Looking toward the future, World Rugby has taken a strategic step toward innovation and accessibility by partnering with Sports Travel & Hospitality (STH), a subsidiary of Sodexo Live!. This exclusive agreement marks a milestone in preparing for upcoming editions of the Rugby World Cup, both in its men’s and women’s formats. From England 2025 to Australia 2029, the primary goal is to create unforgettable experiences for fans and solidify rugby as a globally significant sport.

The resounding success of the Rugby World Cup France 2023, which generated record revenue of £475 million, has strengthened World Rugby’s strategy to reinvest in the sport’s growth. Under this new agreement, premium hospitality and travel packages will be designed not only to provide comfort but also to connect fans with the essence of the tournament. This partnership, therefore, not only celebrates rugby’s traditions but also paves the way for a new generation of fans.

A SHARED VISION

World Rugby and STH share an ambitious goal: to transform sports hospitality while expanding the global rugby community. Through the RWC Experiences program, packages will include match tickets, accommodation options, world-class dining, and cultural activities. These experiences are crafted to immerse fans in the essence of the tournament, catering to both traditional supporters and first-time attendees.

Alan Gilpin, CEO of World Rugby, highlighted that this partnership aims to make rugby a more accessible and relevant sport for a diverse audience. Meanwhile, Nathalie Bellon-Szabo, Global CEO of Sodexo Live!, underscored the commitment to innovation in hospitality, and Chris John, Group CEO of STH, emphasized the importance of delivering immersive experiences that celebrate rugby’s spirit and create unforgettable memories. This collaboration promises to set new standards in sports events, blending technology, inclusion, and passion to captivate a global audience.