World Rugby and global sports marketing agency IMG have agreed to a long-term media rights partnership designed to further accelerate rugby’s growth in the United States and globally ahead of the landmark Men’s and Women’s Rugby World Cups in 2031 and 2033.
Under the agreement, IMG will help World Rugby shape a media and market strategy designed to deliver long-term impact. This will include strategic advisory on U.S and global media rights, distribution, content, and in-market initiatives in the lead up to the Rugby World Cups. IMG will also provide broader consulting across the global World Rugby media rights ecosystem, driving audience reach and growing value and impact for the sport more broadly.
The United States is a strategically important market for rugby, representing one of the sport’s most significant opportunities for new audiences, value, and commercial growth. Hosting of Rugby World Cups in the U.S. is being supported with the delivery of a dedicated ‘growth plan’ to make these events the most commercially successful rugby events ever.
Advised by Jefferies on the growth plan funding, World Rugby is actively investing in the market alongside national unions, delivering premium international fixtures in strategically important cities nationwide, and supported by a stepped-up and incentivised hosting programme. In 2026, this approach will see a record schedule of international rugby hosted on U.S. soil across both established and emerging markets - creating momentum, broadcast inventory, and addressable audiences ahead of the Rugby World Cups.
This incentivised approach is already yielding benefits for national unions and hosting cities. Ticket sales have been exceptional, with sell-outs driving record attendances across men’s and women’s international matches. In parallel, Rugby World Cup hosting preparations continue at pace, with almost 30 cities and regions engaged in the detailed host city selection process.
The IMG agreement is a key pillar in the growth plan and marks a new era for World Rugby and IMG’s 30‑year relationship. Most recently, IMG advised on World Rugby’s domestic media rights agreement with Nine Entertainment ahead of Rugby World Cups 2027 and 2029 in Australia, alongside securing major international deals, including the U.S. partnership with CBS Sports through to 2029.
World Rugby Chief Executive Alan Gilpin said: “This strategic partnership with IMG is a major step forward in delivering our bold ambitions for rugby in the United States and our long‑term growth strategy for the game globally. The decision to take our men’s and women’s Rugby World Cups to the U.S. in 2031 and 2033 reflects the scale of the opportunity in this market.
“With preparations well underway, a record programme of international matches in 2026, and a stepped‑up partnership approach with our unions, we are entering an important new phase. IMG shares our vision and brings unrivalled media market expertise. We are excited to build this journey together.”
World Rugby Chief Revenue Officer Michel Poussau added: “This partnership around RWC media rights represents a step change for World Rugby as we build toward an unprecedented era of opportunity for the sport in the United States. Working collaboratively with unions and U.S. stakeholders, IMG’s market-leading capabilities will significantly strengthen our position as we approach our Rugby World Cups in optimal shape.”
IMG President Adam Kelly commented: “This new partnership represents a fundamental shift in how World Rugby and IMG are working together strategically to shape long-term growth of the men’s and women’s game. We are excited to expand on our recent media consulting work, which has delivered strong commercial outcomes and unlocked significant value and audiences across multiple major markets.”
IMG SVP, Business Development Sam Stitcher added: “Working side-by-side with World Rugby, we will leverage our global and U.S. resources, knowledge, and expertise of the media and audience landscape to help the sport reach and engage with new fans, in new ways, both internationally and in one of the most strategically important markets in global sport.”
