In an increasingly competitive sports landscape shaped by profound economic, technological, and cultural transformations, World Rugby unveiled a new six-year global strategy aimed at redefining the future of rugby and expanding its impact both on and off the field. Under the vision of “growing the game, uniting the sport, and enriching lives,” the international governing body seeks to establish a model capable of meeting the demands of modern sport while preserving the historic values that have defined rugby for decades.
The plan, unanimously approved by the World Rugby Council following an extensive consultation process with member unions and regions, aims to build a more sustainable, connected, and attractive ecosystem for players, fans, and sports organizations. The strategy extends through to the Men’s Rugby World Cup 2031 in the United States, viewed as a key opportunity to expand the sport’s global presence in the world’s largest sports market and generate new investment streams to strengthen rugby internationally.
A strategy focused on global growth and the transformation of rugby
World Rugby’s new roadmap is built around three fundamental pillars: iconic events, high-impact investment, and leadership alongside ongoing support for member unions. Each of these pillars was designed with measurable objectives and a long-term vision, seeking not only to increase the sport’s competitiveness but also to ensure its sustainability in a global environment where entertainment and sports consumption are rapidly evolving.
Within this strategy, the United States holds a central role. World Rugby plans to invest nearly £200 million in the development of rugby in the U.S. ahead of the 2031 World Cup, recognizing that growth in that market could transform the sport’s economic and media reach. In addition, the organization expects the World Cup to generate a surplus exceeding one billion dollars, resources that will later be reinvested to drive the global growth of rugby, support new strategic competitions, and strengthen the development of federations across different regions of the world.
Women’s rugby, player welfare, and a more fan-centered model
Another key aspect of the plan is the explicit recognition of women’s rugby as a major growth driver for the sport. World Rugby confirmed that the strategy will include both the Australia 2027 Men’s Rugby World Cup and the women’s edition in 2029, while also reinforcing competitions such as the WXV Global Series and the Nations Cup, tournaments designed to increase international competitiveness and create new visibility opportunities for more national teams and athletes.
The federation also emphasized the fan experience and player welfare as essential elements for the future of rugby. In this regard, the organization announced significant changes in the way financial resources will be distributed, gradually moving away from traditional funding models toward systems that reward performance and qualification in major international competitions. World Rugby chairman Brett Robinson acknowledged that the sport must adapt to new ways of operating and investing, while chief executive Alan Gilpin stressed that the objective is to build a more modern, resilient structure capable of leading rugby into a new era of global expansion.
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