By The Rugby Fan Central Team
World Rugby has officially launched its bold new six-year strategic plan for 2026–2031, setting out an ambitious roadmap designed to grow the sport globally, strengthen financial sustainability, expand women’s rugby, and create a more exciting experience for fans and players alike. At the heart of the strategy is a powerful vision:
“Powering Rugby. Uniting the Game. Enriching Lives.”
The governing body says the plan was built through extensive consultation with unions, players, fans, commercial partners and stakeholders across the rugby world. The goal? To ensure rugby not only survives in a rapidly changing sports landscape — but thrives.
A New Era for Global Rugby
World Rugby believes the game is entering a defining period. Participation is rising, women’s rugby is exploding in popularity, and major tournaments are generating record-breaking revenues and global attention.
The strategy focuses on three key pillars:
- Iconic Events
- Impactful Investment
- Leadership and Support for Members
Chairman Brett Robinson described the plan as “ambitious because ambition is what the game demands,” emphasizing that rugby must continue evolving while staying true to its values.
Rugby World Cups to Drive the Future
One of the major themes of the strategy is maximizing the power of Rugby World Cups — both men’s and women’s — as the financial and emotional engine of the sport.
World Rugby confirmed its focus on delivering blockbuster tournaments in:
- Australia 2027 (Men’s Rugby World Cup)
- Australia 2029 (Women’s Rugby World Cup)
- USA 2031 (Men’s Rugby World Cup)
- USA 2033 (Women’s Rugby World Cup)
The governing body revealed that the 2023 Men’s Rugby World Cup generated record returns, allowing over £400 million to be reinvested back into the game between 2024 and 2027.
Women’s Rugby World Cup 2025 was highlighted as a “generational moment” after smashing attendance and commercial records, including a sold-out final at Allianz Stadium attended by more than 81,000 fans.
The USA: Rugby’s Biggest Opportunity?
Perhaps the most eye-catching element of the strategy is World Rugby’s aggressive push into the United States market.
World Rugby believes the USA could become the sport’s biggest commercial growth engine. According to the report, capturing just one percent of the US sports rights market could double rugby’s global economy.
The governing body plans to:
- Bring more elite international matches to America
- Grow the US rugby fanbase
- Increase digital engagement
- Use the 2031 and 2033 Rugby World Cups as launchpads for long-term expansion
The target? Two million known rugby fans in the USA ahead of Rugby World Cup 2031.
Women’s Rugby Front and Centre
World Rugby repeatedly identified the women’s game as rugby’s single greatest growth opportunity.
The numbers back it up:
- Nearly half of women’s rugby fans became supporters within the last two years
- 29 percent are under 35
- Women’s rugby participation is targeting 3.4 million players globally by 2029
The strategy outlines plans to:
- Increase investment in women’s competitions
- Build stronger player pathways
- Expand the WXV Global Series
- Help unions develop financially sustainable women’s programs
World Rugby wants women’s rugby to become a cornerstone of the sport’s long-term commercial future.
Player Welfare Remains a Priority
Player welfare continues to sit at the center of World Rugby’s strategy.
The governing body highlighted innovations such as:
- Smart mouthguards
- Brain health services
- Women-specific welfare research
- Evidence-based injury prevention systems
World Rugby says its goal is to:
“Lead the world in player welfare without compromising on the nature of rugby union as a sport.”
Making Rugby More Exciting for Fans
World Rugby openly acknowledged that rugby is competing for attention in an increasingly crowded sports and entertainment market.
Fans, according to the report, want:
- Faster and more entertaining rugby
- Bigger personalities and stars
- More attacking play
- Easier-to-understand rules
- More engaging digital content
To address this, World Rugby plans to:
- Grow player storytelling and social media presence
- Expand digital offerings
- Improve officiating clarity
- Continue refining the “shape of the game” for entertainment value
Participation Goals Set at 9 Million Players
World Rugby is also targeting massive grassroots growth.
Current participation sits at around 7.4 million players worldwide, but the organization wants to push that figure to 9 million by 2031.
A major driver will be T1 Rugby, a fast-growing non-contact version of the sport already adopted by more than 80 member unions.
Final Thoughts
World Rugby’s 2026–2031 Strategic Plan is arguably one of the most ambitious blueprints the sport has ever produced.
From transforming women’s rugby and cracking the American market to growing participation and modernizing the fan experience, the strategy aims to reshape rugby’s future on every level.
Now comes the hard part: delivering on the vision.
If World Rugby succeeds, the game could emerge stronger, richer, and more globally relevant than ever before.
For rugby fans around the world, the next six years may define the future of the sport itself.
Source: World Rugby Strategic Plan 2026–31
Here is World Rugby’s full Strategy.
