World Rugby and IMG Announce Long-Term Media Rights Partnership

Why It Matters

The deal gives World Rugby a seasoned media partner to monetize and broadcast rugby to a massive U.S. audience, potentially unlocking new revenue streams and fan bases ahead of two future World Cups.

Key Takeaways

• IMG will guide World Rugby’s U.S. media rights strategy
• Partnership builds on 30‑year collaboration and past CBS deal
• 2026 will host record international rugby matches in ~30 U.S. cities
• World Rugby targets growth ahead of 2031/2033 Rugby World Cups
• Strategic media push aims to expand U.S. fan base and revenues

Pulse Analysis

Rugby has long been a niche sport in the United States, but recent years have seen a steady climb in participation and viewership, especially after the 2019 men’s Rugby World Cup and the inclusion of rugby sevens in the Olympics. World Rugby’s decision to stage the 2031 men’s and 2033 women’s World Cups on American soil reflects that momentum and the governing body’s ambition to tap a market worth billions of sports dollars. The 2026 schedule, featuring a record slate of test matches across nearly thirty cities, is designed to build awareness and prove commercial viability ahead of the flagship tournaments. Enter IMG, a global leader in sports media rights and consulting.

S. broadcast packages, negotiate with networks and streaming services, and shape content distribution that resonates with American audiences. The firm’s prior work—securing a CBS Sports partnership through 2029 and guiding the Nine Entertainment deal in Australia—demonstrates its ability to extract premium fees and audience reach. In a fragmented media environment where traditional TV competes with over‑the‑top platforms, IMG’s expertise can help World Rugby monetize rights across linear, digital and emerging formats.

The partnership’s timing is critical. S. Moreover, a strong broadcast presence will attract sponsors eager to associate with a growing global sport, further expanding the financial ecosystem. If the IMG‑World Rugby collaboration delivers on its promise, the 2031 and 2033 World Cups could become the first truly American‑centric rugby spectacles, reshaping the sport’s global footprint and setting a template for other emerging markets.