Brett Robinson, the Chair of World Rugby, shared his vision during a meeting at Baltimore's M&T Bank Stadium, asserting that the aim for the 2031 Rugby World Cup is to be the most remarkable yet. "Our ambition for 2031,” Robinson said, “is to ensure that the Rugby World Cup here in the US is the best we’ve ever delivered. Because it’s so important for our game to grow and fuel the sport."
The recent decider between New Zealand and South Africa marked not just another event but a strategic push to make rugby a household name in the US. This game was part of a broader initiative by World Rugby, in cooperation with prominent rugby nations, to bring high-profile matches to American soil to stoke interest and build a fanbase ahead of the World Cups scheduled for 2031 and 2033.
The allure of international rugby seemed to resonate particularly well during the latest match held in Baltimore, which nearly sold out, drawing a crowd of 68,173 fans—the largest for a rugby game in the US. Tickets disappeared quickly, indicating a growing interest in the sport.
Ambiance played a significant part, with vibrant tailgate parties featuring both local and international flavors, showcasing a festive spirit typical of rugby’s camaraderie and community. Chris Seed, New Zealand’s ambassador to the US, found the cultural exchange particularly impactful.
"It’s a great branding and influencing opportunity," said Seed. "When the All Blacks play [in America] it gives New Zealand a moment to connect with a broad range of Americans."
Despite this success, the match faced some technical glitches with in-stadium microphones that disrupted the flow, yet it didn’t dampen the spirits of the crowd or the players. Siya Kolisi, South Africa’s captain, shared a moment that highlighted the unique atmosphere.
"It was super special," Kolisi remarked. "In the stadium, my goodness, because there was a long stoppage and in that moment, we’re still in the zone. But then you get to appreciate the crowd singing and enjoying the environment. It was really special."
From the perspective of Alexander Magleby, Co-CEO of Major League Rugby, these high-profile games are crucial not just for entertainment but also for kindling an enduring passion for rugby in America. The goal is to expand the professional infrastructure and establish a clear development pathway from youth leagues to the pros, aiming for a transformative impact on rugby in the US.
Indeed, the expansion plans are ambitious, with hopes to have Major League Rugby represented in 12 to 16 cities by the time the World Cup rolls around. This growth is part of a broader strategy to solidify rugby’s foothold in the US sports landscape, making the most of each international game to foster a deeper connection with new fans and reignite the passion of existing ones.
