US Rugby: The Stars Are Aligning for a Breakthrough
Rugby officials are working to establish the sport in the United States ahead of the 2031 and 2033 World Cups, driven by a $250 million growth plan and the rising social media profile of athletes like Ilona Maher. Despite significant investment and a goal of reaching 500,000 registered players, the sport faces challenges, including a shrinking Major League Rugby (MLR) competition and mixed results for national teams.
The Role of Star Power in US Growth
World Rugby is banking on personality-led marketing to increase the sport’s visibility among American fans. Chief executive Alan Gilpin identified Ilona Maher as the primary driver of the brand in the U.S., citing her high-profile social media presence and success at the Paris Olympics. According to Gilpin, the organization aims to leverage such figures to create an “entertainment-led” connection with a younger, casual audience.
Did You Know? The USA was awarded the hosting rights for the 2031 and 2033 men’s and women’s World Cups nine months after the 2021 Tokyo Olympics, with governing bodies targeting an $80 billion economic opportunity over the next 20 years.
Status of the Domestic Club Game
The professional club landscape has experienced a recent contraction, raising questions about sustainability. Major League Rugby, which featured 11 teams this year, has seen that number drop to seven following the departures of the Miami Sharks, NOLA Gold, and the Houston SaberCats. Chris Latham, head coach of the Chicago Hounds, noted that private owners require a clearer path to return on investment to ensure the long-term viability of the league.
Expert Insight: The transition of rugby in the U.S. mirrors the path taken by soccer following the 1994 FIFA World Cup. While rugby currently lacks the established infrastructure of major American sports, the strategy of importing high-quality international matches and leveraging global brand partnerships suggests an attempt to build an ecosystem from the top down rather than relying solely on domestic development.
Future Outlook and Strategic Goals
World Rugby has taken the unusual step of buying out USA Rugby’s commercial rights to streamline the market and attract international content. Gilpin stated that the organization is actively looking to host 12 to 13 international matches per year in the U.S. to build momentum. This strategy could involve bringing major events—such as the British and Irish Lions tours or Six Nations matches—to American soil before the 2031 tournament.
Frequently Asked Questions
What is the primary goal of World Rugby’s investment in the U.S.?
The governing body aims to establish rugby as a mainstream sport with over 500,000 registered players and create a sustainable $80 billion economic opportunity over the next 20 years.
How is the women’s game currently developing?
Women’s rugby has seen a surge in interest, aided by Olympic bronze in Paris and a $4 million donation from Michele Kang. Additionally, Women’s Elite Rugby launched as a six-team semi-professional league this year.
Why are there concerns regarding the Major League Rugby (MLR) competition?
The league has shrunk from 11 teams to seven due to several clubs stepping away, which has raised concerns among observers about the stability of the professional club ecosystem as the country prepares to host upcoming World Cups.
Can rugby successfully gain a foothold in the American sports market before the 2031 World Cup begins?