Rugby is ready for a global sports spurt! World Rugby and global sports marketing agency IMG unveiled on Thursday that they have struck a long-term media rights partnership “to further accelerate rugby’s growth in the United States and globally ahead of the landmark men’s and women’s Rugby World Cups (RWC) in 2031 and 2033,” which will take place in the country.
Under the agreement, financial terms of which weren’t disclosed, IMG said it will help World Rugby “shape a media and market strategy designed to deliver long-term impact.” This will include strategic advisory on U.S and global media rights, distribution, content, and in-market initiatives in the lead-up to the Rugby World Cups. IMG will also provide consulting across such topics as “driving audience reach and growing value and impact for the sport more broadly.”
Most recently, IMG, part of TKO Group, advised on World Rugby’s media rights agreement with Nine Entertainment ahead of Rugby World Cups 2027 and 2029 in Australia, alongside securing major international deals, including a U.S. deal with CBS Sports that runs through 2029.
“The United States is a strategically important market for rugby, representing one of the sport’s most significant opportunities for new audiences, value, and commercial growth,” the partners said. “Hosting of Rugby World Cups in the U.S. is being supported with the delivery of a dedicated ‘growth plan’ to make these events the most commercially successful rugby events ever. … World Rugby is actively investing in the market alongside national unions, delivering premium international fixtures in strategically important cities nationwide.”
Said World Rugby CEO Alan Gilpin: “This strategic partnership with IMG is a major step forward in delivering our bold ambitions for rugby in the United States and our long‑term growth strategy for the game globally. The decision to take our men’s and women’s Rugby World Cups to the U.S. in 2031 and 2033 reflects the scale of the opportunity in this market.”
Added World Rugby chief revenue officer Michel Poussau: “This partnership around RWC media rights represents a step change for World Rugby as we build toward an unprecedented era of opportunity for the sport in the United States.”
And IMG president Adam Kelly said: “This new partnership represents a fundamental shift in how World Rugby and IMG are working together strategically to shape long-term growth of the men’s and women’s game.”
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