All3Media is backing sport production specialist, 3 Rock, founded by sports presenter and producer, Craig Doyle and Brian O’Driscoll, Ireland’s most-capped rugby international.

The deal will see All3Media’s factual, documentary and sports specialist North One become exclusive live rugby co-production partner for 3 Rock, whose senior team also includes Director Keith Doyle.

All3Media’s digital agency Little Dot Studios – which last week announced a dedicated sport label, Little Dot Sport and whose clients include Premiership Rugby, the 2021 Six Nations, and the FA – will also work with 3 Rock as exclusive digital partner.  All3Media International will be its exclusive distributor. This multi-company partnership will accelerate 3 Rock’s growth in live sport and associated factual programming, in addition to creating further branded and digital video and audio content.

3 Rock, which is focused on live broadcasts, documentaries, podcasts, branded content, and format development produced live coverage of the men’s RFU Championships in June 2021 and will also produce ITV’s recently announced Gallagher Premiership Rugby highlights programme, which starts on January 30.

3 Rock was also behind Shoulder to Shoulder, a BT Sport documentary and is in production with After for BT Sport, which lifts the lid on mental health within professional sport.

3 Rock’s branded content division works with a wide range of major corporate clients, while podcasts include The Contact Book in which Doyle talks to sporting stars about the highs and lows of their lives and careers.

All3Media CEO Jane Turton said: “This deal demonstrates how keen we are to build on our existing expertise in both live sports production and sports based factual programming across different platforms.

“Brian and Craig’s track record in broadcasting, rugby and TV sport is first class and we look forward to working with 3 Rock, adding exciting new talent and content specialism to the All3Media portfolio.”

Brian O’Driscoll and Craig Doyle said: “We are delighted to partner with All3Media to realise our vision and ambition for 3 Rock, which is built on creativity, experience and a talented team.  We feel privileged to have the unrivalled expertise and resources of North One, Little Dot Studios and the All3Media Group to help put 3 Rock on the map. High quality sports, factual and entertainment content is at the heart of what we do, and we are now looking forward to bringing that programming to wider audiences.”

Neil Duncanson, MD of North One, said: “I’m thrilled that 3 Rock is joining forces with the All3Media family, but I’m especially excited because we’ll also be teaming up with Craig, who I’ve worked with for many years.    He is a hugely talented, ambitious producer and an ideas machine and when you then add Brian O’Driscoll and Keith Doyle – both high quality operators in their own fields – it’s an impressive foundation. The respect these guys have in the industry is immense and I know we’ll have a lot of fun helping to grow the business into something very special.” 

Jon Creamer

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