World Rugby and IMG Partner for Global Media Rights Growth

World Rugby and global sports marketing agency IMG have entered into a long-term media rights partnership aimed at accelerating the growth of rugby both globally and within the United States. The collaboration is designed to build momentum and commercial value leading up to the Men’s and Women’s Rugby World Cups in 2031 and 2033, both of which are scheduled to be hosted in the United States.

Under the terms of the agreement, IMG will assist World Rugby in developing a comprehensive media and market strategy. This strategic advisory will cover U.S. And global media rights, distribution, and content, as well as specific in-market initiatives. Beyond the U.S. Focus, IMG will provide broader consulting across the global World Rugby media rights ecosystem to increase audience reach and overall impact for the sport.

Strategic Focus on the United States

World Rugby has identified the United States as a strategically important market, viewing it as one of the most significant opportunities for expanding audiences and driving commercial growth. To support the upcoming World Cups, the governing body is implementing a dedicated growth plan intended to make the 2031 and 2033 events the most commercially successful rugby events in history.

This growth plan funding was advised by Jefferies. As part of the strategy, World Rugby is actively investing in the U.S. Market in coordination with national unions. These efforts include the delivery of premium international fixtures in strategically important cities across the country, supported by an incentivized hosting programme.

2026 Schedule and Market Momentum

The strategy is moving into a high-activity phase in 2026, which will feature a record schedule of international rugby hosted on U.S. Soil. These matches will be held across both established and emerging markets to create necessary broadcast inventory and addressable audiences before the 2031 and 2033 tournaments.

According to World Rugby, this incentivized approach is already producing results for hosting cities and national unions. Ticket sales for international matches have been described as exceptional, with sell-outs contributing to record attendances for both men’s and women’s international fixtures.

World Cup Preparations

Preparations for the 2031 and 2033 Rugby World Cups are continuing alongside the media rights partnership. World Rugby has confirmed that almost 30 cities and regions are currently engaged in the detailed host city selection process.