HBS will provide "turn-key" services for the women’s Rugby World Cup, due to start in New Zealand later in October, and the men’s version in France in 2023.

The purpose is to focus on innovative content creation and accessibility to widen the sport’s reach and appeal through a sustainable method.

"We are thrilled to renew our strong collaboration with HBS to provide state-of-the-art broadcast coverage of our showcase tournaments," said Alan Gilpin, World Rugby chief executive.

"Millions of fans worldwide will watch Rugby World Cups 2021 and 2023 thanks to HBS’ delivery and they will engage with rugby’s biggest event like never before through exciting broadcast innovations, all delivered with sustainability and efficiency in mind."

Together, World Rugby and HBS will put together a complete setup for the production and project management of the men’s and women’s 15s events as well as the provision of broadcast equipment and technology.

Other aspects of the partnership include ensuring staffing expertise at match venues and the successful execution of the International Broadcast Centre.

Part of the job will be to provide broadcast rights-holders with satellite distribution, digital services, and content.

The deepening of the relationship follows on the successful 2019 Rugby World Cup in Japan, which was the most watched rugby event.

Over 857 million people globally tuned in, meaning World Rugby saw an increase of 26 per cent from the 2015 edition in England.

The cumulative live audience also grew, rising from 479 million in 2015 to 501 million in 2019.

With the Rugby World Cup returning to New Zealand and France, this offers a unique opportunity to World Rugby to either broaden their audience, or break into new markets.

"We are delighted to have been trusted by World Rugby once again for the delivery of their major events and look forward to delivering Rugby World Cups in New Zealand and in France," HBS chief executive Dan Miodownik said.

"Such landmark events, in the heartlands of the sport, are great opportunities to work closely with World Rugby to present a comprehensive and engaging product to their rights holders and, in turn, audiences around the world."

Gilpin added: "We are particularly excited about HBS’ plans for Rugby World Cup 2021, playing in 2022, and the opportunity to showcase the pinnacle of women’s elite rugby to new audiences via HBS’ broadcast expertise for the first time.

"The women’s game - from the pitch to the boardroom - is a major growth focus for us, and we are very much committed to harness the incredible energy of New Zealand to inspire more women and girls to join the rugby family."