Rugby’s American Dream: Can the U.S. Finally Crack the Market Before 2031?

As the sporting world turns its gaze toward the United States for a series of high-profile global events, rugby union faces a monumental challenge. With the U.S. Set to host the men’s Rugby World Cup in 2031 and the women’s tournament in 2033, the governing body, World Rugby, is navigating the difficult task of transforming a niche pastime into a mainstream American spectacle.

The roadmap for this expansion is ambitious, aiming to move beyond the traditional rugby heartlands and capture the imagination of a market accustomed to the spectacle of the NFL, NBA and Major League Soccer. However, the path to growth is fraught with structural hurdles, fluctuating professional league stability, and the need for a truly competitive national team.

The Star Power Strategy: The Ilona Maher Effect

In the American sports ecosystem, individual star power often acts as the primary gateway for casual fans. Ilona Maher has emerged as the face of this movement. Her influence extends well beyond the pitch; through her massive social media presence and her role in the U.S. Women’s sevens team securing bronze at the 2024 Paris Olympics, she has brought a level of visibility to the sport that was previously unattainable.

World Rugby recognizes that traditional broadcast models are insufficient in the digital age. By leveraging personalities like Maher, the organization is attempting to build “brand rugby” through entertainment-led content. This strategy focuses on body positivity and athlete-centric storytelling, which resonates deeply with the younger demographics that the sport desperately needs to attract.

Infrastructure and the Major League Rugby (MLR) Reality

While international stars generate headlines, the long-term sustainability of the sport depends on a thriving domestic league. Major League Rugby (MLR) has faced a turbulent period of contraction. Despite the league’s goal of professionalizing the domestic game, recent seasons have seen several franchises step back or merge, raising questions about the financial viability of private ownership in the current landscape.

World Rugby CEO Alan Gilpin remains optimistic, viewing these shifts not as a failure of growth, but as a necessary evolution of the business model. The governing body has taken the unprecedented step of buying out USA Rugby’s commercial rights, effectively positioning itself as the primary promoter of the sport in the region. The goal is to curate a consistent calendar of international matches—aiming for 12 to 13 high-quality fixtures annually—to keep the sport in the public consciousness.

Key Challenges for US Rugby

• Competitive Parity: The U.S. National teams must consistently compete with top-tier nations to capture the attention of a skeptical American public.
• League Stability: Developing a sustainable professional club structure that can survive economic fluctuations and attract long-term investment.
• Grassroots Integration: Building stronger pathways from the college and high-school sports systems into elite professional play.
• Market Saturation: Competing for attention in a landscape already dominated by established, high-revenue sports leagues.

A Blueprint for Global Growth

World Rugby’s approach is modeled on the success of the 2019 World Cup in Japan, which transformed a domestic interest into a major commercial market. To replicate this, the organization is looking toward a US$250 million growth plan designed to stabilize USA Rugby as a business. This includes incentivizing top-tier unions to bring high-profile matches to American soil, ensuring that fans aren’t just waiting for a World Cup every few years to engage with the sport.

The potential upside is immense. The U.S. Represents roughly half of the global sports media rights market. If rugby can capture even a modest fraction of that audience, it would fundamentally alter the sport’s global economy, potentially doubling its value to an estimated £8 billion.

Looking Ahead to 2031

The window for rugby to establish a foothold in the U.S. Is closing. The success of football (soccer) in the U.S. Following the 1994 FIFA World Cup serves as both an inspiration and a warning; it required decades of infrastructure investment and a shift in cultural perception to become the powerhouse it is today. Rugby cannot afford a standing start.

As the sport prepares for its marquee moments in 2031 and 2033, the focus remains on “selling the dream.” For those already involved, rugby offers a unique community and a global reach that few other sports can match. The task for the next six years is to package that experience in a way that is accessible, entertaining, and sustainable for the American consumer.

Frequently Asked Questions

Will the 2031 World Cup be held in the USA?

Yes, the United States has been awarded the hosting rights for both the 2031 men’s and 2033 women’s Rugby World Cups.

How is World Rugby helping the US market?

World Rugby has invested heavily in the region, taking over commercial rights from USA Rugby and implementing a $250 million growth plan to increase match frequency and professionalize the local ecosystem.

Why is the growth of women’s rugby so significant in the US?

The women’s game has benefited from significant star power and recent Olympic success, leading to increased investment from private donors and a growing number of university programs.