World Rugby has entered into a strategic partnership with sports marketing agency IMG to strengthen its positioning and commercial strategy in the United States, a key market in the build-up to the Rugby World Cups scheduled for 2031 and 2033.
Under the agreement, IMG will provide strategic advisory services aimed at improving World Rugby’s media reach and increasing the value of its broadcast and commercial rights. The focus will be both domestic within the US and international, with the goal of maximizing commercial revenue growth over the coming years.
World Rugby highlighted the importance of the US market, stating that it represents one of the most significant opportunities for rugby to expand its audience and increase commercial value. The governing body emphasized that hosting the Rugby World Cups in the United States is supported by a long-term growth strategy designed to make these tournaments the most commercially successful in rugby history.
IMG has already worked with World Rugby on previous media rights deals, including domestic broadcast agreements with Nine Entertainment for the 2027 and 2029 World Cups in Australia, as well as international distribution agreements such as with CBS Sports through 2029.
World Rugby CEO Alan Gilpin described the partnership as a major step in delivering the organization’s ambitions for rugby in the United States and supporting its long-term global growth strategy. He noted that awarding the 2031 and 2033 World Cups to the US reflects the significant opportunity the market presents.
Chief revenue officer Michel Poussau added that the collaboration represents a shift in how World Rugby approaches media rights, positioning the organization for a new era of commercial opportunities in the United States sports market.