World Rugby has published a strategy aimed at improving the sport over the coming years.
World Rugby has put the US at the centre of its six-year strategy, with the 2031 and 2033 Rugby World Cups viewed as the sport’s biggest commercial opportunity.
The governing body believes the US is the market with the “greatest long-term value” for rugby, stating breaking into it could significantly change the sport’s global financial outlook.
Work to ensure this happens is already starting ahead of the 2031 and 2033 tournaments, which are both being held in the country.
The strategy features revenue ambitions, including a “record-breaking financial surplus” from the men’s 2031 World Cup, followed by a commercially maximised women’s edition in 2033.
World Rugby also highlights the scale of the US sports rights market, noting even a small share could lead to significant changes in the sport’s economy.
A six-year runway to 2031
To make these ambitions a reality, World Rugby has created a dedicated USA Growth Markets Development Plan aimed at maximising the commercial success of the 2031 and 2033 Rugby World Cups and unlocking the US as a new market for the sport.
The governing body says it will work with unions to support the plan, bringing high-profile content into the US ahead of both tournaments in a way that benefits the build-up period.
A key part of the strategy is also showcasing the world’s biggest teams in the US as part of a longer-term effort to raise the sport’s profile and relevance in the market.
Similar ideas are already being tested in rugby league, where Super League has taken annual fixtures to Las Vegas alongside NRL games in a bid to gain exposure and reach new audiences.
World Rugby is also going further, with a clear focus on “building the US fanbase and increasing fan conversation to drive the commercial success of RWC 2031 and 2033.” This includes digital engagement, more targeted marketing and developing players into recognisable stars who can connect with new audiences.
Why the US market matters
One of rugby’s biggest challenges is competing for attention against other sports, such as football, basketball, boxing and cricket, particularly among younger audiences.
This is a challenge shared by all sports, and as a result, more sports have started looking to the US as a solution, given its size, spending power and ability to generate commercial returns.
However, the opportunity comes with the same competition. Football is heavily focused on growing its US audience with the 2026 FIFA World Cup, while cricket and others are also pushing to establish a foothold in the market.
In many cases, organisers have adapted their product to fit US sports culture, such as FIFA introducing a half-time show for the World Cup final.
World Rugby appears to be following a similar path, noting that modern fans want “a compelling entertainment product – fast and exciting, that rewards attacking intent and is easy to understand.”
Rugby already has an existing base in the US, with around 2 million known fans according to the report, and participation in the sport is slowly growing. However, converting that into meaningful commercial growth will take more than staging big events.
Football is significantly more popular in the country, and while the FIFA World Cup is expected to drive huge interest, there are still concerns about whether attendance and engagement will match expectations.
