3 to host all matches, offering each game in high definition on its broadcasting platform.

 

Rugby World Cup Ltd (RWCL), the company set up to organise the world’s third-largest sporting event behind the Olympics and the football World Cup, is still negotiating the simultaneous free-to-air licensing for 16 matches, including the opener and finals.

 

John Fellet, the chief executive of Sky TV, said: “I am confident that we will deliver excellent coverage of all the games, which will be seen by an estimated four billion television viewers worldwide.

 

"Sky is excited to be involved in what promises to be the biggest sporting event ever to be staged in New Zealand and will deliver live coverage of all 48 Rugby World Cup games to its subscribers.”

 

Sky was always the front-runner for full hosting rights, but the International Rugby Board, the world's governing body, accused it, TVNZ and TV3 of anti-competitive behavior when they tried to put forward a joint bid for the free-to-air rights.

 

Mike Miller, the chief executive of RWCL, said: "Rugby World Cup Limited is delighted to be working with Sky Television New Zealand.

 

"Sky New Zealand is a proven world leader in rugby broadcasting.

 

"The appointment is wonderful news for rugby fans in New Zealand who will be able to see every RWC 2011 match live.

 

“The appointment of the Host Broadcaster is a major element of the delivery of a world-class sporting event and we are confident that SKY NZ’s professionalism, in-depth rugby knowledge and high level of production skills will enhance the enjoyment of what promises to be a spectacular tournament for billions of fans around the world.”
 

Sky currently reaches around 45 per cent of households in New Zealand, and will likely boost this number having secured rights to host the upcoming Winter and Summer Olympics.

 

It has also benefited from the approach by the New Zealand's recently-appointed Broadcasting Minister Jonathan Coleman, who decided to abolish a review into the way sporting events of national significance were tendered.

 

Murdoch company's have already brought the rights to screen the Olympics in Italy and Turkey, as well as New Zealand.

 

Murdoch, whose News International own Sky Television in Britain which shows the Premiership, as well as The Times and The Sun newspapers, is also expected to be player in negotiations for the 2014 and 2016 Olympic rights in Britain and the United States.