The Future of Rugby: Insights from Alan Gilpin Post-Women’s World Cup

Alan Gilpin, the chief executive of World Rugby, recently hailed the latest Women’s Rugby World Cup as the “greatest of all time.” This assessment comes on the heels of a tournament that surpassed expectations, showcasing rugby’s potential to transform the women’s game. Amidst the success, Gilpin is already looking ahead, eager to establish a robust infrastructure and growth strategy that will ensure the sport’s long-term success.

Surpassing Expectations

The recently concluded World Cup crushed internal projections, with over 90% of tickets sold and record-high TV viewership. Gilpin highlighted an impressive net promoter score of 84, indicating overwhelming satisfaction from attendees. “I’ve been involved in World Cups for a long time,” he noted, “and we’ve surpassed expectations on just about every metric.” This triumph is not just a moment to celebrate but a launchpad for deeper engagement in the sport.

A Time for Reflection and Forward Thinking

Though Gilpin could bask in the glow of success, he understands the importance of groundwork for the future of rugby. With men’s rugby union transforming over the last 30 years, there lies a pressing need to iron out the complications that have historically riddled the sport. This reset aims to address longstanding issues and ensure sustainable development, particularly appealing to a younger audience.

External Challenges & Opportunities

Challenges persist externally as well, particularly the emergence of rebel league R360. While some see it as a potential disruptor, Gilpin believes investment in rugby must be appropriately channeled. Moreover, major changes within World Rugby, like the upcoming Nations Championship and the expansion of the men’s World Cup to 24 teams, signal a shift aimed at enhancing competition globally.

Strategic Expansion into the U.S.

One of the most ambitious plans on the table is hosting the 2031 Men’s World Cup and the 2033 Women’s equivalent in the United States. This decision has raised eyebrows, particularly given the challenges other sports have faced in establishing footholds in the American market. However, Gilpin is steadfast: “It’s commercially imperative to make our expansion work.” With more than $250 million allocated for investment in the U.S. market over the next eight years, World Rugby is determined to cultivate a rich rugby culture stateside.

Learning from Global Experiences

Reflecting on past tournaments, Gilpin noted lessons learned from the 2019 Rugby World Cup in Japan. Despite being a success, he felt more could have been done to engage the local audience ahead of time. The strategy for the U.S. involves proactive outreach to build interest and audience engagement long before the major events take place.

The Current State of American Rugby

Despite these bold initiatives, rugby remains a niche sport in the U.S. The men’s Eagles have qualified for the 2027 World Cup but struggled in securing a solid domestic following. Major League Rugby (MLR) is currently facing a significant contraction, dropping from 11 teams to 7 in a short span. This uncertainty raises valid concerns among critics about prioritizing the U.S. market over burgeoning interests in South America, where passion for rugby is palpable.

Rethinking Investment Strategies

Famed coach Pablo Lemoine from Chile recently questioned World Rugby’s focus on U.S. investment, indicating that there exists a passionate rugby community in South America that need not be coerced to grow. This perspective reflects wider apprehensions about the direction the sport is headed.

A Unified Effort for Growth

In light of these challenges, Gilpin emphasized the need for a cohesive strategy that suits all involved parties. The goal is to turn isolated matches into a series of events that collectively elevate rugby’s profile. He expressed optimism about upcoming international fixtures in the U.S., which will include more frequent meetings between national teams and domestic leagues.

Women’s Rugby as a Growth Opportunity

Interestingly, the women’s game is being positioned as a central pillar in advancing rugby in the U.S. With a lack of high-profile professional contact sports for women, rugby could fill this niche effectively. Gilpin pointed to successes like Ilona Maher, who has emerged as an influential figure in promoting the sport and engaging new audiences. “We know that player personalities matter,” he remarked, emphasizing the need to capitalize on these emerging stars.

Harnessing Cultural Connections

The unique cultural fabric of the United States presents another opportunity for fostering interest in women’s rugby. As the nation prepares for the LA 2028 Olympics, there is a significant potential to showcase the sport to a broader audience, building on the momentum established at prior events.

Conclusively Unique Opportunity

Through a collaborative framework, World Rugby aims to leverage the recent Women’s World Cup as a springboard for future endeavors. Gilpin believes that a positive culture of cooperation, innovation, and compromise—elements often lacking in the men’s game—will be essential to capitalize on the unique opportunities within the women’s game.

In shaping the next chapter of rugby, Gilpin’s vision encapsulates a blend of celebration and strategic foresight. As the sport navigates these exciting yet challenging times, the focus remains on community building, inclusiveness, and sustainable growth that can secure rugby’s place in new markets for years to come.