The appointment of Mark Robinson as the new Director of Rugby at World Rugby is not just an executive move, but a clear signal of where the sport’s governing body intends to head over the next five years. His arrival in May coincides with the launch of an ambitious five-year strategy that places the global appeal of the game at the center of the sport’s future growth.

Considered one of the most respected leaders in international rugby, Robinson will lead a new Rugby Division created to integrate key areas that had previously operated in a more fragmented way. From match officials and game technology to law evolution, player welfare and fan experience, his role will be to articulate a shared vision that ensures the Rugby World Cups and major events continue to set the global standard.

From strengthening the All Blacks brand to projecting rugby to the world

Robinson’s six years at the helm of New Zealand Rugby are central to understanding why World Rugby has entrusted him with this responsibility. Under his leadership, the brands of the All Blacks and the Black Ferns expanded their international presence, not only through sporting performance but also by building a global narrative that connected with new audiences, particularly in the United States.

That ability to link high performance, commercial strategy and a deep understanding of the rugby ecosystem is seen by World Rugby as a key asset at a time when the sport is seeking to expand into new markets without losing its essence. Robinson not only led one of the most recognizable brands in global sport, but also managed to translate tradition into international projection — something he will now be expected to replicate on a global scale.

A new division to rethink the game and its governance

Reporting directly to CEO Alan Gilpin, Robinson will work alongside figures such as Mark Harrington in player welfare and Phil Davies in rugby management, within a structure designed to align technical, regulatory and operational decisions under a single vision. Part of this work is already reflected in the review of the game’s philosophy and the alignment of match officials that Robinson is leading, which will be presented at the Shape of the Game 2026 conference.

For Brett Robinson, Chair of World Rugby, the timing of the appointment is “crucial” to reimagine how rugby grows and thrives. Gilpin, meanwhile, highlights the unique combination of performance, commercial and governance experience that Robinson brings. The executive himself summarizes the challenge ahead in a phrase that captures the scale of the task: forging a future that enhances the spectacle for fans, supports unions and protects the core values of rugby on a global stage.