Rugby is ready for a global sporting boom! World Rugby and global sports marketing agency IMG revealed on Thursday that they have entered into a long-term media rights partnership to “continue to accelerate the growth of rugby in the United States and globally ahead of the men’s and women’s Rugby World Cups (RWC) in 2031 and 2033,” which will be held in the country.
Under the agreement, the financial terms of which were not disclosed, IMG said it would help World Rugby “shape a media and market strategy designed to deliver long-term impact”. This will include strategic consulting on US and global media rights, distribution, content and in-market initiatives in the lead up to the Rugby World Cup. IMG will also provide consultancy on topics such as “increasing audience reach and increasing the value and impact of sport more broadly”.
Most recently, IMG, part of TKO Group, advised on World Rugby’s media rights deal with Nine Entertainment ahead of the 2027 and 2029 Rugby World Cups in Australia, alongside securing major international deals, including a US deal with CBS Sports that runs until 2029.
“The United States is a strategically important market for rugby and represents one of the sport’s most important opportunities for new audiences, value and commercial growth,” the partners said. “The hosting of the Rugby World Cup in the United States is supported by the delivery of a dedicated ‘growth plan’ to make these events the most commercially successful rugby event ever. … World Rugby is actively investing in the market alongside national associations, delivering premium international fixtures in cities of strategic importance nationwide.”
Alan Gilpin, CEO of World Rugby, said: “This strategic partnership with IMG is a major step forward in realizing our bold ambitions for US rugby and the long-term growth strategy for the game globally. The decision to move the men’s and women’s Rugby World Cups to the US in 2031 and 2033 reflects the scale of the opportunity in this market.”
“This partnership around RWC media rights represents a step change for World Rugby as we head into an unprecedented era of opportunity for the sport in the United States,” added Michel Bossau, World Rugby’s Chief Revenue Officer.
IMG Chairman Adam Kelly said: “This new partnership represents a fundamental shift in how World Rugby and IMG work together strategically to shape the long-term growth of the men’s and women’s game.”
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