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The sport of rugby union presents a paradox: it thrives while simultaneously struggling for survival. Nowhere has this been more apparent than in the 2026 Men’s Six Nations Championship, a tournament widely hailed as the greatest ever, boasting record scorelines and viewership.
Amidst the on-field excitement, but, discussions surrounding player welfare and the commercial challenges facing the domestic game persisted.
In this complex landscape, the future of rugby appears brightest under the lights of the Stade de France.
French rugby, having navigated its own crises, now stands in a different league, both on and off the pitch. In France, rugby doesn’t feel like a sport in retreat; it feels like a sport rediscovering itself.
Marketing sport in the modern world isn’t complicated. It’s about creating stars – not just excellent players, but figures who capture attention beyond the pitch. It’s about building spectacle, giving people a reason to watch that extends beyond the scoreboard.
It’s about prioritizing skill, creativity, and flair on the field, allowing athletes to express themselves, telling stories that draw supporters closer, and extending reach into music, entertainment, and fashion.
Rugby, however, has been slow to embrace this showmanship. There’s a resistance within the sport’s DNA to these marketing approaches. Rugby traditionally favors the collective over the individual, the system over the flourish. It distrusts overt displays of personality.
Just look at the debate surrounding rising England star Henry Pollock to see how divided the sport is on its desired image.
Even attempts at modernization, like the Netflix series Six Nations: Full Contact, have felt hesitant. Access was limited, and candor was rationed, preventing the stories from feeling truly authentic.
Dupont and Bielle-Biarrey give France X factor
France, however, is compelling because it freely embraces the best of modern sport, applying it to the game with the same improvisation and creative flair seen on the pitch.
France boasts superstars like Antoine Dupont and Louis Bielle-Biarrey, who have the star power to attract a wider audience. They are empowered to be the individual icons the sport needs.
Matchday in Paris has become a theatrical spectacle, with literal galloping horses rivaling the elaborate stadium shows of American football.
Their recent foray into fashion, with the 120th anniversary ‘Le Crunch’ limited edition kit, is particularly encouraging. The kit sold out quickly, not just among French rugby fans but sports enthusiasts worldwide, mirroring tactics used by Paris Saint-Germain and other major European football clubs.
The response has been significant, with television audiences for the national side now rivaling those of football in France. The domestic structure easily supports two professional leagues, while many nations struggle to maintain even two professional clubs.
Former Scotland player Jim Hamilton recently expressed his frustration with rugby’s slow pace in promoting itself.
France offers a blueprint: celebrate your stars, invest in spectacle, tell compelling stories, and meet audiences where they are.
Matt Readman is chief strategy officer at sports creative agency Dark Horses.
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