Rugby’s American Push: Beyond Baltimore, What’s Next for the Sport in the US?
The recent announcement of a Springboks vs. All Blacks showdown at the M&T Bank Stadium in Baltimore isn’t just a one-off event. It’s a significant signal of intent: World Rugby is serious about cracking the US market, particularly with the 2031 Rugby World Cup looming. This move, coupled with the All Blacks’ previous successful foray into Chicago, highlights a strategic shift towards cultivating a fanbase in a nation dominated by American football, basketball, and baseball.
The Financial Incentive: Why the US Matters
The financial implications are substantial. While exact figures aren’t publicly available, the “Greatest Rivalry” series is projected to be a major revenue generator for both South Africa and New Zealand. Three Tests in South Africa, followed by matches against the country’s United Rugby Championship sides, culminating in a US finale, demonstrates a clear monetization strategy. This mirrors the success seen in other sports; the NFL, for example, generates billions annually from international games, particularly in the UK. According to Statista, the US sports market was valued at over $83 billion in 2023, presenting a massive opportunity for rugby to tap into.
The Silver Lake investment in New Zealand Rugby further underscores this commercial drive. Private equity firms aren’t known for philanthropic endeavors; they’re looking for returns, and expansion into the US is a key component of that potential.
Beyond the Hype: Building a Sustainable US Rugby Ecosystem
Simply hosting high-profile matches isn’t enough. A sustainable US rugby presence requires grassroots development. Major League Rugby (MLR), now in its seventh season, is crucial. MLR has seen consistent growth in viewership and attendance, with average attendance figures exceeding 4,000 per game in 2023. However, it still faces challenges in terms of media coverage and overall awareness.
The US’s recent performance in international competitions, including qualifying for the 2023 Rugby World Cup, is also a positive sign. While they didn’t advance to the knockout stages, their participation generated increased interest. The upcoming Women’s Rugby World Cup in 2025, and the men’s in 2031, will provide further platforms to showcase the sport.
The Impact of the Rugby Championship’s Restructuring
The decision to pause the Rugby Championship in 2026 to prioritize this new international touring model is a bold one. It signifies a willingness to disrupt traditional formats in pursuit of broader global reach. This move isn’t without its critics, with some arguing it diminishes the prestige of the Rugby Championship. However, it allows for more focused efforts on key markets like the US, potentially yielding greater long-term benefits. It’s a gamble, but one that reflects a proactive approach to the sport’s future.
Lessons from Other Sports: How to Win Over the US Market
Other sports have successfully navigated the US market. Soccer (football) experienced a similar slow burn, initially relying on international friendlies and the 1994 World Cup to build a following. The establishment of Major League Soccer (MLS) was crucial, providing a domestic league and fostering local talent. Rugby can learn from this, continuing to invest in MLR and developing American players.
The NFL’s international series also provides a blueprint. They don’t just play games; they create events, engage with local communities, and build partnerships. World Rugby needs to adopt a similar holistic approach.
The Role of Digital Media and Fan Engagement
Digital platforms are essential for reaching a wider audience. Streaming services, social media, and online content are key to engaging potential fans. The All Blacks’ strong social media presence, for example, helps maintain a global fanbase. World Rugby and its member nations need to invest in high-quality digital content, including highlights, behind-the-scenes footage, and player profiles.
Interactive fan experiences, such as virtual reality and augmented reality applications, could also enhance engagement.
FAQ: Rugby in the USA
Q: Will the US ever host a Rugby World Cup regularly?
A: The 2031 World Cup is a major step. Successful hosting of that event will significantly increase the likelihood of future tournaments being held in the US.
Q: Is Major League Rugby sustainable?
A: MLR is showing positive growth, but continued investment and increased media coverage are crucial for long-term sustainability.
Q: What are the biggest challenges facing rugby in the US?
A: Awareness, competition from established sports, and developing a strong domestic player base are the primary challenges.
The Baltimore game is more than just a match; it’s a test case. If World Rugby can successfully capture the attention of the US sports market, it could unlock a new era of growth and prosperity for the sport. The path won’t be easy, but the potential rewards are immense.
Want to learn more about the growth of rugby? Explore World Rugby’s official website for the latest news, statistics, and initiatives.
