World Rugby Chair Brett Robinson Targets US Market Expansion Amidst Financial and Popularity Concerns

World Rugby Chair Brett Robinson discusses the "challenge" of the US market and the importance of the 2031 World Cup for the sport's global health.

By: AXL Media

Published: Apr 22, 2026, 4:07 AM EDT

Source: Information for this report was sourced from Rugby365

Addressing the "Hearts and Minds" Crisis in Traditional Markets

The global rugby landscape has recently faced scrutiny following warnings from stakeholders in the sport's traditional strongholds. All Blacks legend Michael Jones recently suggested that rugby union is losing ground to rugby league in New Zealand, a sentiment punctuated by the news that Auckland-based Moana Pasifika will fold at the end of the current season. This follows a similar decline in Wales, where football has surged in public popularity as the national rugby team's fortunes have faltered. Despite these indicators, World Rugby Chair Brett Robinson remains optimistic, pointing to a "truly international" participation rate that now includes over two million women globally.

The "American Challenge": 2031 and 2033 World Cups

Central to World Rugby's expansion strategy is the United States, which is set to host the Men’s Rugby World Cup in 2031 and the Women’s event in 2033. Robinson acknowledged that the US is a "challenging market," particularly given the recent contraction of Major League Rugby, which has seen four clubs exit the competition. To build momentum toward 2031, World Rugby is collaborating with top-tier unions to bring "iconic" matches to American soil, such as the upcoming clash between South Africa and New Zealand in Baltimore this September. The organization is currently evaluating 27 potential host cities, with plans to narrow the selection to 12 or 14 following the 2027 World Cup in Australia.

Lessons from Other Global Sporting Events

The upcoming FIFA World Cup in the United States this June-July serves as a cautionary case study for rugby officials. Challenges regarding ticket pricing and transportation infrastructure have already surfaced in the football context, highlighting potential hurdles for the 2031 tournament. However, Robinson believes that the growing strength of women's rugby in North America provides a unique "long-term play" that differentiates rugby from other imports. He argued that the sport cannot "sit still" and rely on its core markets alone, but must instead leverage these large-scale events to forge permanent connections with new fanbases.